Destinasyon Rekabetçiliğinde İmaj, Değer ve Kalite: Şehirlerarası Bir Karşılaştırma

Yıl 2021, Cilt: 5 Sayı: 1, 111 - 126, 26.01.2021

Aykut Şimşek , Çetin Akkuş

https://doi.org/10.29023/alanyaakademik.684501

Cited By: 1

Öz

Ulusal kültüre ait değerler, normlar ve kurallar gibi unsurlar turistlerin davranışlarını, beklentilerini, algılarını önemli ölçüde etkilemektedir. Özellikle ortak turistik ve kültürel değerler taşıyan komşu destinasyonlarda turistlerin zihinlerinde oluşan destinasyon imajı, yaşadıkları deneyimin kalitesi ve algıladıkları değer destinasyon rekabetçiliğinde önemli bir avantaj sağlamaktadır. Bu nedenle araştırmada iki komşu destinasyon olan Kastamonu ve Çankırı illerinin ziyaretçilerin gözünden destinasyon imajı, algılanan değer ve deneyim kalitesi düzeylerini tespit etmek ve bu iki şehrin birbirine üstün oldukları boyutları incelemek amaçlanmıştır. Araştırma kapsamında Kastamonu ve Çankırı şehir merkezlerinde toplam 701 kişiye yönelik anket uygulanmıştır. Yapılan analizler sonucunda Kastamonu şehrinin destinasyon imajı, algılanan değeri ve deneyim kalitesinin Çankırı şehrinden anlamlı ve pozitif farklılığa sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

Kültür, Kastamonu, Çankırı, Destinasyon İmajı, Algılanan Değer, Deneyim Kalitesi

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