AGENCIES 'DESTINATION IMAGE PERCEPTION AND TRIP TYPE PROPOSAL INTENTION: THE EXAMPLE OF THE DESTINATION OF THE SOUTHEAST ANATOLIA REGION

Öz

It is accepted that the tour programs, in which tour operators and travel agencies have determined the travel route and the details of the operations and activities they will manage during the trip, are extremely important in terms of being a source of information for and before the decision-making phase for potential tourists and creating a destination image in their minds. The purpose of this research is to examine the travel agencies' perception of destination image towards the Southeastern Anatolia Region and their tour suggestion tendencies of this region by using the tour programs they have explained in a certain time period and scope of the case study. In accordance with this purpose, seventeen different tour programs of fourteen different travel agencies, which published the tour program in detail from the start date to the end of the trip, were evaluated with descriptive content analysis. It was determined that the Southeastern Anatolia Region destination is perceived and recommended by the agencies as suitable for culture, gastronomy and nature tours. In addition, while cultural, shopping and nature activities are the variables that have the most intense impact on travel agencies' perception of the destination.

Anahtar Kelimeler

• Destination image
• Travel agencies
• Tour itenerary

Acentelerin Destinasyon İmaj Algısı ve Gezi Türü Önerme Niyetleri: Güneydoğu Anadolu Bölgesi Destinasyonu Örneği

Öz

Tur operatörleri ve/veya seyahat acenteleri tarafından belirlenen gezi güzergahı, gezi sırasında yönetecekleri operasyonlar ile aktivitelerin ayrıntılarını içeren tur programlarının, potansiyel turistler için karar alma aşaması ve öncesi için birer bilgi kaynağı olması ve onların zihinlerinde bir destinasyon imajı oluşturması bakımından son derece önemli olduğu kabul edilmektedir. Bu araştırmanın amacı, seyahat acentelerinin Güneydoğu Anadolu Bölgesi’ ne yönelik destinasyon imajı algılarını ve önerme eğilimlerini, açıklamış oldukları tur programları kullanılarak ve nitel araştırma yöntemi türlerinden olan durum çalışması kapsamında ve bütüncül tek durum deseninde incelenmektir. Bu amaca uygun biçimde tur programını, gezinin başlangıç tarihinden sona ermesine kadar geçen süre içerisinde ayrıntılı biçimde web sitesinde yayınlayan on dört farklı seyahat acentesine ait on yedi farklı tur programı betimleyici içerik analizi ile değerlendirilmiştir. Araştırmanın sonucunda Güneydoğu Anadolu Bölgesi destinasyonunun acenteler tarafından kültür, gastronomi ve doğa turlarına uygun algılandığı ve önerildiği belirlenmiştir. Kültür, yeme, içme ve doğa aktiviteleri, seyahat acentelerinin destinasyon algısını şekillendiren destinasyona ait değişkenler olmuştur.

Anahtar Kelimeler

• Destinasyo imajı
• Seyahat acentesi
• Tur programları

Kaynakça

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