Bu çalışmanın amacı, Eskişehir’de yaşayan halkın şehir marka algılarını etkileyen faktörleri önerilen bir araştırma modeliyle ortaya koymaktır. Önerilen modelde, sosyal yaşam, kültür, güven, çevre, iş imkânları, uluslararasılaşma, trafik, eğitim olanakları, boyutları ele alınmıştır. Modelde yer alan boyutlar arasındaki ilişikler birinci düzey, şehir marka algısı olarak tanımlanan üst boyut ile şehrin yaşam kalitesini etkileyen faktörler arasındaki ilişki ikinci Düzey Doğrulayıcı Faktör Analizi ile araştırılmıştır. Çalışmada şehir marka algısı olarak tanımlanan üst boyutun varlığı ve şehrin yaşam kalitesini etkilediği varsayılan faktörlerin de üst boyutun alt boyutları olabileceği ikinci düzey doğrulayıcı faktör analiziyle değerlendirilmiştir. Trafik, Eğitim olanakları, Sosyal yaşam ve çevre kalitesi ile şehir marka algısı arasındaki standartlaştırılmış ilişki katsayıları sırasıyla 0,77; 0,76; 0,75 ve 0.61 olarak tahmin edilmiştir.
The aim of this study is to reveal the factors that influence the city brand perceptions of the people living in Eskişehir with a recommended research model. In the proposed model, social life, culture, confidence, environment, business opportunities, internationalization, traffic, educational opportunities, dimensions were addressed. Relationships between the dimensions included in the model were studied with the first level, the relationship between the upper dimension defined as the city brand perception and the factors affecting the quality of life of the city with the second level verifying factor analysis. The study assessed the existence of the upper dimension defined as the city brand perception and the presumed factors affecting the city’s quality of life by the second-level verifying factor analysis that may also be the lower dimensions of the upper dimension. The standardized ratio between traffic, educational facilities, social life and quality of the environment and city brand perception was estimated at 0.77; 0.76; 0.75 and 0.61 respectively.
The aim of this study is to present the factors affecting the perceptions of the city brand of people living in Eskişehir with a proposed research model. In the proposed model, social life, culture, trust, environment, job opportunities, internationalization, traffic, education opportunities, dimensions are discussed. The relationship between the dimensions included in the model and the first dimension, the upper dimension defined as city brand perception and the factors affecting the quality of life of the city were investigated by second level confirmatory factor analysis. In the study, the existence of the upper dimension defined as city brand perception and the factors that affect the quality of life of the city may be sub-dimensions of the upper dimension were evaluated with second-order confirmatory factor analysis. The standardized path coefficients between traffic, education opportunities, social life and environment quality and city brand perception were estimated as 0.77; 0.76; 0.75 and 0.61.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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