Pamukkale destinasyonu imajının çekicilik faktörlerine göre değerlendirilmesi

Yıl 2018, Cilt: 5 Sayı: 1, 57 - 70, 03.07.2018

Selçuk Burak Haşıloğlu , Sanem Alkibay

https://doi.org/10.34232/pjess.409910

Öz

Bir
turizm merkezinin çekicilik özelliği, destinasyon imajının oluşumunda önemli
bir unsurdur. Bu çalışmada, Pamukkale destinasyonu imajnın çekicilik
faktörlerinin ve üstünlüklerinin yabancı turistler açısından belirlenmesi ve
destinasyon alternatiflerinin değerlendirilmesi amaçlanmaktadır. İmaj
değerlendirme konusunun göreceli olmasından ve alternatiflerin belirlenmesi
konusunun çok değişkenli karar vermeyi gerektirdiğinden dolayı, araştırmanın
yöntemi olarak bulanık kümeler kuramından yararlanılmıştır. Pamukkale ve
çevresinin çekicilik faktörlerine göre imajı dört grupta toplanmış olup bunlar
sırasıyla; Pamukkale travertenleri, antik kentler, sağlık/SPA turizmi ve
alışveriş imkanları olarak belirlenmiştir. Pamukkale travertenleri çekicilik
faktörü imajı baskın olduğundan diğer faktörlerin düzeyleri zayıf kalmıştır. Bu
nedenle bölge, turizm açısından yaşanılacak yer değil, birkaç saatliğine
görülüp dönülecek yer şeklinde algılanmaktadır. Bu algıyı aşmak için Pamukkale
travertenleri, antik kentler, sağlık/SPA turizmi fırsatlarının bulunduğu {B-E}
noktaları bir bütün destinasyon pazarlanması olarak değerlendirilmelidir.

Anahtar Kelimeler

Pamukkale Türkiye, Destinasyon imajı, Çekicililk faktörleri, BBH, AHS ve TOPSIS

Assessment of the Pamukkale Destination Image According to Attraction Factors

Öz

The
attraction image of a tourism center is an important factor in the formation of
the destination image. The present study is designed to determine the
attraction factors and superiorities of the Pamukkale destination image from
the perspective of foreign tourists and to assess destination alternatives.
Both because the issue of image assessment is relative and because the issue of
determining the alternatives require making a multi-variable decision, the theory
of fuzzy sets has been used as the research method. The image of Pamukkale and
its vicinity according to the attraction factors is divided into four areas:
Pamukkale travertine, ancient monuments, health/spa tourism and shopping
opportunities. Because the attraction factor image of Pamukkale travertine is
dominant, the levels of the other factors have remained low. Therefore, the
region is perceived not as a place in which to spend several days on the basis
of tourism but as a sightseeing place to spend a few hours. To mediate this
perception, the {B-E} points where there are opportunities for Pamukkale
travertine, ancient monuments and health/spa tourism should be evaluated as an
entire destination marketing scheme.

Anahtar Kelimeler

Pamukkale Turkey, Destination image, Attraction factors, Fuzzy theory, FCM, AHP and TOPSIS

Kaynakça

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