DESTİNASYON KİŞİLİĞİNİN ZİYARETÇİ MEMNUNİYETİNE ETKİSİ: MARDİN’İ ZİYARET EDEN TURİSTLER ÜZERİNDE BİR UYGULAMA

Bu makalenin ilk hali 30 Eylül 2019 tarihinde yayımlandı. https://dergipark.org.tr/tr/pub/farabi/article/566717

Düzeltme Notu

Yazar Sıralaması hatası nedeniyle düzeltme.

Öz

Turizm destinasyonlarını ziyaret eden turistlerin destinasyonla ilgili memnuniyetlerini etkileyene unsurlardan birisi o destinasyonun kişilik özellikleridir. Bu çalışmada, Mardin şehrini ziyaret eden yerli turistlerin destinasyon kişiliği algılarının ziyaretçi memnuniyetleri üzerindeki etkisinin araştırılması amaçlanmıştır. Tesadüfi örnekleme yöntemiyle gerçekleştirilen çalışma kapsamında Şubat 2018 ve Ağustos 2018 arasında Mardin’i ziyaret eden 403 yerli turistten anket tekniğiyle veri toplanmıştır. Destinasyon kişiliğini ölçmek üzere Uşaklı ve Baloğlu (2011) tarafından oluşturulan ve Chen ve Phou (2013) tarafından geliştirilen 30 maddelik Destinasyon Kişiliği Ölçeği kullanılmıştır. Ziyaretçi memnuniyetini ölçmek üzere ise, literatür taraması neticesinde karma bir ölçek oluşturulmuş ve kullanılmıştır. Anket vasıtasıyla elde edilen veriler SPSS 22.0 programı ile analiz edilmiştir. Çalışma neticesinde, Mardin’in destinasyon kişiliği özelliklerinin ziyaretçi memnuniyeti üzerinde anlamlı ve pozitif etkisi bulunduğu bulgusu elde edilmiştir.

Anahtar Kelimeler

• Destinasyon,Marka Kişiliği,Destinasyon Kişiliği,Ziyaretçi Memnuniyeti

Kaynakça

1. Aaker, J.L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3): 347-356.
2. Aguilar, A. G., Guillén, M. J. Y. ve Roman, N. V. (2014). Destination Brand Personality: An Application to Spanish Tourism, International Journal of Tourism Research, 16 (6): 1-10.
3. Austin, J. R., Siguaw, J. A. and Mattila, A.S. (2003). A Re-Examination of The Generalizability of The Aaker Brand Personality Measurement Framework. Journal of Strategic Marketing, (11): 77- 92.
4. Baker, D. A. and Crompton, J. L. (2000). Quality, Satisfaction, and Behaviour Intentions. Annals of Tourism Research, 27 (3): 785-804.
5. Baloğlu, S., Henthorne, T. L. and Şahin, S. (2014). Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior. Journal of Travel and Tourism Marketing, 31 (8): 1057-1070.
6. Chen, C. F and Phou, S. (2013). A Closer Look at Destination: Image, Personality, Relationship and Loyalty. Tourism Management, (36): 269-278.
7. Choi, T. Y. and Chu, R. (2001). Determinants of Hotel Guests’ Satisfaction and Repeat Patronage in the Hong Kong Hotel Industry. Hospitality Management, (20): 277-297.
8. Doswell, R. (2002). Tourism - How Effective Managemant Makes The Difference. Butterworth-Heinemann.

9. Ekinci, Y. and Hosany, S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations. Journal of Travel Research, (45): 127-139.
10. Ekinci, Y., Prokopaki, P. and Çobanoglu, C. (2003). Service Quality in Cretan Accommodations: Marketing Strategies for The UK Holiday Market. Hospitality Management, (22): 47-66.
11. Ekinci, Y., Sırakaya-Türk, E. and Baloğlu, S. (2007). Host Image and Destination Personality. Tourism Analysis, 12 (5/6): 433-446.
12. Fornell, C. (1992). A National Customer Barometer: The Swedish Experience. Journal of Marketing, (56): 6-21.
13. Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, (24): 343-373.
14. Freling, T. H. and Forbes, L. P. (2005). An Examination of Brand Personality through Methodological Triangulation. Brand Management, 13 (2): 148-162.
15. Goeldner, R. C., Ritchie, J. R. B. and McIntosh, R. W. (2000). Tourism - Principles, Practise, Philosophies. U.S.A.: JohnWiley and Sons.
16. Griffin, J. (1995). Customer Loyalty: How to Earn it and How to Keep It. New York: Lexington Boks.
17. Hankinson, G. (2004). Relational Network Brands: Towards a Conceptual Model of Place Brands. Journal of Vacation Marketing, 10 (2): 109-121.
18. Heung, C. S. V. (2000). Satisfaction Levels of Mainland Chinese Travellers with Hong Kong Hotel Services. International Journal of Contemporary Hospitality Management, 12 (5): 308-315.
19. Hosany, S., Ekinci, Y. and Uysal, M. (2006). Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places. Journal of Business Research, 59 (5): 638-642.
20. Hosany, S., Ekinci, Y. and Uysal, M. (2007). Destination Image and Destination Personality. International Journal of Culture. Tourism and Hospitality Research, 1 (1): 62-81.
21. Huh, J., Uysal, M. and McCleary, K. (2006). Cultural Heritage Destinations Tourist Satisfaction and Market Segmentation. Journal of Hospitality and Leisure Marketing, 14 (3): 81-99.
22. Hultman, M., Skarmeas, D., Oghazi, P. and Beheshti, H. M. (2015). Achieving Tourist Loyalty through Destination Personality, Satisfaction, and Identification. Journal of Business Research, 68 (11): 2227-2231.
23. Kılıç, B. and Sop, S. A. (2012). Destination Personality, Self-Congruity and Loyalty. Journal of Hospitality Management and Tourism, 3 (5): 95-105.
24. Kim, A. K. and Brown, G. (2012). Understanding The Relationships between Perceived Travel Experiences, Overall Satisfaction, and Destination Loyalty. An International Journal of Tourism and Hospitality Research, 23 (3): 328-347
25. Kim, H. B. and Lee, S. (2015). Impacts of City Personality and Image on Revisit Intention. International Journal of Tourism Cities, 1 (1): 50-69.
26. Korzay, M. and Alvarez, D. M. (2005). Satisfaction and Dissatisfaction of Japanese Tourists in Turkey. Anatolia International Journal of Tourism and Hospitality Research, 16 (2): 176-193.
27. Kozak, M. and Rimington, M. (2000). Tourist Satisfaction with Mallorca, Spain, as An Off-Season Holiday Destination. Journal of Travel Research, (38): 260-269.
28. Laitinen, K. (2004). The Perceptions of Tour Guides of Finland as A Travel Destination for Chinese Tourists. Unpublished Master Thesis. Bournemouth University European Tourism Management, UK.
29. Lee, J. and Beeler, C. (2009). An Investigation of Predictors of Satisfaction and Future Intention: Links to Motivation, Involvement, and Service Quality in A Local Festival. Event Management, (13): 17-29.
30. Lee, H. J. and Kang, M. S. (2013). The Effect of Brand Personality on Brand Relationship, Attitude, and Purchase Intention with A Focus on Brand Community. Academy of Marketing Studies Journal, 17 (2): 85-97.
31. Lee, J. S. and Xie, K. L. (2013). Toward The Perspective of Cognitive Destination Image and Destination Personality: The Case of Beijing. Journal of Travel and Tourism Marketing, 30 (6): 538-556.
32. McDowall, S. (2010). International Tourist Satisfaction and Loyalty: Bangkok, Thailand. Asia Pacific Journal of Tourism Research, 15 (1): 21-42.
33. Murphy, L., Moscardo, G. and Benckendorff, P. (2007a). Using Brand Personality to Differentiate Regional Tourism Destinations. Journal of Travel Research, (46): 5-14.
34. Murphy, L., Benckendorff, P. and Moscardo, G. (2007b). Linking Travel Motivation, Tourist Self-Image and Destination Personality. Journal of Travel & Tourism Marketing, 22 (2): 45-61.
35. Murphy, L., Benckendorff, P. and Moscardo, G. (2007c). Destination Brand Peronality: Visitors Perceptions of a Regional Tourism Destination. Tourism Analysis, (12): 419-432.
36. Nield, K., Kozak, M. and LeGrys, G. (2000). The Role of Food Service in Tourist Satisfaction. Hospitality Management, (19): 375-384.
37. Özgüven, N. ve Karataş, E. (2010). Genç Tüketicilerin Marka Kişiliği Algılamalarının Cinsiyete Göre Değerlendirilmesi: McDonald’s ve Burger King. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (11): 139-163.
38. Pitt, L. F., Opoku, R., Hultman M., Abratt R. and Spyropoulou, S. (2007). What I Say about Myself: Communication of Brand Personality by African Countries. Tourism Management, 28 (3): 835-844.
39. Pizam, A. and Ellis, T. (1999). Customer Satisfaction and Its Measurement in Hospitality Enterprises. International Journal of Contemporary Hospitality Management, 11 (7): 326-339.
40. Sirgy, M. J. (1982). Self-Concept in Consumer Behaviour: A Critical Review. Journal of Consumer Research, (9): 287-300.
41. Sop, S. A. (2013). Destinasyon Kişiliği, Benlik Uyumu ve Sadakat İlişkisi: Bodrum Örneği. Yayımlanmamış Yüksek Lisans Tezi. Muğla Sıtkı Koçman Üniversitesi, Sosyal Bilimler Enstitüsü, Muğla.
42. Tong, X. and Li, C. (2013). Impact of Brand Personality and Consumer Ethnocentrism in China’s Sportswear Market. Asia Pacific Journal of Marketing and Logistics, 25 (3): 491-509.
43. Türkmen, S., Atay, L. ve Türkmen, E. (2018). Destinasyon Kişiliği, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Çanakkale Örneği. Journal of Yasar University, 13 (49): 22-32.
44. Umur, M. (2015). Destinasyon İmajı ve Destinasyon Kişiliğinin, Ziyaretçi Memnuniyeti ve Geleceğe Yönelik Ziyaretçi Davranışı Üzerine Etkisi: Kapadokya Örneği. Yayımlanmamış Doktora Tezi. Nevşehir Hacı Bektaş Veli Üniversitesi, Sosyal Bilimler Enstitüsü, Nevşehir.
45. Umur, M. ve Eren, D. (2016). Destinasyon İmajı ve Destinasyon Kişiliğinin, Ziyaretçi Memnuniyeti ve Geleceğe Yönelik Ziyaretçi Davranışı Üzerine Etkisi: Kapadokya Örneği. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 6 (1): 271-294.
46. Uşaklı, A. ve Baloğlu, S. (2011). Brand Personality of Tourist Destinations: An Application of Self-Congruity Theory. Tourism Management, (32): 114-127.
47. Vaidya, R., Gandhi, P. and Aagja, J. (2009). Brand Personality and Perception Measures of Two Cities: Surat and Ahmedabad. The Icfai University Journal of Brand Management, 6 (1): 57-73.
48. Ye, S. (2012). The Impact of Destination Personality Dimensions on Destination Brand Awareness and Attractiveness: Australia as A Case Study. Original Scientific Paper, 60 (4): 397-409.
49. Yüksel, A. and Yüksel, F. (2001). Comparative Performance Analysis: Tourists’ Perceptions of Turkey Relative to Other Tourist Destinations. Journal of Vacation Marketing, 7 (4): 333-355.