Çekim Merkezi Olarak Kentlerin Pazarlamasında İmajın Oluşumu ve Sadakate Etkisi

Amaç – Turistlerin karar verme sürecinde ve destinasyon seçim davranışında önemli bir faktör olması nedeniyle destinasyon imajının doğru bir şekilde değerlendirilmesi, etkili bir pazarlama ve konumlandırma stratejisinin tasarlanmasında önemlidir. Bu çalışmada destinasyon imajı bilişsel, duyuşsal ve genel imaj olarak bütünsel bir yaklaşımla ele alınmış olup destinasyon imajının destinasyon sadakatine etkisi incelenmiştir. Yöntem – Araştırma inanç ve kültür turizminin merkezi Konya kentinde yerli turistler üzerinde yapılmıştır. Bu çalışmada veri toplama aracı olarak anket kullanılmıştır. Çalışmada bilişsel imaj, duyuşsal imaj, genel imaj ve destinasyon sadakati arasındaki ilişkiye yönelik önerilen hipotezlerin test edilmesinde SPSS programının yardımıyla regresyon analizi kullanılmıştır. Bulgular – Çalışma sonucunda destinasyon imajının destinasyon sadakatini etkilediği, destinasyon imajı oluşumunda bilişsel imajın duyuşsal imaja oranla genel imajı kısmen daha fazla etkilediği ortaya çıkmıştır. Tartışma – Destinasyon imajının değerlendirilmesi ve analizi, turist davranışının daha iyi anlaşılmasına önemli bir katkıda bulunmaktadır. Olumlu destinasyon imajını oluşturmaya veya geliştirmeye yönelik çabalar, sadık ziyaretçilerin tekrar ziyaret veya tavsiye etme davranışlarını kolaylaştırır ki söz konusu durum destinasyonun turizm gelişimi konusundaki başarısı için kritik öneme sahiptir. Zengin doğal, tarihi ve kültürel kaynakları olan destinasyonların olumlu bir imaj yaratmada fiziksel özelliklerini geliştirmeye daha çok önem vermeleri gerekmektedir.

The Formation of Image and Its Effect on Loyalty in Marketing Cities

Purpose – Due to the fact that tourists are an important factor in decision making process and destination selection behaviour, accurate assessment of destination image is important in designing effective marketing and positioning strategy. In this study, destination image has been evaluated with a holistic approach as cognitive, affective and overall image. Also the effect of destination image on destination loyalty has been examined Design/methodology/approach – The study was conducted on the domestic tourists in Konya where is the centre of faith and cultural tourism. A questionnaire was used as data collection tool. In the study, in order to test proposed hypotheses for the relationship between cognitive image, affective image, general image and loyalty of destination, regression analysis was used with the help of SPSS program. Results – A major finding of the study was that destination image is formed by affected, cognitive and the overall image. Also destination image affected the destination loyalty, and that in the formation of destination image the cognitive image partially affected the overall image compared to the affective image. Discussion – The evaluation and analysis of the destination image makes a significant contribution to a better understanding of tourist behaviour. Efforts to create or develop a positive destination image encourage the re-visiting or recommendation behaviour of loyal visitors, which is a key factor for the success of the destination in regard to tourism. Destinations with rich natural, historical and cultural resources need to pay more attention to improving their physical characteristics in creating a positive image.

PDF

___

Baloğlu, S., & McCleary, K. W. (1999a). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Baloğlu, S., & McCleary, K. W. (1999b). US international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144-152.
Baloğlu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9.
Baloğlu, S., Henthorne, T. L., & Sahin, S. (2014). Destination image and brand personality of Jamaica: A model of tourist behavior. Journal of Travel & Tourism Marketing, 31(8), 1057-1070.
Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.
Chen, C. F., & Phou, S. (2013). A closer look at destination: image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40(1), 382-393.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon the image. Journal of Travel Research, 18(4), 18–23.
del Bosque, I. R., & San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551-573.
Eru, O., & Köroğlu, Ç. (2015). Kulaktan Kulağa Pazarlamanın Mali Müşavir-Muhasebeci Seçimine Etkisi. International Journal of Social Sciences and Education Research, 1(4), 1041-1052.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.
Gartner, W. C., & Shen, J. (1992). The impact of Tiananmen Square on China’s tourism image. Journal of Travel Research, 30(4), 47-52.
Hosany, S., & Prayag, G. (2013). Patterns of tourists' emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730–737.
Hosany, S., Ekinci, Y., & Uysal, M. (2007). Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62-81.
Hunt, J.D. (1975). Image as a factor in tourism development. Journal of Travel Research, 13(3), 1-7.
Jacoby, J., & Chesnut, R. W. (1978). Brand loyalty measurement and management. New York: Wiley & Sons.
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: the destination content model. Annals of Tourism Research, 61(1), 28-44.
Kültür ve Turizm Bakanlığı (2018). Turizmde ürün çeşitliliği. http://yigm.kulturturizm.gov.tr/TR-9980/konya.html (Erişim Tarihi: 15.08.2018).
Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with a destination: The Central Florida case. Journal of Travel Research, 33(3), 21-27.
Oliver, R. L. (1999). “Whence Consumer Loyalty?” Journal of Marketing, 6(1), 33-44.
Oppermann, M. (2000). Predicting destination choice—a discussion of destination loyalty. Journal of Vacation Marketing, 5(1), 51-65.
Pike, S. (2002). Destination image analysis: a review of 142 papers from 1973-2000. Tourism Management, 23(5), 541-549.
Pike, S. (2016). Destination image: identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), 164-170.
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: the role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
Ross, G. F. (1993). Ideal and actual images of backpacker visitors to Northern Australia. Journal of Travel Research, 32(2), 54-57.
San Martín, H., & del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Souiden, N., Ladhari, R., & Chiadmi, N. E. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32(1), 54-70.
Smith, W. W., Li, X. R., Pan, B., Witte, M., & Doherty, S. T. (2015). Tracking destination image across the trip experience with smartphone technology. Tourism Management, 48(1), 113-122.
Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58(1), 184-195.
Sun, X., Chi, C. G. Q., & Xu, H. (2013). Developing destination loyalty: the case of Hainan Island. Annals of Tourism Research, 43(1), 547-577.
Tan, W. K., & Wu, C. E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.
Taşcı, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Ttravel Research, 45(4), 413-425.
Taşcı, A. D., Gartner, W. C., & Çavuşgil, S. (2007). Conceptualization and operationalization of destination image. Journal of Hospitality & Tourism Research, 31(2), 194-223.
Wu, C. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213–2219.
Xu, H., & Ye, T. (2018). Dynamic destination image formation and change under the effect of various agents: The case of Lijiang,'The Capital of Yanyu'. Journal of Destination Marketing & Management, 7, 131-139.
Yamane, T. (2001). Temel örnekleme yöntemleri. (Çev. A. Esin, M. A. Bakır, C. Aydın, E.Gürbüzsel). İstanbul: Literatür Yayınları.
Yoon, Y., & Uysal, M. S. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: a meta-analysis. Tourism Management, 40(1), 213-223.
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing &Management, 8(1), 326-336.