Pazarlama perspektifinden madalyalı şehir Kahramanmaraş
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Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Şehirler kendi iç dinamiklerinden ve çevresinden etkilenen ve kendini yenileyerek farklılaşıp rekabet üstünlüğü sağlayan, kentsel çekiciliğe sahip yapılar olarak karşımıza çıkmaktadır. Bu bağlamda yeni sanayi devrimi olarak ifade edilen Endüstri 4.0 kapsamında teknolojilerin her alanda yaygınlaşması, gençlerin eğitim oranındaki yükseliş, ulaşım ve iletişim alanındaki gelişmeler, şehir yapısına ve şehir yaşamına etki eden süreçler arasında sayılabilir. Şehirlerin yaşanabilirlik ve pazarlanabilirlik kavramları çerçevesinde değerlendirilmesi rekabet edebilir yapılarının ortaya çıkmasını sağlamıştır. Şehirlerarası rekabette başarıyı, hedef gruplarının istek ve ihtiyaçlarını en doğru şekilde belirleyip uygun ürün ve hizmeti sunan şehirler elde edecektir. Tez çalışmasında şehir pazarlaması unsurlarının şehrin algılanması, şehrin benimsenmesi, ziyaretçi ve yerel halkın memnuniyeti üzerinden şehir bilinci ve aidiyet etkisinin belirlenmesi amaçlanmıştır. Bu doğrultuda öncelikle konuya ilişkin yerli ve yabancı literatür taranarak kuramsal çerçeve oluşturulmuştur. Araştırmaya yönelik Kahramanmaraş ilinde yaşayan yerel halka ve şehre gelen ziyaretçilere yönelik alan çalışması yapılmıştır Elde edilen veriler SPSS ve AMOS paket programlarında analiz edilerek araştırmanın hipotezleri test edilmiştir. Araştırmada şehir pazarlama unsurlarının şehrin benimsenmesi, yerel halk memnuniyeti, ziyaretçi algısı ve ziyaretçi memnuniyeti üzerinden şehir bilinci ve aidiyet unsurlarına etkisi yapısal eşitlik modellemesi kapsamında değerlendirilmiş ve çalışmada öne sürülen bütün hipotezler kabul edilmiştir. Anahtar Kelimeler: Şehir Pazarlaması, Marka Kent, Kahramanmaraş, Yapısal Eşitlik Modellemesi
Cities are affected by their own internal dynamics and environment, and self-renewing to differentiate and provide competitive advantage, urban attractiveness is seen as structures. In this context, as the new industrial revolution, the spread of technologies in all areas within the scope of Industry 4.0, the increase in the education rate of young people, the developments in the field of transportation and communication can be counted among the processes affecting the city structure and city life. The evaluation of cities within the framework of livability and marketability concepts led to the emergence of competitive structures. The cities in the intercity competition will be able to determine the target and the needs of the target groups in the most accurate way and provide the appropriate products and services. In the thesis study, it was aimed to determine the city awareness of the city marketing elements, the adoption of the city, the awareness of the city consciousness and belongingness on the satisfaction of the visitors and local people. In this context, first of all, a theoretical framework has been formed by searching local and foreign literature. A field study was conducted for the local people living in the city of Kahramanmaraş and the visitors to the city. The data obtained were analyzed in SPSS and AMOS package programs and the hypotheses of the study were tested. In the study, city marketing elements were adopted within the scope of structural equality modeling by the adoption of the city, local people satisfaction, perception of visitors and the effect of city consciousness on the satisfaction of the members and the elements of belonging were evaluated and all hypotheses proposed in the study were accepted. Key Words: City Marketing, Brand City, Kahramanmaraş, Structural Equation Modelling
Cities are affected by their own internal dynamics and environment, and self-renewing to differentiate and provide competitive advantage, urban attractiveness is seen as structures. In this context, as the new industrial revolution, the spread of technologies in all areas within the scope of Industry 4.0, the increase in the education rate of young people, the developments in the field of transportation and communication can be counted among the processes affecting the city structure and city life. The evaluation of cities within the framework of livability and marketability concepts led to the emergence of competitive structures. The cities in the intercity competition will be able to determine the target and the needs of the target groups in the most accurate way and provide the appropriate products and services. In the thesis study, it was aimed to determine the city awareness of the city marketing elements, the adoption of the city, the awareness of the city consciousness and belongingness on the satisfaction of the visitors and local people. In this context, first of all, a theoretical framework has been formed by searching local and foreign literature. A field study was conducted for the local people living in the city of Kahramanmaraş and the visitors to the city. The data obtained were analyzed in SPSS and AMOS package programs and the hypotheses of the study were tested. In the study, city marketing elements were adopted within the scope of structural equality modeling by the adoption of the city, local people satisfaction, perception of visitors and the effect of city consciousness on the satisfaction of the members and the elements of belonging were evaluated and all hypotheses proposed in the study were accepted. Key Words: City Marketing, Brand City, Kahramanmaraş, Structural Equation Modelling
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Büyükbaş, Ö. (2019). Pazarlama perspektifinden madalyalı şehir Kahramanmaraş. Yayınlanmış Doktora Tezi, 1-288 s. İnönü Üniversitesi Malatya.
