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Önem-Performans Analizi: Destinasyon Yönetimine Dair Bir Örnek

Importance-Performance Analysis: A Sample About Destination Management

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Abstract (2. Language): 
Importance-Performance Analysis has been a popular statistical technique for the academicians and practitioners since the date it was offered. Analysis technique is based on a comparison of the importance of examined subject or dimensions with their perceived performances on a matrix. In this wise, more logical managerial decisions can be made especially about the allocation of the limited resources. In this study, the structure and characteristics of the technique; some critiques about it; and a sample application about destination management have been presented. Relationships between the overall destination service quality features in Side-Manavgat area for German and Russian tourist and their perceived performances could be measured by the help of sample application of Importance-Performance Analysis. The results offered similar findings which were based on the three years of data (2007, 2008, 2009) obtained at the same destination. Consequently, Importance-Performance Analysis can be suggested as a consistent and beneficial statistical technique which is advisable to be used more extensively in Turkey.
Abstract (Original Language): 
Önem-Performans Analizi, öne sürüldüğü tarihten itibaren akademisyenlerin ve uygulayıcıların ilgisini çeken bir istatistiksel teknik olmuştur. Analizin temeli, incelenen husus veya boyuta ait özelliklerin önemi ile bu özelliklere yönelik performans algılarının bir matris üzerinde karşılaştırılmasına dayanmaktadır. Bu sayede, özellikle kısıtlı kaynakların hangi alanlara aktarılacağı ile ilgili yönetsel konularda daha isabetli kararlar alınabilmektedir. Bu çalışmada, tekniğin yapısına ve özelliklerine yer verilmiş, tekniğe yöneltilen eleştiriler ile destinasyon yönetimi örneğinde bir uygulaması sunulmuştur. Gerçekleştirilen uygulama neticesinde Side-Manavgat Bölgesi’ndeki Alman ve Rus ziyaretçilerin destinasyon genel hizmet kalitesine yön veren boyutlara verdikleri önem ile bu boyutlara yönelik performans algıları ilişkilendirilmiştir. Aynı destinasyona ait üç yıllık (2007, 2008, 2009) veriler kullanılarak yapılan Önem-Performans Analizi sonucunda, elde edilen bulguların benzer olduğu görülmüştür. Sonuç olarak, Önem-Performans Analizi tekniğinin tutarlı ve faydalı bir istatistiksel yöntem olması nedeniyle Türkiye’de daha yaygın bir şekilde bu tekniği esas alan araştırmaların gerçekleştirilmesinin uygun olacağı söylenebilir.
627-638

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