GÜNEY EGE TERMAL TURİZM GELİŞİM BÖLGESİNİN TERMAL SAĞLIK TURİZMİ SEKTÖRÜNÜN REKABETÇİLİK DÜZEYİNİN VE REKABETÇİLİK FAKTÖRLERİNİN TESPİT EDİLMESİ

Bu çalışmanın amacı; Güney Ege Termal Turizm Gelişim Bölgesinin (İzmir, Manisa, Aydın ve Denizli) termal sağlık turizmi sektörünün rekabetçilik düzeyinin ve rekabetçilik faktörlerinin tespit edilmesidir. Öncelikle bölgenin termal sağlık turizmi sektörünün rekabetçilik düzeyleri tespit edilmiş, daha sonra termal sağlık turizmi sektörünün rekabetçilik faktörlerinin alt değişkenleri tanımlanmıştır. Nihayetinde ise bu rekabetçilik düzeyinin geliştirilmesi için önerilerde bulunulmuştur. Araştırmanın ana kütlesini İzmir, Manisa, Aydın ve Denizli illerinde faaliyet gösteren termal sağlık turizmi tesislerinin orta ve üst düzey yöneticileri oluşturmaktadır. Nicel araştırma yönteminin kullanıldığı araştırmada, veriler yüz yüze anket tekniği ile 400 yöneticiden toplanmıştır. Veriler SPSS ve AMOS paket programları aracılığıyla ile frekans analizleri, betimleyici istatistikler, açıklayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizi (DFA) teknikleri kullanılarak yorumlanmıştır. Araştırmanın sonuçlarına göre; Güney Ege Termal Turizm Gelişim Bölgesinin Termal Sağlık Turizmi Sektörünün rekabetçilik seviyesi, elmas modeli ile yapılan analiz sonucu, orta seviyede tespit edilmiştir. Bu sonuca, incelenen dört ana değişken ve devletin sektörün rekabetçilik düzeyine yaptığı katkı düzeyleri dikkate alınarak ulaşılmıştır. Doğrulayıcı faktör analizleri yapılarak; termal sağlık turizmi sektörü rekabetçilik faktörlerin kabul edilebilir uyum indeksine sahip olduğu tespit edilmiştir. Araştırmanın değişkenleri için yapılan güvenilirlik analizinde, ölçeklerin yüksek güvenilirlik derecelerine sahip olduğu tespit edilmiştir.

DETERMINING THE COMPETITIVENESS LEVEL AND COMPETITIVITY FACTORS OF THE THERMAL HEALTH TOURISM SECTOR OF SOUTH EGEAN THERMAL TOURISM DEVELOPMENT REGION

The purpose of this study is to determine the competitiveness level andcompetitiveness factors of the thermal health tourism sector of the South Aegean ThermalTourism Development Region (İzmir, Manisa, Aydın and Denizli). Initially, thecompetitiveness levels of the thermal health tourism sector of the region were determined,and then the sub-variables of the competitive factors of the thermal health tourism sector weredefined. Finally, suggestions were proposed to improve this level of competitiveness. Thepopulation of the research is the medium and senior managers of thermal health tourismfacilities operating in İzmir, Manisa, Aydın and Denizli provinces. The quantitative researchmethod was used in the study, and the data was collected from 400 managers using face-toface survey technique. The data were interpreted through SPSS and AMOS packageprograms, using the techniques of frequency analysis, descriptive statistics, explanatoryfactor analysis (EFA) and confirmatory factor analysis (CFA). According to the results ofthe research, the level of competitiveness of the Thermal Health Tourism Sector of the SouthAegean Thermal Tourism Development Region was determined at a medium level as a resultof the analysis made with the diamond model. This result was achieved by taking into accountthe four main variables examined and the level of state contribution to the sector'scompetitiveness. The confirmatory factor analyses are performed; It has been determined thatthe thermal health tourism sector has an acceptable fit index for competitiveness factors. Inthe reliability analysis for the variables of the study, it was determined that the scales havehigh-reliability levels.

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