Yıl 2020, Cilt 17 , Sayı 2, Sayfalar 173 - 185 2020-08-30

Tatil Öncesi ve Sonrası Destinasyon İmajı Karşılaştırması: Alanya Örneği
Comparison of the Destination Image Before and After the Holiday: Case of Alanya

Caner GÜÇLÜ [1] , Yıldırım YILMAZ [2]


Yabancı turistlerin turistik destinasyon olarak Alanya ile ilgili seyahat öncesi ve sonrası algılarını belirlemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Alanya’yı ziyaret eden yabancı turistler oluşturmaktadır. Alanya merkez ve beldelerinde bulunan otellerde konaklayan ve tesadüfi olarak seçilen 384 turiste anket uygulanmıştır. Araştırmanın sonucunda turistlerin imaj algılarının restoran hizmetleri, plajlar, yerel esnaf, güvenlik ve ulaşım, yerel halk, gece hayatı, doğal ve temiz çevre, tarih ve kültür boyutları altında toplanmış olduğu ortaya koyulmuştur. Tatil öncesi ve sonrası imaj algısı eşleştirilmiş t- testine göre karşılaştırılmıştır. Yapılan analiz sonuçlarına göre turistlerin destinasyonu ziyaret sonrası edindikleri imaj algısı ziyaret öncesine göre daha yüksektir. Boyutlar arasında en yüksek olumlu farklılaşma destinasyondaki gece hayatı ile ilgili imaj olurken, en düşük olumlu farklılaşma yerel esnaflar ile ilgili edinilen imaj olmaktadır.

It was carried out to determine the perceptions of foreign tourists about Alanya as a tourist destination before and after travel. Foreign tourists visiting Alanya constitute the universe of the research. A questionnaire was applied to 384 tourists who were accommodated in the hotels in Alanya center and its resorts and were chosen randomly. As a result of the research, it has been revealed that the image perceptions of the tourists are gathered under the dimensions of restaurant services, beaches, local artisans, security and transportation, local people, night life, natural and clean environment, history and culture. The image perception before and after the holidays were compared according to the paired sample t test. According to the results of the analysis, the perception of the image of the tourists after the visit is higher than before the visit. While the highest positive differentiation among dimensions is the image related to nightlife in the destination, the lowest positive differentiation is the image acquired about local craftsmen.

  • Akhoondnejad, A. (2015). Analyzing The Pre-Travel, On-Travel, And Post-Travel Behaviors Of Iran’s First-Time Visitors. Journal of Travel And Tourism Marketing, 32(8), 1023-1033.
  • Alhemoud, A. M. ve Armstrong, E. G. (N. D.). (2008). Image Of Tourism Attractions In Kuwait. Journal of Travel Research, 34(4), 76–80.
  • Avcıkurt, C. (2005). Turizmde Tanıtma ve Satış Geliştirme. Değişim Yayınları. 2. Basım. İstanbul.
  • Baloğlu, S., ve Brinberg, D. (1997). Affective Images Of Tourism Destinations. Journal of Travel Research, 35, 11-15.
  • Baloğlu, Ş., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.
  • Baloğlu, Ş. (1999). A Path Analysis Model of Visitation Intention Involving Information Sources, Socio-Psychological Motivations, And
  • Destination Image, Journal of Travel And Tourism Marketing, 8(3), 81-90.
  • Beerli, A., ve Martin, J. D. (2004). Factors Influencing Destination Image. Annals Of Tourism Research, 31(3), 657-681.
  • Bigné A. E, Garcia, I. S., ve Blas, S. S. (2008). The Functional-Psychological Continuum In The Cognitive Image Of A Destination: A Confirmatory Analysis. Tourism Management, 30(5), 715-723
  • Chen, J. ve Gürsoy, D. (2000). Cross-Cultural Comparison Of The Information Sources Used By First-Time And Repeat Travelers and Its Marketing Implications. International Journal of Hospitality Management, 19, 191-203.
  • Chen, C. F., ve Tsai, D. (2007). How Destination Image And Evaluative Factors Affect Behavioral Intentions? Tourism Management, 28(4), 1115-1122.
  • Chi, C. G. Q., ve Qu, H. (2008). Examining The Structural Relationships Of Destination Image, Tourist Satisfaction And Destination Loyalty: An Integrated Approach. Tourism Management, 29(4), 624-636.
  • Chon, K. S. (1989). Understanding Recreational Travelers’ Motivation, Attitude And Satisfaction. The Tourist Review, 44(1), 3–7.
  • Chon, K. S. (1990). The Role Of Destination Image In Tourism: A Review And Discussion. Revue De Tourisme, 45(2), 2-9.
  • Chon, K. S. (1991). Tourism Destination Image: Marketing Implications. Tourism Management, 12, 68-72.
  • Crompton, J. L. (1977). A Systems Model Of The Tourist’s Destination Selection Decision Process With Particular Reference To The Role Of Image And Perceived Constraints. Yayınlanmamış Doktora Tezi Texas Avem Üniversitesi
  • Crompton, J. (1979). Motivations Of Pleasure Vacations. Annals Of Tourism Research, 6(4): 408-424.
  • Echtner C. M. (1991). The Measurement Of Tourısm Destınatıon Image. Faculty Of Management, Yayınlanmamış Tez. The University Of Calgary. Calgary
  • Fakaye, P. C. ve Crompton, J.L. (1991) Image Differences Between Prospective, First-Time Ve Repeat Visitors To The Lower Rio Grvee Valley, Journal of Travel Research, 30 (2), 10-16.
  • Fodness, D., ve Murray, B. (1997). Tourist Information Search. Annals Of Tourism Research, 24(3), 503-523.
  • Gallarza, M., Saura, I. ve García, H. (2002). Destination Image: Towards A Conceptual Framework. Annals Of Tourism Research, 29, 56-78
  • Gartner, W. C., ve Hunt, J. D. (1987). An Analysis Of State Image Change Over A Twelve-Year Period (1971—1983). Journal of Travel Research, 26(2), 15-19.
  • Gartner, W. C. (1993). Image Formation Process. In: Uysal, M. Ve Fesenmaier, D.E(Ditors), 1993. Communication And Channel Systems In Tourism Marketing, Haworth Press, New York: 191–215.
  • Gartner, W. C. (1994). Image Formation Process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
  • Gunn, C. (1972). Vacationscape: Designing Tourist Regions. Austin: Bureau Of Business Research: University Of Texas.
  • Gunn, C. A. (1988). Vacationscape: Designing Tourist Regions. Van Nostrand Reinhold.
  • Gürsoy D. ve McCleary K. W. (2004). An Integrative Model Of Tourists’ Information Search Behavior. Annals of Tourism Research 31(2): 353-373.
  • Hunt, J. D. (1975). Image As A Factor In Tourism Development. Journal of Travel Research, 13(3), 1-7.
  • Jacobsen, J. K. S. ve Munar, A. M. (2012). Tourist Information Search And Destination Choice In A Digital Age. Tourism Management Perspectives, 1, 39-47)
  • Jani, D. ve Hwang, Y. H. (2011). User-Generated Destination Image Through Weblogs: A Comparison Of Pre- And Post-visit Images. Asia Pacific Journal of Tourism Research, 16(3), 339-356.
  • Jani, D. ve Nguni, W. (2014). Variation Of Destination Image With Visitation Status: A Case Of Inbound Tourists To Tanzania. 12th Apacchrıe Conference. Tanzania
  • Jenkins, O. H. ve Mcarthur, S. (1996). Marketing Protected Areas. Australian Parks And Recreation, 32(4), 10–15. Ji, S. (2011). Projected And Perceived Destination Images Of Qingdao. Yayımlanmamış Doktora Tezi. University Of Waterloo Ontario
  • Keaveney, S. M. ve Hunt K. A. (1992). Conceptualization and operationalization of retail store image: A case of rival middle-level theories, Journal of the Academy of Marketing Science, 20(2):165-76
  • Khudyakova, E. (2015). The Image Of The Arkhangelsk Region As A Tourism Destination, Master's Thesis, Uit The Arctic University Of Norway
  • Knutson, B., Beck, J., Him, S. ve Cha, J. (2006). Identifying The Dimensions of the Experience Construct. Journal of Hospitality & Leisure Marketing, 15(3), 31-47.
  • Kotler, P. (2000). Marketing Management. The Millennium Edition. Upper Saddle River, NJ: Prentice-Hall, Inc. Lim, C., Chew, S. L., Lim, Z. Y. ve Liu, W. (2014). Pre-And Post-Visit Perceptions Of Youth Tourists To China. Journal of China. Tourism Research, 10(2), 236-255.
  • Lin, M. J., Hsueh, Y. H., Liu J. Q., Huang, W. H. ve Min, X. (2013). “Comparing Tourist Destination Images Between Pre-Trip And Post-Trip”. The Asian Conference On Arts & Humanities Official Conference Proceedings Osaka, Japan
  • Luo, M., Feng, R. ve Cai, L. A. (2005). Information Search Behavior And Tourist Characteristics: The İnternet Vis-À-Vis Other Information Sources. Journal of Travel and Tourism Marketing, 17(2-3), 15-25.
  • Mackay, K. J. ve Fesenmaier, D.R. (1997). Pictorial Element Of Destination In Image Formation. Annals of Tourism Research, 24(3), 537–565. [37]
  • Michaelidou, N., Siamagka, N. T., Moraes, C., ve Micevski, M. (2013). Do Marketers Use Visual Representations Of Destinations That Tourists Value? Comparing Visitors’ Image Of A Destination With Marketer-Controlled Images Online. Journal of Travel Research, 52(6), 789-804.
  • Milman, A. ve Pizam, A. (1995). The Role Of Aweraness And Familiarity With A Destination: The Central Florida Case. Journal of Travel Research, 33(3), 21–27
  • Moutinho, L. (1987). Consumer Behaviour In Tourism. European Journal of Marketing, Vol. 21 Iss: 10,.5 – 44
  • Nunnally, J. C. (1978). Psychometric Theory, McGraw- Hill, New York, NY,
  • Pearce, P. L. (1982a), The Social Psychology Of Tourist Behaviour, Oxford: Pergamon Press.
  • Pearce, P. L. (1982b), Perceived Changes In Holiday Destinations, Annals Of Tourism Research, 8, 145–164.
  • Phelps, A. (1986). Holiday Destination Image-The Problem Of Assessment: An Example Developed İn Menorca. Tourism Management, 168–180. [50]
  • Pike, S. ve Ryan, C. (2004). Desination Positioning Analysis Through A Comparison of Cognitive, Affective, and Conative Perceptions. Journal of Travel Research, 42(4), 333–342. [52]
  • Pine, B. J., ve Gilmore, J. H. (2016). Welcome to the Experience Economy. Hardward Business Review https://hbr.org/1998/07/welcome-to-the-experience-economy (Erişim Tarihi: 2016)
  • Santos, R. M. C., González-Fernández, A. M., ve Cervantes-Blanco, M. (2013). Weak Cognitive Image Of Cultural Tourism Destinations. Quality and Quantity, 47(2), 881-895.
  • Stamboulis, Y., ve Skayannis, P. (2003). Innovation Strategies And Technology For Experience-Based Tourism. Tourism Management, 24(1), 35-43.
  • Stern, E. ve Krakover, S. (1993). The Formation Of A Composite Urban Image. Geographical Analysis, 25(2), 130–146. Um, S., ve Crompton, J. L. (1990). Attitude Determinants In Tourism Destination Choice. Annals Of Tourism Research, 17(3), 432-448.
  • Valle, P. O. D., Silva, J. A., Mendes, J., ve Guerreiro, M. (2006). Tourist Satisfaction And Destination Loyalty İntention: A Structural And Categorical Analysis, International Journal of Business Science And Applied Management, 1(1), 25-44.
  • Walmsley, D. ve Jenkins J. (1993) “Appraisive Images Of Tourist Areas: Application Of Personal Construct”. Australian Geographer 24(2): 1-13.
  • Wang, Y., ve Davidson, M. C. (2010). Pre-And Post-Trip Perceptions: An Insight Into Chinese Package Holiday Market To Australia. Journal of Vacation Marketing, 16(2), 111-123.
  • Woodside, A. G., ve Lysonski, S. (1989). A General Model Of Traveler Destination Choice. Journal of Travel Research, 27(4), 8-14.
  • Yaraşlı, G. Y., (2007). Destinasyon İmajı Ve Trabzon Yöresine Dönük Bir Çalışma. Başkent Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ve Otelcilik ABD
  • Yılmaz, Y., Yılmaz, Y., İçigen, E. T., Ekin, Y. ve Utku, B. D. (2009). Destination Image: A Comparative Study On Pre And Post Trip Image Variations. Journal of Hospitality Marketing And Management, 18(5), 461-479.
  • Zhang, H. M, Lu, L. ve Zhang, J. H. (2006) The Influence Of An Analysis Of The Perceived Distance On Tourism Destination Image. Human Geography, 5, 25-3
Birincil Dil tr
Konular Sosyal
Bölüm Makaleler
Yazarlar

Orcid: 0000-0002-3977-3815
Yazar: Caner GÜÇLÜ (Sorumlu Yazar)
Kurum: Kanık Uygulamalı Bilimler Yüksekokulu
Ülke: Turkey


Orcid: 0000-0002-6537-7111
Yazar: Yıldırım YILMAZ
Kurum: AKDENIZ UNIVERSITY
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Ağustos 2020

APA Güçlü, C , Yılmaz, Y . (2020). Tatil Öncesi ve Sonrası Destinasyon İmajı Karşılaştırması: Alanya Örneği . Seyahat ve Otel İşletmeciliği Dergisi , 17 (2) , 173-185 . DOI: 10.24010/soid.674868