The Effect of Destination Personality and Self Congruence on Tourists’ Behavioral Intentions

Yıl 2020, Sayı: 43, 127 - 142, 01.02.2020

Abdullah Ülkü Ferdi Bişkin

Öz

While the characteristics of human personality are shaped by the physical structure, behavior, beliefs and demographic characteristics of the person, the characteristics of brand personality are shaped by direct or indirect contact of the consumer with the brand. The personality associated with the brand is the result of attributing human characteristics to the brand through these contacts. Characteristics of image are defined as “the set of human characteristics associated with a brand” and if these characteristics are associated with a brand, brand personality is formed. Based on this definition, destination personality defined as “the set of human characteristics associated with a destination”. In this study firstly Konya’s destination personality is identified. Has been formed by Aaker 1997 and used first time by Ekinci and Hosany 2006 to identify a personality of destination, Brand Personality Scale is used to identify the personality of Konya. Secondly, the effect of destination personality on tourists’ behavioral intentions is determined. Finally, the effect of self congruence on tourists’ behavioral intentions is determined. The aim of this study is to determine the destination personality of Konya, the effect of destination personality and self congruence on tourists’ behavioral intentions. This study was completed in 2017. Tourists who visited Konya destination have been taken as the sample for the study. In this study, survey method has been prefered as data collection tool. 422 quetionnares have been gathered and 385 of them are valid for analyze. As a result of the study, Konya’s destination personality has been explained with “excitement, sincerity and competence” dimensions. “Sincerity” which is a destination personality factors has the most influence level on getting favourable impression and recommend intention. The factor has the most influence level on revisit intention is “competence”. While “ideal-social self congruence” has the most influence level on revisit intention, “ideal self congruence” has the most influence level on getting favourable impression and recommend intention. When the results are examined, Konya has a unique destination personality. Considering the positive effect of the destination personality on the behavioral intentions of the tourists, it is considered that Konya should maintain this determined personality

Anahtar Kelimeler

Destination Personality, Self Image, Self Congruence, Behavioral Intentions, Konya

Destinasyon Kişiliği ve Benlik Uyumunun Turistlerin Davranışsal Niyetleri Üzerine Etkisi

Öz

İnsan kişiliğine ait özellikler kişinin fiziksel yapısı, davranışları, inançları ve demografik özellikleri tarafından şekillendirilirken, marka kişiliğine ait özellikler tüketicinin markayla olan doğrudan ya da dolaylı teması tarafından oluşturulmaktadır. Markayla ilişkilendirilen kişilik, bu temaslar vasıtasıyla insanlara ait özelliklerin markaya atfedilmesi sonucu meydana gelmektedir. Tüketicilerin sahip olduğu ve “bir markanın, kullanıcısıyla ilişkilendirilen kişilik özelliklerin tümü” olarak tanımlanan imaja ait kişilik özellikleri, markayla ilişkilendirildiğinde marka kişiliği ortaya çıkmaktadır. Bu tanımdan yola çıkarak destinasyon kişiliği de “bir destinasyon ile bağdaştırılan insana ait karakteristik özelliklerin tümü” olarak tanımlanmaktadır. Bu araştırmada, öncelikle Konya’nın destinasyon kişiliği belirlenmeye çalışılmıştır. Aaker 1997 tarafından oluşturulan ve destinasyon kişiliğinin belirlenmesinde ilk kez Ekinci ve Hosany 2006 tarafından tercih edilen Marka Kişiliği Ölçeği, Konya’nın kişilik yapısını belirlemek için kullanılmıştır. İkinci aşamada destinasyon kişiliğinin turistlerin davranışsal niyetleri üzerindeki etkisi belirlenmiştir. Son olarak, benlik uyumunun davranışsal niyetler üzerindeki etkisi regresyon analiziyle incelenmiştir. Bu araştırmanın amacı, Konya’nın destinasyon kişiliği belirlemek, destinasyon kişiliği ve benlik uyumunun turistlerin davranışsal niyetleri üzerindeki etkisini tespit etmektedir. Araştırma verileri, 2017 yılında, Konya’yı ziyaret eden 385 yerli ve yabancı ziyaretçilere uygulanan anket yoluyla toplanmıştır. Araştırmada, veri toplama aracı olarak anket uygulaması tercih edilmiş ve elde edilen 422 anketten 385’inin analize uygun olduğu belirlenmiştir. Elde edilen verilerin değerlendirilmesi için faktör, korelasyon ve regresyon analizleri yapılmıştır. Analizler sonucunda Konya’nın kişilik yapısı “heyecan, samimiyet ve yetkinlik” boyutları ile açıklanmıştır. Destinasyon kişiliği boyutlarından “samimiyet” olumlu izlenim edinme ve tavsiye etme niyeti üzerinde en fazla etkiye sahip olan boyuttur. “Yetkinlik” boyutu ise tekrar ziyaret etme niyeti üzerindeki en etkili boyut olmuştur. Tekrar ziyaret etme niyeti üzerinde en etkili benlik uyumu “ideal-sosyal benlik uyumu” iken olumlu izlenim edinme ve tavsiye etme niyeti üzerinde en etkili benlik uyumu türü “ideal benlik uyumu” olmuştur. Sonuçlar incelendiğinde, Konya’nın kendine has bir destinasyon kişiliği ortaya çıkmıştır. Destinasyon kişiliğinin turistlerin davranışsal niyetleri üzerinde pozitif yöndeki etkisi göz önüne alındığında, Konya’nın belirlenen bu kişiliği muhafaza etmesi gerektiği düşünülmektedir.

Anahtar Kelimeler

Destinasyon Kişiliği, Benlik İmajı, Benlik Uyumu, Davranışsal Niyetler, Konya

Kaynakça

• Aaker, J. L. (1997). “Dimensions Of Brand Personality”, Journal Of Marketing Research, 34(3), s.347-356.
• Aguılar Gomez, A., Guillen Y, Jesus M. ve Roman Villasenor, N. (2014). “Destination Brand Personality: An Application To Spanish Tourism”, International Journal Of Tourism Research, sayı: 18, s.210-219.
• Ahn, T., Ekinci, Y Ve Li, G. (2013). “Self Congruence, Functional Congruence And Destination Choice”, Journal Of Business Research, sayı: 66, s.719-723.
• Ajanovıc, E. ve Çizel, B. (2016). “Destination Brand Personality, Self-Congruity Theory And The Intention Visit A Destination”, Mediterranean Journal Of Humanities, 6(1), s.1-16.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. Sosyal Bilimlerde Araştırma Yöntemleri, Sakarya, Sakarya Yayıncılık. 2012.
• Artuğer, S. ve Çetinsöz B. (2014). “Destinasyon İmajı İle Destinasyon Kişiliği Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma”, İşletme Araştırmaları Dergisi, 6(1), s.366-384.
• Aysen, E., Yaylı, A. ve Helvacı, E. (2012). “Üniversitelerin Marka Kişiliği Algılarının Belirlenmesi Üzerine Bir Araştırma”, İşletme Araştırmaları Dergisi, 4(4), s.182-204.
• Barta, R., Lehmann, D. ve Singh, D. The Brand Personality Component Of Brand Goodwill: Some Antecedents And Consquences, (Editör: Aaker , David Ve Biel, Alexander, Brand Equity And Advertising), New Jersey, Lawrence Erlbaum Associates, 1993.
• Beerlı, A., Meneses, G. ve Gil, S. (2007). “Self Congruity And Destinastion Choice”, Annals Of Tourism Research, 34(3), s.571-587.
• Bilim, Y. ve Bilim M. (2014). “Does A Destination Have Personality? Personality And Image Issues Of A Destination”, Athens Journal Of Tourism, 1(2), s.121-134.
• Blackston, M. Beyond Brand Personality: Building Brand Relationships, (Editör: Aaker, David ve Biel, Alexander, Brand Equity And Advertising), New Jersey, Lawrence Erlbaum Associates, 1993.
• Bobalca, C., Gatej, C. ve Ciobanu, O. (2012). “Developing A Scale To Measure Customer Loyalty”, Procedia Economics And Finance, sayı: 3, s.623-628.
• Chen, C. ve Phou, S. (2013). “A Closer Look At Destination: Image, Personality, Relationship And Loyalty”, Tourism Management, sayı: 36, s.269-278.
• Chon, K. (1992). “Self Image-Destinastion Image Congruity”, Annals Of Tourism Research, 19(2), s.360-363.
• Chu, S. ve Sung, Y. (2011). “Brand Personality Dimensions İn China”, Journal Of Marketing Communications, 17(3), s.163-181.
• Cowart, K., Fox, G. ve Wilson, A. (2008) “A Structual Look At Consumer Innovativeness And Self Congruence İn New Product Purchases”, Psychology And Marketing, 25(12), s.1111-1130.
• Crask, M. ve Laskey, H. (1990). “A Positioning-Based Decision Model For Selecting Advertising Messages”, Journal Of Advertising Research, 30(4), s.32-38.
• Davıes, G., Chun, R. ve Da Silva, R. (2001). “The Personification Metaphor As A Measurement Approach For Corporate Reputation”, Corporate Reputation Review, 4(2), s.113-127.
• De Moya, M. ve Jain, R. (2013). “When Tourists Are Your “Friends”: Exploring The Brand Personality Of Mexico And Brazil On Facebook”, Public Relations Review, sayı: 39, s.23-29.
• Dıck, A. ve Basu, K. (1994). “Customer Loyalty: Toward An Integrated Conseptual Framework”, Journal Of The Academy Of Marketing Science, s.99-113.
• Ekinci ,Y., Dawes, P. ve Massey, G. (2008). “An Extended Model Of The Antecedents And Consequences Of Consumer Satisfaction For Hospitality Services”, Europan Journal Of Marketing, 42(1-2), s.35-68.
• Ekinci, Y. Ve Hosany, S. (2006). “Destination Personality: An Application Of Brand Personality To Tourism Destinations”, Journal Of Travel Research, 45(2), s.127-139.
• Ekinci, Y. ve Riley, M. (2003). “An Investigation Of Self Concept: Actual And Ideal Self Congruence Compared İn The Context Of Service Evaluation”, Journal Of Retailing And Consumer Services, sayı: 10, s.201-214.
• Ekinci, Y., Sırakaya-Türk, E. ve Baloğlu Ş. (2007). “Host Image And Destination Personality”, Tourism Analysis, sayı: 12, s.433-446.
• Fazıo, R. ve Zanna, M. (1981). “Direct Experience And Attitude-Behavior Consistency”, Advances İn Experimental Social Pyschology, s.161-202.
• Ferreandı, J., Florence, P. ve Falcy, S. (2000). “Aaker Brand Personality Scale İn French Context: A Replication And A Preliminary Test Of Its Validity”, Developments İn Marketing Science sayı: 23, s.7-13.
• Fınn, A., Wang, L. ve Tema, F. (2009). “Attribute Perceptions, Customer Satisfaciton And Intention To Recommedn E-Services”, Journal Of Interactive Marketing, sayı:23, s.209-220.
• Fournıer, S. (1998). “Consumer And Their Brands: Developing Relationship Theory İn Consumer Research”, Journal Of Consumer Research, sayı: 24, s.343-373.
• Garnder, B. ve Levy, S. (1955). “The Product And The Brand”, Hardvard Business Review, 33(2), s.33-39.
• Gilmore, George William. Animism, Boston, Marshall Jones, 1993.
• Glynn, S. Ve Widjaja, T. (2015). “Private Label Personality: Applying Brand Personality To Private Label Brands”, The International Review Of Retail, Distrubiton And Consumer Research, 25(4), s.362-378.
• Grubb, E. ve Grathwohl, H. (1967). “Consumer Self-Concept, Symbolism And Market Behaviour: A Theoritical Approach”, Journal Of Marketing, sayı: 31, s.22-77.
• Hosany, S. ve Martin, D. (2012). “Self Image Congruence İn Consumer Behavior”, Journal Of Business Research, sayı: 65, s.685-691.
• Hultman, M., Skarmeas, D., Oghazi, P. ve Beheshti, H. (2015). “Achiveing Tourist Loyalty Through Destinastion Personality Satisfaction And Identification”, Journal Of Business Research, sayı: 68, s.2227-2231.
• Kamınakıs, K., Karantinou, K. ve Boukis, A. (2014). “The Mediating Role Of Self-Concept Discrepany İn Relationship Between Values And Personal Based Motivation Of Luxury Product Consumers”, Procedia-Social Behavioral Sciences, sayı: 148, s.619-624.
• Kassarjıan, H. (1971). “Personality And Consumer Behavior: A Review”, Journal Of Marketing Research, sayı: 8, s.409-418.
• Kastenholz, E. (2004). “Assessment And Role Of Destination-Self-Congruity”, Annals Of Tourism Research, 31(3), s.719-723.
• Keller, K. Strategic Brand Management Building, Measuring And Management Brand Equity, New Jersey, Prentice Hall. 1998.
• Kılıç, B. ve Sop, A. (2012). “Destination Personality, Self-Congruity And Loyalty”, Journal Of Hospitality Management And Tourism, 3(5), s.95-105.
• Kım, K., Han, D. ve Park, S. (2001). “The Effect Of Brand Personality And Brand Identification On Brand Loyalty: Applying The Theory Of Social Identification”, Japanese Pyschological Research, 43(4), s.195-206.
• Kım, S. ve Lehto, X. (2012). “Projected And Perceived Destination Brand Personalities: The Case Of South Korea”, Journal Of Travel Research, 52(1), s.117-130.
• Kım, W. ve Malek, K. (2017). “ Effects Of Self Congruity And Destination Image On Destination Loyalty: The Role Of Cultural Differences”, Anatolia, 28(1), s.1-13.
• Klabı, F. (2012). “The Predictive Power Of Destination-Personality-Congruity On Tourist Preference: A Global Approach To Destinastion Image Branding”, Leisure-Loisir, 36(3-4), s.309-331.
• Kumar, V. ve Nayak Kumar, J. (2014). “The Role Of Self Congruity And Functional Congruity İn Influencing Tourists’ Post Visit Behavior”, Advances İn Hospitality And Tourism Research, 2(2), s.24-44.
• Landon, L. (1974). “Self Concept, Ideal Self Concept And Consumer Purchase Intentions”, Journal Of Consumer Research, sayı: 1, s.44-51.
• Levy, S. (1959). “Symbols For Sale”, Hardvard Business Review, sayı: 37, s.117-124.
• Levy, S. (1985). “Dreams, Fairy Tales, Animals And Cars”, Psychology Marketing, 2(2), s.67-81.
• Macıel, F., Da Rocha, A. ve Da Silva, J. (2013). “Brand Personality Of Global Quick-Service Restaurants İn Emerging And Developed Markets: A Comperative Study İn Brazil And U.S.”, Latin American Business Review, sayı: 14, s.139-161.
• Martıneau, P. (1958). “The Personality Of The Retail Store”, Hardvard Business Review, 36(1), s.47-55.
• Mccracken, G. (1989). “Who İs The Celebrity Endorser? Cultural Foundations Of The Endorsement Process”, Journal Of Consumer Research, 16(3), s.310-321.
• Mıthen, S. ve Boyer, P. (1996), “Anthropomorphism And The Evolution Of Cognition”, The Journal Of Royal Anthropological Institute, 2(4), s.717-721.
• Murphy, L., Moscardo, G. ve Benckendorff, P. (2007). “Using Brand Personality To Differentiate Regional Tourism Destinations”, Journal Of Travel Research, sayı: 46, s.5-14.
• Ogılvy, David. On Advertising, New York, Crown Publishers Inc, 1983.
• Olavarrıeta, S., Friedmann, R. ve Manzur, E. (2010). “Brand Personality İn Chlie: A Combined Emic-Etic Approach”, Estudios De Administracion, 17(1), s.25-50.
• Opoku, R. (2009). “Mapping Destinastion Personality İn Cyberspace: An Evalutuion Of Country Web Sites Using Correspondence Analysis”, Journal Of Internet Commerce, sayı: 8, s.70-87.
• Özer, Ö., Avcı, M. ve Karakuş, N. (2016). “A Study For The Evaluation Of Alternative Tourism Opportunities İn Fethiye Destination”, Journal Of Tourism And Gastronomy Studies, 4(1), s.21-26.
• Özgüven, N. ve Karataş, E. (2010). “Genç Tüketicilerin Marka Kişiliği Algılamalarının Cinsiyete Göre Değerlendirilmesi”, Süleyman Demirel Üniversitesi Sosyal Bilimler Dergisi, 1(11), s.139-143.
• Plummer, J. (1984). “How Personality Makes A Difference”, Journal Of Advertising Research, 24(6), s.27-31.
• Sırgy, J. (1982). “Self-Concept İn Consumer Behaviour: A Critical Review”, Journal Of Consumer Research, 9(3), s.287-301.
• Sırgy, J. ve Su, C. (2000). “Destination Image, Self-Congruity And Travel Behavior: Toward An Integrative Model”, Journal Of Travel Research, 38(4), s.340-352.
• Sırgy, J. ve Su, C. (2000). “Destination Image, Self-Congruity And Travel Behavior: Toward An Integrative Model”, Journal Of Travel Research, 38(4), s.340-352.
• Sırgy, J., Grewal, D., Berkman, H., Mangleburg, T., Park, J., Chon, K., Claiborne, B. ve Johar, S. (1997). “Assessing The Predictive Validity Of Two Methods Of Self-Image Congruence”, Journal Of The Academy Of Marketing Science, 25(3), s.229-241.
• Sırgy, J., Johar, S. ve Claiborne, B. (1991). “ Self-Congruity Versus Functional Congruity: Predictors Of Consumer Behavior”, Journal Of The Academy Of Marketing Science, 19(4), s.363-375.
• Sung, Y. ve Tinkham, S. (2005). “Brand Personality Structures İn The United States And Korea: Common And Culture-Spesific Factors”, Journal Of Consumer Psychology, 15(4), s.334-350.
• Suphellen, M. ve Gronhaug, K. (2003). “Building Foreign Brand Personalities İn Russia: The Moderating Effect Of Consumer Ethnocentrism”, International Journal Of Advertising, sayı: 22, s.203-226.
• Şahin, Ş. ve Baloğlu, Ş. (2011). “Brand Personality And Destination Image Of İstanbul”, Anatolia-An International Journal Of Tourism And Hospitality Research, 22(1), s.69-88.
• Uşaklı, A. ve Baloğlu, Ş. (2011). “Brand Personality Of Tourism Destinastions: An Application Of Self-Congruity Theory”, Tourism Management, sayı: 32, s.114-127.
• Üner, M., Armutlu, C. ve Güçer E. (2013). “Self-Congruity Influence On Tourist Behavior: Repeat Visitors Versus Non-Visitors And First-Time Visitors”, İşletme Araştırmaları Dergisi, 5(4), s.6-19.
• Wang, X., Yang, Z. ve Liu, N. (2009). “The Impacts Of Brand Personality And Congruity On Purchase Intention: Evidence From The Chinese Mainland's Automobile Market”, Journal Of Global Marketing, sayı: 22, s.199-215.
• Xıe, K. ve Lee, J. (2013). “Toward The Perspective Of Destination Image And Destinastion Personality: The Case Of Beijing”, Journal Of Travel & Tourism Marketing, sayı: 30, s.538-556.
• Yamane, T. Temel Örnekleme Yöntemleri, (Çev. A. Esin, C. Aydın, A. Bakır Ve E. Gürbüzsel), İstanbul, Literatür Yayıncılık, 2010.