Turistik Destinasyonlarda Tüketici Temelli Marka Değerinin Ölçülmesi: Anamur Üzerine Bir Araştırma

Abstract

Araştırmada turistik bir destinasyon üzerinde tüketici temelli marka değeri modelinin geçerliliğini ve boyutlar arasındaki ilişkiyi sınamak amaçlanmaktadır. Araştırmanın örneklem grubu, Anamur ilçesine Haziran ve Temmuz aylarında ziyaret eden yerli ziyaretçilerden oluşmaktadır. Uygulama için veri toplama aracı olarak turistik destinasyonlar için tüketici temelli marka değerini ölçen anket kullanılmış olup, elde edilen verilerin analizinde aritmetik ortalama ve frekans analizi gibi betimsel analizler, yapı geçerliliği için doğrulayıcı faktör analizi ve güvenirlik analizi gibi istatistiksel tekniklerden yararlanılmıştır. Ayrıca belirlenen boyutlar arasındaki ilişkiler Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Araştırma sonucunda, turistik destinasyonlar için tüketici temelli marka değerini oluşturan boyutlar arasında anlamlı pozitif yönde ilişki olduğu belirlenmiştir. Ancak algılanan destinasyon kalitesi ve destinasyon sadakati arasında anlamlı bir ilişki bulunamamıştır.  

Keywords

• Tüketici Temelli Marka Değeri,Yapısal Eşitlik Modellemesi,Destinasyon Marka İmajı,Destinasyon Marka Sadakati,Algılanan Destinasyon Kalitesi,Destinasyon Marka Farkındalığı

Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur

Abstract

It is aimed to investigate the validity of the consumer based brand value model and the relationship between dimensions on a tourism destination in the research. The sample group of the study consisted of a domestic visitors to Anamur district in June and July. As a data collection tool, a questionnaire was used to measure customer brand values ​​for tourism destinations. In order to analyze the data statistical techniques such as descriptive analysis such as arithmetic mean and frequency analysis, confirmatory factor analysis to construct validity and reliability analysis were used. In addition, relations between the determined dimensions were analyzed by Structural Equation Modeling (YEM). As a result of the research, it was determined that there is a significant positive relationship between the dimensions that constitute customer-based brand value for tourism destinations. However, there was no significant relationship between the perceived destination quality and destination brand loyalty.

Keywords

• Customer-Based Brand Equity,Structural Equation Modeling,Destination Brand Image,Destination Brand Loyalty,Perceived Destination Quality,Destination Brand Awareness

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