Dikkat Restorasyon Teorisi Açısından Ada Turizminde Destinasyon Çekiciliğinin Marka Kimliği Üzerindeki Etkisi

Öz

Adalar; doğal çevre özellikleri, özgün ekosistemleri, kültürel çeşitlilikleri ve sakin ortamları sayesinde ziyaretçilere hem zihinsel yenilenme hem de günlük yaşamın stresinden uzaklaşma fırsatı sunan özel turizm alanlarıdır. Dikkat Restorasyon Teorisi (DRT), doğal ortamların bireylerde zihinsel yorgunluğu azalttığını, odaklanmayı güçlendirdiğini ve psikolojik iyi oluşu desteklediğini ifade etmektedir. Bu çalışma, DRT yaklaşımından hareketle ada turizminde destinasyon çekiciliğinin destinasyon marka kimliği üzerindeki etkilerini incelemeyi amaçlamaktadır. Türkiye’de Gökçeada, Marmara, Bozcaada, Cunda, Avşa ve Paşalimanı adalarını ziyaret eden 691 yerli turistten anket yöntemiyle veri toplanmıştır. Elde edilen veriler, SmartPLS 3.2.8 yazılımı kullanılarak PLSSEM yöntemi ile test edilmiştir. Bulgular, ada turizminde doğal çevreye dayalı çekicilik unsurları ile DRT’nin öne çıkardığı onarıcı deneyimlerin güçlü ve tutarlı bir destinasyon marka kimliği oluşumunda etkili olduğunu göstermektedir. Bu kapsamda benzersizlik ve cazibe, marka kimliği unsurlarında belirleyici olurken; uygunluğun, özellikle destinasyon kişiliği ve kültürü üzerinde etkili olduğu tespit edilmiştir. Çalışma, ada turizmine yönelik sürdürülebilir destinasyon yönetimi, farklılaştırılmış konumlandırma stratejileri ve destinasyon kimliğini güçlendirmeye yönelik marka geliştirme süreçlerine hem teorik hem de yönetsel katkılar sunmaktadır.

Anahtar Kelimeler

• Destinasyon marka kimliği
• Destinasyon çekiciliği
• Dikkat restorasyon teorisi
• Ada turizmi pazarlaması
• Türkiye

The Effect of Destination Attractiveness on Brand Identity in Island Tourism from the Perspective of Attention Restoration Theory

Abstract

Islands are unique tourism destinations that offer opportunities for mental rejuvenation and escape from the stress of daily life thanks to their natural environmental features, distinctive ecosystems, cultural diversity, and tranquil atmospheres. Attention Restoration Theory suggests that natural environments reduce mental fatigue, enhance concentration, and support psychological well-being. Drawing on this theory, this study aims to examine the effects of destination attractiveness on destination brand identity in island tourism. Data were collected through a survey from 691 domestic tourists visiting Gökçeada, Marmara Island, Bozcaada, Cunda Island, Avşa Island, and Paşalimanı Island in Türkiye. The collected data were analyzed using the PLS-SEM method with SmartPLS 3.2.8. The findings reveal that nature-based attractiveness factors in island tourism and restorative experiences emphasized in attention restoration theory play a significant role in the formation of a strong and consistent destination brand identity. In this context, uniqueness and attractiveness emerge as key determinants of destination brand identity elements, while compatibility is found to be particularly influential on destination personality and culture. The study provides theoretical and managerial contributions to sustainable destination management in island tourism to develop differentiated positioning strategies, and brand development processes aimed at strengthening destination identity

Keywords

• Destination brand identity
• Destination attractiveness
• Attention restoration theory
• Island tourism marketing
• Türkiye

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