A comparison of the perceptions regarding the marketing and quality of international sport organizations in Turkey

The objective of the study is to search how the marketing activities of International Sport Organizations in Turkey are done and to determine the impressions that the imagemanagement make on publicopinion by revealing the brand management approaches of these organizations and also to determine to what extent these organization sattain their intro ducingand marketing goals. International Sport Organizations in Turkey and the audience who participate in these organizations actively or quiescently constitute the target population of the study while totally 2039 audiences who participate in Erzurum 2011 World Interuniversity Winter Games, Trabzon 2011 Europe Olympic Youth Festival, Mersin 2013 Mediterranean Games actively or quiescently constitute the sample group. In the study, an 11-question-survey was made by benefitting from the the oreticalcase in order to evaluate the demographic features of the local audience and how they percieve the intro ducing activity after the organizations. To reseach the over allimpact of the organization on the city, Mega Event Impact Scale was used. Also, a 25-question, four dimensional scale named Inventory of Perceived Quality and İmage at Sport Organization Scale (IPQISO) –formed for the study-was used to evaluate the perceptions of audience on the quality of event sand organizations in the process of the sport organizations. In the process of the study, answers to the subquestions of the reseach were investigated by taking percent ageandfrequency, making t test for free samples, one-way analysis of variance, ANOVA ve Post Hoc Tukey test, correlation analysis, a multiplelinear regression analysis by using statistical processes on data set belong to 2039 people and computerised statistical programme. In the study, the significance level of subdimension of mega organization efficient scale and subdimension of Inventory of Perceived Quality and İmage at Sport Organization Scale (IPQISO) was examined. After wards, the harmony between two scales with regression analysis was searched. Besides all these, the study was commented on the effectiveness of marketing activities regarding frequency values of various questions. As a consequence, with in the marketing activities, it is determined that the organization committees perform the stated methods in the formal reports, but the audience percieve these marketing and image studies in different levels. In this regard, it is concluded that the main aims of sport organizations such as advertising, enhancing the recogniz ability and familiarity did not actualize at there quested level. In the sport organizations, the brand and image studies which are planned professionally and adequately are to be made, performed and most importantly offered to the audience at a high level in order to make a lasting positive impact on the minds no matter at which level the sportive successesare. From this results, it is concluded that these activities wasn't carried out partly and it is necessary to give more importance to the introduction, brand and image activities to make positive impact on the audience.