Öz
When cities are considered as a tourist destination, it can be observed that business tourism is intense in cities. In the process of marketing destinations, factors related to the destination image and satisfaction, should be examined according to target market. In this study, the destination image perceptions of business tourists, their intention to recommend and intention to revisit tendencies are measured. Survey was applied to 118 business tourists who came İzmir for International Marble Fair between 21-24 March 2012 with face to face interview technique. Convenience sampling method was used. Survey analyzed with SPSS 17.0 statistics program. Frequency and factor analysis used in data analysis. In the study, major cognitive destination image variables for business tourists and their intention to recommend and intention to revisit tendencies are identified
Anahtar Kelimeler
Market segmentation cognitive destination image destination marketing business tourism
Kaynakça
- Baloglu, Şeyhmus ve Ken W. McCleary (1999). “US international pleasure travelers’ images of four Mediterranean destinations: a comparison of visitors and nonvisitors”, Journal of Travel Research, Cilt: 38, Sayı: 2, ss. 144–152
- Bivainiene, Lina (2010). “Brand Life Cycle: Theoretical Discourses”, Economics and Management, Cilt:15, ss.408-414
- Keller, K. L . (1993). “Conceptualizing, measuring and managing customer-based brand equity” , Journal of Marketing, Cilt: 57, Sayı: 1, ss.1-22
- Kotler, Philip, John T. Bowen and James Makens C. (2010). Marketing for Hospitality and Tourism, Pearson Prentice Hall, New Jersey
- Kumar, Archana, Bhardwaj Vertica, KimYoun-Kyung (2010). ” Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Cilt: 23, ss. 80–94
- Lin, Chung Hsien, Duarte B. Morais, Deborah L. Kerstetter ve Jing Shoung Hou (2007). “Examining the Role of Cognitive and Affective Image in Predicting Choice Across Natural, Developed, and Theme-Park Destinations”, Journal of Travel Research, Cilt:46, ss.183-194
- Olalı, Hasan ve Alp Timur (1986). Turizmin Türk Ekonomisindeki Yeri, Ofis Ticaret Matbaacılık San. Ltd. Sti, İzmir
- Pira, Aylin, Füsun Kocabaş ve Mine Yeniçeri (2005). Küresel Pazarda Marka Yönetimi ve Halkla İlişkiler, Dönence Basım ve Yayın Hizmetleri, İstanbul
- Russel, J. A.(1080). “A Circumplex Model Affect”, Journal of Personality and Social Psychology, Cilt: 39, Sayı: 6, ss. 1161-1178
- Sekaran, Uma (1992). Research Methods For Business: A Skill Building Approach, John Wiley & Sons, USA
- Uşaklı Ahmet ve Şeyhmus Baloğlu (2010). “Brand Personality of Tourist Destinations: An application of self congruity theory”, Tourism Management, Cilt: 32, Sayı: 3, ss. 114-127
- Yılmaz, Eda (2011). Marka İmajı, Türkmen Kitapevi, İstanbul, 2011
Öz
Destinasyon marka imajı hedef kitlenin o destinasyon ile ilgili algı ve düşüncelerinin bütünü olarak düşünülmeli ve destinasyonun pazarlanması sürecinde destinasyon imajı ve memnuniyeti ile ilgili faktörler araştırılmalıdır. Kentler bir turistik destinasyon olarak ele alındığında iş turizminin oldukça yoğun olduğu gözlemlenmektedir. Araştırmada İzmir iline iş amacı ile gelen yabancı turistlerin destinasyon imajı algılamaları ölçülmüştür. Araştırmada ayrıca destinasyon memnuniyeti, destinasyonu tekrar ziyaret etme eğilimi ve tavsiye etme eğilimleri ölçülmüştür. Araştırma pazar bölümleme ve İzmir iline iş amacı ile gelen turistlerin algıları hakkında ayrıntılı olarak bilgi vermektedir.
Anahtar Kelimeler
Pazar bölümlemesi bilişsel destinasyon imajı destinasyon pazarlaması iş turizmi
Kaynakça
- Baloglu, Şeyhmus ve Ken W. McCleary (1999). “US international pleasure travelers’ images of four Mediterranean destinations: a comparison of visitors and nonvisitors”, Journal of Travel Research, Cilt: 38, Sayı: 2, ss. 144–152
- Bivainiene, Lina (2010). “Brand Life Cycle: Theoretical Discourses”, Economics and Management, Cilt:15, ss.408-414
- Keller, K. L . (1993). “Conceptualizing, measuring and managing customer-based brand equity” , Journal of Marketing, Cilt: 57, Sayı: 1, ss.1-22
- Kotler, Philip, John T. Bowen and James Makens C. (2010). Marketing for Hospitality and Tourism, Pearson Prentice Hall, New Jersey
- Kumar, Archana, Bhardwaj Vertica, KimYoun-Kyung (2010). ” Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Cilt: 23, ss. 80–94
- Lin, Chung Hsien, Duarte B. Morais, Deborah L. Kerstetter ve Jing Shoung Hou (2007). “Examining the Role of Cognitive and Affective Image in Predicting Choice Across Natural, Developed, and Theme-Park Destinations”, Journal of Travel Research, Cilt:46, ss.183-194
- Olalı, Hasan ve Alp Timur (1986). Turizmin Türk Ekonomisindeki Yeri, Ofis Ticaret Matbaacılık San. Ltd. Sti, İzmir
- Pira, Aylin, Füsun Kocabaş ve Mine Yeniçeri (2005). Küresel Pazarda Marka Yönetimi ve Halkla İlişkiler, Dönence Basım ve Yayın Hizmetleri, İstanbul
- Russel, J. A.(1080). “A Circumplex Model Affect”, Journal of Personality and Social Psychology, Cilt: 39, Sayı: 6, ss. 1161-1178
- Sekaran, Uma (1992). Research Methods For Business: A Skill Building Approach, John Wiley & Sons, USA
- Uşaklı Ahmet ve Şeyhmus Baloğlu (2010). “Brand Personality of Tourist Destinations: An application of self congruity theory”, Tourism Management, Cilt: 32, Sayı: 3, ss. 114-127
- Yılmaz, Eda (2011). Marka İmajı, Türkmen Kitapevi, İstanbul, 2011
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Temmuz 2015 |
| Yayımlandığı Sayı | Yıl 2015 Cilt: 10 Sayı: 39 |
