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AGENCIES 'DESTINATION IMAGE PERCEPTION AND TRIP TYPE PROPOSAL INTENTION: THE EXAMPLE OF THE DESTINATION OF THE SOUTHEAST ANATOLIA REGION

Year 2020, Volume: 2 Issue: 2, 21 - 34, 31.12.2020

Abstract

It is accepted that the tour programs, in which tour operators and travel agencies have determined the travel route and the details of the operations and activities they will manage during the trip, are extremely important in terms of being a source of information for and before the decision-making phase for potential tourists and creating a destination image in their minds. The purpose of this research is to examine the travel agencies' perception of destination image towards the Southeastern Anatolia Region and their tour suggestion tendencies of this region by using the tour programs they have explained in a certain time period and scope of the case study. In accordance with this purpose, seventeen different tour programs of fourteen different travel agencies, which published the tour program in detail from the start date to the end of the trip, were evaluated with descriptive content analysis. It was determined that the Southeastern Anatolia Region destination is perceived and recommended by the agencies as suitable for culture, gastronomy and nature tours. In addition, while cultural, shopping and nature activities are the variables that have the most intense impact on travel agencies' perception of the destination.

References

  • Akroush, M. N., Jraisat, L. E., Kurdieh, D. J., AL-Faouri, R. N., & Qatu, L. T. (2016). Tourism service quality and destination loyalty–the mediating role of destination image from international tourists’ perspectives. Tourism Review, 71(1), 18-44.
  • Alaeddinoglu, F., & Can, A. S. (2010). Destination image from the perspective of travel intermediaries. Anatolia, 21(2), 339-350.
  • Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9.
  • Barley, M., & Dimanche, F. (2016). Overcoming the image of Colombia: a study of Canadian travel agents. Paper presented at the Sixteenth Travel and Tourism Research Association Conference, Canada. Retrieved from https://scholarworks.umass.edu/ttracanada_2016_conference/8.
  • Bruwer, J., & Joy, A. (2017). Tourism destination image (TDI) perception of a Canadian regional winescape: a free-text macro approach. Tourism Recreation Research, 42(3), 367-379.
  • Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12(2), 1-11.
  • Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Los Angeles, USA: Sage.
  • Da Silva, M. A., Costa, R. A., & Moreira, A. C. (2018). The influence of travel agents and tour operators' perspectives on a tourism destination. The case of Portuguese intermediaries on Brazil's image. Journal of Hospitality and Tourism Management, 34(1), 93-104.
  • Folgado-Fernández, J. A., Hernández-Mogollón, J. M., & Duarte, P. (2017). Destination image and loyalty development: the impact of tourists’ food experiences at gastronomic events. Scandinavian Journal of Hospitality and Tourism, 17(1), 92-110.
  • Fu, H., Ye, B. H., & Xiang, J. (2016). Reality TV, audience travel intentions, and destination image. Tourism Management, 55(4), 37-48.
  • Herath, H., Hemmington, N., & Poulston, J. (2020). “Dirty pictures”–responsible photographic representation of tourism destinations. Journal of Travel & Tourism Marketing, 37(6), 663-678.
  • Hunter, W. C. (2016). The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism Management, 54(3), 221-229.
  • Ilgar, M. Z., & Ilgar, S. C. (2013). Nitel bir araştırma deseni olarak gömülü teori (temellendirilmiş kuram). İZÜ Sosyal Bilimler Dergisi, 2(3), 197-247.
  • Isaac, R. K., & Eid, T. A. (2019). Tourists’ destination image: an exploratory study of alternative tourism in Palestine. Current Issues in Tourism, 22(12), 1499-1522.
  • Jin, X. C., & Sparks, B. (2017). Barriers to offering special interest tour products to the Chinese outbound group market. Tourism Management, 59(2), 205-215.
  • Kaur, A., Chauhan, A., & Medury, Y. (2016). Destination image of Indian tourism destinations. Asia Pacific Journal of Marketing and Logistics, 28(3), 499-524.
  • Kim, S. E., Lee, K. Y., Shin, S. I., & Yang, S. B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702.
  • Kırpık, G. & Akdemir, B. (2018). Kuşak Farklılıkları ile Kurumsal İtibar Algısı ve Örgütsel Özdeşleşme İlişkisi. Gece Kitaplığı. Ankara.
  • Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism and Hospitality Research, 10(1), 70-80.
  • Kislali, H., Kavaratzis, M., & Saren, M. (2020). Destination image formation: Towards a holistic approach. International Journal of Tourism Research, 22(2), 266-276.
  • Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61(6), 28-44.
  • Lai, K., & Li, X. (2016). Tourism destination image: Conceptual problems and definitional solutions. Journal of Travel Research, 55(8), 1065-1080.
  • Lee, S. W., & Xue, K. (2020). A model of destination loyalty: Integrating destination image and sustainable tourism. Asia Pacific Journal of Tourism Research, 25(4), 393-408.
  • Liu, Y. C., Li, I. J., Yen, S. Y., & Sher, P. J. (2018). What Makes Muslim Friendly Tourism? An Empirical Study on Destination Image, Tourist Attitude and Travel Intention. Advances in Management and Applied Economics, 8(5), 27-43.
  • Mak, A. H. (2017). Online destination image: Comparing national tourism organization’s and tourists' perspectives. Tourism Management, 60(3), 280-297.
  • Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62(1), 13-25.
  • Mody, M., Day, J., Sydnor, S., Lehto, X., & Jaffé, W. (2017). Integrating country and brand images: Using the product—Country image framework to understand travelers' loyalty towards responsible tourism operators. Tourism Management Perspectives, 24(4), 139-150.
  • Paksoy, S., Yöntem, T., & Büyükçelebi, B. (2014). Konut fiyat endeksi ve enflasyon arasındaki ilişki (TRC1, TRC2 ve TRC3 düzey bölgeleri üzerine ampirik bir çalışma). Assam Uluslararası Hakemli Dergi, 1(2), 54-69.
  • Papadimitriou, D., Kaplanidou, K., & Apostolopoulou, A. (2018). Destination image components and word-of-mouth intentions in urban tourism: A multigroup approach. Journal of Hospitality & Tourism Research, 42(4), 503-527.
  • Picazo, P., & Moreno-Gil, S. (2018). Tour operators' marketing strategies and their impact on prices of sun and beach package holidays. Journal of Hospitality and Tourism Management, 35(2), 17-28.
  • Rodrigues, A. I., Correia, A., & Kozak, M. (2017). Combining visual and textual data for assessing destination image: Lake tourism example. Journal of Global Scholars of Marketing Science, 27(4), 319-339.
  • Soonsan, N. (2018). An investigation into the relationship between country image and destination image in tourism promotion: The case of Thailand. NIDA Development Journal, 58(2), 123-147.
  • Souiden, N., Ladhari, R., & Chiadmi, N. E. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32(3), 54-70.
  • Stylidis, D. (2020). Residents’ destination image: a perspective article. Tourism Review, 75(1), 228 – 231.
  • Tomigová, K., Mendes, J., & Pereira, L. N. (2016). The attractiveness of Portugal as a tourist destination: The perspective of Czech tour operators. Journal of Travel & Tourism Marketing, 33(2), 197-210.
  • Trunfio, M., Petruzzellis, L., & Nigro, C. (2006). Tour operators and alternative tourism in Italy. International Journal of Contemporary Hospitality Management, 18(5), 426-438.
  • Ünal, C. & Caber, M. (2019). Turist rehberlerinin mesleki yeterliliklerinin destinasyon imajına ve memnuniyetine etkisi. Anatolia: Turizm Araştırmaları Dergisi, 30 (1), 82-92.
  • Wall-Reinius, S., Ioannides, D., & Zampoukos, K. (2017). Does geography matter in all-inclusive resort tourism? Marketing approaches of Scandinavian tour operators. Tourism Geographies, 21(5), 766-784.
  • Yen, C. H., & Croy, W. G. (2016). Film tourism: Celebrity involvement, celebrity worship and destination image. Current Issues in Tourism, 19(10), 1027-1044.
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (11. Basım). Ankara, TR: Seçkin Yayıncılık.
  • Yüksel, A., Kayacan, M., & Yılmaz, A. I. (2014). Appeals in destination promotion: A comparison between tour operators’e-catalogues and the official website of Turkish NTO. Journal of Travel & Tourism Research, 14(1), 46-66.
  • Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(2), 326-336.

Acentelerin Destinasyon İmaj Algısı ve Gezi Türü Önerme Niyetleri: Güneydoğu Anadolu Bölgesi Destinasyonu Örneği

Year 2020, Volume: 2 Issue: 2, 21 - 34, 31.12.2020

Abstract

Tur operatörleri ve/veya seyahat acenteleri tarafından belirlenen gezi güzergahı, gezi sırasında yönetecekleri operasyonlar ile aktivitelerin ayrıntılarını içeren tur programlarının, potansiyel turistler için karar alma aşaması ve öncesi için birer bilgi kaynağı olması ve onların zihinlerinde bir destinasyon imajı oluşturması bakımından son derece önemli olduğu kabul edilmektedir. Bu araştırmanın amacı, seyahat acentelerinin Güneydoğu Anadolu Bölgesi’ ne yönelik destinasyon imajı algılarını ve önerme eğilimlerini, açıklamış oldukları tur programları kullanılarak ve nitel araştırma yöntemi türlerinden olan durum çalışması kapsamında ve bütüncül tek durum deseninde incelenmektir. Bu amaca uygun biçimde tur programını, gezinin başlangıç tarihinden sona ermesine kadar geçen süre içerisinde ayrıntılı biçimde web sitesinde yayınlayan on dört farklı seyahat acentesine ait on yedi farklı tur programı betimleyici içerik analizi ile değerlendirilmiştir. Araştırmanın sonucunda Güneydoğu Anadolu Bölgesi destinasyonunun acenteler tarafından kültür, gastronomi ve doğa turlarına uygun algılandığı ve önerildiği belirlenmiştir. Kültür, yeme, içme ve doğa aktiviteleri, seyahat acentelerinin destinasyon algısını şekillendiren destinasyona ait değişkenler olmuştur.

References

  • Akroush, M. N., Jraisat, L. E., Kurdieh, D. J., AL-Faouri, R. N., & Qatu, L. T. (2016). Tourism service quality and destination loyalty–the mediating role of destination image from international tourists’ perspectives. Tourism Review, 71(1), 18-44.
  • Alaeddinoglu, F., & Can, A. S. (2010). Destination image from the perspective of travel intermediaries. Anatolia, 21(2), 339-350.
  • Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9.
  • Barley, M., & Dimanche, F. (2016). Overcoming the image of Colombia: a study of Canadian travel agents. Paper presented at the Sixteenth Travel and Tourism Research Association Conference, Canada. Retrieved from https://scholarworks.umass.edu/ttracanada_2016_conference/8.
  • Bruwer, J., & Joy, A. (2017). Tourism destination image (TDI) perception of a Canadian regional winescape: a free-text macro approach. Tourism Recreation Research, 42(3), 367-379.
  • Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12(2), 1-11.
  • Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Los Angeles, USA: Sage.
  • Da Silva, M. A., Costa, R. A., & Moreira, A. C. (2018). The influence of travel agents and tour operators' perspectives on a tourism destination. The case of Portuguese intermediaries on Brazil's image. Journal of Hospitality and Tourism Management, 34(1), 93-104.
  • Folgado-Fernández, J. A., Hernández-Mogollón, J. M., & Duarte, P. (2017). Destination image and loyalty development: the impact of tourists’ food experiences at gastronomic events. Scandinavian Journal of Hospitality and Tourism, 17(1), 92-110.
  • Fu, H., Ye, B. H., & Xiang, J. (2016). Reality TV, audience travel intentions, and destination image. Tourism Management, 55(4), 37-48.
  • Herath, H., Hemmington, N., & Poulston, J. (2020). “Dirty pictures”–responsible photographic representation of tourism destinations. Journal of Travel & Tourism Marketing, 37(6), 663-678.
  • Hunter, W. C. (2016). The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism Management, 54(3), 221-229.
  • Ilgar, M. Z., & Ilgar, S. C. (2013). Nitel bir araştırma deseni olarak gömülü teori (temellendirilmiş kuram). İZÜ Sosyal Bilimler Dergisi, 2(3), 197-247.
  • Isaac, R. K., & Eid, T. A. (2019). Tourists’ destination image: an exploratory study of alternative tourism in Palestine. Current Issues in Tourism, 22(12), 1499-1522.
  • Jin, X. C., & Sparks, B. (2017). Barriers to offering special interest tour products to the Chinese outbound group market. Tourism Management, 59(2), 205-215.
  • Kaur, A., Chauhan, A., & Medury, Y. (2016). Destination image of Indian tourism destinations. Asia Pacific Journal of Marketing and Logistics, 28(3), 499-524.
  • Kim, S. E., Lee, K. Y., Shin, S. I., & Yang, S. B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702.
  • Kırpık, G. & Akdemir, B. (2018). Kuşak Farklılıkları ile Kurumsal İtibar Algısı ve Örgütsel Özdeşleşme İlişkisi. Gece Kitaplığı. Ankara.
  • Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism and Hospitality Research, 10(1), 70-80.
  • Kislali, H., Kavaratzis, M., & Saren, M. (2020). Destination image formation: Towards a holistic approach. International Journal of Tourism Research, 22(2), 266-276.
  • Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61(6), 28-44.
  • Lai, K., & Li, X. (2016). Tourism destination image: Conceptual problems and definitional solutions. Journal of Travel Research, 55(8), 1065-1080.
  • Lee, S. W., & Xue, K. (2020). A model of destination loyalty: Integrating destination image and sustainable tourism. Asia Pacific Journal of Tourism Research, 25(4), 393-408.
  • Liu, Y. C., Li, I. J., Yen, S. Y., & Sher, P. J. (2018). What Makes Muslim Friendly Tourism? An Empirical Study on Destination Image, Tourist Attitude and Travel Intention. Advances in Management and Applied Economics, 8(5), 27-43.
  • Mak, A. H. (2017). Online destination image: Comparing national tourism organization’s and tourists' perspectives. Tourism Management, 60(3), 280-297.
  • Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62(1), 13-25.
  • Mody, M., Day, J., Sydnor, S., Lehto, X., & Jaffé, W. (2017). Integrating country and brand images: Using the product—Country image framework to understand travelers' loyalty towards responsible tourism operators. Tourism Management Perspectives, 24(4), 139-150.
  • Paksoy, S., Yöntem, T., & Büyükçelebi, B. (2014). Konut fiyat endeksi ve enflasyon arasındaki ilişki (TRC1, TRC2 ve TRC3 düzey bölgeleri üzerine ampirik bir çalışma). Assam Uluslararası Hakemli Dergi, 1(2), 54-69.
  • Papadimitriou, D., Kaplanidou, K., & Apostolopoulou, A. (2018). Destination image components and word-of-mouth intentions in urban tourism: A multigroup approach. Journal of Hospitality & Tourism Research, 42(4), 503-527.
  • Picazo, P., & Moreno-Gil, S. (2018). Tour operators' marketing strategies and their impact on prices of sun and beach package holidays. Journal of Hospitality and Tourism Management, 35(2), 17-28.
  • Rodrigues, A. I., Correia, A., & Kozak, M. (2017). Combining visual and textual data for assessing destination image: Lake tourism example. Journal of Global Scholars of Marketing Science, 27(4), 319-339.
  • Soonsan, N. (2018). An investigation into the relationship between country image and destination image in tourism promotion: The case of Thailand. NIDA Development Journal, 58(2), 123-147.
  • Souiden, N., Ladhari, R., & Chiadmi, N. E. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32(3), 54-70.
  • Stylidis, D. (2020). Residents’ destination image: a perspective article. Tourism Review, 75(1), 228 – 231.
  • Tomigová, K., Mendes, J., & Pereira, L. N. (2016). The attractiveness of Portugal as a tourist destination: The perspective of Czech tour operators. Journal of Travel & Tourism Marketing, 33(2), 197-210.
  • Trunfio, M., Petruzzellis, L., & Nigro, C. (2006). Tour operators and alternative tourism in Italy. International Journal of Contemporary Hospitality Management, 18(5), 426-438.
  • Ünal, C. & Caber, M. (2019). Turist rehberlerinin mesleki yeterliliklerinin destinasyon imajına ve memnuniyetine etkisi. Anatolia: Turizm Araştırmaları Dergisi, 30 (1), 82-92.
  • Wall-Reinius, S., Ioannides, D., & Zampoukos, K. (2017). Does geography matter in all-inclusive resort tourism? Marketing approaches of Scandinavian tour operators. Tourism Geographies, 21(5), 766-784.
  • Yen, C. H., & Croy, W. G. (2016). Film tourism: Celebrity involvement, celebrity worship and destination image. Current Issues in Tourism, 19(10), 1027-1044.
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (11. Basım). Ankara, TR: Seçkin Yayıncılık.
  • Yüksel, A., Kayacan, M., & Yılmaz, A. I. (2014). Appeals in destination promotion: A comparison between tour operators’e-catalogues and the official website of Turkish NTO. Journal of Travel & Tourism Research, 14(1), 46-66.
  • Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(2), 326-336.
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Eda Rukiye Dönbak

Publication Date December 31, 2020
Published in Issue Year 2020 Volume: 2 Issue: 2

Cite

APA Dönbak, E. R. (2020). Acentelerin Destinasyon İmaj Algısı ve Gezi Türü Önerme Niyetleri: Güneydoğu Anadolu Bölgesi Destinasyonu Örneği. Turizm Çalışmaları Dergisi, 2(2), 21-34.