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SEYAHAT ACENTA YÖNETİCİLERİNİN DESTİNASYON MARKA İMAJI ALGILARI ÜZERİNE BİR ARAŞTIRMA

A STUDY ON DESTINATION BRAND IMAGE FROM THE PERCEPTIONS OF TRAVEL AGENT MANAGERS

Journal Name:

  • Ege Akademik Bakış Dergisi

Publication Year:

  • 2008

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
In order to market destination effectively, it is necessary to control and manage brand image continuously, which is one of the most important components of brand. This is the only way to understand how internal and external target massive perceive the destinations and keep it dynamic. It is therefore important to determine perceptions of travel agents for destination brand image because the travel agents undertake important part of destination marketing mission and they are described as internal target massive. In this study, the brand image perceptions of group A central office travel agency managers are investigated. As a result, destination brand image perceptions priorities of group A travel agency managers are described as people and geographic position properties, satisfaction and experience, activity and facilities.
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Abstract (Original Language): 
Destinasyonun etkin bir biçimde pazarlanabilmesi için, markanın en önemli bileşeni olan marka imajının da sürekli kontrol edilmesi ve yönetilmesi gerekmektedir. İç ve dış hedef kitlelerin destinasyonları nasıl algıladığı ancak bu şekilde anlaşılabilir ve dinamik tutulabilir. İç hedef kitle olarak ifade edilen ve destinasyonları pazarlama görevinin önemli bir kısmını üstlenen seyahat acentalarının destinasyon marka imajı algılarının belirlenmesi de bu nedenle önemli olmaktadır. Bu çalışmada A grubu merkez şube seyahat acenta yöneticilerinin marka imajı algıları belirlenmeye çalışılmıştır. Sonuçta A grubu seyahat acenta yöneticilerin destinasyon marka imajı algılarında önceliği, insan ve coğrafi konum özellikleri, memnuniyet ve deneyim ve aktivite ve etkinliklere verdikleri belirlenmiştir.
FULL TEXT (PDF): 
PDF icon arastirmax-seyahat-acenta-yoneticilerinin-destinasyon-marka-imaji-algilari-uzerine-bir-arastirma.pdf
  • 1
121-152
  • Turkish

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