Türkiye’de Yaşlı Yetişkinlerde Öznel İyi Oluşun Belirleyicileri

Uzun yaşam süreleri ve düşük doğum hızları gibi nedenlerle dünya genelinde yaşlıların nüfus içindeki sayısı ve oranı giderek artmaktadır. Türkiye için yapılan nüfus projeksiyonlarında da yaşlı nüfusun bu küresel artış trendine paralel seyir izleyeceği öngörülmektedir. Yaşlı yetişkinlerin yeterli sağlık ve öznel iyi oluşa sahip olmaları, sağlıklı ve pozitif yaşlanan bir toplumun inşası için önem arz etmektedir. Bu durum iktisadi açıdan belirli sağlık ve sosyal hizmetlere ek yatırım gerektirebilir ve önemli ekonomik maliyetler doğurabilir. Özellikle, COVID-19 salgın süreci de kırılgan gruplar arasında yer alan bu gruba özgü politikaların geliştirilmesi gerektiği gerçeğini bir kez daha gündeme taşımıştır. Bu çalışmada, Türkiye’de yaşayan yaşlı yetişkinlerin öznel iyi oluşlarının belirleyicileri 2018 yılı Yaşam Memnuniyeti Araştırması Mikro Veri seti yardımıyla sıralı logit yöntemi kullanılarak analiz edilmiştir. Analiz sonucunda, gelir ve sağlık durumu dışında yaşlılarda öznel iyi oluşu etkileyen en önemli faktörlerin sırasıyla aile birlikte yaşama ve din ile ilgili olma durumları olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Öznel İyi Oluş, Yaşlılık, Yaşlı Yetişkinler, Sıralı Logit

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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