DESTİNASYON MARKA İMAJINDA PAYDAŞ ETKİSİ: PAMUKKALE ÜZERİNE BİR ARAŞTIRMA

Destinasyonların, küresel rekabet ortamında var olabilmeleri, kendilerini rakiplerinden farklı kılabilmelerine bağlıdır. Bu ise destinasyonların marka imajlarının güçlü olmasını gerektirmektedir. Destinasyon marka imajı, turizm paydaşlarının işbirliği içerisinde hareket etmelerinden, plan ve stratejilerini birlikte oluşturmalarından güç kazanmaktadır. Bu çalışmada Pamukkale destinasyonu örneğinde, paydaşların destinasyon marka imajındaki rollerinin analiz edilmesi amaçlanmıştır. Derinlemesine ve kapsamlı veriye ulaşabilmek amacıyla, araştırma deseninde nitel ve nicel yöntemler birlikte kullanılmıştır. Turistler ve yerel halktan yapılandırılmış soru formu ile veri toplanıp ve bulgular SPSS 23.0 programı ile analiz edilmiştir. Denizli Belediyesi, İl Kültür ve Turizm Müdürlüğü, İl Özel İdaresi, Pamukkale Üniversitesi Turizm Fakültesi, Pamukkale Yönetim Birimi ve bölgede faaliyet gösteren işletmelerden mülakat yoluyla veri toplanmıştır. Anket ve mülakat sonuçlarının analizi ışığında Pamukkale destinasyonun marka imajının güçlendirilmesi için, paydaşlar arasında işbirliğine daha fazla gereksinim duyulduğu anlaşılmıştır. Pamukkale'nin doğal yapısı ve kendine özgülüğü, marka imajının güçlenmesindeki en etkili faktörler olurken, fiyat, ulaşım ve altyapı marka imajını olumsuz etkileyen başlıca faktörler olmuştur.

STAKEHOLDER INFLUENCE IN DESTINATION BRAND IMAGE: A STUDY ON PAMUKKALE

The existence of destinations in the global competitive environment depends on making themselves distinctive from their rivals, and this requires destination brand image to be powerful. Destination brand image gains strength from stakeholders which act in collaboration and form strategies together. In this study, it is aimed to analyze stakeholders' roles in destination brand image by drawing on the case of Pamukkale destination. With the aim of getting comprehensive and detailed data, qualitative and quantitative methods are used together in the research pattern. Data is collected through a structured question form from tourists and local people and findings are analysed through SPSS program. Data is collected through interview with Denizli Municipality, Provincial Directorate of Culture and Tourism, Special Provincial Administration, Pamukkale University Faculty of Tourism, Pamukkale Governing Body and businesses operating in the province. In the light of the findings from the questionnaire survey and interviews, it is understood that more collaboration among stakeholders is needed in order for Pamukkale's destination brand image to be strengthened. While Pamukkale's natural structure and its distinctiveness are the most influential factors in reinforcing its brand image, price, transportation and infrastructure are the factors deteriorating the brand image at most.

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