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Seyahat Acenta Yoneticilerinin Destinasyon Marka Imaji Algilari Uzerine Bir Arastirma


  • Mehmet Oguzhan Ilban

    () (Balikesir Universitesi, Gonen Meslek Yuksekokulu)


Destinasyonun etkin bir bicimde pazarlanabilmesi icin, markanin en onemli bileseni olan marka imajinin da surekli kontrol edilmesi ve yonetilmesi gerekmektedir. Ic ve dis hedef kitlelerin destinasyonlari nasil algiladigi ancak bu sekilde anlasilabilir ve dinamik tutulabilir. Ic hedef kitle olarak ifade edilen ve destinasyonlari pazarlama gorevinin onemli bir kismini ustlenen seyahat acentalarinin destinasyon marka imaji algilarinin belirlenmesi de bu nedenle onemli olmaktadir. Bu calismada A grubu merkez sube seyahat acenta yoneticilerinin marka imaji algilari belirlenmeye calisilmistir. Sonucta A grubu seyahat acenta yoneticilerin destinasyon marka imaji algilarinda onceligi, insan ve cografi konum ozellikleri, memnuniyet ve deneyim ve aktivite ve etkinliklere verdikleri belirlenmistir.

Suggested Citation

  • Mehmet Oguzhan Ilban, 2008. "Seyahat Acenta Yoneticilerinin Destinasyon Marka Imaji Algilari Uzerine Bir Arastirma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 8(1), pages 121-152.
  • Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:121-152

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    More about this item


    Destinasyon Markalama; Destinasyon Marka Imajý; Seyahat Acentalari;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism


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