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Araştırmada bir destinasyonun marka kimliği oluşturma sürecini belirlemek amaçlanmaktadır. Araştırmanın örneklemini Anamur protokolü, sivil toplum kuruluşları, turizm işletmecileri ve bazı kurum amirlerinden oluşan 52 kişi oluşturmaktadır. Araştırmada Anamur’un marka kimliğini belirlemeye yönelik açık ve kapalı uçlu sorular uygulanmıştır. Açık uçlu sorular yoluyla elde edilen verilerin nitel analiz yöntemlerinden içerik analizi uygulanırken, destinasyon marka kişiliği için ise betimleyici analiz tekniklerinden aritmetik ortalama ve standart sapma sonuçları belirlenmiştir. Araştırma bulgularına göre Anamur’un marka kimliğinin oluşturulmasında sahip olduğu “doğal değerler” ve “tarihi ve kültürel değerler” boyutları önemli rol oynamaktadır.
The aim of the research is to determine the process of creating a brand identity of a destination.The sampling of the research contains 52 people consisting of the protocol of Anamur, non-governmental organizations, tourism establishments and some managers of institutions. Open-ended questions were conducted to determine the brand identity of Anamur in this research. Content analysis was applied, which is one of the qualitative analysis methods, to the data obtained through open-ended questions and for the destination brand personality, results of arithmetic medium and standard deviation were calculated, which are two techniques of descriptive analysis. According to the research findings, "natural values" and "historical and cultural values" have a significant role in the creation of brand identity of Anamur.
The aim of the research is to determine the process of creating a brand identity of a destination.The sampling of the research contains 52 people consisting of the protocol of Anamur, non-governmental organizations, tourism establishments and some managers of institutions. Open-ended questions were conducted to determine the brand identity of Anamur in this research. Content analysis was applied, which is one of the qualitative analysis methods, to the data obtained through open-ended questions and for the destination brand personality, results of arithmetic mean and standard deviation were calculated, which are two techniques of descriptive analysis. According to the research findings, “natural values” and “historical and cultural values” have a significant role in the creation of brand identity of Anamur.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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