Tez özetleri Astronomi ve Uzay Bilimleri Anabilim Dalı

Analysis for Satisfaction Level of Users in National Parks Regarding Institutional Marketing (Case of the Gelibolu Peninsula Historical National Park )

Institutional marketing is a crucial element for the development of the organizations. Measurements of the satisfaction level of the customers of an institution facilitate the to develop more accurate and effective management strategies in institutional marketing. The purpose of this study was to analyze customer satisfaction level and discuss result of study with regarding institutional marketing in Gelibolu Peninsula Historical National Park.

A cross–sectional study was conducted to determine the satisfaction level of the visitors in the Gelibolu Peninsula Historical National Park. Three–hundred–eighty-four consecutive visitors were asked to complete a Servqual questionnaire, a service quality measurement tool based on the comparison of the “expected” and “perceived” qualities of a service given. The questionnaire consisted of a pair 40 questions in likert scale.

In statistical analysis SPSS 10.0 for Windows was used. Factor analysis was used to determine the factors of the scale, affecting the level of satisfaction. The reliability of the Servqual questionnaire was assessed with cronbach alpha tool. The relation between the demographic characteristics of the visitors and the main effective factors were analyzed with multiple regression analysis.

The mean score of Servqual analysis for expectations was 4.90, while for perceived one was 1.06. Thus the Servqual score was –3.74. Factor analysis revealed 11 effective factors among the 40 query questions. According to the results of cronbach alpha tool the Servqual questionnaire was found to be reliable tool for all expected, perceived service qualities and Servqual score (cronbach alpha coefficients: 0.8150; 0.8713 and 0.8504, respectively). The regression analysis revealed that the general satisfaction of the visitors was related to the guidance service, organization and souvenir stands.

Result of the study revealed that the level of the expected service quality was high among the visitors of Gelibolu Peninsula Historical National Park, while the perceived one was low. This suggests that the visitors of the Gelibolu Peninsula Historical National Park are not satisfied with the level of the service quality provided.