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

Yıl 2022, , 303 - 324, 01.01.2022

Selçuk Efe Küçükkambak , Ece Armağan

https://doi.org/10.30794/pausbed.915836

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

Kaynakça

• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing On The Value Of A Brand Name. New York: Free Press.
• Aaker, D.A. (1996). Measuring Brand Equity Across Products And Markets. California Management Review, 30 (3), 102–120.
• Adan, Ö. (2015). Destinasyon Marka İmajı ve Bir Pazar Bölümü Olarak İş Amaçlı Gelen Turistlere Yönelik Uygulanması. Journal Of Yasar University, 10(39), 6607-6611.
• Almeida, A. M. M., Correia, A., ve Pimpão, A. (2014). Segmentation By Benefits Sought: The Case Of Rural Tourism In Madeira. Current Issues In Tourism, 17(9), 813-831.
• Anana, E., & Nique, W. (2010). Perception-Based Analysis: An Innovative Approach For Brand Positioning Assessment. Journal Of Database Marketing & Customer Strategy Management, 17(1), 6-18.
• Beh, A., ve Bruyere, B. L. (2007). Segmentation By Visitor Motivation In Three Kenyan National Reserves. Tourism Management, 28(6), 1464-1471.
• Bieger, T., ve Laesser, C. (2002). Market Segmentation By Motivation: The Case Of Switzerland. Journal Of Travel Research, 41(1), 68-76.
• Blythe, J., ve Martin, J. (2005). Essentials Of Marketing. United Kingdom:Pearson
• Boo, S., Busser, J., ve Baloglu, S. (2009). A Model Of Customer-Based Brand Equity And Its Application To Multiple Destinations. Tourism Management, 30(2), 219-231.
• Bruhn, M., Schoenmüller, V., Schafer, D., ve Heinrich, D. (2012). Brand Authenticity: Towards A Deeper Understanding Of Its Conceptualization And Measurement. Advances In Consumer Research, 40, 567-576.
• Buchta, C., Dolnicar, S. ve Reutterer, T. (2000). A Non-Parametric Approach To Perceptions-Based Market Segmentation: Applications. Series: Interdisciplinary Studies In Economics and Management, First Edition, Berlin: Springer.
• Caber, M., Albayrak, T., ve Crawford, D. (2020). Perceived Value And Its Impact On Travel Outcomes In Youth Tourism. Journal of Outdoor Recreation and Tourism, 31, 100327.
• Chang, H. H., ve Liu, Y. M. (2009). The Impact Of Brand Equity On Brand Preference And Purchase Intentions In The Service Industries. The Service Industries Journal, 29(12), 1687-1706.
• Chebli, A., Othmani, M. C., & Said, F. B. (2020). Market Segmentation In Urban Tourism: Exploring The Influence Of Personal Factors On Tourists' Perception. Journal Of Tourism And Services, 11(20), 74-108.
• Chen, C. F., ve Chen, F. S. (2010). Experience Quality, Perceived Value, Satisfaction And Behavioral Intentions For Heritage Tourists. Tourism Management, 31(1), 29-35.
• Chen, C. F., ve Tsai, D. (2007). How Destination Image And Evaluative Factors Affect Behavioral Intentions?. Tourism Management, 28(4), 1115-1122.
• Çamlıca, K. (2014). Sürdürülebilir Turizme İlişkin Ziyaretçi Tutumlarının ve Tekrar Ziyaret Niyetlerinin Pazar Bölümlendirme Kriteri Olarak Kullanılması: Kapadokya Bölgesi Örneği. Yüksek Lisans Tezi, Hacettepe Üniversitesi, Ankara.
• Damijanić, A. T. (2020). Travel Motivations as Criteria in the Wellness Tourism Market Segmentation Process. Academica Turistica-Tourism and Innovation Journal, 13 (2), 201-213.
• Díaz‐Martín, A. M., Iglesias, V., Vazquez, R., ve Ruiz, A. V. (2000). The Use Of Quality Expectations To Segment A Service Market. Journal Of Services Marketing. 14 (2), 132-146.
• Dolničar, S. (2004). Beyond Commonsense Segmentation: A Systematics Of Segmentation Approaches İn Tourism. Journal Of Travel Research, 42(3), 244-250.
• Dolnicar, S. (2008). Market Segmentation In Tourism. In A. G.Woodside ve D. Martin (Eds.), Tourism Management: Analysis, Behaviour And Strategy, 129-150.
• Dolnicar, S., Grabler, K. ve Mazanec, J.A. (1999). A Tale Of Three Cities: Perceptual Charting For Analyzing Destination Images, In: Woodside, A.G. et al. (eds.), Consumer Psychology of Tourism, Hospitality, and Leisure. New York: CAB International, 39-62.
• Dolnicar, S., ve Grün, B. (2017). Methods In Segmentation. In Segmentation In Social Marketing, Singapore: Springer, 93-107.
• Dryglas, D., ve Salamaga, M. (2018). Segmentation By Push Motives In Health Tourism Destinations: A Case Study Of Polish Spa Resorts. Journal Of Destination Marketing ve Management, 9, 234-246.
• Ferns, B. H., ve Walls, A. (2012). Enduring Travel Involvement, Destination Brand Equity, And Travelers’ Visit İntentions: A Structural Model Analysis. Journal Of Destination Marketing ve Management, 1(1-2), 27-35.
• Field, A. (2009). Discovering Statistics Using SPSS: Book Plus Code For E Version Of text, SAGE Publications Limited.
• Frochot, I. (2005). A Benefit Segmentation Of Tourists In Rural Areas: A Scottish Perspective. Tourism Management, 26(3), 335-346.
• Gartner, W. C. (2014). Brand Equity In A Tourism Destination. Place Branding And Public Diplomacy, 10(2), 108-116.
• Gartner, W. C., ve Ruzzier, M. K. (2011). Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market. Journal Of Travel Research, 50(5), 471-481.
• Gill, J., Johnson, P. ve Clark, M. 2010. Research Methods for Managers, United Kingdom: Sage.
• Hausman, A. (2004). Modeling The Patient-Physician Service Encounter: Improving Patient Outcomes. Journal Of The Academy Of Marketing Science, 32(4), 403.
• Hsu, C. H., Oh, H., ve Assaf, A. G. (2012). A Customer-Based Brand Equity Model For Upscale Hotels. Journal Of Travel Research, 51(1), 81-93.
• Hsu, C. H., ve Kang, S. K. (2007). CHAID-Based Segmentation: International Visitors' Trip Characteristics And Perceptions. Journal Of Travel Research, 46(2), 207-216.
• Https://Data.Tuik.Gov.Tr/Bulten/Index?P=Adrese-Dayal%C4%B1-N%C3%Bcfus-Kay%C4%B1t-Sistemi-Sonu%C3%A7lar%C4%B1-2020-37210veDil=1, Erişim Tarihi: 19.03.2021.
• Hudson, S. (2008). Tourism And Hospitality Marketing: A Global Perspective. United Kingdom: Sage.
• Huh, C., Lee, M. J., ve Lee, S. (2019). A Profile Of Spa-Goers In The Us Luxury Hotels And Resorts: A Posteriori Market Segmentation Approach. Journal Of Hospitality Marketing ve Management, 28(8), 1032-1052.
• Kalaycı, Ş. (2014), “Güvenilirlik Analizi”, Şeref Kalaycı (Ed.) (2010), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, (6. Baskı), Asil Yayın Dağıtım Ltd. Şti., Ankara.
• Kashif, M., Samsi, S. Z. M., ve Sarifuddin, S. (2015). Brand Equity Of Lahore Fort As A Tourism Destination Brand. Revista De Administração De Empresas, 55(4), 432-443.
• Keskin, S. N., (2018). Katılımcılarının Motivasyonlarına Göre Pazar Bölümlendirmesi: Alaçatı Ot Festivali Örneği. Yüksek Lisans Tezi, Mersin Üniversitesi, Mersin.
• Kladou, S., ve Kehagias, J. (2014). Assessing Destination Brand Equity: An Integrated Approach. Journal Of Destination Marketing ve Management, 3(1), 2-10.
• Ko, S., Kang, S., Kang, H., ve Lee, M. J. (2018). An Exploration Of Foreign Tourists’ Perceptions Of Korean Food Tour: A Factor-Cluster Segmentation Approach. Asia Pacific Journal of Tourism Research, 23(8), 833-846.
• Koh, S., Yoo, J. J. E., ve Boger, C. A. (2010). Importance‐Performance Analysis With Benefit Segmentation Of Spa Goers. International Journal Of Contemporary Hospitality Management. 22(5), 718-735.
• Kotler, P. (2002). Marketing Management, Millenium Edition: Tenth Edition, Prentice Hall:Pearson Publishing,.
• Kotler, P. ve Armstrong, G. (2016), Principles Of Marketing, London: Pearson Education.
• Laesser, C., ve Zehrer, A. (2012). Tell Me Who You Think You Are And I Tell You How You Travel. Exploring The Viability Of Market Segmentation By Means Of Travelers' Stated Personality: Insights From A Mature Market (Switzerland). Tourism Analysis, 17(3), 285-298.
• Leisen, B. (2001). Image Segmentation: The Case Of A Tourism Destination. Journal Of Services Marketing. 15(1), 49-66.
• Mayer-Schönberger, V., ve Cukier, K. (2013). Big Data: A Revolution That Will Transform How We Live, Work, And Think. New York: Houghton Mifflin Harcourt.
• Mazanec, J. A. (1984). How To Detect Travel Market Segments: A Clustering Approach. Journal of Travel Research, 23(1), 17-21.
• Mazanec, J. ve Strasser, H. (2000). A Nonparametric Approach to Perceptions-Based Market Segmentation: Foundations, First Ed. Wien: Springer.
• Middleton, V.T.C. (1994). Marketing In Travel And Tourism. Chichester, United Kingdom: Heinemann.
• Morgan, N. ve Pritchard, A. (2002) Contextualizing Destination Branding, In N. Morgan, A. Pritchard ve R. Pride (ed.), Destination Branding. Oxford: Butterworth-Heinemann, 11–41.
• Murtagh, B., Boland, P., ve Shirlow, P. (2017). Contested Heritages And Cultural Tourism. International Journal Of Heritage Studies, 23(6), 506-520.
• Neuts, B., Romao, J., Nijkamp, P., & Shikida, A. (2016). Market Segmentation And Their Potential Economic İmpacts İn An Ecotourism Destination: An Applied Modelling Study On Hokkaido, Japan. Tourism Economics, 22(4), 793-808.
• Pafi, M., Flannery, W., ve Murtagh, B. (2020). Coastal Tourism, Market Segmentation And Contested Landscapes. Marine Policy, 121, 104189.
• Page, S. (2007). Tourism Management: Managing For Change. Oxford: Elsevier.
• Pearce, P. L., ve Lee, U. I. (2005). Developing The Travel Career Approach To Tourist Motivation. Journal Of Travel Research, 43(3), 226-237.
• Perera, G., Sprechmann, M., ve Bourel, M. (2020). Benefit Segmentation Of A Summer Destination In Uruguay: A Clustering And Classification Approach. Journal Of Tourism Analysis: Revista De Análisis Turístico. 27(2), 185-206.
• Pérez-Priego, M. A., García, G. M., De Los Baños, M., Gomez-Casero, G., ve Caridad Y López Del Río, L. (2019). Segmentation Based On The Gastronomic Motivations Of Tourists: The Case Of The Costa Del Sol (Spain). Sustainability, 11(2), 409.
• Pesonen, J., Laukkanen, T., ve Komppula, R. (2011). Benefit Segmentation Of Potential Wellbeing Tourists. Journal Of Vacation Marketing, 17(4), 303-314.
• Polo Peña, A. I., Frías Jamilena, D. M., Rodríguez Molina, M. Á., & Rey Pino, J. M. (2016). Online marketing strategy and market segmentation in the Spanish rural accommodation sector. Journal of Travel Research, 55(3), 362-379.
• Prayag, G. (2010). Images As Pull Factors Of A Tourist Destination: A Factor-Cluster Segmentation Analysis. Tourism Analysis, 15(2), 213-226.
• Rafael, C., & Almeida, A. (2017). Socio-Demographic Tourist Profile And Destination Image In Online Environment. Journal Of Advanced Management Science, 5(5), 373-379.
• Rid, W., Ezeuduji, I. O., ve Pröbstl-Haider, U. (2014). Segmentation By Motivation For Rural Tourism Activities In The Gambia. Tourism Management, 40, 102-116.
• Romão, J., Neuts, B., Nijkamp, P., & Van Leeuwen, E. (2015). Culture, Product Differentiation And Market Segmentation: A Structural Analysis Of The Motivation And Satisfaction Of Tourists In Amsterdam. Tourism Economics, 21(3), 455-474.
• Şahin, S., ve Baloglu, S. (2014). City Branding: Investigating A Brand Advocacy Model For Distinct Segments. Journal Of Hospitality Marketing ve Management, 23(3), 239-265.
• Sánchez-Fernández, R., Iniesta-Bonillo, M. Á., ve Cervera-Taulet, A. (2019). Exploring the concept of perceived sustainability at tourist destinations: a market segmentation approach. Journal of Travel ve Tourism Marketing, 36(2), 176-190.
• Sarigöllü, E., ve Huang, R. (2005). Benefits Segmentation Of Visitors To Latin America. Journal Of Travel Research, 43(3), 277-293.
• Sato, S., Gipson, C., Todd, S., ve Harada, M. (2018). The Relationship Between Sport Tourists’ Perceived Value and Destination Loyalty: An Experience-Use History Segmentation Approach. Journal Of Sport ve Tourism, 22(2), 173-186.
• Smith, W. R. (1956). Product Differentiation And Market Segmentation As Alternative Marketing Strategies. Journal Of Marketing, 21(1), 3-8.
• Steenkamp, J. B. E., ve Ter Hofstede, F. (2002). International Market Segmentation: Issues And Perspectives. International Journal Of Research In Marketing, 19(3), 185-213.
• Stylidis, D., Woosnam, K. M., ve Ivkov, M. (2020). Tourists’ Emotional Solidarity With Residents: A Segmentation Analysis And Its Links To Destination Image And Loyalty. Journal Of Destination Marketing ve Management, 17, 100458.
• Swarbrooke, J., ve Horner, S. (2007). Consumer Behaviour In Tourism (2nd Ed.). Oxford: Elsevier.
• Tan, A. Y., ve Lo, A. S. (2008). A Benefit-Based Approach To Market Segmentation: A Case Study Of An American Specialty Coffeehouse Chain İn Hong Kong. Journal Of Hospitality ve Tourism Research, 32(3), 342-362.
• Tsiotsou, R., ve Ratten, V. (2010). Future Research Directions In Tourism Marketing. Marketing Intelligence ve Planning. 28(4), 533-544.
• Villarejo-Ramos, A. F., ve Sanchez-Franco, M. J. (2005). The Impact Of Marketing Communication And Price Promotion On Brand Equity. Journal Of Brand Management, 12(6), 431-444.
• Wang, T. L., Tran, P. T. K., ve Tran, V. T. (2017). Destination Perceived Quality, Tourist Satisfaction And Word-Of-Mouth. Tourism Review. 72(4), 392-410.
• Weaver, D. B., ve Lawton, L. J. (2007). Twenty Years On: The State Of Contemporary Ecotourism Research. Tourism Management, 28(5), 1168-1179.
• Yoo, B., Donthu, N. ve Lee, S. (2000). An Examination Of Selected Marketing Mix Elements And Brand Equity, Journal Of The Academy Of Marketing Science, 28(2), 195-211.
• Zeithaml, V. A., Berry, L. L., ve Parasuraman, A. (1996). The Behavioral Consequences Of Service Quality. Journal Of Marketing, 60(2), 31-46.
• Zhang, J., & Marcussen, C. (2007). Tourist Motivation, Market Segmentation And Marketing Strategies. In 5th Bi-Annual Symposium Of The International Society Of Culture, Tourism, And Hospitality Research, Charleston, South Carolina, 1-27.