Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma

Burçin Çetinsöz; Savaş Artuğer

-

Year 2013, Volume: 24 Issue: 2, 200 - 210, 01.12.2013

Abstract

In this research bringing out the consumer based brand equity of Antalya which is one of the most important tourism destinations in Turkey, is aimed. The sampling group of the research includes the tourists who visited Antalya from May to August in2012. The data collecting method is a questionnaire which evaluates the brand equity of destination and data from 485 tourists has been collected in total. Descriptive analysis such as arithmetic mean and standard deviation; statistical tests such as factor analysis, reliability analysis, and Pearson corelation analysis were used in order to analyse the data. As a result of the research the ideas of the respondents about Antalya is positive in general and the most positive idea was found to be about the “brand equity” factor. However, according to the corelation analysis results, there is a mid level positive relationship among the brand equity dimentions.

Keywords

Brand equity, Consumer based brand equity, Destination, Antalya

References

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Yayınları.
Aaker, D. A. (1991). Managing Brand Equity. New York, NY: The
Free Press.
Aaker, D. A. (1996a). Measuring Brand Equity Across Products
and Markets, California Management Review, 38 (3): 102–120.
Aaker, D. A. (1996b). Building Strong Brands. New York: The
Free Press.
Ailawadi, K. L., Lehmann, D. R. ve Neslin, S. A. (2003). Revenue
Premium As an Outcome Measure of Brand Equity, Journal
of Marketing, 67 (4): 1–17.
Aksu, A., Özdemir, B., Çizel, R. B., İçigen, E. T., Çizel, B. ve Ehtiyar,
R. (2008). Antalya Yöresi Turist Profili Araştırması. Akdeniz
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İstatistikleri, http://www.antalyaturizm.gov.tr/belge/1-
/2011-yili.html, Erişim Tarihi: 14.12. 2012.
Balakrishnan, M. S. (2009). Strategic Branding of Destinations,
European Journal of Marketing, 43 (5/6): 611–629.
Baloğlu, S. (2001). Image Variations of Turkey by Familiarity Index:
Informational and Experiential Dimension, Tourism
Management, 22: 127–33.
Baloğlu, Ş. ve McCleary, K. W. (1999). A model of Destination
Image Formation, Annals of Tourism Research, 26 (4): 868–897.
Bigne, J. E., Sanchez, M. I. ve Sanchez, J. (2001). Tourism Image,
Evaluation Variables and After Purchase Behavior: Interrelationship,
Tourism Management, 22 (6): 607-616.
Boo, S., Busser, J. ve Baloğlu, Ş. (2009). A Model of Customer-
Based Brand Equity and Its Application to Multiple Destinations,
Tourism Management, 30 (1): 219–231.
Cevher, E. (2012). Kentsel Markalaşma Süreci: Antalya Örneği,
Sosyal ve Beşeri Bilimler Dergisi, 4 (1): 105-115.
Cai, L. A. (2002). Cooperative Branding for Rural Destinations,
Annals of Tourism Research, 29 (3): 720–742.
Chen, F-C. ve Tsai, D. C. (2007). How Destination Image and
Evaluative Factors Affect Behavioral Intentions? Tourism
Management, 28 (1): 1115-1122.
Chen, Fu-C. ve Chang, Ying-Y. (2008). Airline Brand Equity,
Brand Preference, and Purchase Intentions-The Moderating
Effects of Switching Costs, Journal of Air Transport
Management, 14 (1): 40–42.
Chi Geng-Qing C. 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.
Choi, G. J., Tkachenko, T. ve Sil, S. (2011). On The Destination
Image of Korea By Russian Tourists, Tourism Management,
: 193-194.
Chon, K. S. (1992). The Role of Destination Image in Tourism:
An Extension, Revue du Tourisme, 1: 2–8.
Chon, K-S. (1990). The Role of Destination Image in Tourism:
A Review and Discussion, The Tourist Review, 45 (2): 2–9.
Court, B. C. ve Lupton, R. A. (1997). Customer Portfolio Development:
Modeling Destination Adopters, Inactives, and
Rejecters, Journal of Travel Research, 36 (1): 35–43.
Cretu, A. E., ve Brodie, R. J. (2007). The Influence of Brand Image
and Company Reputation Where Manufacturers Market
to Small Firms: A Customer Value Perspective, Industrial
Marketing Management, 36 (2): 230–240.
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Brands in Consumer Service and Industrial Markets. Üçüncü
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Del Bosque, I. A. R., Martin, S. H. ve Collado, J. (2006). The Role
of Expectations in the Consumer Satisfaction Formation
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Faullant, R., Matzler, K. ve Füller, J. (2008). The Impact of Satisfaction
and Image on Loyalty: The Case of Alpine Ski
Resorts, Managing Service Quality, 18 (2): 163–178.
Gartner, C. W. ve Ruzzier, K. M. (2010). Tourism Destination
Brand Equity Dimensions: Renewal Versus Repeat Market,
Journal of Travel Research, 50 (5): 471–481.
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Applied Psychology, 26 (6): 800–808.
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Bureau of Business Research, Teksas Üniversitesi.
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Destination Experience. The Case of Brand Canada, International
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Destination Brand Equity Dimensions from a Consumer-
Based Brand Equity Perspective, Journal of Travel & Tourism
Marketing, 29 (1): 385–403.
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The Hotel Industry: The Role Customer Satisfaction and
Image, International Journal of Contemporary Hospitality
Management, 12 (6): 346–351.
Kayaman, R. ve Arasli, H. (2007). Customer Based Brand Equity:
Evidence From The Hotel Industry, Managing Service
Quality, 17 (1): 92–109.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity, Journal of Marketing, 57
(1): 1–22.
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Based Brand Equity on Firms’ Financial Performance,
Journal of Consumer Marketing, 20 (4): 335-351.
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Brand Equity and Firms’ Performance in Luxury Hotels
and Chain Restaurant, Tourism Management, 26: 549–560.
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Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma

Year 2013, Volume: 24 Issue: 2, 200 - 210, 01.12.2013

Burçin Çetinsöz Savaş Artuğer

Abstract

Bu araştırmada, Türkiye’nin en önemli turizm destinasyonlarından biri olan Antalya’nın tüketici temelli marka değerinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya ilini 2012 yılında Mayıs ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak destinasyon marka değerini ölçen anket kullanılmış olup, toplam 485 turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma gibi betimsel analizlerden, faktör analizi, güvenirlik analizi, Pearson korelasyon analizi gibi istatistiksel testlerden yararlanılmıştır. Araştırma sonucunda, katılımcıların Antalya’nın marka değerine ilişkin görüşlerinin olumlu olduğu tespit edilmiş olup, en olumlu görüş “marka sadakati” faktörü için hesaplanmıştır. Ayrıca korelasyon analizi sonuçlarına göre, marka değeri boyutları arasında pozitif yönde orta seviyede bir ilişki olduğu tespit edilmiştir.

Keywords

References

Aaker, D. (2009). Güçlü Markalar Yaratmak. İstanbul: MediaCat
Yayınları.
Aaker, D. A. (1991). Managing Brand Equity. New York, NY: The
Free Press.
Aaker, D. A. (1996a). Measuring Brand Equity Across Products
and Markets, California Management Review, 38 (3): 102–120.
Aaker, D. A. (1996b). Building Strong Brands. New York: The
Free Press.
Ailawadi, K. L., Lehmann, D. R. ve Neslin, S. A. (2003). Revenue
Premium As an Outcome Measure of Brand Equity, Journal
of Marketing, 67 (4): 1–17.
Aksu, A., Özdemir, B., Çizel, R. B., İçigen, E. T., Çizel, B. ve Ehtiyar,
R. (2008). Antalya Yöresi Turist Profili Araştırması. Akdeniz
Üniversitesi Turizm İşletmeciliği ve Otelcilik Yüksekokulu,
AKTOB Akdeniz Turistik Otelciler ve İşletmeciler
Birliği, ICF Airports Antalya Havalimanı.
Antalya İl Kültür ve Turizm Müdürlüğü, (2012). Kültür-Turizm
İstatistikleri, http://www.antalyaturizm.gov.tr/belge/1-
/2011-yili.html, Erişim Tarihi: 14.12. 2012.
Balakrishnan, M. S. (2009). Strategic Branding of Destinations,
European Journal of Marketing, 43 (5/6): 611–629.
Baloğlu, S. (2001). Image Variations of Turkey by Familiarity Index:
Informational and Experiential Dimension, Tourism
Management, 22: 127–33.
Baloğlu, Ş. ve McCleary, K. W. (1999). A model of Destination
Image Formation, Annals of Tourism Research, 26 (4): 868–897.
Bigne, J. E., Sanchez, M. I. ve Sanchez, J. (2001). Tourism Image,
Evaluation Variables and After Purchase Behavior: Interrelationship,
Tourism Management, 22 (6): 607-616.
Boo, S., Busser, J. ve Baloğlu, Ş. (2009). A Model of Customer-
Based Brand Equity and Its Application to Multiple Destinations,
Tourism Management, 30 (1): 219–231.
Cevher, E. (2012). Kentsel Markalaşma Süreci: Antalya Örneği,
Sosyal ve Beşeri Bilimler Dergisi, 4 (1): 105-115.
Cai, L. A. (2002). Cooperative Branding for Rural Destinations,
Annals of Tourism Research, 29 (3): 720–742.
Chen, F-C. ve Tsai, D. C. (2007). How Destination Image and
Evaluative Factors Affect Behavioral Intentions? Tourism
Management, 28 (1): 1115-1122.
Chen, Fu-C. ve Chang, Ying-Y. (2008). Airline Brand Equity,
Brand Preference, and Purchase Intentions-The Moderating
Effects of Switching Costs, Journal of Air Transport
Management, 14 (1): 40–42.
Chi Geng-Qing C. 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.
Choi, G. J., Tkachenko, T. ve Sil, S. (2011). On The Destination
Image of Korea By Russian Tourists, Tourism Management,
: 193-194.
Chon, K. S. (1992). The Role of Destination Image in Tourism:
An Extension, Revue du Tourisme, 1: 2–8.
Chon, K-S. (1990). The Role of Destination Image in Tourism:
A Review and Discussion, The Tourist Review, 45 (2): 2–9.
Court, B. C. ve Lupton, R. A. (1997). Customer Portfolio Development:
Modeling Destination Adopters, Inactives, and
Rejecters, Journal of Travel Research, 36 (1): 35–43.
Cretu, A. E., ve Brodie, R. J. (2007). The Influence of Brand Image
and Company Reputation Where Manufacturers Market
to Small Firms: A Customer Value Perspective, Industrial
Marketing Management, 36 (2): 230–240.
De Chernatony, L., ve McDonald, M. (2003). Creating Powerful
Brands in Consumer Service and Industrial Markets. Üçüncü
Baskı. Oxford: Butterworth Heinemann.
Del Bosque, I. A. R., Martin, S. H. ve Collado, J. (2006). The Role
of Expectations in the Consumer Satisfaction Formation
Process: Empirical Evidence in The Travel Agency Sector,
Tourism Management, 27 (3): 410–419.
Deslandes, D. D. (2003). Assessing Consumer Perceptions of
Destinations: A Necessary First Step in The Destination
Branding Process. (Yayımlanmamış Doktora Tezi). The Florida
State Üniversitesi.
Doğanlı, B. (2006). Turizmde Destinasyon Markalaşması ve Antalya
Örneği. (Yayımlanmamış Doktora Tezi). Isparta: Süleyman
Demirel Üniversitesi İşletme Bölümü.
Dosen, D. O., Vranesevic, T. ve Prebezac, D. (1998). The Importance
of Branding in the Development of Marketing Strategy
of Croatia as Tourist Destination, Acta Turistica, 10
(2): 93–182.
Faullant, R., Matzler, K. ve Füller, J. (2008). The Impact of Satisfaction
and Image on Loyalty: The Case of Alpine Ski
Resorts, Managing Service Quality, 18 (2): 163–178.
Gartner, C. W. ve Ruzzier, K. M. (2010). Tourism Destination
Brand Equity Dimensions: Renewal Versus Repeat Market,
Journal of Travel Research, 50 (5): 471–481.
Guest, L. P. (1942). The Genesis of Brand Awareness, Journal of
Applied Psychology, 26 (6): 800–808.
Gunn, C. A. (1972). Vacationscape: Designing Tourist Regions. Austin:
Bureau of Business Research, Teksas Üniversitesi.
Hair J. F., Black, W., Babin, J., Anderson, R. E. ve Tatham, R. L.
(2006). Multivariate Data Analysis. Altıncı Baskı. Prentice
Hall: New Jersey.
Hankinson, G. (2005). Destination Brand Images: A Business
Tourism Perspective, The Journal of Services Marketing, 19
(1): 24–32.
Hudson, S. ve Ritchie, J. R. B. (2009). Branding A Memorable
Destination Experience. The Case of Brand Canada, International
Journal of Tourism Research, 11 (1): 217-228.
Hunt, J. D. (1971). Image: A Factor in Tourism. (Yayımlanmamış
Doktora Tezi). Fort Collins: Colorado State Üniversitesi.
Im, H. H., Kim, S. S., Eliot, S. ve Han, H. (2012). Conceptualizing
Destination Brand Equity Dimensions from a Consumer-
Based Brand Equity Perspective, Journal of Travel & Tourism
Marketing, 29 (1): 385–403.
İpar, S. M. (2011). Turizmde Destinasyon Markalaşması ve İstanbul
Üzerine Bir Uygulama (Yayımlanmamış Doktora Tezi).
Balıkesir Üniversitesi Turizm İşletmeciliği ve Otelcilik
Anabilim Dalı.
Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri.
Üçüncü Baskı. Ankara: Asil Yayın Dağıtım.
Kandampully, J. ve Suhartanto, D. (2000). Customer Loyalty in
The Hotel Industry: The Role Customer Satisfaction and
Image, International Journal of Contemporary Hospitality
Management, 12 (6): 346–351.
Kayaman, R. ve Arasli, H. (2007). Customer Based Brand Equity:
Evidence From The Hotel Industry, Managing Service
Quality, 17 (1): 92–109.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity, Journal of Marketing, 57
(1): 1–22.
Kim, B. H., Kim, G. W. ve An, A. J. (2003). The Effect of Consumer-
Based Brand Equity on Firms’ Financial Performance,
Journal of Consumer Marketing, 20 (4): 335-351.
Kim, H. B. ve Kim, W. G. (2005). The Relationship Between
Brand Equity and Firms’ Performance in Luxury Hotels
and Chain Restaurant, Tourism Management, 26: 549–560.
Kim, H. K., Kim, S. K., Kim, Y. D. ve Kang, K. S. (2008). Brand
Equity in Hospital Marketing, Journal of Business Research,
(1): 75–82.
Kocaman, S. ve Güngör, İ. (2013). Destinasyonlarda Müşteri Temelli
Marka Değerinin Ölçülmesi ve Marka Değeri Boyutlarının
Genel Marka Değeri Üzerindeki Etkileri: Alanya
Destinasyonu Örneği, Uluslararası Alanya İşletme Fakültesi
Dergisi, 4 (3): 143–161.
Konecnik, M. ve Gartner, C. W. (2007). Customer-Based Brand
Equity For A Destination, Annals of Tourism Research, 34
(2): 400–421.
Konecnik, M. ve Go, F. (2008). Tourism Destination Brand Identity:
The Case of Slovenia, Brand Management, 15 (3): 177–189.
Kumar, V. ve Shah, D. (2004). Building and Sustaining Profitable
Customer Loyalty for The 21st Century, Journal of Retailing,
(4): 317–330.
Kültür ve Turizm Bakanlığı (2012). Turizm İstatistikleri, http://
www.ktbyatirimisletmeler .gov.tr/TR,9854/sinir-giris-cikis-istatistikleri.
html, Erişim tarihi: 14.12.2012.
Lassar, W., Mittal, B. ve Sharma, A. (1995). Measuring Customer-
Based Brand Equity, Journal of Consumer Marketing,
(4): 11-19.
Lee, M. ve Cunningham, L. F. (2001). A Cost/Benefit Approach
To Understanding Service Loyalty, Journal of Services
Marketing, 15 (2): 113–130.
Low, G. S. ve Lamb, C. W. (2000). The Measurement and Dimensionality
of Brand Associations, Journal of Product and
Brand Management, 9 (6): 350-368.
Mayo, E. J. (1973). Regional Images and Regional Travel Behavior.
Research for Changing Travel Patterns: Interpretation
and Utilization, İçinde, Proceedings of the Travel Research
Association, Fourth Annual Conference, 211–218.
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There are 235 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Burçin Çetinsöz Savaş Artuğer
Publication Date	December 1, 2013
Published in Issue	Year 2013 Volume: 24 Issue: 2

Cite

APA	Çetinsöz, B., & Artuğer, S. (2013). Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi, 24(2), 200-210.
AMA	Çetinsöz B, Artuğer S. Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi. December 2013;24(2):200-210.
Chicago	Çetinsöz, Burçin, and Savaş Artuğer. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi 24, no. 2 (December 2013): 200-210.
EndNote	Çetinsöz B, Artuğer S (December 1, 2013) Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi 24 2 200–210.
IEEE	B. Çetinsöz and S. Artuğer, “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, Anatolia: Turizm Araştırmaları Dergisi, vol. 24, no. 2, pp. 200–210, 2013.
ISNAD	Çetinsöz, Burçin - Artuğer, Savaş. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi 24/2 (December 2013), 200-210.
JAMA	Çetinsöz B, Artuğer S. Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi. 2013;24:200–210.
MLA	Çetinsöz, Burçin and Savaş Artuğer. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi, vol. 24, no. 2, 2013, pp. 200-1.
Vancouver	Çetinsöz B, Artuğer S. Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi. 2013;24(2):200-1.

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