The role of destination cognitive image and customer value in the effect of destination brand awareness on e-wom in the context of social media: A study in Cappadocia

Öz

Social media usage, which has become popular with rising internet usage, offers opportunities to stakeholders who want to contribute to the branding of the destination. Social media has an important place on e-wom with its destination awareness, image and customer value that develops in direct proportion with them. This study aims to reveal the effect of sharing destination in social media content on destination brand awareness. In the study conducted in Cappadocia, the effect of destination brand awareness, cognitive image and customer value on the intention to be in e-wom for the destination on social media platforms are also investigated. The research data were collected by conducting online survey of domestic tourists who visited the region at least once. The research hypotheses were tested by using Structural Equation Modeling. The results of the research showed that being involved in social media content has a positive and significant effect on destination brand awareness. It has been determined that the cognitive image of the destination and customer value are positively affected by brand awareness. It has been observed that the cognitive image of the destination and the customer value do not have a significant effect on the intention of domestic tourists to be on wom on social media about Cappadocia. Research findings that contribute to the development of destination marketing also guide sectoral actors.

Anahtar Kelimeler

• Destination brand awareness
• cognitive image
• e-wom
• social media.
• customer value

Sosyal medya bağlamında destinasyon marka bilinirliğinin e-wom üzerindeki etkisinde destinasyon bilişsel imajı ve müşteri değerinin rolü: Kapadokya’da bir araştırma

Öz

Artan internet kullanımı ve buna bağlı olarak popülerleşen sosyal medya kullanıcılığı, destinasyonun markalaşmasına katkı sağlamak isteyen paydaşlara fırsatlar sunmaktadır. Sosyal medya, destinasyon bilinirliği, imajı ve bunlarla doğru orantılı bir şekilde gelişen müşteri değeri ile e-wom üzerinde önemli bir yere sahiptir. Bu çalışma destinasyon marka bilinirliğinde destinasyonun sosyal medya içeriklerinde paylaşılmasının etkisini ortaya çıkarmayı amaçlamaktadır. Kapadokya özelinde yapılan çalışmada aynı zamanda destinasyon marka bilinirliği, bilişsel imaj ve müşteri değerinin, sosyal medya platformlarında destinasyon için e-wom’da bulunma niyeti üzerindeki etkisi araştırılmaktadır. Araştırma verileri bölgeyi en az bir kez ziyaret eden yerli turistlere online anket yapılarak toplanmıştır. Araştırma hipotezleri Yapısal Eşitlik Modellemesi yapılarak sınanmıştır. Araştırma sonuçları, destinasyon marka bilinirliği üzerinde, sosyal medya içeriklerinde yer almanın pozitif yönde anlamlı bir etkisinin olduğunu göstermiştir. Destinasyonun bilişsel imajı ile müşteri değerinin, marka bilinirliğinden pozitif yönde etkilendiği tespit edilmiştir. Yerli turistlerin Kapadokya ile ilgili sosyal medya üzerinden wom'da bulunma niyetlerinde destinasyonun bilişsel imajı ile müşteri değerinin anlamlı bir etkiye sahip olmadığı görülmüştür. Destinasyon pazarlamasının gelişmesine katkıda bulunan araştırma bulguları aynı zamanda sektörel aktörlere de yol göstermektedir.

Anahtar Kelimeler

• Destinasyon marka bilinirliği
• bilişsel imaj
• e-wom
• sosyal medya
• müşteri değeri

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