Destinasyon Marka Bağlılığı: Yabancı Turistler Üzerine Diyarbakır Kentinde Bir Araştırma

Öz

Günümüzde, turizm sektörü ekonomik kalkınmanın önemli bir aracı haline gelmiştir. Bu nedenle destinasyonlar yoğun rekabet koşulları altında turizm ve pazarlama stratejileri geliştirerek, turizm pazarından daha fazla pazar payı almaya çalışmaktadır. Bunun temel yollarından biri de destinasyona karşı bir marka bağlılığı yaratmaktır. Türkiye’de de pek çok kent tarihi ve kültürel varlıkları, doğal güzellikleri, coğrafi ürünleri ile destinasyon marka bağlılığı oluşturmaya çalışmaktadır. Destinasyon marka bağlılığının öncüllerinin ve aralarındaki ilişkilerin tespit edilmesi ise turizm ve pazarlama stratejilerinin etkinliğini arttıracaktır. Bu çalışmanın amacı; tarihi ve kültürel varlıklar açısından zengin olan Diyarbakır destinasyonu için marka bağlılığı ve öncülleri arasındaki ilişkileri “yapısal eşitlik modelleme” ile ortaya koymak ve modelin kent yöneticileri tarafından, turizm sektöründe rekabetçi stratejiler geliştirmede nasıl kullanılabileceğini pazarlama stratejileri önerileriyle göstermektir. Araştırmanın ana kütlesini, Diyarbakır il merkezine 2015 yılının Mayıs, Haziran ve Temmuz ayları içerisinde gelip, üç yıldızlı, dört yıldızlı ve beş yıldızlı otellerde konaklayan yabancı turistler oluşturmuştur. Araştırma bulguları, modelde yer alan fonksiyonel uyum öncülleri (uygunluk ve misafirperverlik) ile birlikte gerçek benlik uyumu, yaşam tarzı uyumu ve marka özdeşleştirme öncüllerinin destinasyon marka bağlılığı üzerinde olumlu etkisi olduğunu, yaşam tarzı uyumunun ise doğrudan en fazla etkisi olan unsur olduğunu göstermiştir

Anahtar Kelimeler

• Destinasyon Marka Bağlılığı, Gerçek Benlik Uyumu, Marka Özdeşleştirme, Fonksiyonel Uyum, Yaşam Tarzı Uyumu, Yabancı Turistler, Diyarbakır

Destinasyon Marka Bağlılığı: Yabancı Turistler Üzerine Diyarbakır Kentinde Bir Araştırma

Öz

Today, tourism sector has become an important tool of economic development. That’s why, destinations develop tourism and marketing strategies to increase their market share in the competitive environment of the tourism market. One of the main ways to increase market share is creating destination brand loyalty to the destination. Many cities try to create brand loyalty with historical and cultural assets, natural beauties, geographical products in Turkey. Determining the relationships among antecedents of destination brand loyalty will improve the efficiency of tourism and marketing strategies.The purpose of this study is to explore the relationships between the destination brand loyalty and its antecedents with “structural equation modelling” and to demonstrate how the model can be used by urban administrators for developing competitive marketing strategies in tourism industry. Sample of the research is composed of foreign tourists, who came in Diyarbakir city center in May, June and July 2015, and stayed at three star, four star and five star hotels. Research findings show that all of the antecedents (functional congruity, actual self congruity, brand identification, lifestyle congruity) have positive impact on destination brand loyalty, besides lifestyle congruity antecedent is found to have the most important direct impact on destination brand loyalty

Anahtar Kelimeler

• Destination Brand Loyalty, Actual Self Congruity, Brand Identification, Functional Congruity, Lifestyle Congruity, Foreign Tourists Diyarbakır

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