Turistik Destinasyonlarda Tüketici Temelli Marka Değerinin Ölçülmesi: Anamur Üzerine Bir Araştırma/ Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur

OpenAlex İngilizce

It is aimed to investigate the validity of the consumer based brand value model and the relationship between dimensions on a tourism destination in the research. The sample group of the study consisted of a domestic visitors to Anamur district in June and July. As a data collection tool, a questionnaire was used to measure customer brand values ​​for tourism destinations. In order to analyze the data statistical techniques such as descriptive analysis such as arithmetic mean and frequency analysis, confirmatory factor an alysis to construct validity and reliability analysis were used. In addition, relations between the determined dimensions were analyzed by Structural Equation Modeling (YEM). As a result of the research, it was determined that there is a significant positive relationship between the dimensions that constitute customer-based brand value for tourism destinations. However, there was no significant relationship between the perceived destination quality and destination brand loyalty.