A STUDY OF THERMAL TOURISM CONSUMERS' PERSPECTIVES TOWARDS THERMAL TOURISM AND EVALUATIONS OF SERVICE QUALITY DIMENSIONS

Yıl 2017, Cilt: 2 Sayı: 1, 49 - 61, 07.07.2017

Gamze Arıkan Sezer Korkmaz

Öz

Thermal tourism, which is closely correlated with medical tourism, can be defined as on-site sources of natural minerals in regions with hot springs, travertines and muddy water, and that are used for hydrotherapy purposes. The advent of this kind of service industry marks the next step after the continuing acceleration of industrialization in the historical process of change starting with the agrarian, handicraft economy. Quality is one of the most significant concepts within the service industry as it helps us understand consumer experience, and provides competitive advantage. The main purpose of this study is to explore consumers’ perception to thermal tourism. In this case, the study conducts a survey on consumers utilizing the thermal tourism centers in Kizilcahamam, Haymana and Beypazari, and therefore, aims to explore consumer perspective on quality of thermal services provided around the Ankara region. The survey is administered on 347 thermal consumers, and its results are interpreted using statistical techniques such as frequency analysis, percentage distribution, and factor analysis. The study concludes that consumer interpretation of quality differs by region, and consumers pay attention to quality when making their preferences.

Anahtar Kelimeler

Thermal Tourism, SPA, Wellness, Service Quality

Kaynakça

• Ayik, U. (2016). Türkiye’de Alternatif Turizm Faaliyetlerinin Gelişen Bir Kolu Olarak Kaplıcalar: Tuzla İçmeler Örneği, Gaziantep University Journal of Sciences, 15 (1), ss.149-169.
• Coutinho Pires dos Santos, B., Filomena Torres, M., Cunha, C. and Duran Sanchez, A. (2016). Thermal resorts of Extremadura and engagement with consumer in Facebook (Spain), Enlightening Tourism. A Pathmaking Journal, 6(1), pp.63-85.
• Chaniotakis, J.E. and Lymperopoulos, C. (2009). Service quality effect on satisfaction and word of mouth in the health care industry, Managing Service Quality, 19(2), pp.229-242.
• Cronin Jr, J.J. and Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(July), pp.55-68.
• Cronin Jr, J.J. and Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectationsmeasurement of service quality. The Journal of Marketing, pp.125-131.
• Eleren, A. (2007). Müşteri Beklentilerine Dayalı Bir Hizmet Kalitesi Ölçüm Modeli: Termal Otel İşletmeciliğinde Bir Uygulama.Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal ve Ekonomi Araştırmalar Dergisi, ss.395-420.
• Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), ss.36-44.
• İnternet: Türkiye Seyahat Acenteler Birliği (TURSAB), 2014 Sağlık Turizm Raporu
• Web:http://www.tursab.org.tr/dosya/12186/saglikturizmiraporu_12186_5485299.pdfadresinden 10 Ocak 2017 tarihinde alınmıştır.
• İnternet: T.C. Kültür ve Turizm Bakanlığı Yatırım ve İşletmeler Genel Müdürlüğü, Termal Turizm Master Planı 2007-2023. Web: http://yigm.kulturturizm.gov.tr/TR,10392/saglik-ve-termal-turizm.html adresinden 13 Haziran 2016’da alınmıştır.
• İnternet: EuropeSPA Avrupa Kalite Yönetimi,
• Web:http://europespa.eu/fileadmin/redaktion/download/EuropeSpa-FlyerTURKISH.pdf adresinden 13 Haziran tarihinde alınmıştır.
• Kulkarni, S. (2008). SPA and Health Tourism, Book Enclave,pp.2-7.
• Leisen, B. (2001). Image segmentation: the case of a tourism destination. Journal of services marketing, 15(1), pp.49-66.
• Marinau, C., Csosz, I., Martin, S. C., and Ciolac, R. (2009). European experience in the field of health tourism. Overview of the countries of western Europe, central and eastern Europe. Agricultural Management/Lucrari Stiintifice Seria I, Management Agricol, 11(4).
• Özdemir, Ş.(2015). Türkiye’nin Termal Sağlık Turizm Potansiyeli., Altındiş, M. (Editör). Termal Turizm. Birinci Bakı. Ankara: Nobel Akademik Yayıncılık, ss.5-12.
• Özbek, D. ve Özbek, T. (2008). Jeotermal Kaynakların Sağlık ve Termal Turizme Entegrasyonu, Jeotermal Haber Bülteni, ss.101.
• Parasuraman, A., Zeithmal, V.A. and Berry, L.L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), pp.12-40.
• Rosander, A. C. (1989). The quest for quality in services. Quality Resources.
• Sandıkçı, M., Gürpınar, K. (2008). Termal Turizm İşletmelerinde Kür Hizmetlerinin Algılanan Önemi: Ege Bölgesi’nde Bir Araştırma. Afyon Kocatepe.
• Stainfort, François, and Bridget C. Booske (2000), “Measuring post-decision satisfaction”, Medical Decision Making, 20 (1), pp. 51–61.
• T.C. Sağlık Bakanlığı Sağlık Hizmetleri Genel Müdürlüğü Sağlık Turizmi Daire Başkanlığı. (2012). Türkiye Sağlık Turizmi El Kitabı 2012. Ankara, ss.56-122.
• Temizkan, S.P. (2015). SPA Turizmi Kavramı ve Türkiye’de SPA Turizmi. Temizkan, S.P. (Editör). Sağlık Turizmi. Birinci Baskı. Ankara. Detay Yayıncılık, ss.147-148.