CONFERENCE PROCEEDINGS 7th ADVANCES IN ...

CONFERENCE PROCEEDINGS 7th ADVANCES IN HOSPITALITY & TOURISM MARKETING & MANAGEMENT (AHTMM) CONFERENCE 10 – 15 July 2017 Eastern Mediterranean University, Famagusta, North Cyprus ISBN 978-0-9964244-2-4 Edited by Ali Ozturen & Dogan Gursoy Editorial Assistants Georgiana Karadas, Setareh Shirkhani, and Ksenia Sumaneeva

ii

Organizers

iii

CONFERENCE ORGANIZATION COMMITTEE Prof. Dr. Hasan Kılıç (Chair of Organizing Committee & Conference Co-Chair) Eastern Mediterranean University, Faculty of Tourism E-Mail: [email protected] Prof. Dr. Doğan Gürsoy (Conference Co-Chair) Washington State University, School of Hospitality Business Management E-Mail: [email protected] Assoc. Prof. Dr. Ali Öztüren, Ph.D. (Secretary-General & Co-Chair of Organizing Committee) Eastern Mediterranean University, Faculty of Tourism E-Mail: [email protected]

International Scientific Committee Assist. Prof. Dr. Ozan Aksöz

Anadolu University, Turkey

Prof. Dr. Semra Günay Aktaş


Prof. Dr. Habib Alipour

Eastern Mediterranean University, North Cyprus

Prof. Dr. Levent Altınay

Oxford Brookes University, UK

Prof. Dr. Hüseyin Araslı


Assist. Prof. Dr. Alev Dündar Arıkan


Prof. Dr. İrfan Arıkan

FH Krems University, Austria

Prof. Dr. Zeynep Aslan

Nevsehir Hacı Bektas Veli University, Turkey

Prof. Dr. Turgay Avcı


Prof. Dr. Ozan Bahar

Mugla Sıtkı Koçman University, Turkey

Prof. Dr. Billy Bai

University of Nevada Las Vegas, USA

Assist. Prof. Dr. Ali Bavik

Institute for Tourism Studies, Macau

Prof. Dr. Mustafa Besim


Prof. Dr. Kemal Birdir

Mersin University, Turkey

Prof. Dr. Mark A. Bonn

Florida State University, USA

Assist. Prof. Dr. Hüseyin Bozdağlar

Girne American University, North Cyprus

Assoc. Prof. Dr. Thanh Huong Bui

Ritsumeikan Asia Pacific University, Japan

Prof. Dr. Celil Cakıcı

Mersin University, Turkey

Assoc. Prof. Dr. Ali Sukru Cetinkaya

Selcuk University, Turkey

Assoc. Prof. Dr. Brendan T. Chen

National Chin-Yi University of Technology, Taiwan

Assoc. Prof. Dr. Christina G. Chi

Washington State University, USA

iv

Assist. Prof. Dr. Mustafa Daşkın

Sinop University, Turkey

Assist. Prof. Dr. Giacomo Del Chiappa

University of Sassari, Italy

Prof. Dr. Malcolm Cooper


Assoc. Prof. Dr. İlhan Dalcı


Prof. Dr. Rachel Dodds

Ryerson University, Canada

Assoc. Prof. Dr. Erdoğan H. Ekiz

King AbdulAziz University, Saudi Arabia

Assoc. Prof. Dr. İsmet Esenyel

TRNC Ministry of Tourism and Environment, North Cyprus

Prof. Dr. Sami Fethi


Assoc. Prof. Dr. Ebru Güneren

Nevsehir Hacı Bektas Veli University, Turkey

Assist. Prof. Dr. Mine Haktanır


Assoc. Prof. Dr. Tadayuki Hara

University of Central Florida, USA

Prof. Dr. Kashif Hussain

UCSI University, Malaysia

Prof. Dr. Orhan İçöz

Yaşar University, Turkey

mag. Mirjana Ivanuša-Bezjak

Alma mater europaea, Slovenia

Prof. Dr. Osman M. Karatepe


Prof. Dr. Salih Katırcıoğlu


Assoc. Prof. Dr. Dae-Young Kim

University of Missouri, USA

Assist. Prof. Dr. Insin Kim

Pusan National University, South Korea

Assoc. Prof. Dr. Peter BeomCheol Kim

Auckland University of Technology, New Zealand

Prof. Dr. Desmond Lam

University of Macau, China

Prof. Dr. Timothy Lee


Dr. Insun Lee

University of South Australia, Australia

Assoc. Prof. Dr. Carol Yi Rong Lu

Chung Yuan Christian University, Taiwan

Assist. Prof. Dr. Lu Lu

Temple University, USA

Assoc. Prof. Dr. Thomas A. Maier

University of San Francisco, USA

Assist. Prof. Dr. İlkay Yorgancı Maloney


Dr. Korstanje Maximiliano

Palermo University, Argentina

Assoc. Prof. Dr. Taketo Naoi

Tokyo Metropolitan University, Japan

Assoc. Prof. Dr. Robin Nunkoo

University of Mauritius, Mauritius

Prof. Dr. Takashi Oguchi

Rikkyo University, Japan

Dr. Alexandre Panosso

Universidade de São Paulo, Brazil

v

Dr. Li Pan

Zhejiang Normal University, China

Prof. Dr. Bruce Prideaux

James Cook University, Australia

Assoc. Prof. Dr. Haywantee Ramkissoon

Monash University, Australia

Dr. Bishnu Sharma

University of the Sunshine Coast, Australia

Prof. Dr. Alfonso Vargas Sanchez

Huelva University, Spain

Prof. Dr. Tülen Saner

Near East University, North Cyprus

Assoc. Prof. Dr. Erkan Sezgin


Assoc. Prof. Dr. Gaunette Sinclair-Maragh

University of Technology, Jamaica

Prof. Dr. Cem Tanova


Prof. Dr. Mustafa Tümer


Prof. Dr. Özkan Tütüncü

Dokuz Eylül University, Turkey

Assoc. Prof. Dr. Orhan Uludağ

Cyprus International University, North Cyprus

Assist. Prof. Dr. Tahir Yeşilada

European University of Lefke, North Cyprus

Assist. Prof. Dr. Hakan Yılmaz


Assoc. Prof. Dr. Medet Yolal


Assist. Prof. Dr. Deniz Karagöz Yüncü


Assist. Prof. Dr. Hilmi Rafet Yüncü


Prof. Dr. Chaozhi Zhang

Sun Yat-sen University, China

Prof. Dr. Meng Zhang

Southwestern University of Finance and Economics, China

vi

Preface On behalf of the organizing committee, we are pleased to welcome you to the ―7th Advances in Hospitality and Tourism Marketing and Management Conference‖ co-hosted by Eastern Mediterranean University and Washington State University. Following the success of the previous 6 Advances in Hospitality and Tourism Marketing and Management Conference, the 7thconference is held in Famagusta, Northern Cyprus at Eastern Mediterranean University's International Convention Center between July 10 and July 15, 2017. The goal of this scientific meeting is to provide an interactive forum for attendees from academia, industry, government, and other organizations to actively exchange, share, and challenge state-of-theart research and industrial case studies on hospitality and tourism marketing and management. The range of proposed topics of this conference reflects a number of major themes in hospitality and tourism marketing and management both in Northern Cyprus and internationally. You will see presentations and papers that examine a wide range of topics such as marketing, management, consumer behavior, planning and development, issues related to sustainability and the use of technology, etc. We strongly believe that all these contents will significantly contribute to knowledge creation and dissemination pertaining to hospitality and tourism marketing and management among all conference attendees. The organizing committee has spent countless hours to put this conference together. We would like to express our sincere gratitude and thanks to all the organizing committee members who graciously volunteered their time and effort to put this amazing conference together. We would also like to extend our appreciation and sincere gratitude to the international scientific committee members who worked to ensure the quality of the papers. Without the organizing committee and the help of international scientific committee, we could not have this conference. On behalf of the organizing committee, we would like to welcome you again to the ―7th Advances in Hospitality and Tourism Marketing and Management Conference. We hope that you will enjoy Cypriot hospitality while attending the conference and have an unforgettable and rewarding stay in Famagusta, Northern Cyprus. Hasan Kılıç, Ph.D. Eastern Mediterranean University Chair of Organizing Committee & Conference Co-Chair

Dogan Gursoy, Ph.D. Washington State University Conference Co-Chair

Ali Öztüren, Ph.D. Eastern Mediterranean University Secretary-General & Co-Chair of Organizing Committee

vii

Table of Contents FULL PAPERS .................................................................................................................................. 13 PLEASE MIND THE GAP! (IN-) CONSISTENCY IN GAP YEAR VOLUNTEER TOURISM - FROM RITE OF PASSAGE TO (UNWANTED) COSMOPOLITANISM .............................. 14 Noel B. Salazar and Julie Rausenberger ......................................................................................... 14 CHARACTERISTICS AND WORK MOTIVATIONS OF GOREME TOURISM ENTREPRENEURS .......................................................................................................................... 34 Emine Kale ....................................................................................................................................... 34 DEVELOPMENT OF SUSTAINABLE TOURISM MODEL FOR THE PHA WANG NAM KHIAO - PHA KHAO PHU LUANG FOREST RESERVE, THAILAND.................................. 46 Sangsan Phumsathan ....................................................................................................................... 46 Sommai Udomwitid .......................................................................................................................... 46 Nantachai Pongpattananurak .......................................................................................................... 46 Thitiwoot Chaisawataree ................................................................................................................. 46 Waranan Tantiwat............................................................................................................................ 46 VIRTUAL REALITY IN TOURISM .............................................................................................. 59 Slavomir Magál ................................................................................................................................ 59 Martin Slivka .................................................................................................................................... 59 TOURISM DEMAND FOR MEXICO AND URUGUAY ............................................................. 73 Gabriela Mordecki ........................................................................................................................... 73 Ana Leiva ......................................................................................................................................... 73 Nathalie Desplas .............................................................................................................................. 73 INTENTION OF YOUNG RUSSIAN TOURISTS TO VISIT COUNTRY-TARGET OF ANIMOSITY: THEORY- AND DATA-DRIVEN MODELS ........................................................ 87 Svetlana Stepchenkova ..................................................................................................................... 87 Andrei Kirilenko ............................................................................................................................... 87 Elena Shichkova ............................................................................................................................... 87 INVESTIGATION OF DEMOGRAPHIC DIFFERENCE ON THE LOCAL COMMUNITIES’ PERCEPTIONS OF EMOTIONS, TRUST, ATTACHMENT, AND SUPPORT FOR THE FIFA BRAZIL WORLD CUP .......................................................................................................... 79 Bishnu Sharma ................................................................................................................................. 79 Dogan Gursoy .................................................................................................................................. 79 BARRIERS TO ENVIRONMENTAL MANAGEMENT SYSTEMS (EMS): CASE OF 4 AND 5 STAR HOTELS IN ISTANBUL .................................................................................................... 93 Ömer Çoban ..................................................................................................................................... 93 S. Emre Dilek ................................................................................................................................... 93 Ecem Tezgel ..................................................................................................................................... 93 CLIMATE CHANGE AND TOURISM IN ENGLISH LANGUAGE NEWSPAPER PUBLICATIONS ............................................................................................................................. 102 Andrei Kirilenko ............................................................................................................................. 102 David (Shihan) Ma ......................................................................................................................... 102 COMPONENTS OF PACKAGE TOUR QUALITY ................................................................... 113 Gürel Çetin ..................................................................................................................................... 113 Orhan Akova .................................................................................................................................. 113 Ozan Atsiz ...................................................................................................................................... 113 Mehtap Balık .................................................................................................................................. 113

1

THE LINK BETWEEN PERCEIVED CORPORATE SOCIAL RESPONSIBILITY, COMMITMENT TO THE TOURISM INDUSTRY AND WILLINGNESS TO RECOMMEND THE ORGANIZATION .................................................................................................................. 120 Erhan Boğan .................................................................................................................................. 120 Bekir Bora Dedeoğlu ..................................................................................................................... 120 MANAGING CRISES IN SMHEs: THE CASE OF TURKEY .................................................. 135 Ismail Kizilirmak ............................................................................................................................ 135 Gurel Cetin ..................................................................................................................................... 135 Pelin Nasöz .................................................................................................................................... 135 Sema Kucukali................................................................................................................................ 135 Mehtap Balik .................................................................................................................................. 135 PERFORMANCE EVALUATION OF HUMAN RESOURCES AT FIVE-STAR HOTELS IN KYRENIA, CYPRUS: A DATA ENVELOPMENT ANALYSIS APPROACH ........................ 147 Mahmoud Golabi ........................................................................................................................... 147 Gokhan Izbirak ............................................................................................................................... 147 UNDERSTANDING OF THE CHARACTERISTICS OF TOURIST SOUVENIR IN TERMS OF CULTURAL CONTEXT .......................................................................................................... 156 Yi Fu and Xiaoming Liu ................................................................................................................. 156 IMPACT OF TOURISM ON SENIORS ....................................................................................... 165 Rudolf Rybansky ............................................................................................................................. 165 Renata Miklencicova ...................................................................................................................... 165 THE EFFECTS OF TERRORISM, CRIME AND CORRUPTION ON TOURISM ............... 179 Marfa Santana-Gallego ................................................................................................................. 179 Jaume Rossello-Nadal.................................................................................................................... 179 Johan Fourie .................................................................................................................................. 179 DEVELOPING A CONCEPTUAL MODEL FOR A BETTER UNDERSTANDING OF SPORT EVENT TRAVELERS' BEHAVIOR .............................................................................. 197 Michela Cesarina Mason ............................................................................................................... 197 Andrea Moretti ............................................................................................................................... 197 Adriano Paggiaro .......................................................................................................................... 197 Francesco Raggiotto ...................................................................................................................... 197 A RESEARCH TO DETERMINE EXPECTATIONS, SATISFACTIONS AND DIFFICULTIES OF VISUALLY-IMPAIRED PERSONS: A CASE STUDY IN ACCESSIBLE MUSEUM IMPLEMENTATIONS IN ISTANBUL ..................................................................... 213 Füsun İstanbullu Dinçer ................................................................................................................ 213 Hülya Özçit .................................................................................................................................... 213 İbrahim Çifçi .................................................................................................................................. 213 Bahadir Sezer ................................................................................................................................. 213 Onur Cuneyt Kahraman ................................................................................................................. 213 Şimal Şahinoglu ............................................................................................................................. 213 ANALYSIS FOR TRAVEL AGENTS’ WEB SITE CONTENT: AN IMPLEMENTATION IN AEGEAN REGION ......................................................................................................................... 226 Nuray Selma Ozdipner ................................................................................................................... 226 Seher Ceylan .................................................................................................................................. 226 THE EFFECTS OF JOB STRESS AND PERCEIVED ORGANIZATIONAL SUPPORT ON TURNOVER INTENTIONS OF HOTEL EMPLOYEES ........................................................... 236 Ozge ADAN GOK........................................................................................................................... 236 Yilmaz AKGUNDUZ ...................................................................................................................... 236 Ceylan ALKAN ............................................................................................................................... 236

2

SOCIAL MEDIA’S INFLUENCE ON DESTINATION IMAGE, TOURIST SATISFACTION AND BEHAVIOURAL INTENTIONS .......................................................................................... 249 Changlu Chen ................................................................................................................................ 249 Tatiana Chekalina .......................................................................................................................... 249 Matthias Fuchs ............................................................................................................................... 249 TOURIST MOTIVATIONS, ONLINE INFORMATION SEARCHING DESTINATION IMAGE AND TOURIST BEHAVIOURAL LOYALTY ............................................................. 264 Arminda Almeida ........................................................................................................................... 264 Faten Jaber .................................................................................................................................... 264 Yuksel Ekinci .................................................................................................................................. 264 Sergio Moreno Gil ......................................................................................................................... 264 CONTRIBUTION TO TOURISM DESTINATIONS OF HEALTH TOURISM; KOCAELI CITY EXAMPLE ............................................................................................................................. 281 THE ROLE OF IFRS ADOPTION IN ATTRACTING SPONSORS TO FOOTBALL/SOCCER CLUBS: A FINANCIAL PERSPECTIVE ........................................... 295 Hasan Özyapıcı .............................................................................................................................. 295 İlhan Dalcı ..................................................................................................................................... 295 Doğan Ünlücan .............................................................................................................................. 295 E-WOM OF FIVE STAR HOTELS IN CYPRUS: A CONTENT ANALYSIS OF CONSUMER PERCEPTION THROUGH TRIP-ADVISOR ............................................................................. 309 Umut Ayman ................................................................................................................................... 309 Anil Kemal Kaya ............................................................................................................................ 309 THE ROLE OF LOCAL FOODS OFFERED AT RESTAURANTS IN THE ATRACTIVENESS OF HATAY DESTINATION ....................................................................... 323 Hulya Taştan .................................................................................................................................. 323 Beril Dönmez.................................................................................................................................. 323 Adem Yetim .................................................................................................................................... 323 Şerife Cicik ..................................................................................................................................... 323 THE IMPACT OF CREATIVITY ON TURNOVER AIM: MODERATING ROLE OF WORK STRESS AND WORK SATISFACTION ...................................................................................... 267 Servet Nasifoglu Elidemir .............................................................................................................. 267 Mürüde Ertaç ................................................................................................................................. 267 THE POSITIONING OF SMALL- AND MEDIUM-SIZED RETAIL TRAVEL AGENCIES IN HONG KONG .................................................................................................................................. 283 A QUALITATIVE STUDY ON ECOTOURISM EXPERIENCE IN CHINA .......................... 303 Ting Li, Fang Liu and Juanyi Liu .................................................................................................. 303 DOES ORGANIZATIONAL POLITICS FOSTER SOCIAL LOAFING THROUGH MORAL DISENGAGEMENT? AN EMPIRICAL STUDY IN THE HOTEL INDUSTRY .................... 307 Emre Erbaş .................................................................................................................................... 307 UNDERSTANDING THE FUNCTIONAL RELATIONSHIP BETWEEN TEAM PSYCHOLOGICAL CAPITAL, AUTHENTIC LEADERSHIP AND WORKPLACE INCIVILITY: A THEORETICAL FRAMEWORK .................................................................... 319 Hasan KILIC .................................................................................................................................. 319 Turgay AVCI .................................................................................................................................. 319 Huda MEGEIRHI ........................................................................................................................... 319 IS THERE ROOM IN HOSPITALS FOR HOSPITALITY ....................................................... 332 Sofia Lopes ..................................................................................................................................... 332 Frederic Vidal ................................................................................................................................ 332 Ana Brochado ................................................................................................................................ 332

3

THE FACTORS INFLUENCING SENIOR TOURISTS’ HOTEL PREFERENCES ............. 346 Salim AKÇAY ................................................................................................................................. 346 Burhan KILIÇ ................................................................................................................................ 346 Funda ON ESEN ............................................................................................................................ 346 Nisan YOZUKMAZ ........................................................................................................................ 346 MARKETING TO AN UNFRIENDLY AUDIENCE: EFFECT OF THE BRAND USA PROMOTIONAL VIDEO ON RUSSIAN TOURISTS ................................................................ 365 Lijuan Su ........................................................................................................................................ 365 Svetlana Stepchenkova ................................................................................................................... 365 Elena Schichkova ........................................................................................................................... 365 DIFFERENCES OF COMMUNICATION SKILLS OF LOCALS WHO SERVE IN TOURISM SECTOR BY BUSINESSES THEY WORK FOR ................................................... 375 Seher Ceylan, Muhammet Emin Soydaş and Nuray Selma Ozdipciner ......................................... 375 DESIGNING A MODEL FOR SUSTAINABLE SMALL-SCALE HOTEL BUILDING: A CASE OF NORTH CYPRUS.......................................................................................................... 394 Soad Abokhamis Mousavi .............................................................................................................. 394 THE IMPACT CORRELATION OF KNOWLEDGE MANAGEMENT AMONG COMPETITIVE ADVANTAGE, HOTEL PERFORMANCE AND MARKET ORIENTATION IHOSPITALITY INDUSTRY........................................................................... 409 Mehmet Necati Cizrelioğulları....................................................................................................... 409 Mehmet Veysi Babayiğit................................................................................................................. 409 THE EFFECT OF ANTHROPOMORPHISM AND SOCIAL NETWORK MESSAGE TYPE ON CUSTOMER’S WILLINGNESS TO PATRONAGE THE BRAND................................... 381 Yaou Hu, Li Pan, Washington State University, USA .................................................................... 381 Li Pan, Zhejiang Normal University, China .................................................................................. 381 Meng Zhang, Southwestern University of Finance and Economics, China ................................... 381 Xiaorong Fu, Southwestern University of Finance and Economics, China .................................. 381 THE ECONOMIC IMPACT OF GEOTOURISM ON LOCAL COMMUNITIES IN QESHM ............................................................................................................................................................ 399 GEOPARK ....................................................................................................................................... 399 Shahrbanoo Shari Gholitabar ........................................................................................................ 399 Carlos Manuel Martins Da Costa .................................................................................................. 399 Reza Esmaeili, ................................................................................................................................ 399 WHAT HOTEL MANAGERS THINK ABOUT GUEST COMPLAINTS? ............................. 414 CASE OF SAUDI ARABIAN HOSPITALITY INDUSTRY ....................................................... 414 Erdogan Ekiz .................................................................................................................................. 414 Ibrahim Alsini ................................................................................................................................ 414 AN EXAMINATION OF THE ROLE OF EDU-TOURISM IN DESTINATION MANAGEMENT AND DEVELOPMENT THROUGH LOCALS’ PERSPECTIVE: THE CASE OF EMU/TRNC .................................................................................................................... 421 Habib Alipour ................................................................................................................................ 421 Hamed Rezapouraghdam ............................................................................................................... 421 Sima Rahimizhian .......................................................................................................................... 421 Arezoo Soosan ................................................................................................................................ 421 Farzad Safaeimanesh ..................................................................................................................... 421 Hewa s. Khalid ............................................................................................................................... 421 Maryam Alsadat Seyed Abolghasemi ............................................................................................. 421

4

MOTIVATIONS AND CONSTRAINTS ON RECREATIONAL SPORTS PARTICIPATION: PERCEPTIONS OF UNIVERSITY STUDENTS IN NORTHERN CYPRUS .......................... 418 Sedigheh Safshekan Azar Ghaedi .................................................................................................. 418 Solmaz Azarmi................................................................................................................................ 418 Hamed Rezapouraghdam ............................................................................................................... 418 EXCHANGE RATE VARIATION AND THE TOURISM INDUSTRY IN TURKEY: .......... 435 A TIME SERIES ANALYSIS ......................................................................................................... 435 Idoko Ahmed Itodo ......................................................................................................................... 435 Shahrzad Safaeimanesh ................................................................................................................. 435 Farzad Safaeimanesh ..................................................................................................................... 435 STUDENTS EXPOSURE TO A MULTICULTURAL ENVIRONMENT: DOES CULTURAL EXCHANGE INDUCE CULTURE AND RELIGIOUS TOLERANCE?.................................. 451 Steven W. Bayighomog Likoum ...................................................................................................... 451 Uju Violet Alola ............................................................................................................................. 451 Shahrzad Amelshahbaz .................................................................................................................. 451 Victoria Ademilua .......................................................................................................................... 451 MEASURING CUSTOMER-BASED BRAND EQUITY FOR BURSA: A CITY OF HISTORY AND CULTURE .............................................................................................................................. 467 Çağatan Taşkın, ............................................................................................................................. 467 Erdoğan Koç, ................................................................................................................................. 467 Hakan Boz, ..................................................................................................................................... 467 Ahmet Akif Karadamar, ................................................................................................................. 467 CRUISING MOTIVATION OF CRUISE PASSENGERS VISITED ISTANBUL ................... 475 Serhat HARMAN ............................................................................................................................ 475 Ozan KAYA .................................................................................................................................... 475 Erol Duran ..................................................................................................................................... 475 LUNCH CUSTOMER EXPERIENCE FACTORS IN THE RESTAURANT BUSINESS ...... 488 Hanne Ala-Harja............................................................................................................................ 488 Tuija Pitkakoski,............................................................................................................................. 488 Inari Aaltojarvi .............................................................................................................................. 488 SUSTAINABLE DESERT-TOURISM DEVELOPMENT STRATEGIES IN KHARA, IRAN: A SWOT ANALYSIS APPROACH ............................................................................................... 504 Hamed Rezapouraghdam and Banafshe Esmaeili ........................................................................ 504 FILM TOURISM AS OPPORTUNITY FOR TOURISM DEVELOPMENT........................... 511 Dana Petranova ............................................................................................................................. 511 Paradoxical curve of leisure time ................................................................................................... 513 THE ROLE OF URBAN SOCIAL SUSTAINABILITY IN ACHIEVEMENT OF URBAN TOURISM: THE CASE OF IRAN’S TRADITIONAL ARCHITECTURE ............................. 524 Azar Ghaedi ................................................................................................................................... 524 Ehsan Valipour .............................................................................................................................. 524 Sedigheh Safshekan ........................................................................................................................ 524 Samira Tayyebisoudkolaei ............................................................................................................. 524 ABSTRACTS .................................................................................................................................... 548 STRATEGIC IMAGE MANAGEMENT OF CSR FOR LUXURY BRANDS - THE CASE OF LUXURY HOTELS ......................................................................................................................... 549 Anne –Flore Maman Larraufie ...................................................................................................... 549 THE RELATION BETWEEN SLOW FOOD TOURISM AND ENVIRONMENT: THE CASE OF BUYUKKONUK MUNICIPALITY ........................................................................................ 551 Ecem İnce and Deniz İşçioğlu ........................................................................................................ 551

5

EXAMINING THE PERCEIVED DESTINATION IMAGE OF ISTANBUL AS REPRESENTED IN THE TRAVEL BLOGS OF WESTERN TRAVELERS .......................... 552 Mithat Zeki ..................................................................................................................................... 552 Füsun İstanbullu Dinçer ................................................................................................................ 552 Zaid Alrawadieh ............................................................................................................................. 552 Parvin Mammadova ....................................................................................................................... 552 EXPLORING RELATIONSHIPS AMONG THE ANTECEDENTS OF DESTINATION BRAND LOYALTY: A SYMBOLIC CONSUMPTION PERSPECTIVE ................................ 555 Çağatan Taşkın and Ahmet Akif Karadamar ................................................................................. 555 EFFECT OF ADAPTIVE REUSE OF HISTORICAL BUILDING ON TOURISM-LED REVITALIZATION ........................................................................................................................ 565 Faraneh Sahraiyanjahromi ............................................................................................................ 565 Sedigheh Safshekan ........................................................................................................................ 565 Azar Ghaedi ................................................................................................................................... 565 BIOCULTURAL CONSERVATION AND ISLAND REDEVELOPMENT THROUGH CRAFT DISTILLERY TOURISM AND MARKETING: THE SHACKAMAXON ISLAND CASE STUDY .................................................................................................................................. 577 Christina Cavaliere ........................................................................................................................ 577 Donna Albano ................................................................................................................................ 577 INNOVATION IN CULTURAL TOURISM CLUSTERS .......................................................... 580 Dioni Elche, Angela Martinez, Perez and Pedro M. Garcia Villaverde ....................................... 580 FOCUS GROUP DISCUSSION ON THE SMOKE-FREE SUPPORT HOTEL CONCEPT: MAIN THEMES AND SUB-THEMES.......................................................................................... 582 MODERATED MODERATION EFFECT OF AGE AND GENDER ON ATTITUDEINTENTION LINK FOR MOBILE-BASED TOURISM EDUCATION IN EMERGING MARKET .......................................................................................................................................... 583 Johra Fatima .................................................................................................................................. 583 THE EFFECT OF INSTITUTIONALIZATION ON EMOTIONAL LABOR BEHAVIOR: A RESEARCH IN HOSPITALITY ORGANIZATION IN ALANYA REGION ......................... 586 Ali Sükrü Çetinkaya ....................................................................................................................... 586 Emine Vasfiye Korkmaz ................................................................................................................. 586 OSTRACISM, SELF-ESTEEM, AND PERFORMANCE: A MODERATED MEDIATION. 589 Irene Huertas ................................................................................................................................. 589 Jessica Braojos .............................................................................................................................. 589 Javier Llorens ................................................................................................................................ 589 HOW TO BUILD ENGAGEMENT AMONG HOSPITALITY EMPLOYEES ....................... 592 Irene Huertas ................................................................................................................................. 592 Maria I. Roldan .............................................................................................................................. 592 Araceli Rojo Gallego ..................................................................................................................... 592 JOB INSECURITY, JOB EMBEDDEDNESS AND THEIR EFFECTS ON HOTEL EMPLOYEES’ SERVICE RECOVERY PERFORMANCE AND QUITTING INTENTIONS ............................................................................................................................................................ 595 Homayoun Pasha Safavi ................................................................................................................ 595 Osman M. Karatepe ....................................................................................................................... 595 NEW LEADERSHIP STYLES: THEIR EFFECT ON HOSPITALITY EMPLOYEES ......... 598 Irene Huertas ................................................................................................................................. 598 Araceli Rojo Gallego ..................................................................................................................... 598 Marisel Fernandez Giordano......................................................................................................... 598

6

UNDERSTANDING OF THE CHARACTERISTICS OF TOURIST SOUVENIR IN TERMS OF CULTURAL CONTEXT .......................................................................................................... 600 Xiaoming Liu and Yi Fu ................................................................................................................. 600 ANTECEDENTS AND OUTCOMES OF JOB INSECURITY AMONG HOTEL SALESPEOPLE ............................................................................................................................... 602 Mona Bouzari ................................................................................................................................. 602 Osman M. Karatepe ....................................................................................................................... 602 DOES WORK ENGAGEMENT MEDIATE THE EFFECTS OF SERVICE ORIENTATION ON JOB EMBEDDEDNESS AMONG FULL TIME FRONTLINE FOUR AND FIVE STAR HOTEL EMPLOYEES IN NORTHERN CYPRUS?................................................................... 605 Reza Bahman Teimouri .................................................................................................................. 605 Hüseyin Araslı ................................................................................................................................ 605 Hasan Kılıç .................................................................................................................................... 605 Iman Aghaei ................................................................................................................................... 605 REASONS BEHIND STUDENTS’ CHOICE OF GASTRONOMY AND CULINARY ARTS: CASE OF NORTHERN CYPRUS ................................................................................................. 606 Sarvnaz Baradarani and Ozlem Altun ........................................................................................... 606 MURDER AND RELATED OFFENCES: THE DILEMMA AMONG TOURISTS IN PARADISE-TOURIST DESTINATIONS: THE MAURITIAN NEW PHENOMENON CASE STUDY .............................................................................................................................................. 608 SOCIAL DETERMINANTS OF PLACE ATTACHMENT AT A NIGERIAN CULTURAL FESTIVAL ........................................................................................................................................ 610 Kayode Aleshinloye ........................................................................................................................ 610 Kyle Woosnam................................................................................................................................ 610 Manuel Ribeiro .............................................................................................................................. 610 Jingxian Jiang ................................................................................................................................ 610 Emrullah Erul ................................................................................................................................ 610 AN EMPIRICAL INVESTIGATION OF JOB CRAFTING AMONG HOTEL EMPLOYEES ............................................................................................................................................................ 611 Georgiana Karadas........................................................................................................................ 611 Osman M. Karatepe ....................................................................................................................... 611 TOURIST ATTITUDES TOWARDS PAMUKKALE DESTINATION ................................... 615 STORY TOURISM AS A DISCURSIVE TOPIC OF PRODUCT PLACEMENT................... 618 Hana Pravdová .............................................................................................................................. 618 SUCCESSFUL URBAN PLACES AND SUSTAINABLE TOURISM; CASE OF TEHRAN’S BAZAAR ........................................................................................................................................... 619 Mahasti Shotorbani Payam ............................................................................................................ 619 Mokhtarshahi Sani Rafooneh ......................................................................................................... 619 DESIGNING A MODEL FOR SUSTAINABLE SMALL-SCALE HOTEL: A CASE OF NORTH CYPRUS ............................................................................................................................ 621 Soad Abokhamis Mousavi .............................................................................................................. 621 ONLINE REVIEWS’ EFFECTS ON YOUNG CONSUMERS’ BUYING BEHAVIOR ......... 622 Emel Yarimoglu Kursunluoglu , Yigit Sebahattin Bozkurt and Tugrul Gunay .............................. 622 THE RELATION BETWEEN TOURISM GROWTH AND GOVERNMENT REVENUE IN BANGLADESH: A BOUND TEST APPROACH ........................................................................ 623 Sakib B. Amin ................................................................................................................................. 623

7

EXAMINING THE EFFECTS OF TOURIST COMPLAINING CONSTRAINTS ON JUSTICE PERCEPTIONS AND LOYALTY INTENTIONS OF CHINESE TOURISTS IN ISTANBUL, TURKEY .................................................................................................................... 624 Erdogan Ekiz .................................................................................................................................. 624 Ali Bavik ......................................................................................................................................... 624 Fevzi Okumus ................................................................................................................................. 624 THE ROLES OF KNOWLEDGE AND TRANSPARENCY IN THE RELATIONSHIP BETWEEN CORRUPTION AND RESIDENTS’ TRUST ON MEGA-EVENTS ORGANISING COMMITTEE .................................................................................................................................. 628 Manuel Alector RIBEIRO .............................................................................................................. 628 Robin NUNKOO ............................................................................................................................ 628 Dogan GURSOY ............................................................................................................................ 628 Alexandre PANOSSO NETTO ....................................................................................................... 628 THE EFFECT OF SERVANT LEADERSHIP ON FLIGHT ATTENDANTS’ SATISFACTION OUTCOMES: THE MEDIATING ROLE OF TRUST ................................ 630 Shiva Ilkhanizadeh ......................................................................................................................... 630 Osman M. Karatepe ....................................................................................................................... 630 COOPETITION TOURISM MODEL: EXPLORING THE POSSIBILITY FOR JAMAICA AND CUBA ....................................................................................................................................... 521 Gaunette Sinclair Maragh ............................................................................................................. 521 THE EFFECTS OF SELECTED ANTECEDENTS ON HOTEL CUSTOMER-CONTACT EMPLOYEES’ SERVICE-ORIENTED ORGANIZATIONAL CITIZENSHIP BEHAVIORS ............................................................................................................................................................ 523 Olusegun A. Olugbade ................................................................................................................... 523 Osman M. Karatepe ....................................................................................................................... 523 THE MEDIATING ROLE OF ETHICAL LEADERSHIP BETWEEN THE PSYCHOLOGICAL CAPITAL AND JOB SATISFACTION LEVELS OF THE IMMIGRANT EMPLOYEES IN NORTH CYPRUS HOTEL INDUSTRY ............................. 526 Mehmet Necati Cizreliogulları....................................................................................................... 526 Mehmet Veysi Babayiğit................................................................................................................. 526 EXPERIENCE AND REVISIT INTENTION IN AN ADVENTURE TOURISM CONTEXT527 Fang Liu ......................................................................................................................................... 527 Chaozhi Zhang ............................................................................................................................... 527 THE IMPACT OF PSYCHOLOGICAL CAPITAL ON HOTEL CUSTOMER-CONTACT EMPLOYEES’ NONATTENDANCE INTENTIONS AND CREATIVE PERFORMANCE: TRUST AS A MEDIATOR ............................................................................................................. 528 Anastasia Ozturk ............................................................................................................................ 528 Osman M. Karatepe ....................................................................................................................... 528 DIFFERENCES BETWEEN MOTIVATIONAL FACTORS PERCEPTIONS OF MEDICAL TOURISTS AND MEDICAL TOURISM SERVICE PROVIDERS IN TURKEY .................. 532 Meltem Canoglu ............................................................................................................................. 532 WHAT FACTORS PREDICT HOTEL EMPLOYEES’ ABSENCE INTENTIONS? AN EMPIRICAL INVESTIGATION ................................................................................................... 533 Rashin Kaviti .................................................................................................................................. 533 Osman M. Karatepe ....................................................................................................................... 533

8

ABUSIVE SUPERVISION AND FRONTLINE HOTEL EMPLOYEES’ QUALITY OF WORK-LIFE: THE MEDIATING ROLE OF WORK-FAMILY ENRICHMENT................. 537 Georgiana Karadas........................................................................................................................ 537 Turgay Avcı .................................................................................................................................... 537 Kayode Kolawole Eluwole ............................................................................................................. 537 PERSONAL AND JOB RESOURCES PREDICTING HOTEL EMPLOYEES’ WORK ENGAGEMENT AND PERFORMANCE .................................................................................... 540 Georgiana Karadas........................................................................................................................ 540 Turgay Avci .................................................................................................................................... 540 Ksenia Sumaneeva ......................................................................................................................... 540 GETTING TOO CLOSE? HOW GUEST ATTACHMENT STYLES IMPACT THE DESIRE FOR RELATIONSHIP CLOSENESS WITH HOSTS IN HOSPITALITY .............................. 544 Srikanth Beldona ............................................................................................................................ 544 Hemant Kher .................................................................................................................................. 544 Suresh Sundaram ........................................................................................................................... 544 Niusha Talebzadeh ......................................................................................................................... 546 Osman M. Karatepe ....................................................................................................................... 546 THE MAIN PROVISIONS OF THE CONCEPT OF STRATEGIC DEVELOPMENT OF GASTRONOMIC TOURISM ........................................................................................................ 549 Angelina Irina ................................................................................................................................ 549 Mikula Yana ................................................................................................................................... 549 MARKETING PRIORITIES OF INDUSTRIAL TOURISM DEVELOPMENT .................... 553 Angelina Irina ................................................................................................................................ 553 Antonets Viktoriia .......................................................................................................................... 553 INFORMATION TECHNOLOGY AND TOURISM IN GHANA ............................................. 558 Kotoua Selira ................................................................................................................................. 558 Mustafa Ilkan ................................................................................................................................. 558 THE IMPACT CORRELATION OF KNOWLEDGE MANAGEMENT AMONG COMPETITIVE ADVANTAGE, HOTEL PERFORMANCE AND MARKET ORIENTATION IN HOSPITALITY INDUSTRY ....................................................................... 560 Mehmet Necati Cizrelioğulları....................................................................................................... 560 Mehmet Veysi Babayigit................................................................................................................. 560 PERCEPTIONS OF TOURISM IMPACTS AND SUSTAINABILITY CONCEPT: INSIGHTS FROM KYRGYZSTAN .................................................................................................................. 561 Jyldyz Djakypbay KYZY ................................................................................................................. 561 Ali ÖZTÜREN ................................................................................................................................ 561 AN EMPIRICAL INVESTIGATION OF THE ANTECEDENTS OF VISITORS’ LOYALTY IN A FESTIVAL SETTING............................................................................................................ 563 Georgiana Karadas........................................................................................................................ 563 Hasan Kiliç .................................................................................................................................... 563 Cathrine Banga .............................................................................................................................. 563 TESTING THE ROLE OF TOURISM GROWTH IN ENERGY CONSUMPTION: THE CASE OF NORTHERN CYPRUS ................................................................................................ 566 Setareh SODEYFI .......................................................................................................................... 566 THE MOTIVATION FACTORS AND THE PERCEPTIONS OF RESIDENTS IN NORTH CYPRUS TOWARDS MEDICAL TOURISM IN TURKEY ...................................................... 567 Tugce Kurtulus ............................................................................................................................... 567 Ali Ozturen ..................................................................................................................................... 567

9

QUALITY VS QUANTITY: WHAT EDIRNE’S TOURISM MANAGEMENT IS MISSING? ............................................................................................................................................................ 569 Atila Yuksel .................................................................................................................................... 569 Aydemir Ay ..................................................................................................................................... 569 Aril Cansel ..................................................................................................................................... 569 Erdogan Ekiz .................................................................................................................................. 569 SENIOR TOURISM AND HOSPITALITY INDUSTRY: CHALLENGES AND OPPORTUNITIES FOR IMPROVING THE CUSTOMER EXPERIENCE OF AN EVOLVING MARKET SEGMENT .............................................................................................. 571 Maria Adela Balderas and Elena Urdaneta .................................................................................. 571 ETHICAL LEADERSHIP AND SUPERVISOR TRUST IN THE HOSPITALITY INDUSTRY ............................................................................................................................................................ 572 Magdaline Enow Mbi Tarkang Mary, Huseyin Arasli and Ruth Yunji .......................................... 572 EFFECT OF JOB STRESSORS ON EMPLOYEES WORK OUTCOME THROUGH BURNOUT ........................................................................................................................................ 574 Nazanin Naderiadib Alper and Huseyin Arasli ............................................................................. 574 PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELLING (PLS-SEM) FOR HOSPITALITY AND TOURISM RESEARCH ........................................................................... 576 Mehmet Mehmetoglu ...................................................................................................................... 576 Sergio Venturini ............................................................................................................................. 576 BULLYING IN THE HOSPITALITY INDUSTRY: THE ENEMY UNDER ICEBERG! ...... 583 Elham Anasori................................................................................................................................ 583 Huseyin ARASLI ............................................................................................................................. 583 SPATIAL DISTRIBUTION OF TOURISTS TO THE PERIPHERAL DESTINATIONS: THE CASE STUDY OF ISFAHAN, IRAN ............................................................................................. 584 Habib Alipour, Farzad Safaeimanesh, Shahrzad Safaeimanesh and Aghdas Zaghian ................. 584 Enhancing the Social Wellbeing of Elderly through Engagement with Temple ........................ 586 Wen-Ching Chang and Levent Altinay........................................................................................... 586 CURRENT PRACTICE OF CRITICAL SUCCESS FACTORS IN A HOTEL CONTEXT: A CASE STUDY .................................................................................................................................. 589 Cihan ALPHUN and and Mine Haktanır ....................................................................................... 589 EXPLORING TOURISTS’ DESTINATION IMAGES OF CULTURAL HERITAGES: THE CASE STUDY OF NORTH CYPRUS ........................................................................................... 592 Elham Anasori................................................................................................................................ 592 Farzad Safaei Manesh ................................................................................................................... 592 Habib Alipour ................................................................................................................................ 592 TRAVELERS’ PERCEPTION OF ENVIRONMENTAL DEGRADATION CAUSED BY UNSUSTAINABLE DEVELOPMENT IN PUBLIC TOURISM RESORTS: EVIDENCE FROM CASPIAN SEA REGION, IRAN ...................................................................................... 593 Hamed Rezapouraghdam, Raheleh Hassannia and Bahareh Hassanzadeh.................................. 593 ABSTRACT ...................................................................................................................................... 593 CORPORATE SOCIAL RESPONSIBILITY IN THE HOTEL INDUSTRY: AN OBSERVATION THROUGH THE LENSE OF LEGITIMACY .............................................. 594 Huseyin Arasli, Hamed Rezapouraghdam, Elaheh Behravesh and Amin Shahgerdi .................... 594

10

THE ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) IN TOURISM EDUCATION: A CASE STUDY OF HIGHER EDUCATION STUDENTS ........ 595 Mustafa Ilkan ................................................................................................................................. 595 Mobina Beheshti ............................................................................................................................ 595 Sima Rahimizhian .......................................................................................................................... 595 Erim Atalar .................................................................................................................................... 595 COMPETITIVE AND COMBATIVE ADVERTISEMENTS: A CASE STUDY IN HOSPITALITY BUSINESS............................................................................................................ 596 Mahmood Khan .............................................................................................................................. 596 Maryam Khan ................................................................................................................................ 596 Kalpagam Ramasubramanian........................................................................................................ 596 THE ROLE OF TOURISM DEVELOPMENT IN ENVIRONMENTAL KUZNETS CURVE: EVIDENCE FROM TOP AND BOTTOM TOURIST DESTINATIONS ................................. 597 Sami Fethi ...................................................................................................................................... 597 Elif Şenyücel ................................................................................................................................... 597 HOW PSYCHOLOGICAL CAPITAL INFLUENCES ACADEMIC PERFORMANCE? TESTING THE MEDIATING EFFECT OF STUDENT ENGAGEMENT .............................. 599 Orhan Uludag .......................................................................................................................... 599 Hale Ozgit ...................................................................................................................................... 599 THE ROLE OF SUBJECTIVE PERSON-JOB FIT ON THE RELATIONSHIP BETWEEN PERCEIVED ORGANIZATION SUPPORT AND JOB PERFORMANCE AMONG EMPLOYEES OF TOURISM PLANNING ORGANIZATION ................................................ 600 Nahid Malazizi ........................................................................................................................ 600 NATION BRANDING AND STRATEGIES FOR COMBATTING TOURISM CRISES AND STEREOTYPES TOWARDS DESTINATIONS .......................................................................... 601 Eli Avraham ................................................................................................................................... 601 AN EXAMINATION OF SOCIO-POLITICAL AND ECONOMIC IMPACT OF ECOTOURISM IN HOST COMMUNITY-(A CASE OF AGBOWA-IKOSI AREA OF LAGOS STATE) .............................................................................................................................. 603 Metilelu Olumide Olusola .............................................................................................................. 603 ANTECEDENTS OF CULINARY ART CAREER CHOICE AMONG VOCATIONAL HIGH SCHOOL STUDENTS: A CASE OF NORTH CYPRUS ............................................................ 604 Kurtulus Özbaşar, Furkan Araslı, and Huseyin Araslı .................................................................. 604 TOURISM DEVELOPMENT AND ENVIRONMENTAL DEGRADATION IN TURKEY: AN ASYMMETRIC ARDL FRAMEWORK ...................................................................................... 605 Uchechukwu Ukeje, Hatice Imamoglu and George Ike ................................................................. 605 RESIDENTS’ QUALITY OF LIFE AND ATTITUDES TOWARD EDUCATION TOURISM DEVELOPMENT IN NORTH CYPRUS ...................................................................................... 606 Zeynep Sarıgül and Ali Ozturen ..................................................................................................... 606 CONJUNCTURAL FLUCTUATIONS-TOURISM INCOME RELATIONSHIP: EU COUNTRIES AND TURKEY EXAMPLE ................................................................................... 608 Efe Can Kılınç ................................................................................................................................ 608 Nazan Şahbaz Kılınç ...................................................................................................................... 608 Mustafa Kartal ............................................................................................................................... 608

11

DOES MONEY WORK? THE IMPACT OF MONETARY INCENTIVE ON RE-SHARE INTENTION IN ONLINE TRAVEL COMMUNITY ................................................................. 609 Qinqin Zhao ................................................................................................................................... 609 Meng Zhang.................................................................................................................................... 609 Xiaorong Fu ................................................................................................................................... 609 Si Shi .............................................................................................................................................. 609 TREND OF OUTBOUND TOURISM EXPNEDITURE MODELING: A REVIEW STUDY 610 Javaneh Mehran, ............................................................................................................................ 610 Hossein GT Olya, ........................................................................................................................... 610 Habib Alipour, ............................................................................................................................... 610 EFFECTS OF PERCEIVED JOB VALUE FIT AND EMPLOYEE-ORGANIZATIONAL VALUE FIT ON JOB PERFORMANCE: MEDIATING ROLE OF INTRINSIC MOTIVATION IN HOTELS INDUSTRY .................................................................................... 612 Fatih Gorgun.................................................................................................................................. 612 Elham Ansori.................................................................................................................................. 612 Furkan Araslı ................................................................................................................................. 612 FOOD MARKETING AS TASTE AND SMELL OF COUNTRY ............................................. 613 Zora Hudíková, .............................................................................................................................. 613 AN EXAMINATION OF ENVIRONMENTAL INSTITUTIONS AND CO-MANAGEMENT TOWARD ENVIRONMENTAL PROTECTION: THE CASE OF TRNC ............................... 615 Habib Alipour ................................................................................................................................ 615 Tahereh Arefipour .......................................................................................................................... 615 THE RELATIVE IMPORTANCE OF DESIGN AND PLACE FEATURES: A STUDY OF THE MADNES FESTIVAL IN THE NETHERLANDS.............................................................. 616 Mark Leenders ............................................................................................................................... 616 INDIRECT CITY-BRANDING THROUGH THE HYPERREAL REPRESENTATION OF THE CITY IN ADVERTISING – THE EXAMPLE OF VENEZIA .......................................... 617 Anne-Flore Maman Larraufie ........................................................................................................ 617 DETERMINANTS OF CORPORATE CASH-HOLDING LEVELS IN TOURISM INDUSTRY-AN EMPIRICAL EVIDENCE FROM UNITED KINGDOM .............................. 619 Wisal Ahmad and Cahit Adaoglu ................................................................................................... 619 DIVIDEND POLICY OF TRAVEL AND LEISURE COMPANIES IN WESTERN EUROPE ............................................................................................................................................................ 620 Mahboubeh Bahreini and and Cahit Adaoglu ............................................................................... 620

12

FULL PAPERS

13

MEASURING CUSTOMER-BASED BRAND EQUITY FOR BURSA: A CITY OF HISTORY AND CULTURE

Çağatan Taşkın, Uludağ University Bursa, Turkey Erdoğan Koç, Bandırma 17 Eylul University, Bandırma, Turkey Hakan Boz, Uşak University, Uşak, Turkey Ahmet Akif Karadamar, Uludağ University Bursa, Turkey ABSTRACT Customer-based brand equity is considered to be as one of the most influential factors on customer equity, differentiating a brand from other brands in the same category, the assessment of a brand’s performance and establishing competitive advantage. The frameworks developed by Aaker (1996) and Keller (1993) are the two pioneering models which conceptualized customer-based brand equity. Aaker considers customer-based brand equity as a group of assets (or liabilities) associated with the name of a brand and its symbol that increase or decrease the value provided by a product or service to its potential customers. Keller (1993) describes customer-based brand equity as ‘‘the differential effect of brand knowledge on consumer response to the marketing of the brand’’. As a brand’s equity is positively associated with brand success and customer equity, researchers have shown a significant amount of interest in the concept of customer-based brand equity. On the other hand, from a practical point of view customer- based brand equity is also crucial for the management of destinations in terms of differentiating one destination from the others. However, studies on the application of customerbased brand equity models to destinations appear to be somewhat limited in the literature. This study aims to investigate the relationships among the dimensions of customer-based brand equity for a destination called Bursa in Turkey, a town famous for its historical and cultural features. Bursa has great tourism potential especially for historical and cultural tourism. In spite of these strengths, Bursa has a relatively limited market share both in terms of domestic and international tourists. By measuring customer-based brand equity of Bursa, this study intends to address this dilemma and helps destination managers make better and more effective decisions. In order to test the relationships among the dimensions of destination brand awareness, destination brand image, destination brand quality, destination brand value and destination brand loyalty structural equation modeling was used.

467

Multiple items were used to measure each dimension of destination brand awareness, destination brand quality, destination brand image, destination brand value and destination brand loyalty. The research sample consists of domestic tourists living in 12 different provinces, in Turkey. Data were collected from domestic tourists who have visited Bursa at least once in their lifetimes. The modeling results indicate that both destination brand awareness and destination brand image influence a destination’s perceived value positively. In turn, a destination’s perceived value influences its brand loyalty. The findings also indicate that a destination’s brand quality influences that destination’s brand image. The results have implications for decision-makers in tourism both at micro- and macro-levels, in terms of effective decision-making and resource allocation. Key Words: Customer-based brand equity, destination branding, structural equation modeling, Bursa, Turkey.

INTRODUCTION The concept of customer-based brand has relevance both from academic and practical perspectives. The customer- based brand equity enables a business to develop competitive advantage and helps establish barriers of entry for potential competitors (Gomez et al., 2016). The two early frameworks developed by Aaker (1996) and Keller (1993) are the two pioneering models which conceptualized customer-based brand equity first. Aaker defines customer-based brand equity as a group of assets (or liabilities) associated with the name of a brand and its symbol that increase or decrease the value provided by a product or service to its potential customers. Keller (1993) explains customer-based brand equity as ‘‘the differential effect of brand knowledge on consumer response to the marketing of the brand’’. As destination branding is an important field of research within tourism and hospitality, it has attracted the attention of several scholars to study this specific field from a wide variety of perspectives (Echtner &Ritchie, 1991; Gnoth, 2007; Stepchenkova & Li, 2014; Taskin, Koc, & Boz, 2016). Customer-based brand equity is also an important concept from the perspective of destination branding and it has been successfully applied to destination branding in several studies. The studies of Boo et al. (2009), Konecnik and Gartner (2007), Pike and Bianchi (2016) and Herrero et al. (2016) are a few of the examples of studies applied the concept of customer-based brand equity to destination branding (Kladou et al., 2016). Measuring customer-based brand equity enables the assessment of performance of a particular destination over a period of time and the determination of potential benefits which may accrue based on the success of that particular destination (Wong & Teoh, 2015).

468

The study aims to investigate the relationships among the dimensions of customer-based brand equity for a destination called Bursa, in Turkey, a destination town famous for its history and culture. Bursa has a significant tourism potential especially for historical and cultural tourism segments. In spite of these strengths, Bursa has a relatively limited market share both in terms of domestic and international visitors. By measuring customer-based brand equity of Bursa, this study intends to assess the actual potential of Bursa as a destination and draw conclusions which may be relevant and useful for practitioners. METHODOLOGY The research sample consists of domestic tourists living in 12 different provinces, in Turkey. Data were collected from domestic tourists who have visited Bursa at least once in their lifetimes. Data were collected in the months of June, July and August of 2016. A total of 265 questionnaires were collected. Based on the initial screening of the collected questionnaires 36 of them were excluded as they were incomplete. IBM SPSS 21.0 and Lisrel 8.71 programs were used for the analysis of data. The reliability and validity of the scales used in the research have been proven by several research studies. However, as the survey was applied on a different sample, a pilot study was administered to retest the reliability and validity of the scale. Profile of Respondents The profile of the respondents are given in Table 1. Table 1: Profile of Respondents Age

Frequency %

Education

20-29

54

23.6%

Primary School 58

25.3%

30-39

78

34.1%

High School

56

24.5%

40-49

62

27.1%

College Graduate 64

27.9%

50-59

35

15.2%

Postgraduate

51

22.3%

Total

229

100.0%

Total

229

100.0%

Sex

Frequency %

Income

Frequency %

Male

98

42.8%

5000 TL

30

13.1%

Married

162

70.7%

Total

229

100.0%

Single

67

29.3%

Total

229

100.0%

Research Model and Hypotheses The model is shown in Figure 1. The variables included in the research model are; destination brand quality, destination brand awareness, destination brand image, destination brand loyalty and destination perceived value.

As seen from Figure 1, research hypotheses are: H1: “Destination brand awareness”influences “destination brand image” positively. H2: “Destination brand awareness” influences “destination perceived value” positively. H3: “Destination brand quality” influences “destination brand image” positively. H4: “Destination brand image”influences “destination perceived value” positively.

470

H5: “Destination perceived value” influences “destination brand loyalty” positively. The Scale Used in the Study and Reliability Analysis A comprehensive review of the literature was conducted to test the “customer-based brand equity” model proposed for Bursa as a tourist destination and a final scale was developed (Arnett et al., 2003; Boo et al. 2009; Sweeney & Soutar, 2001; Konecnik & Gartner, 2007;Yoo & Donthu, 2001; Pappu & Quester, 2006 ). Reliability analysis was applied on the collected data. The Cronbach Alpha values obtained as a result of the reliability analysis are shown below. Table 2: Reliability Analysis Results Dimensions Destination Brand Awareness Destination Brand Quality Destination Brand Image Destination Perceived Value Destination Brand Loyalty

Cronbach Alpha 0.70 0.92 0.84 0.85 0.91

Testing the Research Model by Using Structural Equation Modeling The results of the structural model are provided below. The reliability of the structural model can be assessed by using a number of statistics. In general, these statistics are termed as goodness of fit statistics. Table 3 lists the some of the frequently used goodness of fit statistics values. Table 3: Goodness of Fit Statistics Goodness of Fit Statistics

Value

Chi Square/Degrees of Freedom

1.63

GFI

0.87

AGFI

0.83

CFI

0.98

RMSEA

0.06

NFI

0.95

RMR

0.04

Standardized RMR

0.06

The GFI, AGFI, NFI, CFI and IFI are widely used statistical tests and they provide evidence for

471

goodness of fit and hypothesized model. The goodness of fit statistics shows that the structural model fit the data set. The RMSEA, RMR and SRMR values also show a good fit. Figure 2 depicts the structural model with the standardized path coefficients. The modeling results indicate that both destination brand awareness and destination brand image influence a destination’s perceived value positively. In turn, a destination’s perceived value influences its brand loyalty. The findings also indicate that both destination brand awareness and destination brand quality influence that destination’s brand image. Figure 2. Structural Model and Standardized Path Coefficients

Table 4: Results of Structural Equation Modeling Analysis Paths Hypothesis Path Brand Awareness - Brand H1 0.29 Coefficients Image Brand Awareness - H2 0.15

T Values Result 2.62 Accepted 1.98

Accepted

Perceived Value - Brand H3 Brand Quality Brand Image Image - Perceived H4 Perceived Value - Brand H5 Value

3.57 7.75 10.28

Accepted Accepted Accepted

0.40 0.74 0.85

The path Loyalty coefficients between “brand awareness” and “brand image”, “brand awareness and perceived value”, “brand quality and brand image”, “brand image” and perceived value” and “perceived value and brand loyalty” are 0.29, 0.15, 0.40, 0.74 and 0.85 respectively.

472

DISCUSSION AND IMPLICATIONS This study helps draw relevant and useful implications for both academics and practitioners in tourism and hospitality. It is important for destination managers, local authorities and other practitioners to investigate the relationships among the dimensions of customer-based brand equity. Thus, destination managers may develop strategies which would allow them to evaluate their position in the market in relation to its direct and indirect competitors. Additionally, the above practitioners may also use the findings to establish competitive advantage by reassessing and redesigning their value offerings. Findings showed that a destination’s brand image and its perceived value can be considered as two important dimensions of a destination’s customer-based brand equity. Besides, a destination’s brand awareness and brand quality proved to be the antecedents of a destination’s brand image and perceived value. The findings in the proposed model indicated that perceived value of a destination was an important factor in determining destination loyalty. This finding supports the findings of Boo et al. (2009). Additionally, the brand image of a destination was found to have a positive influence on the perceived value of the destination. This finding is also in line with the findings of the studies of Boo et al. (2009). Moreover, the findings relating to the importance of brand image draw parallels with the study of Konecnik and Gartner (2007). According to the results of the structural model, there were different influences among the dimensions of customer- based brand equity for the town of Bursa. The insight gained based on the findings of the study are believed to enable allow above mentioned practitioners to make effective decisions and develop strategies in terms of segmenting, targeting and positioning. The results are also believed to provide the practitioners with the necessary background so as to be able to align marketing communications strategies and campaigns with the requirements of the target market. Destination managers of Bursa are recommended to position Bursa as a historical and cultural destination and resort to emotional campaigns to develop positive attitudes towards Bursa. REFERENCES Aaker, D. A. (1996). Building strong brands, New York: Free Press. Arnett, D. B., Laverie, D. A., & Meiers, A. (2003). Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79(3), 161170. Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.

473

Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies, 2(2), 2–12. Gnoth, J. (2007). The structure of destination brands: leveraging values. Tourism Analysis, 12(5-1), 345-358. Gomez, M., Fernandez, A. C., Molina, A., & Aranda, E. (2016). City branding in European capitals: An analysis from the visitor perspective. Journal of Destination Marketing & Management. Herrero, A., San Martin, H., & Collado, J. (2016). Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions. Journal of Destination Marketing & Management. KELLER KL, C. Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1 -22. Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E. (2016). The role of brand elements in destination branding. Journal of Destination Marketing & Management. Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. Pappu, R., & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329. Pike, S., & Bianchi, C. (2016). Destination brand equity for Australia: testing a model of CBBE in short-haul and long-haul markets. Journal of Hospitality & Tourism Research, 40(1), 114-134. Stepchenkova, S., & Li, X. R. (2014). Destination image: Do top-of-mind associations say it all?. Annals of Tourism Research, 45, 46-62. Sweeney, J.C. & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. Taskin, C., Koc, E. & Boz, E. (2016). An EEG and eye tracker analysis of the influence of risk on the perceptual image of conflict-ridden destinations. International Congress of Management, Economy and Policy (ICOMEP), Istanbul, 26-27 November 2016. Wong, P. P., & Teoh, K. (2015). The influence of destination competitiveness on customer-based brand equity. Journal of Destination Marketing & Management, 4(4), 206-212. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Res

474