Turistlerin Destinasyon Aşinalığı ve Marka Eşitliği Algılarının Seyahat Niyetlerine Etkisi: İstanbul Örneği

Destinasyon pazarlamasında destinasyonlar arası marka eşitliğini veya üstünlüğünü vurgulamak adına yoğun şekilde destinasyonların eşsizlikleri, sundukları hizmetlerin çeşitliliği ve kalitesi vurgulanmaktadır. Ancak alanyazında turistlerin seyahat niyetlerine destinasyon marka eşitliği boyutlarının ve destinasyon aşinalıklarının etkisini ölçen çalışmalar oldukça sınırlıdır. Bu kapsamda çalışmada İstanbul destinasyonunu Ağustos-Kasım 2019 döneminde ziyaret eden ve Ortadoğu ülkelerinden gelen turistlerin seyahat niyetlerine destinasyon marka eşitliği ve destinasyon aşinalığı boyutlarının etkisinin belirlenmesi amaçlanmaktadır. Bu kapsamda hazırlanan 430 anket formu turistlere yüzyüze iletişim kurularak uygulanmıştır. Anketlerden elde edilen veriler (400 anket) SPSS programında analize tabi tutulmuştur. Yapılan analizlerde; destinasyon marka eşitliği ölçeğinin destinasyon farkındalık algısı, destinasyon imaj algısı, destinasyon kalite algısı ve destinasyon sadakat algısı boyutlarından oluştuğu sonucuna ulaşılmıştır. Ayrıca tüm destinasyon marka eşitliği boyutlarının turistlerin destinasyon seyahat niyetlerini ve yine turistlerin destinasyon aşinalıklarının destinasyon seyahat niyetlerini yüksek ve pozitif düzeyde etkilediği sonucuna ulaşılmıştır.

The Effect Destination Familiarity and Brand Equality Perceptions of Tourists on Travel Intentions: The Case of İstanbul

In the marketing of destinations; the uniqueness of the destinations, the variety and quality of the services they offer are emphasized intensively in order to emphasize the brand equality or superiority among the destinations. However, studies in the literature that measure the effect of destination brand equality dimensions and destination familiarity on the travel intentions of tourists are very limited. In this study, it is aimed to determine the effects of destination brand equality and destination familiarity dimensions on the travel intentions of tourists from the Middle East countries who visited the Istanbul destination in the August-November 2019 period. 430 questionnaire forms prepared within this scope were applied to the tourists by communicating face to face. The data obtained from the questionnaires (400 questionnaires) were analyzed by use of the SPSS program. As a result of the analyzes, it was concluded that the scale of destination brand equality consisted of the dimensions of destination awareness perception, destination image perception, destination quality perception and destination loyalty perception. In addition, it was determined that all of the destination brand equality dimensions and destination familiarity of tourists affected destination travel intentions of tourists at high and positive levels.

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