Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz

Turizm sektörünün ülke bütçesine doğrudan sağladığı ekonomik katkıları nedeniyle destinasyonların markalaşması, turistlerde yeniden ziyaret niyeti oluşturarak tercih edilebilir destinasyon markaları yaratmanın en önemli öncülü turistik destinasyonlarda marka denkliği oluşturmaktır. Bu çalışmada Fethiye’nin tüketici temelli marka denkliğini oluşturan elemanların belirlenmesi ve bu elemanların destinasyon marka tercihine olan etkisinde marka memnuniyetinin rolünün tespit edilmesi amaçlanmıştır. Araştırmaya katılan 1168 turistten elde edilen bulgulara göre Fethiye’yi ziyaret eden turistlerin destinasyon marka denkliği algılarının yerli ve yabancı turistler arasında farklılıklar gösterdiği, destinasyon marka denkliğinin marka tercihine olan etkisinde marka memnuniyetinin düzenleyici rolü olduğu tespit edilmiştir. Araştırma sonuçlarının Fethiye’deki turizm paydaşlarının destinasyon markalama kararlarına yön vermesi, destinasyon pazarlaması alanında Fethiye’de gelecekte yürütülecek çalışmalara katkıda bulunması beklenmektedir.

Anahtar Kelimeler:

Marka Denkliği, Marka Tercihi, Turizm Pazarlaması

Measuring The Consumer Based Brand Equity Of Fethiye: A Comparative Analysis On Domestic And Foreign Tourists

Due to the direct economic contributions of the tourism sector to the country budget, the most important premise of branding of destinations and creating preferable destination brands by creating the intention of re-visiting tourists is to create brand equity in touristic destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to determine the role of brand satisfaction in the effect of these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists, and brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies in Fethiye in the field of destination marketing.

Keywords:

Brand Equity, Brand Preference, Tourism Marketing,

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