DESTİNASYON REKABETÇİLİĞİNİN STRATEJİK PLANLANMASINDA HİBRİT BİR YAKLAŞIM: KFG-ÖBA-AHS

Bu çalışmada, Kalite Fonksiyon Göçerimi (KFG), Önerme-Belirleyiciliği Analizi (ÖBA) ve Analitik Hiyerarşi Süreci (AHS) yaklaşımlarının bir arada kullanılması ile destinasyon rekabetçiliğinin stratejik olarak planlanmasına yönelik hibrit bir yaklaşım önerilmektedir. Önerilen yaklaşım Kozaklı termal turizm destinasyonunda uygulanarak, uygulamada elde edilen kazanımların örneklendirilmesi sağlanmıştır. Çalışmada, termal turizm destinasyonlarının rekabet gücü kazanmalarında duydukları ihtiyaçlar Analitik Hiyerarşi Süreci ve Önerme-Belirleyiciliği Analizi ile önceliklendirilerek, bu ihtiyaçların karşılanmasında ne gibi teknikler ve stratejiler geliştirilebileceği dikkate alınmış, KFG yaklaşımının destinasyonların rekabetçiliklerinin stratejik olarak planlanmasında AHS VE ÖBA ile birlikte başarılı bir şekilde uygulanabileceği gösterilmiştir.

A HYBRİD APPROACH TO STRATEGİC DESTİNATİON COMPETİTİVENESS PLANNİNG: QFD-ADA-AHP

In this study, a hybrid approach, that is a composition of Quality Function Deployment (QFD), Attribute- Determinance Analysis (ADA) and Analytical Hierarchy Process (AHP), is proposed in the strategic planning of destination competitiveness. The proposed approach is exemplified on Kozaklı thermal tourism destination in order to show advantages. The Competitiveness needs of thermal tourism destinations were prioritized through Analytical Hierarchical Process and Attribute-Determinance Analysis, based on the results, what strategies and techniques could be developed were determined. Thus, QFD framework proved to be well suited to strategic planning of destination competitiveness with the help of AHP and ADA.

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