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Destinasyon İmajı ve Deneyimin Destinasyon Aşkına Etkisi: Nevşehir İli Örneği

Yıl 2023, Cilt: 13 Sayı: 3, 2767 - 2802, 30.11.2023
https://doi.org/10.48146/odusobiad.1198343

Öz

Destinasyonlar zorlu rekabet şartlarında sahip oldukları imajları ile öne çıkmaya çalışmaktadırlar. Destinasyonla ilgili olumlu imaj algısı, ziyaretçilerin destinasyon karar sürecinde etkili olmaktadır. Destinasyonla ilgili sahip olunan imajlar, durağan olmayıp değişebilen bir yapıya sahiptir. Bu bağlamda, destinasyonla yaşanan deneyimler öne çıkmaktadır. Turizm bir deneyim faaliyetidir ve turist deneyimi turistlerin seyahatlerine karar verdikleri andan itibaren başlamakta, etkileri seyahatin sonrasında da anılarda yaşayarak devam etmektedir. Turizmin özünün aslında ziyaretçilere yüksek kaliteli unutulmaz deneyimler sunmak olduğu söylenebilir. Destinasyonda yaşanan unutulmaz deneyimler, ziyaretçilerin destinasyonla duygusal bir bağ kurmalarına ve destinasyonlara aşkla bağlanmalarına yol açmaktadır. Bu çerçevede araştırmanın amacı destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerindeki etkisini ortaya koymaktır. Literatür taraması sonucunda hipotezler geliştirilmiş ve bu temelde araştırma modeli oluşturulmuştur. Araştırma evrenini Nevşehir ilini ziyaret eden katılımcılar oluşturmaktadır. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden yargısal örnekleme türü tercih edilmiştir. Araştırmada kullanılmak üzere 387 adet veri toplanmıştır. Elde edilen verilere uygulanan analizler sonucunda destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerinde anlamlı ve olumlu yönde bir etkisinin olduğu ve destinasyon aşkını daha fazla etkileyen değişkenin destinasyon deneyimi olduğu tespit edilmiştir.

Kaynakça

  • Akgözlü, E., & Kılıç, S. (2021). The meditating effect of brand love in the relationship between brand experience and brand equity. Business & Management Studies: An International Journal, 9(2), 625–648.
  • Akkuş, G. (2017). Kış turizmi destinasyonunda yaşanan unutulmaz turizm deneyimleri: Kültürlerarası karşılaştırma. Seyahat ve Otel İşletmeciliği Dergisi, 14(3), 223–236.
  • Aknar, A. (2021). Otel işletmelerinde insan enerjisinin öncül ve ardıllarının belirlenmesine yönelik bir araştırma: Antalya ili örneği. Nevşehir Hacı Bektaş Veli Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği, Doktora Tezi.
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  • Alcañiz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism management, 30(5), 715–723.
  • Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management.
  • Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), 155–173.
  • Andriotis, K., Foroudi, P., & Marvi, R. (2021). Heritage destination love. Qualitative Market Research: An International Journal, 24(2), 240–259. https://doi.org/10.1108/QMR-03-2020-0038
  • Anggraeni, A. (2015). Effects of brand love, personality and image on word of mouth; the case of local fashion brands among young consumers. Procedia-Social and Behavioral Sciences, 211, 442–447.
  • Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and Consequences of Destination Brand Love — A Case Study from Finnish Lapland. Tourism Management, 67, 71–81.
  • Aşkın, N., & İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Academic Review, 16(1), 79–94.
  • Ayazlar, G., & Ayazlar, R. A. (2017). A cross-cultural investigation of tourists’ memorable experiences between two nationalities. Almatourism-Journal of Tourism, Culture and Territorial Development, 8(15), 136–151.
  • Baloglu, S., & McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 868–897.
  • Barnes, S. J., Mattsson, J., & Sørensen, F. (2016). Remembered experiences and revisit intentions: A longitudinal study of safari park visitors. Tourism Management, 57, 286–294.
  • Bigne, E., Fuentes-Medina, M. L., & Morini-Marrero, S. (2020). Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content. Journal of Hospitality and Tourism Management, 45, 309–318.
  • Bigne, E., Sanchez, I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607–616.
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97–116.
  • Byon, K., & Zhang, J. (2010). Development of a scale measuring destination image. Marketing Intelligence & Planning, 28, 508–532.
  • Castellani, P., Bonfanti, A., Canestrino, R., & Magliocca, P. (2020). Dimensions and triggers of memorable tourism experiences: evidence from Italian social enterprises. The TQM Journal, ahead-of-p.
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The Impact of the Destination Image and Experience on the Destination Brand Love: Case of Nevşehir

Yıl 2023, Cilt: 13 Sayı: 3, 2767 - 2802, 30.11.2023
https://doi.org/10.48146/odusobiad.1198343

Öz

Destinations try to stand out with their images in tough competitive conditions. The positive image perception about the destination is effective in the destination decision process of the visitors. The images about the destination are not static but have a changeable structure. In this context, the experiences with the destination come to the fore. Tourism is an experience activity, and the tourist experience starts from the moment the tourists decide on their trip, and its effects continue to live in the memories after the trip. It can be said that the essence of tourism is actually to provide visitors with high quality unforgettable experiences. Unforgettable experiences at the destination lead the visitors to establish an emotional bond with the destination and to connect with the destinations with love. In this context, the aim of the research is to reveal the effect of destination image and destination experience on destination love. As a result of the literature review, hypotheses were developed and a research model was formed on this basis. The research population consists of the participants visiting Nevşehir province. In the study, judgmental sampling type, which is one of the non-random sampling methods, was preferred. 387 pieces of data were collected to be used in the research. As a result of the analyzes applied to the obtained data, it has been determined that the destination image and destination experience have a significant and positive effect on destination love, and the variable that affects destination love more is destination experience.

Kaynakça

  • Akgözlü, E., & Kılıç, S. (2021). The meditating effect of brand love in the relationship between brand experience and brand equity. Business & Management Studies: An International Journal, 9(2), 625–648.
  • Akkuş, G. (2017). Kış turizmi destinasyonunda yaşanan unutulmaz turizm deneyimleri: Kültürlerarası karşılaştırma. Seyahat ve Otel İşletmeciliği Dergisi, 14(3), 223–236.
  • Aknar, A. (2021). Otel işletmelerinde insan enerjisinin öncül ve ardıllarının belirlenmesine yönelik bir araştırma: Antalya ili örneği. Nevşehir Hacı Bektaş Veli Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği, Doktora Tezi.
  • Albert, N., & Valette-Florence, P. (2010). Measuring the Love Feeling for a Brand using Interpersonal Love Items. Journal of Marketing Development and Competitiveness, 5(1), 57–63.
  • Alcañiz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism management, 30(5), 715–723.
  • Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management.
  • Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), 155–173.
  • Andriotis, K., Foroudi, P., & Marvi, R. (2021). Heritage destination love. Qualitative Market Research: An International Journal, 24(2), 240–259. https://doi.org/10.1108/QMR-03-2020-0038
  • Anggraeni, A. (2015). Effects of brand love, personality and image on word of mouth; the case of local fashion brands among young consumers. Procedia-Social and Behavioral Sciences, 211, 442–447.
  • Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and Consequences of Destination Brand Love — A Case Study from Finnish Lapland. Tourism Management, 67, 71–81.
  • Aşkın, N., & İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Academic Review, 16(1), 79–94.
  • Ayazlar, G., & Ayazlar, R. A. (2017). A cross-cultural investigation of tourists’ memorable experiences between two nationalities. Almatourism-Journal of Tourism, Culture and Territorial Development, 8(15), 136–151.
  • Baloglu, S., & McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 868–897.
  • Barnes, S. J., Mattsson, J., & Sørensen, F. (2016). Remembered experiences and revisit intentions: A longitudinal study of safari park visitors. Tourism Management, 57, 286–294.
  • Bigne, E., Fuentes-Medina, M. L., & Morini-Marrero, S. (2020). Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content. Journal of Hospitality and Tourism Management, 45, 309–318.
  • Bigne, E., Sanchez, I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607–616.
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97–116.
  • Byon, K., & Zhang, J. (2010). Development of a scale measuring destination image. Marketing Intelligence & Planning, 28, 508–532.
  • Castellani, P., Bonfanti, A., Canestrino, R., & Magliocca, P. (2020). Dimensions and triggers of memorable tourism experiences: evidence from Italian social enterprises. The TQM Journal, ahead-of-p.
  • Çeltek, E. (2010). Deneyimsel Pazarlama Unsurlarının Otellerin Bakış Açısı İle Değerlendirilmesi: Türkiye’deki 4 Ve 5 Yıldızlı Otel İşletmelerinde Bir Uygulama. Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Turizm ve Otel İsletmeciliği Ana Bilim Dalı, Doktora Tezi.
  • Chandralal, L., & Valenzuela, F.-R. (2013). Exploring memorable tourism experiences: Antecedents and behavioural outcomes. Journal of Economics, Business and Management, 1(2), 177–181.
  • Chen, C., & Phou, S. (2013). A Closer Look at Destination: Image, Personality, Relationship and Loyalty. Tourism Management, 36, 269–278.
  • Chen, C., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism management, 28(4), 1115–1122.
  • Cheng, C. K., & Kuo, H. Y. (2015). Bonding to a New Place Never Visited: Exploring the Relationship between Landscape Elements and Place Bonding. Tourism Management, 46, 546–560.
  • Christou, P. A. (2018). Exploring agape: Tourists on the island of love. Tourism Management, 68, 13–22.
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  • Gürbüz, S., & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe Yöntem-Analiz (4.). Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (7th baskı). Pearson Education.
  • Hoyle, R. H., & Panter, A. T. (1995). Writing About Structural Equation Models. Içinde R. H. Hoyle (Ed.), Structural Equation Modelling: Concepts, Issues, and Applications (ss. 158–176). SAGE Publications, Inc.
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  • Hunt, J. D. (1971). Image - A Factor in Tourism. Colorado State University, unpublished PHD.
  • Hwang, J., & Lyu, S. O. (2015). The Antecedents and Consequences of Well-Being Perception: An Application of the Experience Economy to Golf Tournament Tourists. Journal of Destination Marketing & Management, 4(4), 248–257.
  • İslamoğlu, A. H., & Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. Içinde Beta Yayınevi (5. baskı).
  • Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal.
  • Jiang, K. (2019). An Exploration of Destination Brand Love among Theme-Park Based Tourists and Excursionists. University of Waterloo, Doctor of Philosophy in Recreatio.
  • Kahraman, O. C. (2019). Turist Deneyimi Ve Tekrar Ziyaret Etme Niyeti Arasındaki İlişkide Kişilik Özelliklerinin Aracı Rolü: Alternatif Turizm Türlerine Katılan Turistler Üzerine Bir Araştırma. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Anabilim Dalı, Doktora Tezi.
  • Kaya, F. (2018). Otantiklik ve Misafirperverlik Algılarının Turist Deneyimi Üzerine Etkisi: Kapadokya Bölgesi Örneği. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Anabilim Dalı, Doktora Tezi.
  • Keskin, E., Sezen, N., & Dağ, T. (2020). Unutulmaz Turizm Deneyimi, Müşteri Memnuniyeti, Tekrar Ziyaret ve Tavsiye Etme Niyeti Arasındaki İlişkiler: Kapadokya Bölgesini Ziyaret Eden Turistlere Yönelik Araştırma. Journal of Recreation and Tourism Research/JRTR, 7(2), 239–264.
  • Kim, J. H. (2010). Determining the factors affecting the memorable nature of travel experiences. Journal of Travel & Tourism Marketing, 27(8), 780–796.
  • Kim, J. H. (2013). A cross-cultural comparison of memorable tourism experiences of American and Taiwanese college students. Anatolia, 24(3), 337–351.
  • Kim, J. H. (2014). The Antecedents Of Memorable Tourism Experiences: The Development Of A Scale To Measure The Destination Attributes Associated With Memorable Experiences. Tourism Management, 44, 34–45.
  • Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856–870.
  • Kim, J. H., & Ritchie, B. (2014). Cross-cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research, 53(3), 323–335.
  • Kim, J. H., Ritchie, B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel research, 51(1), 12–25.
  • Kim, K., Hallab, Z., & Kim, J. (2012). The moderating effect of travel experience in a destination on the relationship between the destination image and the intention to revisit. Journal of Hospitality Marketing & Management, 21(5), 486–505.
  • Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (Fourth). Guilford publications.
  • Korkmaz, H., & Kafa, N. (2020). Gökçeada İmajının Yerli Turistlerin Davranışsal Niyetleri Üzerindeki Etkisi. Türk Turizm Araştırmaları Dergisi, 4, 3152–3173.
  • Lee, K. H., & Hyun, S. S. (2016). The Effects of Perceived Destination Ability and Destination Brand Love on Tourists’ Loyalty to Post-Disaster Tourism Destinations: The Case of Korean Tourists to Japan. Journal of Travel and Tourism Marketing, 33(5), 613–627.
  • Li, T., Liu, F., & Soutar, G. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19, 100547.
  • Liebowitz, M. (1983). The Chemistry of Love. Little, Brown & Co.
  • Long-Tolbert, S., & Gammoh, B. (2012). In Good and Bad Times: The Interpersonal Nature of Brand Love in Service Relationships. Journal of Services Marketing, 26(6), 391–402.
  • Marques, C., Vinhas da Silva, R., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations? Tourism Management, 85, 104293.
  • Marsh, H. W., & Hocevar, D. (1988). A new, more powerful approach to multitrait-multimethod analyses: Application of second-order confirmatory factor analysis. Journal of applied psychology, 73(1), 107.
  • Nakip, M., & Yaraş, E. (2016). Pazarlama Araştırmalarına Giriş. Içinde Seçkin Yayınları (5. baskı).
  • Nevşehir İl Kültür Turizm Müdürlüğü. (2021). Müze/Ören Yeri Ziyaretçi Sayıları. https://nevsehir.ktb.gov.tr/TR-230429/muzeoren-yeri-ziyaretci-sayilari.html
  • Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of travel research, 46(2), 119–132.
  • Önder, I., & Marchiori, E. (2017). A comparison of pre-visit beliefs and projected visual images of destinations. Tourism Management Perspectives, 21, 42–53.
  • Ooi, C.-S. (2005). A theory of tourism experiences: The management of attention. Içinde T. O’Dell & P. Billing (Ed.), Experiencescapes: Tourism, Culture and Economy (ss. 51–68). Copenhagen Business School Press.
  • Özdemir, O. (2019). Destinasyon İmajının Turistlerin Memnuniyetine ve Tekrar Ziyaret Etme Niyetine Etkisi: Mardin İli Üzerine Bir Araştırma. İktisadi ve İdari Yaklaşımlar Dergisi, 1(1), 65–77.
  • Öztürk, Y., & Şahbaz, R. P. (2019). Hizmet Kalitesi, Destinasyon İmajı ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Ilgaz Dağı Milli Parkı Ziyaretçilerine Yönelik Bir Araştırma. Journal of Tourism and Gastronomy Studies, 2962, 2976.
  • Park, Y., & Njite, D. (2010). Relationship between destination image and tourists’ future behavior: Observations from Jeju island, Korea. Asia Pacific journal of tourism Research, 15(1), 1–20.
  • Pizam, A. (2010). Creating memorable experiences. International Journal of Hospitality Management, 29(3), 343.
  • Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and Consequences of Brand Love. Journal of Brand Management, 20(4), 325–332.
  • Sağlık, E., & Türkeri, İ. (2015). Destinasyon İmajının ve Kişiliğinin Destinasyon Aidiyeti Üzerine Etkisi: Palandöken Kayak Merkezi Örneği. Journal of Travel and Hospitality Management, 12(1), 25–42.
  • Şahbaz, R. P., & Kılıçlar, A. (2009). Filmlerin ve Televizyon Dizilerinin Destinasyon İmajina Etkileri. İşletme Araştırmaları Dergisi, 1(1), 31–52.
  • Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM. International business research, 7(10), 187.
  • Shafiee, M., Foroudi, P., & Tabaeeian, R. (2021). Memorable experience, tourist-destination identification and destination love. International Journal of Tourism Cities, 7(3), 799–817.
  • Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50–59.
  • Stamboulis, Y., & Skayannis, P. (2003). Innovation strategies and technology for experience-based tourism. Tourism management, 24(1), 35–43.
  • Sternberg, E. (1997). The Iconography of the Tourism Experience. Annals of Tourism Research, 24(4), 951–969.
  • Strandberg, C., & Styvén, M. E. (2019). What’s love got to do with it? Place brand love and viral videos. Internet Research.
  • Swanson, K. (2015). Research Notes: Place Brand Love and Marketing to Place Consumers as Tourists. Journal of Place Management and Development, 8(2), 142–146.
  • Swanson, K. (2017). Destination Brand Love: Managerial Implications and Applications to Tourism Businesses. Journal of Place Management and Development, 10(1), 88–97.
  • Tabachnick, B. G., & Fidell, L. S. (2014). Using Multivariate Statistics (6th baskı). Pearson Education Limited.
  • Tsai, C. (2016). Memorable tourist experiences and place attachment when consuming local food. International Journal of Tourism Research, 18(6), 536–548.
  • Tsai, S. (2014). Love and satisfaction drive persistent stickiness: investigating international tourist hotel brands. International Journal of Tourism Research, 16(6), 565–577.
  • Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336.
  • Zhang, H., Xu, H., & Gürsoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17, 100454.
Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm ARAŞTIRMA MAKALESİ
Yazarlar

Ayhan Başçı 0000-0003-2263-324X

Duygu Eren 0000-0002-9959-9521

Erken Görünüm Tarihi 27 Ekim 2023
Yayımlanma Tarihi 30 Kasım 2023
Gönderilme Tarihi 2 Kasım 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 13 Sayı: 3

Kaynak Göster

APA Başçı, A., & Eren, D. (2023). Destinasyon İmajı ve Deneyimin Destinasyon Aşkına Etkisi: Nevşehir İli Örneği. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(3), 2767-2802. https://doi.org/10.48146/odusobiad.1198343

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