SavedAdd your journal

Journals / Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi / 2020 / Cilt: 8 Sayı: 1

THE ROLE OF THEMATIC PARKS ON CITY IMAGE IN THE CONTEXT OF CITY BRANDING: A RESEARCH ON KONYA BUTTERFLY VALLEY VISITORS

KENT MARKALAŞMASI BAĞLAMINDA TEMATİK PARKLARIN KENT İMAJI ÜZERİNDEKİ ROLÜ: KONYA KELEBEKLER VADİSİ ZİYARETÇİLERİ ÜZERİNDE BİR ARAŞTIRMA

Murat Koçyiğit(Necmettin Erbakan Üniversitesi Turizm Fakültesi)0000-0002-2250-415X
Ercan Aktan(Aksaray Üniversitesi İletişim Fakültesi)0000-0001-8731-1896
Pages
1–20
Publication Date
2020-03-28
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, it was also found that the effect of cognitive values on the image of the city is higher than the affective values.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In the city branding, cultural, symbolic, natural, historical and thematic areas are the factors that are important in the formation and development of the image.
📊
Key Findings & Data:Accordingly, a survey was applied on the visitors of Butterfly Valley (n=399), which is a unique thematic park in Konya, with convenience sampling method.
💡
Conclusion & Impact:In addition, it was also found that the effect of cognitive values on the image of the city is higher than the affective values.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Kent Markalaşması · Marka Kent · Kent İmajı

Abstract

In the city branding, cultural, symbolic, natural, historical and thematic areas are the factors that are important in the formation and development of the image. In this context, the effect of thematic parks on the image of the city was investigated through the example of Konya Butterfly Valley. Accordingly, a survey was applied on the visitors of Butterfly Valley (n=399), which is a unique thematic park in Konya, with convenience sampling method. Relations between variables were tested using questionnaire data. And the theoretical hypotheses have been tested. In the analysis of the research, descriptive statistics, factor analysis were used. In addition, correlation analysis and multiple linear regression analysis were performed to determine the relationship and level of effect between variables. As a result of the research, it was determined that there is a positive and significant relationship between the cognitive and affective values of the thematic parks and the city image. Furthermore, as a result of the multiple linear regression analysis performed, it was also found that cognitive and affective values have a direct and significant effect on the image of the city. In addition, it was also found that the effect of cognitive values on the image of the city is higher than the affective values.

Özet

Kent markalaşmasında, kültürel, sembolik, doğal, tarihi ve tematik alanlar, imajın oluşumunda ve gelişiminde ön plana çıkan etkenler olarak değerlendirilmektedir. Bu bağlamda Konya Kelebekler Vadisi örneği üzerinden tematik parkların kent imajı üzerindeki etkisi araştırılmıştır. Bununla paralel olarak, Konya’da yer alan ve eşsiz bir tematik park olan Kelebekler Vadisi ziyaretçileri üzerinde (n=399) kolayda örnekleme yöntemi ile uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı istatistikler, faktör analizi, değişkenler arasındaki ilişkiyi ve etki düzeyini tespit etmek amacıyla sırasıyla korelasyon analizi ve çoklu doğrusal regresyon analizi gerçekleştirilmiştir. Araştırma neticesinde tematik parklarla ilgili bilişsel ve duygusal değerler (çekicilikler) ile kent imajı arasında pozitif ve orta kuvvette, anlamlı bir ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon analizi sonucunda, bilişsel ve duygusal değerlerin kent imajı üzerinde doğrudan ve anlamlı (p=,000) bir etkisinin olduğu sonucuna da ulaşılmıştır. Bununla birlikte, bilişsel değerlerin (β=,506), kent imajı üzerindeki etkisinin duygusal değerlere (β=,229) oranla daha yüksek olduğu da tespit edilmiştir.

🔖

Cite This Article

Koçyiğit, M., Aktan, E., *, E. A. (2020). THE ROLE OF THEMATIC PARKS ON CITY IMAGE IN THE CONTEXT OF CITY BRANDING: A RESEARCH ON KONYA BUTTERFLY VALLEY VISITORS. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, Cilt: 8 Sayı: 1, 1–20. https://doi.org/10.19145/e-gifder.652491

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (26)

  1. BALOĞLU, S. ve MANGALOĞLU, M. (2001). “Tourism destination images of Turkey, Egypt, Greece and Italy as Perceived by US-based tour operators and travel agents”, Tourism Management, 22(1), 1-9.
  2. CHAN, C. S., PETERS, M., ve MARAFA, L. (2015). “Public parks in city branding: perceptions of visitors vi-à-vis residents in Hong Kong”. Urban Forestry & Urban Greening(14), 1157-1165.
  3. FOK, K. W., ve LAW, W. (2018). “City re-imagined: multi-stakeholder study on branding Hong Kong as a city of greenery”. Journal of Environmental Management(206), 1039-1051.
  4. GİLBOA, S., JAFFE, E., VİANELLİ, D., PASTORE, A., ve Herstein, R. (2015). “A summated rating scale for measuring city image”. Cities 44(44), 50-59.
  5. GÓMEZ, M., FERNÁNDEZ, A., MOLİNA, A., ve ARANDA, E. (2018). “City branding in European capitals: an analysis from the visitor perspective”. Journal of Destination Marketing & Management(7), 190-191.
  6. GÜLER, Y. B., ve GÜLER, A. (2015). “Kent marka bağlılığına yerel katılım eğiliminin etkisini belirlemeye yönelik bir araştırma”. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 4(1), 64-82.
  7. HASSEN, I., ve GİOVANARDİ, M. (2018). “The difference of ‘being diverse’: city branding and multiculturalism in the ‘Leicester Model’”. Cities(80), 45-52.
  8. İÇYER, A. (2010). “Marka kent oluşturma açısından stratejik kent yönetimi”. Karamanoğlu Mehmet Bey Üniversitesi Sosyal Bilimler Enstitüsü, Yayımlanmamış Yüksek Lisans Tezi.
  9. JONG, M. D., CHEN, Y., JOSS, S., LU, H., ZHAO, M., YANG, Q., ve ZHANG, C. (2018). “Explaining city branding practices in China's three mega-city regions: the role of ecological modernization”. Journal of Cleaner Production 179(179), 527-543.
  10. KOÇYİĞİT, M. (2016). “The role of religious tourism in creating destination image: the case of Konya Museum”, International Journal of Religious Tourism and Pilgrimage, 4(7), 21-30.
  11. KÖROĞLU, Ö. ve GÜZEL, F. O. (2013). “Kültürel değerlerin destinasyon imajına etkisi: Eskişehir 2013 Türk Dünyası Başkentine yönelik bir araştırma”, İşletme Araştırmaları Dergisi, 5(4), 191-209.
  12. LUQUE-MARTI´NEZ, T., BARRİO-GARCI´A, S., IBA´N˜ EZ-ZAPATA, J., ve MOLİNA, M. (2007). “Modeling a city’s image: the case of Granada”. Cities, 24(5), 335-352.
  13. MARTİN, S. H. ve DEL BOSQUE, I. A. R. (2008). “Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation”. Tourism Management, 29(2), 263-277.
  14. MERRİLEES, B., MİLLER, D., ve HERİNGTON, C. (2009). “Antecedents of residents' city brand attitudes”. Journal of Business Research(62), 362-367.
  15. MOLİNA, A., FERNANDEZ, A., GOMEZ, M., ve ARANDA, E. (2017). “Differences in the city branding of European capitals based on online vs. offline sources of information”. Tourism Management(58), 28-39.
  16. NONİ, I. D., ORSİ, L., ve ZANDERİGHİ, L. (2014). “Attributes of Milan influencing city brand attractiveness”. Journal of Destination Marketing & Management(3), 218-226.
  17. REZVANPOUR, N., ve BAYAT, A. (2017). “Determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran”. Energy Procedia 00 (2017) 000–000, 6-17.
  18. SAYGIN, M. (2018). “Kentlerin markalaşması, marka kentler ve Anamur”. (Editörler: B. C. Çetinsöz ve G. Temiz), Marka kent stratejileri ve anamur (s. 22-35). Mersin: Mersin Büyükşehir Belediyesi Kültür Yayınları.
  19. SUTHASUPA, S. (2012). “The portrayal of a city’s image by young people”. Procedia - Social and Behavioral Sciences(38), 284-292.
  20. TABACHNİCK, B. G. ve FİDELL, L. S. (2007). “Using multivariate statistics (5th ed.). Boston, MA: Allyn & Bacon/Pearson Education,.
  21. TATAROĞLU, N., KARATAŞ, A., ve ERBOY, N. (2015). “An evaluation on the process of being a brand city of Muğla”. Procedia - Social and Behavioral Sciences(210), 114-125.
  22. VELA, M. R. (2009). “Rural-cultural excursion conceptualization: a local tourism marketing management model based on tourist destination image measurement”, Tourism Management, 30(3), 419-428.
  23. YANG, Q., LU, H., SCOGLİO, C., JONGB, M., ve GRUENBACHER, D. (2018). “A network-based approach to model the development of city branding in China”. Computers, Environment and Urban Systems(72), 161-167.
  24. YE, L., ve BJÖRNER, E. (2018). “Linking city branding to multi-level urban governance in Chinese megacities: a case study of Guangzhou”. Cities(80), 29-37.
  25. ZEREN, H. E. (2012). “Kent markalaşması sürecinde iç girişimcilik”. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Dergisi, 2(1), 95-104.
  26. ZHU, H., QİAN, J., ve GAO, Y. (2011). “Globalization and the production of city image in Guangzhou’s metro station advertisements”. Cities (28), 221-229.