PROPOSAL OF DESTINATION COMPETITIVENESS INDEX

Year 2018, Issue: 21, 237 - 254, 22.05.2018

Ersin Burnaz , Hasan Ayyıldız

https://doi.org/10.18092/ulikidince.397002

Abstract

Since the leisure time increases, the
means of transport and communication improve and the economic opportunities
become more efficient, more people travel with each passing year. This
indicates that tourism revenue of national economies continues to rise.
Therefore, countries compete with each other to attract more visitors. Since
the contribution of tourism to economy is highly important, especially for
developing countries such as Turkey, each province has to know its own tourism
potential and has to plan its marketing activities according to this. In this
study, the destination competitiveness index (DCI) has been created by taking
into consideration the common features of the models, commonly used in the
literature and explaining the factors affecting the competitive capacity of the
destinations. Multi-criteria decision-making methods (AHP, TOPSIS, PROMETHEE,
MOORA) have been used in the evaluation of the destination competitiveness
which is a subject affected by many criteria. The DCI developed for Turkey is
tested with the data obtained from 81 provinces and a high correlation is
acquired between the obtained rankings and the actual tourism performance
rankings. This situation indicates that the explanatoriness of the developed
DCI is high. 

Keywords

Destination Competitiveness, Destination Marketing, Destination Ranking, Tourism Marketing

DESTİNASYON REKABETÇİLİĞİ ENDEKSİ ÖNERİSİ

Abstract

Boş
zamanların artması, iletişim ve ulaşım imkânlarının gelişmesi ve ekonomik
imkânların elverişli hale gelmesi sonucunda her geçen yıl daha fazla insan
seyahat edebilir hale gelmiştir. Bu durum ülke ekonomilerinin elde ettiği
turizm gelirinin de artmaya devam ettiğini göstermektedir. Ülkeler, daha fazla
ziyaretçi çekebilmek için birbirleriyle rekabet etmektedirler. Özellikle
Türkiye gibi gelişmekte olan ülkelerde turizmin ekonomiye katkısı oldukça
önemli olduğundan illerin kendi turizm potansiyellerini bilmeleri ve buna göre pazarlama
faaliyetlerini planlamaları zorunludur. Bu çalışmada destinasyonların rekabet
güçlerini etkileyen faktörlerin açıklandığı, literatürde yaygın olarak
kullanılan modeller, ortak özellikleri dikkate alınmak suretiyle
birleştirilerek destinasyon rekabetçiliği endeksi (DRE)
oluşturulmuştur. Çok sayıda kriterin etkilemiş olduğu bir konu olan destinasyon
rekabetçiliğinin ölçümünde çok kriterli karar verme yöntemlerinden (AHP,
TOPSIS, PROMETHEE, MOORA) yararlanılmıştır. Türkiye için geliştirilen destinasyon
rekabetçiliği endeksi 81 ilden elde edilen verilerle test edilmiş, elde edilen
sıralamalar ile gerçekleşen turizm performansı (GTP) sıralamaları arasında
yüksek bir korelasyon elde edilmiştir. Bu durum geliştirilen DRE’nin
açıklayıcılığının yüksek olduğunu göstermektedir.

Keywords

Destinasyon Rekabetçiliği, Destinasyon Pazarlaması, Destinasyon Sıralaması, Turizm Pazarlaması

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