Yıl 2018, Cilt 17, Sayı 1, Sayfalar 147 - 159 2018-01-31

Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur
Turistik Destinasyonlarda Tüketici Temelli Marka Değerinin Ölçülmesi: Anamur Üzerine Bir Araştırma

Burçin Cevdet ÇETİNSÖZ [1] , Gökhan KARAKEÇİLİ [2]

32 35

It is aimed to investigate the validity of the consumer based brand value model and the relationship between dimensions on a tourism destination in the research. The sample group of the study consisted of a domestic visitors to Anamur district in June and July. As a data collection tool, a questionnaire was used to measure customer brand values ​​for tourism destinations. In order to analyze the data statistical techniques such as descriptive analysis such as arithmetic mean and frequency analysis, confirmatory factor analysis to construct validity and reliability analysis were used. In addition, relations between the determined dimensions were analyzed by Structural Equation Modeling (YEM). As a result of the research, it was determined that there is a significant positive relationship between the dimensions that constitute customer-based brand value for tourism destinations. However, there was no significant relationship between the perceived destination quality and destination brand loyalty.

Araştırmada turistik bir destinasyon üzerinde tüketici temelli marka değeri modelinin geçerliliğini ve boyutlar arasındaki ilişkiyi sınamak amaçlanmaktadır. Araştırmanın örneklem grubu, Anamur ilçesine Haziran ve Temmuz aylarında ziyaret eden yerli ziyaretçilerden oluşmaktadır. Uygulama için veri toplama aracı olarak turistik destinasyonlar için tüketici temelli marka değerini ölçen anket kullanılmış olup, elde edilen verilerin analizinde aritmetik ortalama ve frekans analizi gibi betimsel analizler, yapı geçerliliği için doğrulayıcı faktör analizi ve güvenirlik analizi gibi istatistiksel tekniklerden yararlanılmıştır. Ayrıca belirlenen boyutlar arasındaki ilişkiler Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Araştırma sonucunda, turistik destinasyonlar için tüketici temelli marka değerini oluşturan boyutlar arasında anlamlı pozitif yönde ilişki olduğu belirlenmiştir. Ancak algılanan destinasyon kalitesi ve destinasyon sadakati arasında anlamlı bir ilişki bulunamamıştır.  

  • Aaker, A. D. (1991). Managing Brand Equity, The Free Press, Macmillan, Inc.: New York, USA.
  • ANTSO (2016). Anamur Ticaret ve Sanayi Odası “2016 Yılı Ekonomik Raporu”, Erişim Adresi:http://www.anamurtso.org.tr/tr/!!48/bilgi-bankasi-yillara-gore-ekonomik-beklen ti-ve-raporlar, 20.09.2017.
  • Aziz, N, Kefallonitis, E, Friedman, B.A. (2012). Turkey as a Destination Brand: Perceptions of United States Visitors. American International Journal of Contemporary Research, 2 (9), 211-221.
  • Baker, D, A. , Crompton, J.L. (2000). Quality, Satisfaction and Behavioural Intentions. Annals of Tourism Research, 27 (3), 785-804.
  • Baker, M, J., Cameron, E. (2008). Critical Success Factors in Destination Marketing. Tourism and Hospitality Research, 8 (2), 79-97.
  • Blain, C, Levy, S, E, Ritchie, R. B. (2005). Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research, 43, 328–338.
  • Boo, S, Busser, J, Baloglu, S. (2009). A Model of Consumer-Based Brand Equity and Its Application to Multiple Destinations. Tourism Management, 30, 219-231.
  • Cai, L. (2002). Cooperative Branding for Rural Destinations. Annals of Tourism Research, 29 (3), 720–742.
  • Camarero, C, Garrido, M.J, Vicente, E. (2010). Components of Art Exhibition Brand Equity for Internal and External Visitors. Tourism Management, 31, 495-504.
  • Chang, H, H, Hsu, C, H, Chung, S. H. (2008). The Antecedents and Consequences of Brand Equity in Service Markets. Asia Pacific Management Review, 13 (3), 601-624.
  • Chi, H, K, Yeh, H, R., Yang, Y.T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, 4 (1), 135-144.
  • Clarke, J. (2000). Tourism Brands: An Exploratory Study of The Brands Box Model, Journal of Vacation Marketing, 6 (4), 329–345.
  • Çetinsöz, B, C, Artuğer, S. (2013). Antalya İl’inin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma, Anatolia: Turizm Araştırmaları Dergisi, 24 (2), 200-210.
  • de Mortanges, C, P, van Riel, A. (2003). Brand Equity and Shareholder Value. European Management Journal, 21(4), 521-527.
  • Fornell, C, Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18 (1), 39-50.
  • Gartner, W, C., Ruzzier, M.K. (2011). Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market. Journal of Travel Research, 50 (5), 471– 481.
  • Giritlioğlu, İ, Öksüz, E.N. (2016). Turizmde Destinasyon Marka İmajı ve Destinasyon Aidiyeti: Gaziantep İli Üzerine Bir Alan Araştırması. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, 6 (15), 270-290.
  • Gnoth, J, Baloglu, S, Ekinci, Y, Sirakaya, E.T. (2007). Introduction: Building Destination Brands. Tourism Analysis, 12 (5/6), 43-55.
  • Guest, L.P. (1942). The Genesis of Brand Awareness. Journal of Applied Psychology, 26, 800-808.
  • Fan, Y. (2006). Branding The Nation: What is Being Branded?. Journal of Vacation Marketing, 12 (1), 6-14.
  • Hair, J, F, Black, W,C, Babin, B,J, Anderson, R.E. (2009). Multivariate Data Analysis A Global Perspective. (7th edt.), Upper Saddle River, NJ: Prentice-Hall.
  • Hall, D. (2002). Brand Development, Tourism and National Identity: The Re-imaging of Former Yugoslavia. Journal of Brand Management, 9 (4/5), 323–334.
  • Harrison, S. (2002). Culture, Tourism and Local Community: The Heritage Identity of the Isle of Man. Journal of Brand Management, 9 (4/5), 355–371.
  • Henderson, J. (2000). Selling Places: The New Asia-Singapore Brand. The Journal of Tourism Studies, 11 (1), 36–44.
  • Jöreskog, K,G,, Sörbom, D. (1996). LISREL 8: User’s Reference Guide. Scientific Software International, Chicago.
  • Kapferer, J. N. (1998). Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 2nd ed., Kogan Page, London.
  • Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
  • Kim, H, B, Kim, W. G. (2005). The Relationship Between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurant. Tourism Management, 26,549–560.
  • Konecnik, M, Gartner, W.C. (2007). Customer-Based Brand Equity for A Destination. Annals of Tourism Research, 34 (2), 400-421.
  • Konecnik, M, Go, F. (2008). Tourism Destination Brand Identity: The Case of Slovenia. Brand Management, 15 (3), 177-189.
  • Konecnik R, M. (2010). Extending The Tourism Destination Image Concept into Customer-Based Brand Equity for a Tourism Destination. Economic Research, 23 (3), 24–42.
  • Kotler, P, Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. The Journal of Brand Management, 9, 249-261.
  • Lim, Y, Weaver, P.A. (2014). Customer-based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand, International Journal of Tourism Research, 16, 223-231.
  • Mersin İl Kültür ve Turizm Müdürlüğü (2017). Anamur İlçesi, Erişim Adresi: http://www. mersin kulturturizm.gov.tr/TR,73139/anamur.html, 20.09.2017.
  • Maumbe, K. (2015). Destination brand Cape Town & Western Cape: An Assessment of Consumer-Based Brand Equity (CBBE). African Journal of Hospitality, Tourism and Leisure, 4 (2), 1-20.
  • Morgan, N, Pritchard, A, Pride, R. (2002). Destination Branding: Creating the Unique Destination Proposition, Oxford, UK: Butterworth-Heinemann.
  • Motameni, R, Shahrokhi, M. (1998). Brand Equity Valuation: A Global Perspective. Journal of Product & Brand Management, 7 (4), 275–290.
  • Murphy, L, Moscardo, G, Benckendorff, B. (2007). Using Brand Personality to Differentiate Regional Tourism Destinations. Journal of Travel Research, 46, 5-14.
  • Myagmarsuren, O, Chen, C. (2011). Exploring Relationships Between Destination Brand Equity, Satisfaction, and Destination Loyalty: A Case Study of Mongolia. Journal of Tourism, Hospitality & Culinary Arts, 3 (2), 81-94.
  • Özoğul, T, Özel, Ç. H. (2015). Destinasyonlara Yönelik Tüketici Temelli Marka Denkliği Algılarının Ölçümü: Eskişehir Örneği. Uluslararası Alanya İşletme Fakültesi Dergisi, 7 (3), 137-151.
  • Raykow, T, Marcoulides, G. A. (2006). A First Course in Structural Equation Modeling. London: Lavrance Erlbaum Associates. Publishers.
  • Pike, S. (2002). Destination Image Analysis—A Review of 142 Papers from 1973 to 2000. Tourism Management, 23 (5), 541-549.
  • Pike, S. (2005). Tourism Destination Branding Complexity. Journal of Product & Brand Management, 14 (4), 258-259.
  • Pike, S, Bianchi, C, Kerr, G, Patti, C. (2010). Consumer-Based Brand Equity for Australia As A Long-Haul Tourism Destination in An Emerging Market. International Marketing Review, 27 (4), 434-449.
  • Pike, S, Bianchi, C. (2013). Destination Brand Equity for Australia: Testing A Model of CBBE in Short Haul and Long Haul Markets. Journal of Hospitality and Tourism Research, 20 (10), 1-21.
  • Raykov, T, Marcoulides, G.A. (2006). A First Course In Structural Equation Modeling, Mahwah, NJ: Lawrence Erlbaum Associates.
  • Ritchie, J,R,B, Ritchie, R.J.B. (1998). The Branding of Tourism Destinations: Past Achievements and Future Challenges. The 1998 Annual Congress of The International Association of Scientific Experts in Tourism, Marrakech, Morocco.
  • Schermelleh-Engel, K, Moosbrugger, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-fit Measures. Methods of Psychological Research Online, 8 (2), 23-74.
  • Srivastava, R, K, Shocker A. D. (1991). Brand Equity: A Perspective on its Meaning and Measurement. Cambridge Mass U.K.: Marketing Science Institute.
  • Tasci, A,D,A, Kozak, M. (2006). Destination Brands vs Destination Images: Do We Know What We Mean?. Journal of Vacation Marketing, 12 (4), 299-317.
  • Taşkın, Ç, Akat, Ö.(2010). Tüketici Temelli Marka Değerinin Yapısal Eşitlik Modelleme ile Ölçümü ve Dayanıklı Tüketim Malları Sektöründe Bir Araştırma. İşletme ve Ekonomi Araştırmaları Dergisi, 1 (2), 1-16.
  • TDK (2017). marka, Erişim Adresi: http://www.tdk.gov.tr/index.php?option=com_gts &kelime=MARKA, (01.07.2017).
  • Timm, H. N. (2002). Applied Multivariate Analysis. Springer – Verlag New York.
  • Tomer, A. (2003). A Short History Of Structural Equation Models, Structural Equation Modeling: Applications In Ecological And Evolutionary Biology. B. Pugesek (Ed.), Cambridge University Press, 85-12.
  • Vinh, T, T, Nga, V.T.Q. (2015). The Relationship Between Components of Customer-Based Brand Equity For Destination: Conceptual Framework and Preliminary Testing For Scales. South East Asia Journal of Contemporary Business, Economics and Law, 7 (2), 47- 53.
  • Ural A., Kılıç İ. (2011). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay Yayıncılık.
  • Yıldırım E, Altunışık, R., Coşkun R., Bayraktaroğlu S. (2001). Sosyal Bilimlerde Araştırma Yöntemleri. Adapazarı: Sakarya Kitabevi.
  • Yılmaz, V, Çelik, H, E, Ekiz, E. H. (2006). Kuruma Bağımlılığı Etkileyen Faktörlerin Yapısal Eşitlik Modelleriyle Araştırılması: Özel ve Devlet Bankası Örneği. Anadolu Üniversitesi Sosyal Bilimler Dergisi,6 (2), 171-184.
  • Yoo, B, Donthu, N, Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of Academy of Marketing Science, 28 (2), 195–211.
  • Yuwo, H, Ford, J.B, Purwanegara, M.S.(2013). Customer-Based Brand Equity For A Tourism Destination (CBBETD): The Specific Case Of Bandung City, Indonesia, Organizations And Markets In Emerging Economies, 4 (1) 7, 8-22.
Konular Turizm
Dergi Bölümü Turizm
Yazarlar

Orcid: 0000-0003-1703-8067
Yazar: Burçin Cevdet ÇETİNSÖZ
E-posta: cetinsoz@yahoo.com
Kurum: Mersin Üniversitesi Anamur Uygulamalı Teknoloji ve İşletmecilik Yüksekokulu
Ülke: Turkey


Yazar: Gökhan KARAKEÇİLİ
E-posta: gokhankarakecili@hotmail.com
Kurum: Mersin Üniversitesi Anamur Meslek Yüksekokulu
Ülke: Turkey


Bibtex @araştırma makalesi { jss350232, journal = {Gaziantep University Journal of Social Sciences}, issn = {1303-0094}, address = {Gaziantep Üniversitesi}, year = {2018}, volume = {17}, pages = {147 - 159}, doi = {10.21547/jss.350232}, title = {Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur}, key = {cite}, author = {KARAKEÇİLİ, Gökhan and ÇETİNSÖZ, Burçin Cevdet} }
APA ÇETİNSÖZ, B , KARAKEÇİLİ, G . (2018). Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur. Gaziantep University Journal of Social Sciences, 17 (1), 147-159. DOI: 10.21547/jss.350232
MLA ÇETİNSÖZ, B , KARAKEÇİLİ, G . "Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur". Gaziantep University Journal of Social Sciences 17 (2018): 147-159 <http://dergipark.gov.tr/jss/issue/34057/350232>
Chicago ÇETİNSÖZ, B , KARAKEÇİLİ, G . "Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur". Gaziantep University Journal of Social Sciences 17 (2018): 147-159
RIS TY - JOUR T1 - Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur AU - Burçin Cevdet ÇETİNSÖZ , Gökhan KARAKEÇİLİ Y1 - 2018 PY - 2018 N1 - doi: 10.21547/jss.350232 DO - 10.21547/jss.350232 T2 - Gaziantep University Journal of Social Sciences JF - Journal JO - JOR SP - 147 EP - 159 VL - 17 IS - 1 SN - 1303-0094-2149-5459 M3 - doi: 10.21547/jss.350232 UR - http://dx.doi.org/10.21547/jss.350232 Y2 - 2018 ER -
EndNote %0 Gaziantep University Journal of Social Sciences Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur %A Burçin Cevdet ÇETİNSÖZ , Gökhan KARAKEÇİLİ %T Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur %D 2018 %J Gaziantep University Journal of Social Sciences %P 1303-0094-2149-5459 %V 17 %N 1 %R doi: 10.21547/jss.350232 %U 10.21547/jss.350232