İstanbul'daki Uluslararası Öğrencilerin Bilişsel İmaj Algılarının Geleceğe Yönelik Davranışları Üzerindeki Etkisi

Öz

Ziyaretçi davranışlarının belirleyicisi olan turist beklentisinin başlangıç noktası imajdır. Bir taraftan artan ekonomik, kültürel ve politik rekabetçi ortamda her kent kendi payını almak çabasındadır ve bu doğrultuda birer elçi olan uluslararası öğrencilerin imaj algıları önem taşımaktadır. Bu araştırma İstanbul'da eğitim alan uluslararası öğrencilerinin bilişsel imajının gelecekteki davranışkarı üzerindeki etkisini araştırmaktadır. Anket yöntemi olarak tasarlanan çalışma için İstanbulun farklı üniversitelerinde eğitim alan 313 uluslararası öğrenci üzerinde 2020 yılında yürütülmüştür. Elde edilen verilerin istatistiksel analizi için SPSS 22.0 paket programı kullanılarak güvenilirlik, geçerlilik, korelasyon ve regresyon analizleri yapılmıştır. Analizler sonucunda, bilişsel imajın davraşıssal niyet üzerinde olumlu etkisi olduğu saptanmıştır.

Anahtar Kelimeler

• Imaj, Bilişsel İmaj, Geleceğe Yönelik Davranış, Şehir İmajı, Uluslararası Öğrenciler

The Effect of Cognitive Image Perceptions on Future Intentions of International Students in Istanbul

Öz

The starting point of tourist expectation, which is the determinant of visitor behavior, is image. On the one hand, in the increasing economic, cultural and political competitive environment, every city is trying to get its share, and in this direction, the image perceptions of international students, who are ambassadors, are important. This research investigates the effect of the cognitive image of international students studying in Istanbul on their future behavior. The study, which was designed as a survey method, was conducted on 313 international students studying at different universities in Istanbul in 2020. For the statistical analysis of the data obtained, reliability, validity, correlation and regression analyzes were performed using the SPSS 22.0 package program. As a result of the analysis, it was determined that cognitive image had a positive effect on behavioral intention.

Anahtar Kelimeler

• Image, Cognitive Image, Future Intentions, City Image, International Students

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