Destinasyon İmajı, Seyahat Kalitesi, Memnuniyet ve Davranışsal Niyet Bağlamında İstanbul’un Marka Şehir Yönetimine Dair Niteliksel ve Niceliksel Bir Araştırma

Bu çalışmada, İstanbul’un stratejik marka şehir yönetim planı önerilmesi amacıyla, İstanbul’u en az bir kez ziyaret eden Çinli, Amerikalı, İtalyan, Fransız, Rus, İngiliz, Hollandalı, İranlı, Alman ve İsrailli olmak üzere 10 farklı milletten oluşan 666 ziyaretçinin İstanbul’a dair destinasyon imajı, seyahat kalitesi algısı, ziyaretçilerin memnuniyet düzeyi ve davranışsal niyeti analiz edilmiştir. Açık uçlu sorularla İstanbul’un algılanan kişiliği, ziyaretçilerin seyahat amaçları, İstanbul’a dair ziyaretçilerin zihninde oluşan çağrışımlara dikkat çekilerek ayrıca niteliksel analiz yöntemleri de kullanılmıştır. Seyahat kalitesi, memnuniyet ve davranışsal niyet İstanbul’un algılanan destinasyon imajını yordarken, katılımcılar İstanbul’u en çok arkadaş canlısı, orijinal ve büyüleyici olarak değerlendirmektedir. İstanbul denilince akla en önce kültür&tarih ve alışveriş gelirken, en çok trafik sıkışıklığı ve plansız kentselleşmeden şikâyet edilmektedir. Dünyanın önde gelen marka şehirlerinin de incelendiği bu çalışmanın sonuçlarıyla, umulur ki İstanbul’un marka şehir olarak konumlandırılması ve yönetilmesi sürecinde, şehir pazarlama stratejisi oluşturulmasının önemini tekrar gündeme taşıyarak hem teorik hem pratik alanda katkılar üretmek mümkün olur.

A Qualitative and Quantitative Research On Istanbul’s Brand City Management in The Context of Destination Image, Trip Quality, Satisfaction and Behavioral Intention

In this study, it is aimed to propose Istanbul’s strategic brand city management plan by exploring and analyzing the destination image, travel quality perception, satisfaction level and behavioral intention of the 666 visitors from 10 different nationalities, including Chinese, American, Italian, French, Russian, English, Dutch, Iranian, German and Israeli, who visited Istanbul at least once. Qualitative analysis methods were also used by drawing attention to the perceived personality of Istanbul with the open-ended questions, the travel purposes of the visitors and the connotations formed in the minds of the visitors about Istanbul. While the quality of travel, satisfaction and behavioral intention predict the perceived destination image of Istanbul, the participants evaluate Istanbul as the most friendly, original and charming. The participants associated Istanbul with culture&history and shopping at most. Additionally, they mostly complained of traffic congestion and unplanned urbanization. Hopefully, the results of this study would make contributions in both theoretical and practical fields of the city marketing strategy during the process of positioning and managing Istanbul as a brand city.

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