土耳其旅游目的地品牌个性研究 ——以中国游客为例
Başlık çevirisi mevcut değil.
- Tez No: 711856
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: Turizm, Tourism
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2020
- Dil: Çince
- Üniversite: Shaanxi Normal University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 89
Özet
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Özet (Çeviri)
For the tourism destination brand competition, how to create a unique brand and to form an effective distinction between themselves and their competitors, brand personality is vital. In addition, the global marketing of tourism destinations, understanding the cultural differences of different countries or regions, and developing unique and attractive tourism products for tourists in different cultural backgrounds have also become the key task of tourism development in various countries or regions. In recent years, China's outbound tourism has been increasing steadily , as a result all countries have started to exert considerable effort for the strengthening and development of the Chinese tourism market in order to attract more Chinese tourists.Therefore, this study takes Chinese tourists as the research object, through questionnaires method, to explore the Chinese tourists' perception of the brand personality of Turkey's tourism destination, and expand Chinese market and seeking strategies for attract Chinese tourists. Specifically, the intent of this study is to clarify the following questions: （1） What are the dimensions of the brand personality of Turkey as perceived by Chinese tourists? （2）For the brand personality dimensions, to explore whether the personality traits selected from the Chinese brand personality dimensions appears in the Turkish tourism destination brand personality dimensions. （3）For two country, China and Turkey are their own brand personality scales suitable for their tourism industry? （4） For Turkey's tourism development, what effective suggestions can be provides for relevant tourism departments by exploring the travel behaviour characteristics of Chinese tourists? In order to obtain valid and scientifically sound data and its analysis out of the above-mentioned questions , author distributed a part of the questionnaires to Chinese tourists by random sampling at Istanbul International Airport departure terminal in Turkey, between from June 30 to July 17, 2019 time period. The other part of the questionnaire was submitted to Istanbul Flex travel agency for distribution and obtaining data out of questionnaire according to the size of each tourist group dating between July 26 and August 26, 2019 time period. A total of 425 questionnaires was distributed in the two ways. Finally, 336 valid response for the questionnaires were VI collected. We have used quantitative research methods such as mathematical statistic, descriptive statistical analysis, reliability and validity test, exploratory and confirmatory factor analysis, to analyze the data obtained from the questionnaires by investigating the perception of Chinese tourists about destination brand personality of Turkey. The specific steps for the implementation of the study are as follows: Firstly, author collected and reviewed literature such as brand personality, destination brand personality and dimensions of domestic and foreign destination brand personality, and constructed Turkish tourism destination brand personality scale; secondly, author collected data through questionnaire method, and used mathematical statistic to analyze the questionnaire data, and obtains Turkish tourism destination brand personality dimensions and tests its; Thirdly, on the basis of the conclusions, the author synthesizes the previous research results to supplement and expand the relevant theories and practices. The findings of this research are as follows: （1）Demographic and behavioral characteristics of Chinese tourists travelling to Turkey In terms of gender ratio, 64.3% of tourists are female and 35.7% male; In terms of age group, mainly concentrated between 25 and 54 years of age; In the terms of education attainment , the rate of bachelor's degree holder tourists was the highest, and that was followed by college and master's degreeholders; In terms of occupation, private enterprise/foreign enterprise personnel, professional/cultural and educational experts （doctors/lawyers,etc.）, students and freelancers are the main occupations; In terms of monthly income, the monthly income of tourists are mainly concentrated between the 5001-over 8001 yuan. In terms of ways of travelling, 83.3%of tourists choose travelling with tour groups; Tourists' lengths of stay were two weeks; majority of respondents were first time visitors of Turkey; In terms of obtaining travel information, travel agencies and Internet are main two information sources for tourists from China; In terms of tourism motivation, tourists have three kinds of tourism motivation, namely, leisure and entertainment motivation, relaxation motivation, and acquiring knowledge and study motivation. （ 2 ） Turkey's tourism destination brand personality is divided into five dimensions. VII According to the Exploratory factor analysis results: Turkey's destination brand personality is divided into five dimensions, which are strong, attractive, approachable, competent and happy. Moreover, Turkey destination brand personality is significantly related with influential, attractive, approachable, competent and happy （γ=0.573， p
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