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9
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53
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20
Kent markalaşmasında, kültürel, sembolik, doğal, tarihi ve tematik alanlar, imajın oluşumunda ve gelişiminde ön plana çıkan etkenler olarak değerlendirilmektedir. Bu bağlamda Konya Kelebekler Vadisi örneği üzerinden tematik parkların kent imajı üzerindeki etkisi araştırılmıştır. Bununla paralel olarak, Konya’da yer alan ve eşsiz bir tematik park olan Kelebekler Vadisi ziyaretçileri üzerinde (n=399) kolayda örnekleme yöntemi ile uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı istatistikler, faktör analizi, değişkenler arasındaki ilişkiyi ve etki düzeyini tespit etmek amacıyla sırasıyla korelasyon analizi ve çoklu doğrusal regresyon analizi gerçekleştirilmiştir. Araştırma neticesinde tematik parklarla ilgili bilişsel ve duygusal değerler (çekicilikler) ile kent imajı arasında pozitif ve orta kuvvette, anlamlı bir ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon analizi sonucunda, bilişsel ve duygusal değerlerin kent imajı üzerinde doğrudan ve anlamlı (p=,000) bir etkisinin olduğu sonucuna da ulaşılmıştır. Bununla birlikte, bilişsel değerlerin (β=,506), kent imajı üzerindeki etkisinin duygusal değerlere (β=,229) oranla daha yüksek olduğu da tespit edilmiştir.
In the city branding, cultural, symbolic, natural, historical and thematic areas are considered the leading factors in the formation and development of the image. In this context, the impact of thematic parks on the city image has been studied through the example of the Konya Butterflies Valley. In parallel with this, the relationships between the variables were tested and the hypotheses that were theoretically revealed were tested using the data of the survey used by the easy sample method (n=399), which is a unique theme park located in Konya. In the analysis of the research, identifiable statistics, factor analysis, the relationship between the variables and the level of impact were performed, respectively, correlation analysis and multi-linear regression analysis. The study found that there was a positive and medium-sized, meaningful relationship between the cognitive and emotional values (sensitivities) related to the thematic parks and the city image. Moreover, a multi-linear regression analysis also found that cognitive and emotional values have a direct and meaningful (p=,000) effect on the city image. However, it has also been found that cognitive values (β=,506) have a higher impact on the city image than emotional values (β=,229).
In the city branding, cultural, symbolic, natural, historical and thematic areas are the factors that are important in the formation and development of the image. In this context, the effect of thematic parks on the image of the city was investigated through the example of Konya Butterfly Valley. Accordingly, a survey was applied on the visitors of Butterfly Valley (n=399), which is a unique thematic park in Konya, with convenience sampling method. Relations between variables were tested using questionnaire data. And the theoretical hypotheses have been tested. In the analysis of the research, descriptive statistics, factor analysis were used. In addition, correlation analysis and multiple linear regression analysis were performed to determine the relationship and level of effect between variables. As a result of the research, it was determined that there is a positive and significant relationship between the cognitive and affective values of the thematic parks and the city image. Furthermore, as a result of the multiple linear regression analysis performed, it was also found that cognitive and affective values have a direct and significant effect on the image of the city. In addition, it was also found that the effect of cognitive values on the image of the city is higher than the affective values.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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