A Preliminary Research for Residents’ Perceptions of Socio-Cultural Impacts and Destination Branding of Education Tourism Development in Amasya: Does Gender Make a Difference?

Authors : Engin Yavuz
Pages : 340-353
Doi:10.19168/jyasar.1625432
View : 112 | Download : 102
Publication Date : 2025-07-31
Article Type : Research Paper
Abstract :Recently, many countries, regions and cities have been trying to increase the potential of educational tourism, especially for economic reasons. Along with educational tourism, sectors such as accommodation, food, transportation etc. are also affected by tourist movements. However, educational tourism can affect the regions where it is located not only economically but also socio-culturally. Amasya University has also been continuously developing in terms of both quality and quantity since it was founded in 2006. In relatively small cities like Amasya, the economic and socio-cultural impact of universities can be greater than in large cities. In cities like Amasya, where the interaction between local people and students is more intense, this interaction can have some positive and negative results for the local people. The aim of this study is to reveal the positive and negative effects of educational tourism on the perceived destination branding of Amasya. The data obtained in the study were collected from 101 people residing in the city of Amasya via Google forms. SPSS 23 program was used for the analysis, descriptive and psychometric properties were analyzed, and correlation analysis and regression analysis were applied. In addition, a t-test was conducted to measure the difference between gender groups. When the results are examined, it is stated that if the participants perceive the socio-cultural impact of educational tourism positively, this contributes positively to the branding and socio-cultural development of Amasya. There is a significant difference between gender groups in perceived destination branding. Female participants stated more strongly than male participants that educational tourism positively affects perceived destination branding.
Keywords : Destinasyon Markalaşması, Eğitim Turizmi, Sosyo-Kültürel Etki

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