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

Yıl 2022, Cilt: 18 Sayı: 3, 856 - 874, 30.09.2022

Fatih Pektaş

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

Kaynakça

• Aaker, D. A. (1991), Managing Brand Equity, the Free Press, Macmillan, Inc., NewYork, USA.
• Aaker, D. A. (1996 a), Building Strong Brands, The Free Press, New York.
• Aaker, D. A. (1996 b), Measuring Brand Equity Across Products and Markets, California Management Review, 38 (3) Spring. Agaraj, X. & Murati, M. (2009) Tourism an important sector of economy development, Annals of the „Constantin Brâncusi” University of Târgu Jiu, Economy Series, Issue 1, p.85-90.
• Akama, J. S. & Kieti, D. (2007), Tourism and Socio-economic Development in Developing Countries: A Case Study of Mombasa Resort in Kenya, Journal of Sustainable Tourism, 15:6, 735-748.
• Alatriste-Contreras, M. G. (2015), The relationship between the key sectors in the European Union economy and the intra-European Union trade, Journal of Economic Structures, 4, 1–24.
• Baloglu, S. & McCleary, K. W. (1999), A Model of Destination Image Formation, Annals of Tourism Research, 26(4): 868–897.
• Baloglu, S. & Uysal, M. (1996), Market Segments of Push and Pull Motivations: A Canonical Correlation Approach, International Journal of Contemporary Hospitality Management, 8 (3): 32-38.
• Boo, S. (2006), Multidimensional Model Of Destination Brands: an Applicatıion of Customer-Based Brand Equity, Graduate College University of Nevada, Las Vegas.
• Boo, S., Busser, J. & Baloglu, S. (2009), A model of customer-based brand equity and its application to multiple destinations, Tourism Management, 30, 219–231.
• Browne, M.W. & Cudeck, R. (1992), Alternative ways of assessing model fit , Sociological Methods Research. 21(2),230-258.
• Cárdenas-García, P. J., Sánchez-Rivero, M., & Pulido-Fernández, J. I. (2015), Does Tourism Growth Influence Economic Development?, Journal of Travel Research, Vol. 54(2) 206–221.
• Casson, L. (1994), Travel in the Ancient World, Johns Hopkins University Press, Baltimore.
• Cha, S., Mccleary, K. W. & Uysal, M. (1995), Travel Motivations of Japanese Overseas Travelers: A Factor-Cluster Segmentation Approach, Journal of Travel Research, 34: 33.
• Crompton, J. L. (1979), Motivations for Pleasure Vacation, Annals of Tourism Research, 6(4): 408-424.
• Dann, G. (1977), Anomie, ego-enhancement and tourism, Annals of Tourism Research 4(4):184-194.
• Dunne, G. (2009), Motivation and Decision Making in City Break Travel, VDM Publishing, Saarbrucken, Germany.
• Dyer, C. (2003), Swiss parliament may try to ban “suicide tourism”, BMJ: British Medical Journal, 326(7383), 242.
• Endo, K. (2006), Foreign direct investment in tourism-flows and volumes, Tourism Management 27(4): 600–614.
• Field, A. (2009), Discovering statistics using SPSS, 3 ed. London: SAGE publications Ltd.
• First, I. (2009), Brand Meaning and its Creation in a Cross-Cultural Context, The University of St. Gallen, Graduate School of Business Administration, Economics, Law and social Sciences, St. Gallen.
• Fisher, A. G. (1939), Production, primary, secondary and tertiary, Economic Record 15(1), 24–38.
• Gartner, C. W. & Ruzzier, K. M. (2011), Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market, Journal of Travel Research, 50 (5): 471–481.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Seventh Edition, Prentice-Hall (New Jersey: Prentice-Hall).
• Heung ,V. C .S., Qu, H. & Chu, R. (2001), The Relationship Between Vacation Factors and Socio Demographic and Travelling Characteristics: The Case of Japanese Leisure Travellers, Tourism Management, 22: 259-269.
• Holt, D. B. (2004), How Brands Become Icons: The Principles of Cultural Branding, Harvard Business School Pres.
• Hosany, S., Ekinci, Y. & Uysal, M. (2007). Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62–81.
• Horn, J. L. (1965), A Rationale and test for the number of factors in factor analysis, Psychometrica 30 (2), 179–185.
• Jang, C. & Cai, L. A. (2002), Travel motivations and destination choice: A study of British outbound market, Journal of Travel & Tourism Marketing, 13 (3): 111-133.
• Kapferer, J. N. (2008), The New Strategic Brand Management, Creating and sustaining brand equity long term. London: Kogan Page.
• Keller, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57 ( 1): 1–22.
• Keller, K. L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Global Edition. Pearson, Boston.
• Kenessey, Z. (1987), The primary, secondary, tertiary and quaternary sectors of the economy, Review of Income and Wealth 33 (4), 59-85
• Kim, K. Y. & Jogaratnam, G. (2002), Travel motivations: A comparative study of Asian international and domestic American college students, Journal of Travel and Tourism Marketing, 13(4): 61–82.
• Kim, K., Noh, J., &Jogaratnam, G. (2006). Multi-Destination Segmentation Based on Push and Pull Motives: Pleasure Trips of Students at a U.S. University, Journal of Travel & Tourism Marketing, 21 (2-3): 19-32.
• Koç E. (2011), Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşımlar [Consumer Behavior and Marketing Strategies Global and Local Approaches], 3. Baskı, Seçkin Yayınevi, Ankara.
• Koçak, D., Çokluk, Ö. and Gayri, M. (2016), Faktör Sayısının Belirlenmesinde MAP Testi, Paralel Analiz, K1 ve Yamaç Birikinti Grafiği Yöntemlerinin Karşılaştırılması [The Comparison of MAP Test, Parallel Analysis, K1 and Scree-Plot Methods in Terms of Assigning Factor Numbers], YYÜ Eğitim Fakültesi Dergisi,13(1): 330-359.
• Konecnik, M. & Gartner, W. C. (2007), Customer-Based Brand Equity for a Tourism Destination, Annals of Tourism Research, 34 (2): 400–21.
• Kotler, P. (2000), Marketing Management, Millenium Edition, Prentice-Hall, Inc.
• Kotler, P. & Armstron, G. (2012), Principles of Marketing. 14th Edition. New Jersey: Prentice Hall.
• Kotler, P. & Keller, K. L. (2012), Marketing Management, 14th Edition, Prentice Hall Inc., New Jersey.
• Kotler, P. & Pfoertsch, W. (2006), B2B brand management, Springer. Berlin.
• Lassar, W., Mittal, B. & Sharma, A. (1995), Measuring customer-based brand equity, Journal of Consumer Marketing, 12 (4): 11 – 19.
• MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996), Power analysis and determination of sample size for covariance structure modeling, Psychological Methods, 1, 130–149. [3]
• McGehee, N. G., Murphy, L. & Uysal, M. (1996), The Australian International Pleasure Travel Market: Motivations from a Gendered Perspective, The Journal of Tourism Studies, 7 (1): 45–57.
• Monroe, K. B. (1990), Pricing: Making profitable decisions. 2nd Edn., London: McGraw-Hill.
• Neumeier, M. (2006), The Brand Gap: How to Bridge the Distance Between Business Strategy and Design: A Whiteboard Overview, Pearson Education, London.
• Pappu, R., Quester, P. G. & Cooksey, R. V. (2005), Consumer- Based Brand Equity: Improving the Measurement-Empirical Evidence, Journal of Product & Brand Management, 14 (3):143–154.
• Pearce P. L. & Lee U. I. (2005), Developing the Travel Career Approach to Tourist Motivation, Journal of Travel Research , 43: 226-237.
• Pike, S. (2008), Destination Marketing, An Integrated Marketing Communication Approach, Butterworth-Heinemann, Hungary.
• Prayag, G. & Ryan, C. (2011), The Relationship Between the ‘Push’ and ‘Pull’ Factors of a Tourist Destination: The Role of Nationality – An Analytical Qualitative Research Approach, Current Issues in Tourism,14,(2): 121–143.
• Rittichainuwat, N. (2008), Responding to Disaster: Thai and Scandinavian Tourists' Motivation to Visit Phuket, Thailand, Journal of Travel Research, 46: 422.
• Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K. (2006), Consumer Behaviour: A European Perspective, 3rd edition, Prentice Hall-Financial Times, Harlow.
• Tutuncu, O., (2017), Investigating the accessibility factors affecting hotel satisfaction of people with physical disabilities, International Journal of Hospitality Management, 65, 29–36.
• Uysal, M., Li, X. & Sirakaya, E. (2008), Push-Pull Dynamics in Travel Decisions, Haemoon Oh et all. (eds.) Handbook Of Hospitality Marketing Management, Oxford, Jordan Hill, 412-439.
• Velicer, W.F. (1976), Determining the number of components from the matrix of partial correlations, Psychometrika 41 (3), 321–327.
• Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. F. (1977), Assessing Reliability and Stability in Panel Models, Sociological Methodology, 8, 84.
• Yavuz, G. & Doğan, N. (2015), Boyut Sayısı Belirlemede Velicer’in Map Testi ve Horn’un Paralel Analizinin Kullanılması, [Using Velicer’s Map Test and Horn’s Parallel Analysis for Determining Component Number] Hacettepe Üniversitesi Eğitim Fakültesi Dergisi , 30(3): 176-188.
• Yoon, Y. & Uysal, M. (2005), An Examination of The Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model, Tourism Management, 26 (1), 45-56.
• Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52 (3): 2–22.