Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

AJANOVİC, Edina; cizel, beykan

Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

Edina AJANOVİC, (Akdeniz Üniversitesi, Turizm Fakültesi, Antalya, Türkiye)

Beykan ÇİZEL (Akdeniz Üniversitesi, Turizm Fakültesi, Antalya, Türkiye)

Akdeniz İnsani Bilimler Dergisi

3 1

Yıl: 2016 Cilt: 6 Sayı: 1 Sayfa Aralığı: 1 - 16 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

Öz:

Pazardaki tüketici ürünlerini farklılaştırmak amacı ile marka kişiliği markalama stratejilerinde oldukça popüler olmasına rağmen, bu kavram özellikleri turizm destinasyonları üzerinde yeterince araştırılmamıştır. Stratejilerin ve aktivitelerin planlaması yapılırken pazarlamacılar ve araştırmacılar çoğu zaman turistleri bir grup veya kesim olarak görmektedirler; fakat turistler kendilerine ait düşünceleri ve algıları olan bireyler olarak da görülmelidir. Çünkü bu öz-algı kavramı onların gelecekteki davranışı belirleyebilir. Bu nedenle öz-uyum teorisinin kavramlarını tanıtmak ve destinasyon kişiliği kavramıyla birleştirerek turist davranışı tahmin etmek mümkündür. Bu çalışmada, araştırmacılar bilinmeyen bir destinasyonun algılanan marka kişiliği, benlik kavramı ve bu destinasyonu ziyaret etme niyeti ile olan ilişkisini incelemek için farklı bir yöntem uygulamışlardır. Araştırmada katılımcılara bilinmeyen bir turist destinasyonun tanıtım videosu izletilmiş ve katılımcıların bu destinasyonu ziyaret etme niyeti ölçülmüştür. Araştırma sürecinde toplanan verilerin analizi ile destinasyon marka kişiliği, öz-uyum ve destinasyonu ziyaret etme niyeti arasında ilişkilere yönelik hipotezler test edilmiştir. Çalışma sonuçları turizm pazarlamacılarına, destinasyon markalama ve pazarlama faaliyetlerinin değerlendirilmesine yönelik faydalar sağlayacaktır.

Anahtar Kelime:

Konular: Beşeri Bilimler

Destinasyon Marka Kişiliği, Öz uyum Teorisi ve Destinasyonu Ziyaret Niyeti

Öz:

Although in branding strategies the concept of brand personality is very popular with the aim of differentiating between similar consumer goods on the market, the characteristics of this concept remain insufficiently explored and in particular, as applied to tourism destinations. Marketers and researchers should also perceive tourists as individuals (not only as segments or groups), each with his/her selfopinion and self-perception which can define and affect his/her future behaviour and actions. Introducing the concept of self-congruity theory and its match with destination brand personality can be useful in predicting tourist behaviour. In this paper the researcher applied different method to examine the perceived brand personality of an unknown destination and its relation to the self-concept and intention to visit that destination. The hypothesis that claims there is a relationship between destination brand personality, self-congruity and the tourists' intention to visit a certain destination was tested and supported after the analysis of the data obtained during the survey. The study results provide useful implications for destination marketers as to how should they evaluate and test destination branding and marketing efforts

Anahtar Kelime:

Konular: Beşeri Bilimler

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

Aaker J. L. (1995). Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanism. (Unpublished Doctoral Dissertation). Stanford University, Stanford, CA 1995.
Aaker J. L. (1997). "Dimensions of Brand Personality". Journal of Marketing Research, 34 (1997) 347-356.
Baron R. M. & Kenny D. A. (1986). "The Moderator - Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations". Journal of Personality and Social Psychology 51/6 (1986) 1173-1182.
Belk R. W. (1988). "Possesions and the Extended Self". Journal of the Consumer Research 2 (1988) 139-168.
Chen C. F. & Tsai D. (2007). "How Destination Image and Evaluative Factors Affect Behavioural Intentions?". Tourism Management 28 (2007) 1115-1122.
Ekinci Y. & Hosany S. (2006). "Destination Personality: An Application of Brand Personality to Tourism Destinations". Journal of Travel Research. 45 (2006) 127-139.
Ekinci Y., Sirakaya-Turk E. & Baloglu S. (2007). "Host Image and Destination Personality". Tourism Analysis 12 (2007) 433-446.
Hair Jr. J. F, Anderson R. E, Tatham R. L. & Black W. C. (1998). Multivariate Data Analysis. New Jersey 1998.
Helgeson J. G. & Suphellen M. (2004). "A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality". International Journal of Market Research 46 /2 (2004) 205-233.
Hosany S., Ekinci Y. & Uysal M. (2006). "Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places". Journal of Business Research 59 (2006) 638-642.
Keller K. L. (1993). "Conceptualising, Measuring and Managing Customer-Based Brand Equity".Journal of Marketing 57 (1993) 1-22.
Kleine R.E., Kleine S. S. & Kernan J. B. (1993). "Mundane Consumption and the Self: Social-Identity Perspective". Journal of Consumer Psychology 2/3 (1993) 209-235.
Levy S. J. (1955)."Symbols for Sales". Harvard Business Review 37/4 (1955) 117-124.
Malhotra N. K. (1988). "Self-Concept and Product Choice: An Integrated Perspective". Journal of Economic Psychology 9 (1988) 1-28.
Nicoletta R. & Servidio R. (2012). "Tourists' Opinion and Their Selection of Tourism Destination Images:An Affective and Motivational Evaluation". Tourism Management Perspectives 4 (2012) 19-27.
Park B. (1986). "A Method for Studying the Development of Impressions of Real People". Journal of Personality and Social Psychology 51 (1986) 907-917.
Plummer J. T. (1985). "How Personality Makes a Difference". Journal of Advertising Research 24/6 (1985) 27-31.
Rosenberg M. (1979). Conceiving the Self. New York, Basic Books 1979.
Siry M. J. (1982). "Self-Concept in Consumer Behaviour: A Critical Review". Journal of Consumer Research 9 (1982) 287-300.
Sirgy M. J., Grewal D. Mangleburg T. F., Park J., Chon K. & Claiborne C. B. (1997). "Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence". Journal of the Academy of Marketing Science 25/3 (1997) 229-241.
Sirgy M. J. & Su C. (2000). "Destination Image, Self-Congruity, and Travel Behaviour: Toward an Integrative Model". Journal of Travel Research 38 (2000) 340-352.
Tasci, A. D. A. & Kozak M. (2006). Destination Brands vs Destination Images: Do We Know What We Mean? Journal of Vacation Marketing J2/4 (2006) 299-317.
Usakli A. & Baloglu S. (2011) "Brand Personality of Tourist Destinations: An Application of Self Congruity Theory". Tourism Management 32 (2011)114-127.
Yüksel A. & Akgül O. (2007). "Postcards as Affective Image Makers: An Idle Agent in Destination Marketing". Tourism Management 28 (2007) 714-725.
Zikmund W.G. (20037). Business Research Methods. Mason, OH 2003.

APA	AJANOVİC E, cizel b (2016). Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. , 1 - 16.
Chicago	AJANOVİC Edina,cizel beykan Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. (2016): 1 - 16.
MLA	AJANOVİC Edina,cizel beykan Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. , 2016, ss.1 - 16.
AMA	AJANOVİC E,cizel b Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. . 2016; 1 - 16.
Vancouver	AJANOVİC E,cizel b Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. . 2016; 1 - 16.
IEEE	AJANOVİC E,cizel b "Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination." , ss.1 - 16, 2016.
ISNAD	AJANOVİC, Edina - cizel, beykan. "Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination". (2016), 1-16.

APA	AJANOVİC E, cizel b (2016). Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi, 6(1), 1 - 16.
Chicago	AJANOVİC Edina,cizel beykan Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi 6, no.1 (2016): 1 - 16.
MLA	AJANOVİC Edina,cizel beykan Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi, vol.6, no.1, 2016, ss.1 - 16.
AMA	AJANOVİC E,cizel b Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi. 2016; 6(1): 1 - 16.
Vancouver	AJANOVİC E,cizel b Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi. 2016; 6(1): 1 - 16.
IEEE	AJANOVİC E,cizel b "Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination." Akdeniz İnsani Bilimler Dergisi, 6, ss.1 - 16, 2016.
ISNAD	AJANOVİC, Edina - cizel, beykan. "Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination". Akdeniz İnsani Bilimler Dergisi 6/1 (2016), 1-16.