Destination Image of Turkey: A Study on Central Asian Turkic Republics Kazakhstan and Kyrgyzstan

Yıl 2017, Sayı: 81, 105 - 137, 01.05.2017

Bilgehan Gülcan. Evren Gücer. Kutay Oktay M.murat Kızanlıklı

Öz

Determining the destination image of Turkey in the Central Asian Turkic Republics, which is Turkey’s target tourism market, is the basis of determining the quality and scope of tourism marketing to be conducted for these countries. The main objective of this study is to determine the destination image of Turkey and visit intentions in the countries of Central Asian Turkic Republics, Kazakhstan and Kyrgyzstan and to develop the suggestions to increase attractions of Turkey in this target market. The research data was collected using a questionnaire from 674 participants in Kazakhstan and Kyrgyzstan from various occupational groups. According to the results of the statistical analysis, it was found that most of the participants have highly positive image for Turkey and it was determined that the significant information sources on their image are “friends, colleagues, relatives” and “movies and TV serials”. On the other hand it was determined that the overall image of the participants who visited Turkey is more positive. In addition it was determined that the main reason of visiting Turkey is “holiday” and accordingly it has been identified that the first thing that comes to the participants mind is “sea, holiday and tourism”. There is a relation between the destination attributes, visit intention and destination image

Anahtar Kelimeler

Destination Image, Central Asia, Turkey, Turkic Republic, Kazakhstan, Kyrgyzstan

Orta Asya Türk Devletlerinde Türkiye’nin Turistik İmajı: Kırgızistan ve Kazakistan’da Bir Alan Araştırması

Öz

Türkiye turizmi için hedef pazar niteliğindeki Orta Asya Türk Devletleri’nde Türkiye’nin turistik imajının ortaya konulması, ilgili ülkelere yönelik gerçekleştirilecek turizm pazarlamasının nitelik ve kapsamının belirlenmesine temel teşkil etmektedir. Buradan hareketle araştırmanın amacı, Orta Asya Türk Devletleri’nden Kazakistan ve Kırgızistan’daki Türkiye’ye yönelik turistik imajın ve ziyaret eğiliminin belirlenmesidir. Araştırmada Kırgızistan ve Kazakistan’daki farklı meslek gruplarındaki 674 kişiden veri toplanmıştır. İstatistiksel analiz sonuçlarına göre, genel Türkiye imajının yüksek derecede olumlu olduğu, bu olumlu imajın Türkiye’yi daha önce ziyaret etmiş olanlarda daha yüksek seviyede ve genel imaj oluşumunda en etkili bilgi kaynaklarının “arkadaşlar, meslektaşlar ve akrabalar” ve “filmler ve TV dizileri” olduğu anlaşılmıştır. Ayrıca Türkiye’ye yapılan ziyaretlerde öncelikli amacın “tatil” ve bununla uyumlu olarak Türkiye denilince ilk akla gelen başlığın da “deniz, tatil ve turizm” olduğu ortaya çıkmıştır. Katılımcıların destinasyon özelliklerine ilişkin algılamaları ile Türkiye’yi ziyaret etme eğilimleri ve sahip oldukları destinasyon imajı arasında da ilişki tespit edilmiştir p

Anahtar Kelimeler

Destinasyon İmajı, Orta Asya, Türkiye, Türk Cumhuriyetleri, Kazakistan, Kırgızistan

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