Kıyı alanlarının değerlendirilmesindeki değişim ve sosyal sorumluluk pazarlaması

The aim of this thesis is to figure out the social value of coastal areas in monetary terms and to explain this social value with social responsibility marketing variables. Coastal areas are classified as a natural resource in the international literature and have an ecological, economic and social value. Measuring these values will increase productivity in the use of coastal areas and lead to a change in the social value arising from the direct or indirect use of these areas, that this need for social value change is the main motivation of this thesis. The research was carried out in two stages. In the first phase, the average willingness to pay value, the value per square meter, the value per meter and the total value are calculated for the coastal area and the port facility it hosts, using Contingent Valuation Method (CVM) and these findings are associated with the follow-up questions. In the second stage, social responsibility marketing variables compiled from social marketing and corporate social responsibility literature were tested. These variables were classified into seven groups by factor analysis. In addition, social responsibility marketing models that best describe the value of coastal areas and port facilities have been proposed in the study. Based on the resulting models, the term social responsibility marketing is defined for both coastal facilities and particularly port facilities. According to the results of the study, the total social value of the coastal area studied was approximately 145 million TL and the total social value of the port facility was approximately 81 million TL. The willingness to pay per capita is 34.10 TL and 19.10 TL respectively. Although the willingness to pay per capita for the port facility appears to be less, the participants assess more value for the port area per square meters than the whole coastal area. It means that, there is a high level of awareness for the port in society. In addition, it has been proved that coastal facilities have a social responsibility role in increasing the value of coastal areas. As for the port facility, it is concluded that the public image of the port increases the value of the coastal area. The contributions of the thesis can be divided into such three areas as contribution to method, marketing literature and practitioners. Accordingly, including the port facility as a part of a survey design that evaluates the coastal area, collecting the willingness to pay values and assessing consistency of the results are the contribution to the Contingent Valuation Method (CVM). The definition of social responsibility marketing in terms of coastal areas and port facilities shows the contribution of the thesis to marketing science. Finally, it contributes to policy-makers, coastal planners and coastal facilities through guiding and value-creating models resulting from binary logistics regression tests.