Yıl 2019, Cilt 14 , Sayı , Sayfalar 82 - 91 2019-11-30

Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday

Petek TOSUN [1] , Merve ÖKSÜZ [2]


In 2018 summer, Alaçatı and Ayvalık have been listed among the top cities that are preferred as tourism destinations for local tourists (Internethaber, 2019). These destinations have been popular for tourists in the last decade and Turkish tourists increasingly prefer local destinations for their summer holidays because of the devalued Turkish lira (NTV, 2019). Attracting tourists is among the primary goals for tourism marketers, and consequently understanding customer perceptions regarding destinations is one of the key factors to achieve this goal. In this context, the purpose of this study is to examine the destination personalities of Ayvalık and Alaçatı and compare them in terms of destination personality dimensions.  In a quantitative research design, respondents (n=191) have been asked about their perceptions about the destination personalities of Alaçatı and Ayvalık, in which they will compare the two destinations on a 5 Point-Likert scale. Destination personalities have been examined within the conceptual framework of destination personality dimensions, which are, sincerity, excitement, and conviviality (Hosany et al., 2006).  In addition, respondents have answered an open-ended question by writing their opinions about “a great summer vacation” with a few words, which have been analyzed by content and cluster analyses, aiming to have a deeper understanding about the consumer perceptions about their summer vacations. Significant differences have been found between the destination personality dimensions of Ayvalık and Alaçatı. Ayvalık is perceived as sincerer and more convivial than Alaçatı, whereas Alaçatı is perceived as more exciting than Ayvalık. Regarding their expectations from their summer holiday, consumers can be grouped into 4 clusters such as; (1) fun, excitement, and activity oriented, (2) travelling and exploring oriented, (3) family and friends oriented, (4) relaxation, comfort, and silence-oriented consumers. There is not a significant difference among clusters regarding the perceived destination personalities of Ayvalık and Alaçatı. Although there is some research focused on the destination personalities of specific destinations in Turkey, the differences among destination personalities of Alaçatı and Ayvalık have not been studied in the literature before (Çetinsöz & Atsan, 2019; Güzel et al., 2018). This study aims to contribute to researchers not only by implementing destination personality research in the Turkish context, but also by extending the existing knowledge by assessing destination personality concept together with the consumers’ descriptions of an idealized summer vacation. Moreover, findings of the study will be beneficial for marketing activities of tourism agencies, hospitality industry, and local governments.

Destination Personality, Destination Marketing, Brand Personality, Brand Image
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Birincil Dil en
Konular Sosyal
Bölüm Makaleler
Yazarlar

Yazar: Petek TOSUN (Sorumlu Yazar)
Kurum: MEF UNIVERSITY
Ülke: Turkey


Orcid: 0000-0003-2470-7919
Yazar: Merve ÖKSÜZ
Kurum: MALTEPE UNIVERSITY
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Kasım 2019

Bibtex @araştırma makalesi { jyasar628614, journal = {Journal of Yaşar University}, issn = {1305-970X}, address = {}, publisher = {Yaşar Üniversitesi}, year = {2019}, volume = {14}, pages = {82 - 91}, doi = {10.19168/jyasar.628614}, title = {Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday}, key = {cite}, author = {TOSUN, Petek and ÖKSÜZ, Merve} }
APA TOSUN, P , ÖKSÜZ, M . (2019). Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Journal of Yaşar University , 14 () , 82-91 . DOI: 10.19168/jyasar.628614
MLA TOSUN, P , ÖKSÜZ, M . "Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday". Journal of Yaşar University 14 (2019 ): 82-91 <https://dergipark.org.tr/tr/pub/jyasar/issue/50921/628614>
Chicago TOSUN, P , ÖKSÜZ, M . "Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday". Journal of Yaşar University 14 (2019 ): 82-91
RIS TY - JOUR T1 - Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday AU - Petek TOSUN , Merve ÖKSÜZ Y1 - 2019 PY - 2019 N1 - doi: 10.19168/jyasar.628614 DO - 10.19168/jyasar.628614 T2 - Journal of Yaşar University JF - Journal JO - JOR SP - 82 EP - 91 VL - 14 IS - SN - 1305-970X- M3 - doi: 10.19168/jyasar.628614 UR - https://doi.org/10.19168/jyasar.628614 Y2 - 2019 ER -
EndNote %0 Journal of Yaşar University Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday %A Petek TOSUN , Merve ÖKSÜZ %T Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday %D 2019 %J Journal of Yaşar University %P 1305-970X- %V 14 %N %R doi: 10.19168/jyasar.628614 %U 10.19168/jyasar.628614
ISNAD TOSUN, Petek , ÖKSÜZ, Merve . "Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday". Journal of Yaşar University 14 / (Kasım 2019): 82-91 . https://doi.org/10.19168/jyasar.628614
AMA TOSUN P , ÖKSÜZ M . Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Journal of Yaşar University. 2019; 14: 82-91.
Vancouver TOSUN P , ÖKSÜZ M . Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Journal of Yaşar University. 2019; 14: 91-82.