KAYSERİ’NİN PAZARLANABİLİRLİĞİNİN ŞEHİR YAŞAM KALİTESİ AÇISINDAN ÖNEM-BAŞARIM ANALİZİ İLE DEĞERLENDİRİLMESİ

Yıl 2010, Cilt: 3 Sayı: 5, 1 - 26, 01.06.2010

Kurtuluş Karamustafa Kenan Güllü Neşe Acar

Öz

Bu çalışmada, şehir yaşam kalitesini şehir pazarlanması ile ilişkilendirerek, şehirlerin pazarlanmasında ön plana çıkabilecek şehir yaşam faktörlerini tespit etmek amaçlanmıştır. Bu bağlamda, Kayseri örneğinde şehir yaşam kalitesi değerlendirilmekte ve şehir pazarlanmasında kullanılabilecek faktörler ortaya konulmaktadır. Bu amaca ulaşabilmek için Kayseri’de yaşayan 400 kişiye yüz yüze anket uygulanmıştır. Elde edilen verilere önem-başarım analizi ÖBA uygulanmış, Kayseri’nin şehir yaşam kalitesine ilişkin hali hazırda güçlü olan ve korunması gereken özellikleriyle, güçlendirilmesi gereken özellikleri ortaya konmuştur. Katılımcıların Kayseri ile ilgili önermeleri değerlendirme düzeylerinin bağımlı değişkenlerin birtakım demografik özellikler bağımsız değişkenler açısından anlamlı bir farklılık gösterip göstermediğini değerlendirebilmek amacıyla MannWhitney U testi ve Kruskal-Wallis H testleri uygulanmıştır. Testler sonucunda, katılımcıların Kayseri ile ilgili önermelere katılma derecelerinin medeni durumları, yaş grupları, ailelerinin toplam geliri, eğitim düzeyleri ve Kayseri’de ikamet ettikleri süre, bakımından anlamlı farklılıklar bulunmuştur. Araştırma sonuçları, Kayseri’nin şehir yaşam kalitesi

Anahtar Kelimeler

Şehir pazarlanması, şehir yaşam kalitesi, önem-başarım analizi, Kayseri

AN EVALUATION OF MARKETING KAYSERI IN TERMS OF QUALITY OF CITY LIFE VIA THE IMPORTANCE PERFORMMANCE ANALYSIS

Öz

By relating the quality of city life to city marketing, this study aims to determine the foreground factors of the quality of city life marketing. In this context, in this study, the quality of life is evaluated in the sample of Kayseri, and factors which can be used in city marketing are introduced. To achieve this aim, a face to face questionnaire has been applied to 450 residents in Kayseri. The collected data is processed via ImportancePerformance Analysis IPA . Hence, besides the features related with the quality of life in Kayseri which are already strong and should be protected, the features which should be strengthen are presented. Mann-Whitney U and Kruskal-Wallis H statistical tests have been applied in order to measure whether the levels of the participants’ evaluations on the propositions related with Kayseri dependent variables show any significant difference in terms of demographic features independent variables or not. As a consequence of these statistical tests, it is found out that participants’ evaluations on the propositions relating to Kayseri show significant differences in terms of marital status, age, family income, educational level and the length of residence in Kayseri. Research findings present that Kayseri has important characteristics in terms of quality of city life and those characteristics can create an advantageous position in marketing Kayseri as a city

Anahtar Kelimeler

City marketing, quality of city life, importance-performance analysis, Kayseri

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