Research Article
BibTex RIS Cite
Year 2019, Volume: 14 , 82 - 91, 30.11.2019
https://doi.org/10.19168/jyasar.628614

Abstract

References

  • REFERENCES
  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, Vol.34 No.3, 347-356.
  • Ayvalık Belediyesi (2019). “Ayvalık”, http://www.ayvalik.bel.tr/index.php/component/content/article.html?id=90. Accessed August 6, 2019.
  • Chi, C.G., Pan, L., & Chiappa, G. (2018). Examining destination personality: Its antecedents and outcomes. Journal of Destination Marketing & Management, Vol.9, 149–159. https://doi.org/10.1016/j.jdmm.2018.01.001
  • Chen, C.F. & Phou, S. (2013). A closer look at destination: image, personality relationship and loyalty. Tourism Management, Vol. 36, 269-278.
  • Çetinsöz, B.C., & Atsan, M. (2019). The process creating brand identity in destinations: A research on Anamur. Journal of Tourism Theory and Research, Vol.5 No.2, 86-98. https://doi.org/10.24288/jttr.523684
  • Dedeoğlu, B.B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, Vol. 11, 211–230. https://doi.org/10.1016/j.jdmm.2018.04.003
  • Dickinger, A., & Lalicic, L. (2016). An analysis of destination brand personality and emotions: a comparison study. Information Technology & Tourism, Vol. 15 No. 4, 317-340. https://doi.org/10.1007/s40558-015-0044-x
  • Dilber, I. (2007). Turizm sektörünün Türkiye ekonomisi üzerindeki etkisinin girdi-çıktı tablosu yardımıyla değerlendirilmesi. Yönetim ve Ekonomi, Vol.14 No.2, 205-220.
  • Dolnicar, S. (2002). A review of unquestioned standards in using cluster analysis for data-driven market segmentation, in Conference Proceedings of the Australian and New Zealand Marketing Academy Conference 2002 (ANZMAC 2002), Deakin University, Melbourne, 2-4 December 2002. https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=&httpsredir=1&article=1286&context=commpapers. Accessed 25 July 2019.
  • Echtner, C. M. & Ritchie, J. B. R. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies. Vol. 2 No. 2, 2-12.
  • Ekinci, Y. & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, Vol.45, 127-139.
  • Güzel, F., Ö., Şahin, İ., Yağmur, Y., Erdem, Ö., Karasakal, S., & Ünal, C. (2018). Antalya’nın destinasyon kişiliği ve i̇majına i̇lişkin keşfedici bir araştırma. Journal of Yasar University, Vol.13 No.50, 125-139.
  • Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, Vol.59, 638-642.
  • Internethaber (2019). https://www.internethaber.com/yaz-tatilinde-yerli-turist-en-cok-nereleri-tercih-etti-foto-galerisi-1908039.htm. Accessed April 22, 2019.
  • Kaplan, M.D., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, Vol. 44 No. 9/10, 1286-1304. https://doi.org/10.1108/03090561011062844
  • Kozak, M. & Bahçe, S. (2012). Özel İlgi Turizmi, 2nd ed. Ankara: Detay Yayıncılık.
  • Kerr, G., Clifford, L., & Burgess, L. (2012). Bragging rights and destination marketing: A tourism bragging rights model. Journal of Hospitality and Tourism Management, Vol.15 No.19, 1-8.
  • Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A., & Bauer, F. (2016). Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists’ visit intentions. Tourism Management, Vol.52, pp.507-520. http://dx.doi.org/10.1016/j.tourman.2015.07.017
  • NTV (2019). “Turizm sektöründeki fiyat artışı yerli turistin tatil anlayışını değiştirebilir”, https://www.ntv.com.tr/seyahat/turizm-sektorundeki-fiyat-artisi-yerli-turistin-tatil-anlayisini-degistirebilir,ZUiOtme9zkStPQeSy1wzkg. Accessed May 27, 2019.
  • Plummer, J.T. (1985). How personality makes a difference. Journal of Advertising Research, Vol.24 No.6, 27-31.
  • Souiden, N., Ladhari, R., & Chiadmi, N. (2017). Brand personality and destination image. Journal of Hospitality and Tourism Management, Vol. 32, 54-70.
  • Şchiopu, D. (2010). Applying twostep cluster analysis for identifying bank customers’ profile. Buletinul UniversităŃii Petrol – Gaze din Ploieşti, Vol. LXII No. 3, 66-75.
  • Tokmakoğlu, A.B. (2017). “Ünü Türkiye sınırlarını aşan Alaçatı’ya gitmek için 5 neden”, https://www.cnnturk.com/seyahat/turkiye/unu-turkiye-sinirlarini-asan-alacatiya-gitmek-icin-5-neden. Accessed August 6, 2019.
  • Trpkoval, M. & Tevdovski, D. (2009). “Twostep cluster analysis: Segmentation of largest companies in Macedonia”, in Proceedings of the Challenges for Analysis of the Economy, the Businesses, and Social Progress International Scientific Conference, 19-21 November 2009, Szeged, Hungary, pp.302-318. http://www.eco.u-szeged.hu/english/research/scientific-publications/proceedings-of-the-challenges-for-analysis-of-the-economy Accessed 25 July 2019.
  • Türkmen, S. & Köroğlu, A. (2017). “Research of destination personality: The case of Turkey and Greece”, Balıkesir University The Journal of Social Sciences Institute, Vol.20 No.37, 397-429.
  • Ülkü, A., Solmaz, S. A., & Barakazi, M. (2017). “Destinasyon kişiliğinin davranışsal niyetleri üzerindeki etkisi: Şanlıurfa örneği”, Uluslararası Sosyal Araştırmalar Dergisi, Vol.53 No.10, 986-994.
  • Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, Vol.25 No.4, 458-474.
  • Yolda (2018). “Alaçatı hakkında bilmediğiniz 12 şey”, https://yoldaolmak.com/alacati-hakkinda-bilgiler.html. Accessed August 5, 2019.
  • Zhou, L., & Deng, N. (2012). “Exploring the role of tourism destination personality in destination branding: A review of destination personality research”, in International Conference on Services Systems and Services Management, ICSSSM Proceedings of the International Conference in Shanghai, China, 2-4 July 2012. DOI: 10.1109/ICSSSM.2012.6252274

Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday

Year 2019, Volume: 14 , 82 - 91, 30.11.2019
https://doi.org/10.19168/jyasar.628614

Abstract

In 2018 summer, Alaçatı and Ayvalık have been listed among the top cities that are preferred as tourism destinations for local tourists (Internethaber, 2019). These destinations have been popular for tourists in the last decade and Turkish tourists increasingly prefer local destinations for their summer holidays because of the devalued Turkish lira (NTV, 2019). Attracting tourists is among the primary goals for tourism marketers, and consequently understanding customer perceptions regarding destinations is one of the key factors to achieve this goal. In this context, the purpose of this study is to examine the destination personalities of Ayvalık and Alaçatı and compare them in terms of destination personality dimensions.  In a quantitative research design, respondents (n=191) have been asked about their perceptions about the destination personalities of Alaçatı and Ayvalık, in which they will compare the two destinations on a 5 Point-Likert scale. Destination personalities have been examined within the conceptual framework of destination personality dimensions, which are, sincerity, excitement, and conviviality (Hosany et al., 2006).  In addition, respondents have answered an open-ended question by writing their opinions about “a great summer vacation” with a few words, which have been analyzed by content and cluster analyses, aiming to have a deeper understanding about the consumer perceptions about their summer vacations. Significant differences have been found between the destination personality dimensions of Ayvalık and Alaçatı. Ayvalık is perceived as sincerer and more convivial than Alaçatı, whereas Alaçatı is perceived as more exciting than Ayvalık. Regarding their expectations from their summer holiday, consumers can be grouped into 4 clusters such as; (1) fun, excitement, and activity oriented, (2) travelling and exploring oriented, (3) family and friends oriented, (4) relaxation, comfort, and silence-oriented consumers. There is not a significant difference among clusters regarding the perceived destination personalities of Ayvalık and Alaçatı. Although there is some research focused on the destination personalities of specific destinations in Turkey, the differences among destination personalities of Alaçatı and Ayvalık have not been studied in the literature before (Çetinsöz & Atsan, 2019; Güzel et al., 2018). This study aims to contribute to researchers not only by implementing destination personality research in the Turkish context, but also by extending the existing knowledge by assessing destination personality concept together with the consumers’ descriptions of an idealized summer vacation. Moreover, findings of the study will be beneficial for marketing activities of tourism agencies, hospitality industry, and local governments.

References

  • REFERENCES
  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, Vol.34 No.3, 347-356.
  • Ayvalık Belediyesi (2019). “Ayvalık”, http://www.ayvalik.bel.tr/index.php/component/content/article.html?id=90. Accessed August 6, 2019.
  • Chi, C.G., Pan, L., & Chiappa, G. (2018). Examining destination personality: Its antecedents and outcomes. Journal of Destination Marketing & Management, Vol.9, 149–159. https://doi.org/10.1016/j.jdmm.2018.01.001
  • Chen, C.F. & Phou, S. (2013). A closer look at destination: image, personality relationship and loyalty. Tourism Management, Vol. 36, 269-278.
  • Çetinsöz, B.C., & Atsan, M. (2019). The process creating brand identity in destinations: A research on Anamur. Journal of Tourism Theory and Research, Vol.5 No.2, 86-98. https://doi.org/10.24288/jttr.523684
  • Dedeoğlu, B.B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, Vol. 11, 211–230. https://doi.org/10.1016/j.jdmm.2018.04.003
  • Dickinger, A., & Lalicic, L. (2016). An analysis of destination brand personality and emotions: a comparison study. Information Technology & Tourism, Vol. 15 No. 4, 317-340. https://doi.org/10.1007/s40558-015-0044-x
  • Dilber, I. (2007). Turizm sektörünün Türkiye ekonomisi üzerindeki etkisinin girdi-çıktı tablosu yardımıyla değerlendirilmesi. Yönetim ve Ekonomi, Vol.14 No.2, 205-220.
  • Dolnicar, S. (2002). A review of unquestioned standards in using cluster analysis for data-driven market segmentation, in Conference Proceedings of the Australian and New Zealand Marketing Academy Conference 2002 (ANZMAC 2002), Deakin University, Melbourne, 2-4 December 2002. https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=&httpsredir=1&article=1286&context=commpapers. Accessed 25 July 2019.
  • Echtner, C. M. & Ritchie, J. B. R. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies. Vol. 2 No. 2, 2-12.
  • Ekinci, Y. & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, Vol.45, 127-139.
  • Güzel, F., Ö., Şahin, İ., Yağmur, Y., Erdem, Ö., Karasakal, S., & Ünal, C. (2018). Antalya’nın destinasyon kişiliği ve i̇majına i̇lişkin keşfedici bir araştırma. Journal of Yasar University, Vol.13 No.50, 125-139.
  • Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, Vol.59, 638-642.
  • Internethaber (2019). https://www.internethaber.com/yaz-tatilinde-yerli-turist-en-cok-nereleri-tercih-etti-foto-galerisi-1908039.htm. Accessed April 22, 2019.
  • Kaplan, M.D., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, Vol. 44 No. 9/10, 1286-1304. https://doi.org/10.1108/03090561011062844
  • Kozak, M. & Bahçe, S. (2012). Özel İlgi Turizmi, 2nd ed. Ankara: Detay Yayıncılık.
  • Kerr, G., Clifford, L., & Burgess, L. (2012). Bragging rights and destination marketing: A tourism bragging rights model. Journal of Hospitality and Tourism Management, Vol.15 No.19, 1-8.
  • Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A., & Bauer, F. (2016). Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists’ visit intentions. Tourism Management, Vol.52, pp.507-520. http://dx.doi.org/10.1016/j.tourman.2015.07.017
  • NTV (2019). “Turizm sektöründeki fiyat artışı yerli turistin tatil anlayışını değiştirebilir”, https://www.ntv.com.tr/seyahat/turizm-sektorundeki-fiyat-artisi-yerli-turistin-tatil-anlayisini-degistirebilir,ZUiOtme9zkStPQeSy1wzkg. Accessed May 27, 2019.
  • Plummer, J.T. (1985). How personality makes a difference. Journal of Advertising Research, Vol.24 No.6, 27-31.
  • Souiden, N., Ladhari, R., & Chiadmi, N. (2017). Brand personality and destination image. Journal of Hospitality and Tourism Management, Vol. 32, 54-70.
  • Şchiopu, D. (2010). Applying twostep cluster analysis for identifying bank customers’ profile. Buletinul UniversităŃii Petrol – Gaze din Ploieşti, Vol. LXII No. 3, 66-75.
  • Tokmakoğlu, A.B. (2017). “Ünü Türkiye sınırlarını aşan Alaçatı’ya gitmek için 5 neden”, https://www.cnnturk.com/seyahat/turkiye/unu-turkiye-sinirlarini-asan-alacatiya-gitmek-icin-5-neden. Accessed August 6, 2019.
  • Trpkoval, M. & Tevdovski, D. (2009). “Twostep cluster analysis: Segmentation of largest companies in Macedonia”, in Proceedings of the Challenges for Analysis of the Economy, the Businesses, and Social Progress International Scientific Conference, 19-21 November 2009, Szeged, Hungary, pp.302-318. http://www.eco.u-szeged.hu/english/research/scientific-publications/proceedings-of-the-challenges-for-analysis-of-the-economy Accessed 25 July 2019.
  • Türkmen, S. & Köroğlu, A. (2017). “Research of destination personality: The case of Turkey and Greece”, Balıkesir University The Journal of Social Sciences Institute, Vol.20 No.37, 397-429.
  • Ülkü, A., Solmaz, S. A., & Barakazi, M. (2017). “Destinasyon kişiliğinin davranışsal niyetleri üzerindeki etkisi: Şanlıurfa örneği”, Uluslararası Sosyal Araştırmalar Dergisi, Vol.53 No.10, 986-994.
  • Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, Vol.25 No.4, 458-474.
  • Yolda (2018). “Alaçatı hakkında bilmediğiniz 12 şey”, https://yoldaolmak.com/alacati-hakkinda-bilgiler.html. Accessed August 5, 2019.
  • Zhou, L., & Deng, N. (2012). “Exploring the role of tourism destination personality in destination branding: A review of destination personality research”, in International Conference on Services Systems and Services Management, ICSSSM Proceedings of the International Conference in Shanghai, China, 2-4 July 2012. DOI: 10.1109/ICSSSM.2012.6252274
There are 30 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Petek Tosun

Merve Öksüz 0000-0003-2470-7919

Publication Date November 30, 2019
Published in Issue Year 2019 Volume: 14

Cite

APA Tosun, P., & Öksüz, M. (2019). Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Yaşar Üniversitesi E-Dergisi, 14, 82-91. https://doi.org/10.19168/jyasar.628614
AMA Tosun P, Öksüz M. Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Yaşar Üniversitesi E-Dergisi. November 2019;14:82-91. doi:10.19168/jyasar.628614
Chicago Tosun, Petek, and Merve Öksüz. “Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday”. Yaşar Üniversitesi E-Dergisi 14, November (November 2019): 82-91. https://doi.org/10.19168/jyasar.628614.
EndNote Tosun P, Öksüz M (November 1, 2019) Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Yaşar Üniversitesi E-Dergisi 14 82–91.
IEEE P. Tosun and M. Öksüz, “Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday”, Yaşar Üniversitesi E-Dergisi, vol. 14, pp. 82–91, 2019, doi: 10.19168/jyasar.628614.
ISNAD Tosun, Petek - Öksüz, Merve. “Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday”. Yaşar Üniversitesi E-Dergisi 14 (November 2019), 82-91. https://doi.org/10.19168/jyasar.628614.
JAMA Tosun P, Öksüz M. Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Yaşar Üniversitesi E-Dergisi. 2019;14:82–91.
MLA Tosun, Petek and Merve Öksüz. “Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday”. Yaşar Üniversitesi E-Dergisi, vol. 14, 2019, pp. 82-91, doi:10.19168/jyasar.628614.
Vancouver Tosun P, Öksüz M. Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday. Yaşar Üniversitesi E-Dergisi. 2019;14:82-91.