BİR MARKA OLARAK DESTİNASYON: SEYAHAT MOTİVASYONUNUN İTİCİ VE ÇEKİCİ FAKTÖRLERİNİN TÜKETİCİ TEMELLİ DESTİNASYON DEĞERİ ÜZERİNE ETKİSİ

Öz

Bir ürün olan destinasyonların her birinin adı markalarıdır. Bir markanın marka değeri rakiplerinden öne çıkmasına neden olmaktadır. Bu yüzden destinasyonlara rekabet üstünlüğü sağlayan tüketici temelli destinasyon değerini etkileyen faktörler oldukça önemlidir. Seyahat motivasyonu, insanların neden seyahat ettiğinin birincil cevaplarından biridir ve seyahat motivasyonu ile ilgili çalışmaların çoğunun itici ve çekici faktörleri içerdiği görülmektedir. Bu çalışmanın temel amacı, seyahat motivasyonunun itici ve çekici faktörleri ile tüketici temelli destinasyon değeri arasındaki ilişkiyi belirlemektir. Araştırma verileri Alanya, Türkiye'deki 468 yabancı turistten anket yardımı ile elde edilmiştir. Araştırmada açıklayıcı faktör analizi, Velicer'in minimum ortalama kısmi (MAP) testi, Horn'un paralel analizi, doğrulayıcı faktör analizi, korelasyon analizi ve regresyon analizi kullanılmıştır. Çalışma sonuçları, seyahat motivasyonunun itici ve çekici faktörlerinin tüketici temelli destinasyon değerini etkilediğini göstermektedir.

Anahtar Kelimeler

• Tüketici temelli destinasyon değeri
• Marka
• Seyahat motivasyonu
• İtici ve çekici faktörler
• Bilişsel imaj

DESTINATION AS A BRAND: THE IMPACT OF PUSH AND PULL FACTORS OF TRAVEL MOTIVATION ON CUSTOMER-BASED DESTINATION EQUITY

Öz

Each of the destinations is a product, and its name is its brand. The brand equity of a brand is causing its to stand out from their opponents. Therefore, significant factors affecting customer-based destination equity provide a competitive advantage to destinations. Travel motivation is one of the primary responses of why people travel, and most of the study related to travel motivation includes push and pull factors. Therefore, the primary purpose of this study is to determine the relationship between the push and pull factors of travel motivation and the customer-based destination equity. A quantitative self-administered survey was used to obtain data from 468 foreign tourists in Alanya, Turkey. Explanatory factor analysis, Velicer's minimum average partial (MAP) test, Horn's parallel analysis, confirmatory factor analysis, correlation analysis and, regression analysis were used in the study. The study results show that travel motivation's push and pull factors affect customer-based destination equity.

Anahtar Kelimeler

• Customer-based destination equity
• Brand
• Travel motivation
• Push and pull factors
• Cognitive image

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