Destinasyon Kişiliği, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Çanakkale Örneği

Yıl 2018, Cilt: 13 Sayı: 49, 22 - 32, 31.01.2018

Serkan Türkmen , Lütfi Atay , Ezgi Türkmen

https://doi.org/10.19168/jyasar.330474

Cited By: 7

Öz

Turizm yazınında marka kişiliği kavramı yerine kullanılan
destinasyon kişiliği, destinasyon markalaşmasının en önemli bileşenlerinden
biri olarak kabul edilmektedir. Bu çalışmanın amacı, Çanakkale’nin yerli
turistler tarafından algılanan destinasyon kişiliğini tespit etmek ve
destinasyon kişiliği, ziyaret memnuniyeti ve davranışsal niyetler arasındaki
ilişkileri incelemektir. Çalışma sonunda, Çanakkale’nin destinasyon kişiliği
“yetkinlik-seçkinlik, samimiyet, güven ve heyecan” olmak üzere dört boyutta
ortaya çıkmıştır. Destinasyon kişiliğinin ziyaret memnuniyeti ve davranışsal
niyetler üzerinde olumlu bir etkisinin olduğu ortaya çıkmıştır. Ziyaret
memnuniyetinin de davranışsal niyetler üzerinde olumlu bir etkisinin olduğu
tespit edilmiştir.

Anahtar Kelimeler

Destinasyon Kişiliği , Ziyaret Memnuniyeti , Davranışsal Niyetler , Çanakkale

Kaynakça

• Aaker, J. L. 1997. “Dimensions of brand personality.” Journal of Marketing Research 34(3): 347–356.
• Akkoyunlu, B., Soylu, M. Y., ve Çağlar, M. 2010. “Üniversite Öğrencileri İçin ‘Sayısal Yetkinlik Ölçeği’ Geliştirme Çalışması.” Hacettepe Üniversitesi Eğitim Fakültesi Dergisi 39: 10-19.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. 2012. Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı (7. Baskı). İstanbul: Avcı Ofset.
• Apostolopoulou, A., and Papadimitriou, D. 2015. “The Role of Destination Personality in Predicting Tourist Behaviour: Implications for Branding Mid-sized Urban Destinations.” Current Issues in Tourism 18(12): 1132-1151.
• Artuğer, S., ve Çetinsöz, B.Ç. 2014. “Destinasyon İmajı İle Destinasyon Kişiliği Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma.” İşletme Araştırmaları Dergisi 6 (1): 366-384.
• Azoulay, A., and Kapferer, J. N. 2003. “Do Brand Personality Scales Really Measure Brand Personality?” Journal of Brand Management 11(2): 143-155.
• Baloglu, S., Henthorne, T. L., and Sahin, S. (2014). “Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior.” Journal of Travel & Tourism Marketing 31 (8): 1057-1070.
• Bilim, Y., and Bilim, M. B. 2014. “Does A Destination Have Personality? Personality and Image Issues of a Destination.” Athens Journal of Tourism 1(2): 121- 134.
• Cai, Liping A. 2002. “Cooperative Branding for Rural Destinations.” Annals of Tourism Research 29(3): 720-742.
• Chou, S. C., Boldy, D. P., and Lee, Y. H. 2002. “Measuring Job Satisfaction in Residential Aged Care.” International Journal for Quality in Health Care 14(1): 49-54.
• Chen, C. F., and Phou, S. 2013. “A Closer Look at Destination: Image, Personality, Relationship and Loyalty.” Tourism Management 36: 269- 278.
• De Moya, M., and Jain, R. 2013. “When Tourists Are Your “Friends”: Exploring the Brand Personality of Mexico and Brazil on Facebook.” Public Relations Review 39(1): 23-29.
• Dölarslan, E. Şahin. 2012. “Bir Marka Kişiliği Ölçeği Değerlendirmesi.” Ankara Üniversitesi SBF Dergisi 67(2): 1-28.
• Ekinci, Yuksel, and Hosany, Sameer. 2006. “Destination Personality: An Application of Brand Personality to Tourism Destinations.” Journal of Travel Research 45: 127-139.
• Ekinci, Y., Sirakaya-Turk, E., and Baloglu, S. 2007. “Host Image and Destination Personality.” Tourism Analysis 12(5/6): 433-446. Fornell, C., and Larcker, D. F. 1981. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”. Journal of Marketing Research 18(1): 39–50.
• Forristal, L. J., and Lehto, X. Y. 2009. “Place Branding With Native Species: Personality as A Criterion.” Place Branding and Public Diplomacy 5(3): 213-225.
• Gil, A. G., and Hellgren, D. 2011. “Brand Personality: Impact on Brand Trust and Consumer Preferences: A comparative Study of Germany and Sweden.” Master Thesis of Umeå School of Business, Biblioteksgränd/Sweden.
• Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. 2010. Multivariate Data Analysis: Global Perspective. New Jersey: Pearson Education, Prentice Hall.
• Hankinson, G. 2004. “Relational Network Brands: Towards A Conceptual Model of Place Brands.” Journal of Vacation Marketing 10(2): 109-121.
• Hosany, S., Ekinci, Y., and Uysal, M. 2006. “Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places.” Journal of Business Research 59(5): 638-642.
• Hultman, M., Skarmeas, D., Oghazi, P., and Beheshti, H. M. 2015. “Achieving Tourist Loyalty through Destination Personality, Satisfaction, and Identification.” Journal of Business Research 68(11): 2227-2231.
• İlban, M. O., Bezirgan, M., ve Çolakoğlu, F. 2016. “Termal Otellerde Algılanan Hizmet Kalitesi, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Edremit Örneği.” Anatolia: Turizm Araştırmaları Dergisi 27(2): 181-194.
• Kılıҫ, B., and Sop, S. A. 2012. “Destination Personality, Self-congruity and Loyalty.” Journal of Hospitality Management and Tourism 3(5): 95-105.
• Kim, H., and Stepchenkova, S. 2016. “Understanding Destination Personality through Visitors' Experience: A Cross-cultural Perspective.” Journal of Destination Marketing & Management, Accessed May 28, https://doi.org/10.1016/j.jdmm.2016.06.010
• Kim, H. B., and Lee, S. 2015. “Impacts of City Personality and Image on Revisit Intention.” International Journal of Tourism Cities, 1(1): 50-69.
• Klabi, F. 2012. “The Predictive Power of Destination-Personality-Congruity on Tourist Preference: A Global Approach to Destination Image Branding.” Leisure/Loisir 36(3-4): 309-331.
• Kline, R. B. 2015. Principles and Practice of Structural Equation Modeling (4th Ed.). London: Guilford Publications.
• Kozak, M., ve Rimmington, M. 2000. “Tourist Satisfaction with Mallorca, Spain, as an Off-Season Holiday Destination.” Journal of Travel Research 38(3): 260-269.
• Lee, H. J., and Kang, M. S. 2013. “The Effect of Brand Personality on Brand Relationship, Attitude, and Purchase Intention with A Focus on Brand Community.” Academy of Marketing Studies Journal, 17(2): 85-97.
• Li, X. R., and Kaplanidou, K. K. 2013. “The Impact Of the 2008 Beijing Olympic Games on China’s Destination Brand A US-Based Examination.” Journal of Hospitality & Tourism Research 37(2): 237-261.
• Lim, Seonghwan. 2013. The Effect of Destination Personality and Self Destination Congruity on Visitors’ Intentions. Master Thesis of Science, the Office of Graduate Studies of Texas A&M University.
• Murphy, L., Moscardo, G., and Benckendorff, P. 2007. “Using Brand Personality to Differentiate Regional Tourism Destinations.” Journal of Travel Research 46(1): 5-14.
• Murphy, L., Benckendorff, P., and Moscardo, G. 2007a. “Destination Brand Personality: Visitor Perceptions of a Regional Tourism Destination.” Tourism Analysis 12(5-6): 419-432.
• Murphy, L., Benckendorff, P., and Moscardo, G. 2007b. “Linking Travel Motivation, Tourist Self-Image and Destination Brand Personality.” Journal of Travel & Tourism Marketing 22(2): 45-59.
• Opoku, R. A. 2009. “Mapping Destination Personality in Cyberspace: An Evaluation of Country Web Sites Using Correspondence Analysis.” Journal of Internet Commerce 8(1-2): 70-87.
• Papadimitriou, D., Apostolopoulou, A., and Kaplanidou, K. 2015. “Destination Personality, Affective Image, and Behavioral Intentions in Domestic Urban Tourism.” Journal of Travel Research 54(3): 302-315.
• Pereira, R. L. G., Correia, A. D. J. H., and Schutz, R. L. A. 2014. “Destination Brand Personality: Searching For Personality Traits on Golf-Related Websites.” Anatolia 25(3): 387-402.
• Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., and Spyropoulou, S. 2007. “What I Say about Myself: Communication of Brand Personality by African Countries.” Tourism Management, 28(3): 835-844.
• Rojas-Méndez, J. I., Murphy, S. A., and Papadopoulos, N. 2013. “The US Brand Personality: A Sino Perspective.” Journal of Business Research 66(8): 1028-1034.
• Sharma, Rajesh Kumar. 2013. Brand Personality of Tourism Destination: The Case of Kathmandu, Nepal. Master’s Thesis in International Business. University Of Norland, Bodø, Norway.
• Shi, Y., Prentice, C. and He, W. 2014. “Linking Service Quality, Customer Satisfaction and Loyalty in Casinos, Does Membership Matter?” International Journal of Hospitality Management 40: 81-91.
• Sözen, M. Ö. 2007. “1982 Sonrasında Türkiye'de Uygulanan Turizm Politikalarının Çanakkale Turizmine Etkileri.” Sosyo Ekonomi 6(6): 63-88.
• Sahin, S., and Baloglu, S. 2011. Brand Personality and Destination Image of Istanbul. Anatolia–An International Journal of Tourism and Hospitality Research 22(01): 69-88.
• Souiden, N., Ladhari, R., & Chiadmi, N. E. 2017. “Destination Personality and Destination Image.” Journal of Hospitality and Tourism Management 32: 54-70.
• Sung, Y., and Tinkham, S. F. 2005. Brand Personality Structures in the United States and Korea: Common and Culture-specific Factors. Journal of Consumer Psychology, 15(4): 334-350.
• Sünnetçioğlu, S., Can, A., ve Durlu-Özkaya, F. “Yavaş Turizmde Coğrafi İşaretlemenin Önemi.” 13. Ulusal Turizm Kongresi'nde sunulmuştur, Antalya, 6-9 Aralık, 2012.
• Tabachnick, B. G. and Fidell, L.S. 2013. Using Multivariate Statistics (6th Ed.). Boston: Pearson.
• Torlak, Ö. ve Uzkurt, C. 2005. “Kola Markası Kişiliklerinin Üniversite Öğrencileri Tarafından Algılanması.” Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 6(2): 15-31.
• Umur, M., ve Eren, D . 2016. “Destinasyon İmajı Ve Destinasyon Kişiliğinin, Ziyaretçi Memnuniyeti Ve Geleceğe Yönelik Ziyaretçi Davranışı Üzerine Etkisi: Kapadokya Örneği.” Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 6(1): 271-294.
• Usakli, A., and Baloglu, S. 2011. “Brand Personality of Tourist Destinations: An Application of Self-congruity Theory.” Tourism Management 32(1): 114-127.
• Xie, K. L., and Lee, J. S. 2013. “Toward the Perspective of Cognitive Destination Image and Destination Personality: The Case of Beijing.” Journal of Travel & Tourism Marketing 30: 538–556.
• Ye, S. 2012. “The Impact of Destination Personality Dimensions on Destination Brand Awareness and Attractiveness: Australia as a Case Study.” Turizam: Znanstveno-Stručni Časopis 60(4): 397-409.
• Yeh, Pi-Hua, Liu, Chyong-Ru, and Yeh, Shih-Shuo. 2010.” Loyalty and Its Relationship with Travel Motivation, Brand Personality, and Congruity of Self Image.” International Journal of Agricultural Travel and Tourism 1(1): 94‐106.
• Yoon, Y. and Uysal, M. 2005. “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model,” Tourism Management 26(1): 45-56.
• Zabkar, V., Brenčič, M. M. and Dmitrovic, T. 2010. “Modelling Perceived Quality, Visitor Satisfaction and Behavioural Intentions at the Destination Level.” Tourism Management 31(4): 537-546.
• Zeugner-Roth, K. P., and Žabkar, V. 2015. “Bridging the Gap between Country and Destination Image: Assessing Common Facets and Their Predictive Validity.” Journal of business research 68(9): 1844-1853.