ŞEHİR PAZARLAMASINDA MARKA KİŞİLİĞİNİN ETKİSİ: ALGILANAN MARKA KİŞİLİĞİ - TURİSTLERİN TAVSİYE ETME DAVRANIŞI İLİŞKİSİ

Yıl 2010, Cilt: 3 Sayı: 6, 53 - 84, 01.12.2010

Hüseyin Kanıbir Sima Nart Reha Saydan

Öz

Bu çalışma, şehir pazarlaması sürecinde turistik tüketiciler tarafından bir şehre yönelik olarak algılanan marka kişiliğinin o şehri başkalarına tavsiye etme davranışı üzerindeki etkisini incelemektedir. Bu noktadan hareket ederek, şehir pazarlaması sürecinde marka kişiliği geliştirmenin o şehir için rekabetçi bir kimlik getirip getirmeyeceği sorusuna cevap aranmaktadır. Bu çerçevede, bir şehir için turistler tarafından algılanan marka kişiliği temel bağımsız değişken ve tavsiye etme davranışı da temel bağımlı değişken olmak üzere geliştirilen bir model yoluyla veriler analiz edilmiştir. Çalışmada yararlanılan veriler, hem de İstanbul’u hem de Roma’yı ziyaret etmiş olan 137 İngiliz turistten Londra’da Stansted havalimanında elde edilmiştir. Verilerin analizinde t-test, faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Analizler sonucunda, algılanan marka kişiliğinin tavsiye etme davranışı üzerinde doğrudan bir etkisine rastlanmasa da, süreci belirleyici yönde güçlü ve çok yönlü bir dolaylı etkisi tespit edilmiştir

Anahtar Kelimeler

Marka kişiliği, şehir pazarlaması, imaj, tutum

THE EFFECT OF BRAND PERSONALITY ON CITY MARKETİNG: THE RELATIONSHIP BETWEEN PERCEIVED PERSONALITY AND TOURISTS’ BEHAVIOR TO RECOMMEND

Öz

Even though the topics of brand personality and city marketing have been studied seperately at length, few if any studies have focused on brand personality as the antecedent to tourists’ behavior to recommend. In this study, a theoretical model focusing on brand personality, city image, social bonding, and attitude as antecedents to behavior to recommend is proposed and tested empirically. Sample was consisted of 137 British tourists who visited both İstanbul and Rome. Data were analyzed through using t- test, factor analysis, and structural equation modelling. The data showed that brand personality is significantly correlated with city image, and thus has a strong indirect efffect on behavior to recommend by determining the construct of city image

Anahtar Kelimeler

Brand personality, city marketing, image, attitude

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