Özet:

Customers who purchase services in travel agencies in the tourism sector and employees who provide services are in constant interaction. Businesses in tourism sector will only be able to satisfy the needs, wants and expectations of customers through establishing and sustaining a successful communication with them. Therefore, it is thought that the services provided by the travel agency employees and the effective communication with the customers would effect to a large extent the brand personality that tourists perceived. In addition, customers' perceptions of brands personality are largely influenced by their own personalities. In this framework, it is aimed to examine, using the brand personality scale, the effects of the demographic variables of the customers purchasing services provided by the travel agent such as gender, age, education and income on the perceived brand personality of the travel agent. Survey data were obtained from domestic tourists who were doing their holidays in August, September and October 2014. In the extent of the research, explanatory factor analysis was used to determine the dimensions of the travel agency's brand personality. As a result of the study, it was found that brand personality did not show any significant difference in terms of gender and educational variables.

Anahtar Kelimeler: