Kudret Gül - Academia.edu (original) (raw)
Papers by Kudret Gül
Today, the intense competition in the tourism market, rapid development of information and commun... more Today, the intense competition in the tourism market, rapid development of information and communication
technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This
situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and
branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more
effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very
important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness,
perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the
accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing
a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.
Keywords: Accommodation Facility, Facility Branding, Brand Equity, Brand Component
Turkish tourism has developed as more dependent on the international tourism demand until the 200... more Turkish tourism has developed as more dependent on the international tourism demand until the 2000s. However,
it has gained more stable and more balanced structure with the effect of increase in demand of domestic tourism in the early
21st century. In recent years, despite of the global crisis, the growth rate of the domestic and international tourism expenditure
is well above the growth rate of the economy in Turkey. In this study, the effect of the global crisis on Turkish tourism demand
has been investigated. The study has focused on factors such as "inflation", "currency" and "interest rates", which may affect
Turkish tourism during the global financial crisis. In this way, the effects of the crisis on tourism demand are explained more
clearly. The results show occurrence of a significant slowdown in the Turkish foreign active tourism during the global crisis.
This deceleration was independent of the inflation and exchange rate effect. Furthermore, it was merely caused by the global
crisis. Though, the domestic and overseas travels were increased in Turkey despite of the crisis during the period 2008-2013.
Decreasing interest rates played a major role in this increase. Thus, the effect of interest rate on tourist spending can be
accepted as a strong influential factor. The study has two important aspects. First, the contractionary effects of the global crisis
on the tourism demand are to be determined by taking into account the possible effects of economic variables such as currency,
inflation, interest rates, etc. Secondly, this study has a visionary approach, which is an evaluation of the global economic crisis
as an opportunity. Besides, it also indicated the effect of the specified variables on tourism demand.
Today, the intense competition in the tourism market, rapid development of information and commun... more Today, the intense competition in the tourism market, rapid development of information and communication
technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This
situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and
branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more
effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very
important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness,
perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the
accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing
a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.
Keywords: Accommodation Facility, Facility Branding, Brand Equity, Brand Component
Turkish tourism has developed as more dependent on the international tourism demand until the 200... more Turkish tourism has developed as more dependent on the international tourism demand until the 2000s. However,
it has gained more stable and more balanced structure with the effect of increase in demand of domestic tourism in the early
21st century. In recent years, despite of the global crisis, the growth rate of the domestic and international tourism expenditure
is well above the growth rate of the economy in Turkey. In this study, the effect of the global crisis on Turkish tourism demand
has been investigated. The study has focused on factors such as "inflation", "currency" and "interest rates", which may affect
Turkish tourism during the global financial crisis. In this way, the effects of the crisis on tourism demand are explained more
clearly. The results show occurrence of a significant slowdown in the Turkish foreign active tourism during the global crisis.
This deceleration was independent of the inflation and exchange rate effect. Furthermore, it was merely caused by the global
crisis. Though, the domestic and overseas travels were increased in Turkey despite of the crisis during the period 2008-2013.
Decreasing interest rates played a major role in this increase. Thus, the effect of interest rate on tourist spending can be
accepted as a strong influential factor. The study has two important aspects. First, the contractionary effects of the global crisis
on the tourism demand are to be determined by taking into account the possible effects of economic variables such as currency,
inflation, interest rates, etc. Secondly, this study has a visionary approach, which is an evaluation of the global economic crisis
as an opportunity. Besides, it also indicated the effect of the specified variables on tourism demand.