https://hdl.handle.net/20.500.12809/8875 Sat, 04 Apr 2026 03:19:03 GMT 2026-04-04T03:19:03Z https://hdl.handle.net/20.500.12809/10663 The attitudes of local residents toward tourists in the Destination of Marmaris, Turkey Özgürel, Gizem; Avcıkurt, Cevdet Being one of the known tourism destinations in the world, Marmaris, a coastal city, is preferred by many local and foreign tourists. In 2019, about 1,350,000 foreign tourists and 419,000 local tourists stayed overnight in Marmaris, while local residents, consisting of about 95,000 people, hosted tourists. This study aims to determine the settled attitudes of local residents in Marmaris, which is located in the southwestern region of Turkey and which has transformed from a small fishing town into a preferred tourism destination, toward tourists. In the chapter, the studies of Var, Kendel, and Tarakcioglu (1985) examining Marmaris constituted the starting point. The researchers tried to identify how the local community of this small town that was declared as a tourism development area by the Turkish government in the 1960s perceives the social impacts of tourism. In their study, they stated that the Marmaris community was not studied from this perspective before and they chose the Marmaris community as the target population of the study as they thought this community symbolized a series of cultural values. The authors conducted a survey for the Marmaris community in the peak season of 1980-1981 and analyzed valid data of 98 participants. Among the results of their study, the following points become prominent: local residents perceive the positive and negative effects of tourism; they find meeting with tourists valuable as an educational experience; and they least prefer to see in Marmaris the tourists who are Turkish locals, who come from the Middle East, and who are Turkish workers living abroad. In this context, it was aimed to determine whether there was any change in the local residents' attitude toward tourism and tourist in Marmaris since the 1980s, and to determine its direction and level, if any. Besides, the issues such as the dissolution of the USSR in 1989, Russian tourists visiting Marmaris with an increasing number of each year, and residents' attitudes toward Russian tourists will be examined for the first time in the scope of the study. In the relevant literature section of the study; the titles such as the effects of tourism, attitudes towards tourism, stereotypes of Turkish people for different nations, and Marmaris destination were mentioned. In the study, a quantitative research method was adopted, and a questionnaire consisting of 3 parts was applied to collect data from the field, and the data were collected from the population formed by the residents of Marmaris through an online survey. The first part of the questionnaire included questions aiming to determine demographic characteristics, while the second part covered local residents' attitudes towards tourism and its effects, and the third and the final part included questions aimed at determining the stereotypes of local residents for tourists of different nationalities. The data obtained were analyzed in the SPSS 22.0 program, the findings were interpreted, the results and suggestions were made, and the study was concluded. The assumptions and limitations of the research were: the reliability and validity of the data collected in the research were limited by the features of the data collection methods; it was assumed that the participants answered the research questions correctly; the questionnaires planned to be made face-to-face were carried out online due to the Covid-19 and the measures taken by the Turkish government and by social responsibility; finally, insufficient time. The literature of the study has been listed according to the effects of tourism in destinations, perceptionsand attitudes towards tourism, Turkish stereotypes of different nations and the people in Marmaris. Sun, 01 Jan 2023 00:00:00 GMT https://hdl.handle.net/20.500.12809/10663 2023-01-01T00:00:00Z https://hdl.handle.net/20.500.12809/10521 MARMARİS'TEKİ OTEL YÖNETİCİLERİNİN KÜLTÜREL YATKINLIKLARININ BOURDIEUCÜ BİR ANALİZİ Tatar, Selma; Öğütle, Vefa Saygın Araştırma ile Marmaris’teki otel yöneticilerinin kültürel yatkınlıkları, kültürel tercihleri ve beğenileri, tüketim alışkanlıkları, gündelik pratikleri, Marmaris ve turizm ile etkileşimleri anlamak istenmiştir. Araştırmada nitel araştırma yöntemleri kullanılmış ve yarı-yapılandırılmış görüşme soru formlarıyla derinlemesine görüşmeler gerçekleştirilmiştir. Marmaris’te farklı türdeki otellerde yöneticilik yapan 24 kişi ile görüşülmüştür. Görüşmelerin yapıldığı otel işletmelerinin etnografik tasviri ve görüşülen otel yöneticilerinin sosyal tiplemesi yapılmıştır. Marmaris’teki otel yöneticilerinin seküler bir yapı gösterdiği, sınıf pratik ve beğenileri bağlamında Marmaris’teki kadın butik otel yöneticilerinin diğer yöneticilerden ayrıştığı bulgulanmıştır.; This study aims to trace the interactions among hotel managers in Marmaris regarding their cultural dispositions, cultural preferences and tastes, consumption habits, daily practices, and experiences with Marmaris and tourism. Qualitative research methods were used in the analysis, and interviews were conducted via semi-structured questions with 24 managers in different kinds of hotels in Marmaris. An ethnographic representation of the evaluated hotel establishments was produced and social typing of the hotel managers was performed. It was found that hotel managers in Marmaris have a secular structure and that female boutique hotel managers in Marmaris differ from other managers in the context of class practices and tastes. Sat, 01 Jan 2022 00:00:00 GMT https://hdl.handle.net/20.500.12809/10521 2022-01-01T00:00:00Z https://hdl.handle.net/20.500.12809/9107 Pozitif ve Negatif Ağızdan Ağıza Pazarlamanın Marka Tercihi Üzerine Etkisi: Hazır Giyim Sektörüne Yönelik Bir Araştırma Türk, Zehra Bu çalışmanın amacı, hazır giyim sektöründe faaliyet gösteren LC Waikiki ve DeFacto markalarını kullanan tüketicilerin marka tercihlerinde pozitif ve negatif ağızdan ağıza pazarlama faaliyetlerinin etkisini araştırmaktır. Bu amaçla Muğla ilinde bu markaları kullanan tüketicilere yönelik anket uygulaması gerçekleştirilmiştir. Anket uygulaması sonucu elde edilen veriler basit regresyon analizi ile test edilmiştir. Analiz sonucunda, LC Waikiki ürünü kullananların marka tercihinde pozitif ağızdan ağıza pazarlama faaliyetlerinin etkisi 0.522 oranında iken, DeFacto ürünü kullananlarda bu oran 0.729’dur. LC Waikiki markasının tercihinde negatif ağızdan ağıza pazarlama faaliyetlerinin etkisi negatif yönde 0.359 iken, DeFacto markasının tercihinde bu oran negatif yönde 0.749’dur. Sonuç olarak, DeFacto markasını tercih eden tüketicilerin ağızdan ağıza pazarlama faaliyetlerinden etkilenme oranları LC Waikiki tüketicilerine göre daha yüksektir; The aim of this study was to investigate the impact of positive and negative word of mouth marketing activities on brand preferences of consumers using LC Waikiki and DeFacto brands operating in the garment sector. For this purpose, a survey was conducted for consumers using these brands in Muğla. The data obtained from the survey application was tested with simple regression analysis. As a result of the analysis, the effect of positive word of mouth marketing activities on brand preference of those who use LC Waikiki product is 0.522, while it is 0.729 for those using DeFacto product. While the effect ofnegative word-of-mouth marketing activities in the preference of LC Waikiki brand is 0.359 in the negative direction, this ratio is 0.749 in the negative direction in the preference of the DeFacto brand. As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers Wed, 01 Jan 2020 00:00:00 GMT https://hdl.handle.net/20.500.12809/9107 2020-01-01T00:00:00Z https://hdl.handle.net/20.500.12809/9056 DENEYİMSEL PAZARLAMA UYGULAMALARININ TELEKOMÜNİKASYON ŞİRKETİ KULLANICILARI AÇISINDAN ALGILANMA FARKLILIKLARINA YÖNELİK BİR ARAŞTIRMA Türk, Zehra Deneyimsel pazarlama, müşterilerin beş duyu organına da hitap ederek, onlarda unutulması zor hazlar ve duygular yaşatmak amacıyla gerçekleştirilen pazarlama aktiviteleri olarak değerlendirilmektedir. Bu çalışmada, Türkiye’de yer alan Telekomünikasyon şirketlerinin uyguladıkları deneyimsel pazarlama aktivitelerinin kullanıcılar tarafından algılanma farklılıklarını ortaya koymak amaçlanmaktadır. Bu amaçla; deneyimsel pazarlama ve bileşenleri olan duyusal, duygusal, bilişsel, davranışsal ve ilişkisel deneyimin, Turkcell, Vodafone ve Türk Telekom GSM operatörü kullanıcıları açısından farklılaşıp farklılaşmadığını belirlemek amacıyla Muğla ilinde yer alan tüketicilere yönelik alan araştırması gerçekleştirilmiştir. Alan araştırmasında veri toplama aracı olarak anket yöntemi kullanılmıştır. Anket uygulamasına 458 tüketici katılmıştır. Araştırma sonucunda elde edilen veriler, Anova analizi ile değerlendirilmiş ve istatistiksel olarak anlamlı farklılıklar elde edilmiştir. Deneyimsel pazarlama ve bileşenleri olan duyusal, duygusal, bilişsel, davranışsal ve ilişkisel deneyim algılarının Türk Telekom kullanıcılarında, Turkcell ve Vodafone kullanıcılarına göre daha yüksek düzeyde olduğu tespit edilmiştir.; Experiential marketing is considered as marketing activities carried out in order to provide pleasure and emotions that are difficult to forget by addressing all five senses of customers. In this study, experiential marketing activities implemented by the telecommunication company located in Turkey is aimed to reveal differences in perception by users. For this purpose; In order to determine whether the sensory, emotional, cognitive, behavioural and relational experience, which are experiential marketing and its components, differ in terms of Turkcell, Vodafone and Türk Telekom GSM operator users, a field study was conducted for consumers in Muğla province. Survey method was used as data collection tool in field research. 458 consumers participated in the survey. The data obtained from the research were evaluated with Anova analysis and statistically significant differences were obtained. Sensory, emotional, cognitive, behavioural and relational experience perceptions of experiential marketing and its components are found to be higher in Türk Telekom users than Turkcell and Vodafone customers Wed, 01 Jan 2020 00:00:00 GMT https://hdl.handle.net/20.500.12809/9056 2020-01-01T00:00:00Z