Araştırma Makalesi
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The role of destination cognitive image and customer value in the effect of destination brand awareness on e-wom in the context of social media: A study in Cappadocia

Yıl 2023, Cilt: 9 Sayı: 1, 1 - 19, 27.02.2023
https://doi.org/10.30855/gjeb.2023.9.1.001

Öz

Social media usage, which has become popular with rising internet usage, offers opportunities to stakeholders who want to contribute to the branding of the destination. Social media has an important place on e-wom with its destination awareness, image and customer value that develops in direct proportion with them. This study aims to reveal the effect of sharing destination in social media content on destination brand awareness. In the study conducted in Cappadocia, the effect of destination brand awareness, cognitive image and customer value on the intention to be in e-wom for the destination on social media platforms are also investigated. The research data were collected by conducting online survey of domestic tourists who visited the region at least once. The research hypotheses were tested by using Structural Equation Modeling. The results of the research showed that being involved in social media content has a positive and significant effect on destination brand awareness. It has been determined that the cognitive image of the destination and customer value are positively affected by brand awareness. It has been observed that the cognitive image of the destination and the customer value do not have a significant effect on the intention of domestic tourists to be on wom on social media about Cappadocia. Research findings that contribute to the development of destination marketing also guide sectoral actors.

Kaynakça

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  • Barreda, A. A., Bilgihan, A., Nusair, K. Ve Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600-609. Doi: 10.1016/j.chb.2015.03.023
  • Beerli, A. ve Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681. Doi: 10.1016/j.annals.2004.01.010
  • Blain, C., Levy, S. E. Ve Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338. Doi: 10.1177/0047287505274646
  • Boo, S., Busser, J. Ve Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231. Doi: 10.1016/j.tourman.2008.06.003
  • Bozpolat, C. (2021). Çevresel kaygının ve algılanan pazar etkisinin yeşil ürün satın alma davranışındaki rolü. KAÜİİBFD, 12(24), 702-727. Doi:10.36543/kauiibfd.2021.029
  • Bruhn, M., Schoenmueller, V. ve Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790. Doi: 10.1108/01409171211255948
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  • Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742. Doi: 10.1016/S0160-7383(01)00080-9
  • Campelo, A., Aitken, R., Thyne, M. ve Gnoth, J. (2014). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154-166. Doi: 10.1177/0047287513496474
  • Chang, H. H. ve Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18. Doi: 10.1016/j.im.2010.11.001
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Sosyal medya bağlamında destinasyon marka bilinirliğinin e-wom üzerindeki etkisinde destinasyon bilişsel imajı ve müşteri değerinin rolü: Kapadokya’da bir araştırma

Yıl 2023, Cilt: 9 Sayı: 1, 1 - 19, 27.02.2023
https://doi.org/10.30855/gjeb.2023.9.1.001

Öz

Artan internet kullanımı ve buna bağlı olarak popülerleşen sosyal medya kullanıcılığı, destinasyonun markalaşmasına katkı sağlamak isteyen paydaşlara fırsatlar sunmaktadır. Sosyal medya, destinasyon bilinirliği, imajı ve bunlarla doğru orantılı bir şekilde gelişen müşteri değeri ile e-wom üzerinde önemli bir yere sahiptir. Bu çalışma destinasyon marka bilinirliğinde destinasyonun sosyal medya içeriklerinde paylaşılmasının etkisini ortaya çıkarmayı amaçlamaktadır. Kapadokya özelinde yapılan çalışmada aynı zamanda destinasyon marka bilinirliği, bilişsel imaj ve müşteri değerinin, sosyal medya platformlarında destinasyon için e-wom’da bulunma niyeti üzerindeki etkisi araştırılmaktadır. Araştırma verileri bölgeyi en az bir kez ziyaret eden yerli turistlere online anket yapılarak toplanmıştır. Araştırma hipotezleri Yapısal Eşitlik Modellemesi yapılarak sınanmıştır. Araştırma sonuçları, destinasyon marka bilinirliği üzerinde, sosyal medya içeriklerinde yer almanın pozitif yönde anlamlı bir etkisinin olduğunu göstermiştir. Destinasyonun bilişsel imajı ile müşteri değerinin, marka bilinirliğinden pozitif yönde etkilendiği tespit edilmiştir. Yerli turistlerin Kapadokya ile ilgili sosyal medya üzerinden wom'da bulunma niyetlerinde destinasyonun bilişsel imajı ile müşteri değerinin anlamlı bir etkiye sahip olmadığı görülmüştür. Destinasyon pazarlamasının gelişmesine katkıda bulunan araştırma bulguları aynı zamanda sektörel aktörlere de yol göstermektedir.

Kaynakça

  • Alcaniz, E. B., Garcia, I. S. ve Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715-723. Doi: 10.1016/j.tourman.2008.10.020
  • Baloglu, S. ve Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15. Doi: 10.1177/004728759703500402
  • Baloglu, S. ve McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. Doi: 10.1016/S0160-7383(99)00030-4
  • Barreda, A. A., Bilgihan, A., Nusair, K. Ve Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600-609. Doi: 10.1016/j.chb.2015.03.023
  • Beerli, A. ve Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681. Doi: 10.1016/j.annals.2004.01.010
  • Blain, C., Levy, S. E. Ve Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338. Doi: 10.1177/0047287505274646
  • Boo, S., Busser, J. Ve Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231. Doi: 10.1016/j.tourman.2008.06.003
  • Bozpolat, C. (2021). Çevresel kaygının ve algılanan pazar etkisinin yeşil ürün satın alma davranışındaki rolü. KAÜİİBFD, 12(24), 702-727. Doi:10.36543/kauiibfd.2021.029
  • Bruhn, M., Schoenmueller, V. ve Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790. Doi: 10.1108/01409171211255948
  • Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470-483. Erişim Adresi: https://dergipark.org.tr/en/pub/kuey/issue/10365/126871
  • Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742. Doi: 10.1016/S0160-7383(01)00080-9
  • Campelo, A., Aitken, R., Thyne, M. ve Gnoth, J. (2014). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154-166. Doi: 10.1177/0047287513496474
  • Chang, H. H. ve Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18. Doi: 10.1016/j.im.2010.11.001
  • Comrey, A. L. ve Lee, H. B. (1992). A first course in factor analysis (2th Edition). New Jersey: Lawrence Erlbaum Associates, Publishers, Hillsdale.
  • Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M. ve Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. Doi: 10.1177/1356766719858644
  • Echtner, C. M. ve Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13. Doi: 10.1177/004728759303100402
  • Eggert, A. ve Ulaga, W. (2002). Customer perceived value: a substitute for satisfaction in business markets?. Journal of Business & Industrial Marketing, 17(2/3), 107-118. Doi:10.1108/08858620210419754
  • Ekinci, Y. (2003). From destination image to destination branding: An emerging area of research. E-review of Tourism Research, 1(2), 21-24. Erişim Adresi: http://agrilifecdn.tamu.edu/ertr/files/2012/09/138_c-1-2-1.pdf
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  • Leisen, B. (2001). Image segmentation: the case of a tourism destination. Journal of Services Marketing, 15(1), 49-66. Doi: 10.1108/08876040110381517
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  • Lowry, B. P., Vance, A., Moody, G., Beckman, B. ve Read, A. (2008). Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites. Journal of Management Information Systems, 24(4), 199-224. Doi: 10.2753/MIS0742-1222240408
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  • Morgan, N., Pritchard, A. ve Piggott, R. (2002). New Zealand, 100% pure: the creation of a powerful niche destination brand. Journal of Brand Management, 9, 335‐54. Doi: 10.1057/palgrave.bm.2540082
  • Moro, S. and Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. Doi: 10.1108/IJCHM-07-2016-0340
  • Papadimitriou, D., Kaplanidou, K. ve Apostolopoulou, A. (2018). Destination image components and word-of-mouth intentions in urban tourism: A multigroup approach. Journal of Hospitality & Tourism Research, 42(4), 503-527. Doi: 10.1177/1096348015584443
  • Pappu, R. ve Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329. Doi: 10.1016/j.jretconser.2005.10.002
  • Park, C., Wang, Y., Yao, Y. ve Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1), 74-79. Erişim Adresi: https://www.researchgate.net/profile/Cheol-Park-17/publication/272910250
  • Petrick, J. F. ve Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45. Doi: 10.1177/004728750204100106
  • Pfeffer, J., Zorbach, T. ve Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2), 117-128. Doi: 10.1080/13527266.2013.797778
  • Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857-866. Doi: 10.1016/j.tourman.2008.12.007
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  • Ryan, C. ve Cave, J. (2005). Structuring destination image: A qualitative approach. Journal of Travel Research, 44(2), 143-150. Doi: 10.1177/0047287505278991
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Toplam 80 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Ceylan Bozpolat 0000-0002-9672-8308

Yayımlanma Tarihi 27 Şubat 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 9 Sayı: 1

Kaynak Göster

APA Bozpolat, C. (2023). Sosyal medya bağlamında destinasyon marka bilinirliğinin e-wom üzerindeki etkisinde destinasyon bilişsel imajı ve müşteri değerinin rolü: Kapadokya’da bir araştırma. Gazi İktisat Ve İşletme Dergisi, 9(1), 1-19. https://doi.org/10.30855/gjeb.2023.9.1.001
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Gazi İktisat ve İşletme Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.