Antalya’nın Destinasyon Kişiliği ve İmajına İlişkin Keşfedici Bir Araştırma

Yıl 2018, , 125 - 139, 30.04.2018

F. Özlem Güzel , İlker Şahin , Yenal Yağmur , Özkan Erdem Sezer Karasakal Caner Ünal

https://doi.org/10.19168/jyasar.356446

Cited By: 1

Öz

Destinasyonlara atfedilen kişilik özellikleri ve
destinasyon imajı algılarının keşfedilmesi, küreselleşen
dünyada sürdürülebilir bir rekabet avantajı yaratmaktadır. Bu bağlamda bu
çalışmanın temel amacı, Antalya destinasyon kişiliği ve imajına yönelik algıları
ortaya çıkarmaktır. Keşfedici bir yaklaşımla durum çalışması deseninde
planlanan bu araştırmada çoklu turizm paydaşlarından elde edilen veriler, nitel
araştırma yöntemi ile analiz edilmiştir. Çalışma kapsamında gerçekleştirilen
içerik analizi sonucunda Antalya destinasyonu ile ilişkilendirilen olumlu
kişilik özellikleri “canlılık, çağdaşlık,
çok yönlülük, hümanist ve samimiyet” olarak toplam beş boyutta ortaya
çıkarken, olumsuz kişilik özellikleri ise“metalaşmış,
karışık, çıkarcı ve depresif” olmak üzere dört boyutta ortaya çıkmıştır.
Bunun yanı sıra destinasyon imajına yönelik bulgular Antalya’nın işlevsel ve
psikolojik destinasyon özellikleri boyutunda oldukça zengin verilere sahip
olduğunu göstermektedir

Anahtar Kelimeler

Destinasyon Pazarlaması, Destinasyon İmajı, Destinasyon Kişiliği

Kaynakça

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