A Research for Determining the Relationship between Destination Image and Destination Personality

Abstract

ÖzetBu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya'nın Alanya ilçesini 2013 yılı Haziran ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak Aaker'in (1997) geliştirdiği marka kişiliği ölçeği ve destinasyon imajını ölçen anket kullanılmış olup, toplam 395 turistten veri elde edilmiştir. Elde edilen verilerin analizinde yüzde, frekans gibi betimsel analizlerden, faktör analizi (doğrulayıcı ve açıklayıcı), güvenirlik analizi gibi istatistiksel testlerden yararlanılmıştır. Bununla birlikte destinasyon imajı ile destinasyon kişiliği arasındaki ilişki, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir.Araştırma sonucunda, duygusal imaj ile destinasyon kişiliği arasında negatif yönlü ve çok zayıf bir ilişki olduğu, buna karşın bilişsel imaj ile destinasyon kişiliği arasında ise pozitif yönlü ve kuvvetli bir ilişki olduğu belirlenmiştir. Bununla birlikte araştırmada, Aaker'in (1997) 5 boyuttan oluşan marka kişiliği ölçeği 4 boyut olarak bulunmuştur. Bu boyutlar; heyecan verici, sert, yeterlilik ve samimiyet olarak belirlenmiştir.Anahtar kelimeler: Destinasyon İmajı, Marka Kişiliği, Destinasyon Kişiliği, Yapısal Eşitlik Modeli, Alanya. Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists S. Artuğer -B. C. Çetinsöz 6/1 (2014) 366-384 İşletme Araştırmaları Dergisi Journal of Business Research-Türk 367 for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM) Abstract The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed byAt the conclusion of the study there appeared to be negative and very weak relationship between affective image and destination personality while the relationship between cognitive image and destination personality appeared to be positive and strong. In addition Aaker's (1997) 5 dimensional brand personality grading turned out to be 4 dimensions. These dimensions were determined as excitement, ruggedness, competence and sincerity.

Assessing the relationship of perceived risks with destination image and destination loyalty: a tourist's perspective visiting volatile destinations

“…Accordingly, many scholars argue that emotions are more influential than cognition in explaining an individual's behaviour (Li et al , 2010). However, the findings are contradictory to the Artuğer et al (2013) study, which suggests that the cognitive component of the image has a higher impact on predicting destination loyalty than the affective component of the image. This could be explained by Lin et al (2007), who state that the impact of cognitive and affective images on the overall perception and loyalty intentions varies according to the type of destination.…”

The Determinants of Revisit Intention and Recommendation Intention for Domestic Tourists

“…Destination image has important and many roles in the decision-making process because all decisionmaking factors such as money, time, and family are based on the image of each destination as a motivation for decision-makers. Artuğer et al, (2013)explain that the image of the destination influences tourist behavior such as intending to revisit, recommend it to others, or return to a tourist destination Based on the research results, it is known thatsatisfaction can positively mediate the influence of tourist facilities on Revisit Intention and Recommended Intention. The results of this study also corroborate the findings made (Marpaung, 2019) who researched to determine the effect of tourist facilities on tourist satisfaction as an intervening variable on tourist intention to revisit.…”

The effect of place personality on resident welcoming tourist through positive and negative impacts of tourism

“…However, residents' excitement attitude affects their attitude towards tourists indirectly, not directly. Indeed, the perception of excitement is important in destinations such as Whitsunday (Murphy et al, 2007a), Cairns (Murphy et al, 2007a), Antalya (Artuğer & Çetinsöz, 2014), Chinese (Pan et al, 2017), Ahmedabad (Vaidya et al, 2009) and Las Vegas (Uşaklı & Baloğlu, 2011), and tourist interactions are quite high in these destinations. This situation shows that the excitement attitude creates a positive perception about tourism and tourists.…”