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Kýzkalesi’nin Turizm Destinasyonu Olarak Marka Algýsý

Author

Listed:
  • Kamil UNUR

    (Mersin Üniversitesi, Turizm Fakültesi, Mersin.)

  • Nazlý ÇETÝN

    (Mersin Üniversitesi, Sosyal Bilimler Enstitüsü, Mersin.)

Abstract

Bu çalýþmanýn ana amacý Kýzkalesi’ni ziyaret eden turistlerin Kýzkalesi’ni destinasyon markasý olarak nasýl algýladýklarýný ve deðerlendirdiklerini tespit etmektir. Çalýþmanýn alt amaçlarý arasýnda; yerli turistlerin Kýzkalesi’ni ziyaret etme nedenleri ve tekrar ziyaret etme konusundaki düþüncelerini belirlemek, bölgeyi ziyaret eden turistlerin aldýklarý hizmetler konusundaki kalite algýlarýný ölçmek ve ziyaretçilerin Kýzkalesi’ni ziyaretleri sýrasýnda kendilerini güvende hissedip hissetmediklerini ortaya koymaktýr. Bu araþtýrma 2013 yýlýnýn Temmuz-Aðustos ayýnda Kýzkalesi’ni ziyaret eden ve kolayda örnekleme yöntemi ile seçilen 600 yerli turist üzerinde gerçekleþtirilmiþtir. Elde edilen veriler, bilgisayar ortamýnda analiz edilmiþtir. Çalýþma sonucunda Kýzkalesi’nin marka olduðunu düþünenlerin çoðunun erkek olup gelirlerinin 1001-2500TL arasýnda yer aldýðý, gelenlerin yakýn illerden olduðu, Kýzkalesi’nde çarpýk yapýlaþma olduðu, Kýzkalesi’nin temiz olmadýðý, alt-üst yapý sorunlarýnýn olduðu, özellikle kadýnlar için güvenli tatil beldesi olmadýðý ve hizmet kalitesinde ciddi sýkýntýlar olduðu tespit edilmiþtir ve bu sorunlarýn çözümüne yönelik öneriler geliþtirilmiþtir.

Suggested Citation

  • Kamil UNUR & Nazlý ÇETÝN, 2017. "Kýzkalesi’nin Turizm Destinasyonu Olarak Marka Algýsý," Isletme ve Iktisat Calismalari Dergisi, Econjournals, vol. 5(2), pages 63-79.
    • Handle: RePEc:eco:journ4:2017-02-06
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    More about this item

    Keywords

    Turizm pazarlamasý; Marka; Destinasyon Markasý; Kýzkalesi;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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