Antalya’nın Destinasyon Kişiliği ve İmajına İlişkin Keşfedici Bir Araştırma

Destinasyonlara atfedilen kişilik özellikleri ve destinasyon imajı algılarının keşfedilmesi, küreselleşen dünyada sürdürülebilir bir rekabet avantajı yaratmaktadır. Bu bağlamda bu çalışmanın temel amacı, Antalya destinasyon kişiliği ve imajına yönelik algıları ortaya çıkarmaktır. Keşfedici bir yaklaşımla durum çalışması deseninde planlanan bu araştırmada çoklu turizm paydaşlarından elde edilen veriler, nitel araştırma yöntemi ile analiz edilmiştir. Çalışma kapsamında gerçekleştirilen içerik analizi sonucunda Antalya destinasyonu ile ilişkilendirilen olumlu kişilik özellikleri “canlılık, çağdaşlık, çok yönlülük, hümanist ve samimiyet” olarak toplam beş boyutta ortaya çıkarken, olumsuz kişilik özellikleri ise“metalaşmış, karışık, çıkarcı ve depresif” olmak üzere dört boyutta ortaya çıkmıştır. Bunun yanı sıra destinasyon imajına yönelik bulgular Antalya’nın işlevsel ve psikolojik destinasyon özellikleri boyutunda oldukça zengin verilere sahip olduğunu göstermektedir

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