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Yıl 2013, Cilt: 24 Sayı: 2, 200 - 210, 01.12.2013

Öz

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. 

Kaynakça

  • 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.
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  • 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
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  • (2): 93–182.
  • Faullant, R., Matzler, K. ve Füller, J. (2008). The Impact of Satisfaction
  • and Image on Loyalty: The Case of Alpine Ski
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  • Gartner, C. W. ve Ruzzier, K. M. (2010). Tourism Destination
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  • Journal of Travel Research, 50 (5): 471–481.
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  • Applied Psychology, 26 (6): 800–808.
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  • Hall: New Jersey.
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  • Destination Brand Equity Dimensions from a Consumer-
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Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma

Yıl 2013, Cilt: 24 Sayı: 2, 200 - 210, 01.12.2013

Öz

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.

Kaynakça

  • 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.
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  • The Hotel Industry: The Role Customer Satisfaction and
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  • Evidence From The Hotel Industry, Managing Service
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  • 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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  • 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
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  • Destinasyonu Örneği, Uluslararası Alanya İşletme Fakültesi
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  • Konecnik, M. ve Gartner, C. W. (2007). Customer-Based Brand
  • Equity For A Destination, Annals of Tourism Research, 34
  • (2): 400–421.
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  • The Case of Slovenia, Brand Management, 15 (3): 177–189.
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  • Customer Loyalty for The 21st Century, Journal of Retailing,
  • (4): 317–330.
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  • Based Brand Equity, Journal of Consumer Marketing,
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  • of Brand Associations, Journal of Product and
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  • Association, Fourth Annual Conference, 211–218.
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  • of The Communication Mix in The Destination Image-
  • Formation Process, Journal of Travel Research, 47 (2): 183–96.
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  • Industrial Products, Industrial Marketing Management, 30
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  • –560.
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  • Araştırmaları Dergisi, 1 (2): 1-16.
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  • Brand Equity: Empirical Evidence From the Sportswear
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  • Store Image Attributes Affecting Its Store Loyalty, Seoul
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Toplam 235 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Hakem Denetimli Makaleler
Yazarlar

Burçin Çetinsöz

Savaş Artuğer

Yayımlanma Tarihi 1 Aralık 2013
Yayımlandığı Sayı Yıl 2013 Cilt: 24 Sayı: 2

Kaynak Göster

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. Aralık 2013;24(2):200-210.
Chicago Çetinsöz, Burçin, ve Savaş Artuğer. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi 24, sy. 2 (Aralık 2013): 200-210.
EndNote Çetinsöz B, Artuğer S (01 Aralık 2013) Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi 24 2 200–210.
IEEE B. Çetinsöz ve S. Artuğer, “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, Anatolia: Turizm Araştırmaları Dergisi, c. 24, sy. 2, ss. 200–210, 2013.
ISNAD Çetinsöz, Burçin - Artuğer, Savaş. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi 24/2 (Aralık 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 ve Savaş Artuğer. “Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”. Anatolia: Turizm Araştırmaları Dergisi, c. 24, sy. 2, 2013, ss. 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.