TURİSTİK DESTİNASYONLARDA PAZAR BÖLÜMLENDİRME: FETHİYE’Yİ ZİYARET EDEN YERLİ VE YABANCI TURİSTLER ÜZERİNDE BİR ANALİZ

Öz

Marka yönetimi sürecinde ürün ve hizmetlerde olduğu gibi turistik destinasyonlarda da değer odaklı rekabet bugünün turistik pazar dinamiğini oluşturmaktadır. Destinasyonların yeniden ziyaret niyeti oluşturabilmesinin koşullarından biri tüketici temelli marka denkliği yaratmasıdır. Marka denkliği oluşturmak için stratejik marka yönetimi sürecinin başarıyla yürütülmesi esastır. Bu nedenle marka yönetimi sürecinin ilk aşaması pazardaki tüketici grubunun tanımlanması ve bölümlendirilmesidir. Bu çalışmada geleneksel pazar bölümlendirme stratejilerine yenilikçi bir yaklaşım olarak turistik destinasyonlarda algılara dayalı pazar bölümlendirme uygulaması gerçekleştirilmiştir. Bu araştırmada 1.168 turistin Fethiye destinasyonun marka denkliğine yönelik çeşitli boyutlar altındaki algıları, yöredeki tatillerini organize etme ve yörede tatil yaparak edindikleri deneyimler ile demografik özellikleri bağlamında kümeleme analizi ile pazar bölümlendirilmesi yapılmıştır. Araştırma sonucunda Fethiye’yi ziyaret eden yerli ve yabancı turistlerin Fethiye’nin marka denkliğine yönelik algılarına göre farklı özelliklerde pazar bölümleri oluşturduğu olduğu tespit edilmiştir. Çalışma kapsamında destinasyonların yerel olarak kalkınması ve ülke ekonomisine katkıda bulunmasını sağlayacak pazarlama stratejilerinin geliştirilmesine katkı sağlayacak birtakım çıkarımlarda bulunulmuştur.

Anahtar Kelimeler

• Destinasyon Pazarlaması
• Kümeleme Analizi
• Pazar Bölümlendirme
• Marka Denkliği
• Marka Yönetimi

MARKET SEGMENTATION IN TOURISTIC DESTINATIONS: AN ANALYSIS ON DOMESTIC AND FOREIGN TOURISTS VISITING FETHIYE

Öz

In the brand management process, value-oriented competition in touristic destinations, as well as in products and services, constitutes today's tourist market dynamics. One of the conditions for destinations to create the intention of revisiting is to create consumer-based brand equity. It is essential to successfully execute the strategic brand management process in order to create brand equity. For this reason, the first step of the brand management process is the identification and segmentation of the consumer group in the market. In this study, as an innovative approach to traditional market segmentation strategies, market segmentation based on perceptions has been implemented in touristic destinations. In this study, the perceptions of 1,168 tourists towards the brand equity of the destination in Fethiye under various dimensions, their experiences in organizing their holidays in the region and having a holiday in the region, and market segmentation with cluster analysis in the context of their demographic characteristics. As a result of the research, it has been determined that local and foreign tourists visiting Fethiye form different market segments according to their perceptions of Fethiye's brand equity. Within the scope of the study, some inferences have been made that will contribute to the development of marketing strategies that will enable the destinations to develop locally and contribute to the national economy.

Anahtar Kelimeler

• Destination Marketing
• Cluster Analysis
• Market Segmentation
• Brand Equity
• Brand Management

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