Research Article
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The Concept of Perceived Value in Tourism: A Research on The Applicability of The Multidimensional Perceived Value Scale in Destination

Year 2019, Volume: 7 Issue: 5, 123 - 131, 07.10.2019
https://doi.org/10.18506/anemon.506278

Abstract

The present study aimed to investigate the multidimensional perceived
value scales developed and used in tourism and other service industries in
depth and to determine the value factors perceived by the tourists about a
destination within the context of tourism destinations. For this purpose, an
application was conducted on the tourists holidaying in the Kemer district of
Antalya province in Turkey. Data collected from 414 tourists were analyzed
using statistical analysis software. In the study, explanatory and confirmatory
factor analyzes were used to determine the perceived value dimensions. The
study findings demonstrated that the destination perceived value scale was
multidimensional and included six dimensions of emotional value, price value,
reputation value, behavioral value, quality value and transportation value.
Furthermore, it was determined that the scale was consistent with
multidimensional perceived value studies conducted in different fields in the
literature and its applicability to the destination was statistically valid. 

References

  • Akgül, A. ve Çevik, O. (2003), İstatistiksel Analiz Teknikleri “SPSS’te İşletme Yönetimi Uygulamaları, Ankara, Emek Ofset Ltd. Şti.
  • Cronin, J. J., Brady, M. K. ve Hult, G. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, , Vol.76, No.2, 193-218. Journal of Retailing , 76 (2), 193-218.
  • Day, G. S. (1990). Market Driven Strategy. New York: Free Press.
  • De Ruyter, J. K., Wetzels, M., Lemmink, J. ve Mattson, J. (1997). The Dynamics of The Service Delivery Process: A Value-Based Approach. International Journal of Research in Marketing , 14, 231-243.
  • Dodds, W. B., Monroe, K. B. ve Grewal, D. (1991). Effects of Price,Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research , 28, 307-319.
  • Fernandez, R. S. ve Bonillo, A. I. (2007). The Concept of Perceived Value: A Systematic Review of The Research. Marketing Theory , 7, 427-451.
  • Fornell, C. ve Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research , 18, 39-50.
  • Gale, B. T. (1994). Managing Customer Value: Creating Quality And Service That Customers Can See. New York: Free Press.
  • Gallarza, M. G. ve Saura, I. G. (2006). Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students’ Travel Behavior. Tourism Management , 27, 437-452.
  • Gill, D., Byslma, B. ve Ouschan, R. (2007). Customer Perceived Value in A Cellar Door Visit: The Impact on Behavioural Intentions. International Journal of Wine Business Research , 19 (4), 257-275.
  • Grewal, D., Krishnan, R., Baker, J. ve Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing , 74 (3), 331-352.
  • Gronroos, C. (1997). Value-Driven Relational Marketing: From Products To Resources And Competencies. Journal of Marketing Management , 13 (5), 407-420.
  • Holbrook, M. B. (1996). Customer Value-A Framework for Analysis and Research. Advances in Consumer Research , 23, 138-142.
  • Katamneni, S. P. ve Coulson, K. R. (1996). Measuring Perceived Value: Findings from Preliminary Research. The Journal of Marketing Management , 2, 72-86.
  • Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. NY: Guilford Press.
  • Koçak, G. N. ve Çeşmeci, N. (2011). Altın Çöpe Düşse Değerini Kaybeder Mi, Tenekeyi Parlatsan Çeyrek Altın Eder Mi? Algılanan Değer Ölçekleri, Altın Mı-Teneke Mi? Geçerlilik ve Güvenilirlik Tartışması. 12. Ulusal Turizm Kongresi. Akçakoca- DÜZCE: 30 Kasım – 4 Aralık 2011.
  • Konuk, F. A. (2008). Pazarlamada Algılanan Değer Kavramı ve Ölçümü. Yayınlanmamış Doktora Tezi. Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Sakarya .
  • Lichtenstein, D. R., Netemeyer, R. G. ve Burton, S. (1990). Distinguishing Coupon Proneness from Value Consciousness: An Acquisition– Transaction Utility Theory Perspective. Journal of Marketing , 54, 54-67.
  • Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
  • Petrick, J. F. (2002). Development of Multi-Dimensional Scale for Measuring the Perceived Value of a Sevice. Journal of Leisure Reseach , 34 (2), 119-134.
  • Petrick, J. F. (2004). First Timers’ and Repeaters’ Perceived Value. Journal of Travel Research , 43, 29-38.
  • Sanchez, J., Callarisa, L., Rodriguez, R. M. ve Moliner, M. A. (2006). Perceived Value of the Purchase of a Tourism Product. Tourism Management , 27, 394-409.
  • Sanchez-Fernandez, R. M., Iniesta-Bonillo, A. ve Holbrook, M. B. (2009). The Conceptualisation and Measurement of Consumer Value in Services. International Journal of Market Research , 51 (1), 93-113.
  • Sheth, J. N., Newman, B. I. ve Gross, L. G. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research , 22, 159-170.
  • Sin, L. Y., So, S. L., Yau, O. H. ve Kwong, K. (2001). Chinese Women at the Crossroads: An Ampirical Study on Their Role Orientations and Consumption Values in Chinese Society. Journal of Consumer Marketing , 18 (4), 348-367.
  • Smith, J. B. ve Colgate, M. (2007). Customer Value Cretaion: A Practical Framework. Journal of Marketing Theory and Practice , 15 (1), 7-23.
  • Sweeney, J. C., Soutar, G. N. ve Johnson, L. W. (1997). Retail Service Quality and Perceived Value. Journal of Retailing and Consumer Services , 4 (1), 39-48.
  • Sweeney, J. C. ve Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing , 77, 203-220.
  • Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science , 25 (2), 139-153.
  • Yavuz, M. C. (2007). Uluslararası Destinasyon Markası Oluşturulmasında Kimlik Geliştirme Süreci: Adana Örneği. Yayınlanmamış Doktora Tezi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü. Adana.
  • Yazıcıoglu, Y. ve Erdogan, S. (2004). Spss Uygulamalı Bilimsel Arastırma Yöntemleri. Ankara: Detay Yayıncılık.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing , 52, 2-22.

Turizmde Algılanan Değer Kavramı: Çok Boyutlu Algılanan Değer Ölçeğinin Destinasyonda Uygulanabilirliği

Year 2019, Volume: 7 Issue: 5, 123 - 131, 07.10.2019
https://doi.org/10.18506/anemon.506278

Abstract

Bu
çalışmada turizm ve diğer hizmet sektörlerine yönelik geliştirilip kullanılan
çok boyutlu algılanan değer ölçekleri derinlemesine incelenmiş ve turizm
destinasyonu bağlamında turistlerin destinasyondan algıladıkları değer
faktörlerinin neler olduğu tespit edilmeye çalışılmıştır. Bu amaçla Antalya ili
Kemer ilçesinde tatil yapan turistler üzerinde bir uygulama
gerçekleştirilmiştir. 414 turistten elde edilen veriler istatistiksel analiz
programları kullanılarak analiz edilmiştir. Çalışmada algılanan değer
boyutlarının neler olduğunun belirlenmesinde açıklayıcı ve doğrulayıcı faktör
analizlerinden yararlanılmıştır. Araştırma sonuçları incelendiğinde,
destinasyondan algılanan değer ölçeğinin çok boyutlu yapıda ve duygusal değer,
fiyat değeri, şöhret değeri, davranışsal değer, kalite değeri ve ulaşım değeri
olmak üzere altı boyuttan oluştuğu tespit edilmiştir. Ayrıca litaretürde farklı
alanlarda yapılan çok boyutlu algılanan değer çalışmalarıyla benzerlikler
taşıdığı ve destinasyona uygulanabilirliğinin istatistiksel olarak geçerli
olduğu tespit edilmiştir.

References

  • Akgül, A. ve Çevik, O. (2003), İstatistiksel Analiz Teknikleri “SPSS’te İşletme Yönetimi Uygulamaları, Ankara, Emek Ofset Ltd. Şti.
  • Cronin, J. J., Brady, M. K. ve Hult, G. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, , Vol.76, No.2, 193-218. Journal of Retailing , 76 (2), 193-218.
  • Day, G. S. (1990). Market Driven Strategy. New York: Free Press.
  • De Ruyter, J. K., Wetzels, M., Lemmink, J. ve Mattson, J. (1997). The Dynamics of The Service Delivery Process: A Value-Based Approach. International Journal of Research in Marketing , 14, 231-243.
  • Dodds, W. B., Monroe, K. B. ve Grewal, D. (1991). Effects of Price,Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research , 28, 307-319.
  • Fernandez, R. S. ve Bonillo, A. I. (2007). The Concept of Perceived Value: A Systematic Review of The Research. Marketing Theory , 7, 427-451.
  • Fornell, C. ve Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research , 18, 39-50.
  • Gale, B. T. (1994). Managing Customer Value: Creating Quality And Service That Customers Can See. New York: Free Press.
  • Gallarza, M. G. ve Saura, I. G. (2006). Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students’ Travel Behavior. Tourism Management , 27, 437-452.
  • Gill, D., Byslma, B. ve Ouschan, R. (2007). Customer Perceived Value in A Cellar Door Visit: The Impact on Behavioural Intentions. International Journal of Wine Business Research , 19 (4), 257-275.
  • Grewal, D., Krishnan, R., Baker, J. ve Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing , 74 (3), 331-352.
  • Gronroos, C. (1997). Value-Driven Relational Marketing: From Products To Resources And Competencies. Journal of Marketing Management , 13 (5), 407-420.
  • Holbrook, M. B. (1996). Customer Value-A Framework for Analysis and Research. Advances in Consumer Research , 23, 138-142.
  • Katamneni, S. P. ve Coulson, K. R. (1996). Measuring Perceived Value: Findings from Preliminary Research. The Journal of Marketing Management , 2, 72-86.
  • Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. NY: Guilford Press.
  • Koçak, G. N. ve Çeşmeci, N. (2011). Altın Çöpe Düşse Değerini Kaybeder Mi, Tenekeyi Parlatsan Çeyrek Altın Eder Mi? Algılanan Değer Ölçekleri, Altın Mı-Teneke Mi? Geçerlilik ve Güvenilirlik Tartışması. 12. Ulusal Turizm Kongresi. Akçakoca- DÜZCE: 30 Kasım – 4 Aralık 2011.
  • Konuk, F. A. (2008). Pazarlamada Algılanan Değer Kavramı ve Ölçümü. Yayınlanmamış Doktora Tezi. Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Sakarya .
  • Lichtenstein, D. R., Netemeyer, R. G. ve Burton, S. (1990). Distinguishing Coupon Proneness from Value Consciousness: An Acquisition– Transaction Utility Theory Perspective. Journal of Marketing , 54, 54-67.
  • Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
  • Petrick, J. F. (2002). Development of Multi-Dimensional Scale for Measuring the Perceived Value of a Sevice. Journal of Leisure Reseach , 34 (2), 119-134.
  • Petrick, J. F. (2004). First Timers’ and Repeaters’ Perceived Value. Journal of Travel Research , 43, 29-38.
  • Sanchez, J., Callarisa, L., Rodriguez, R. M. ve Moliner, M. A. (2006). Perceived Value of the Purchase of a Tourism Product. Tourism Management , 27, 394-409.
  • Sanchez-Fernandez, R. M., Iniesta-Bonillo, A. ve Holbrook, M. B. (2009). The Conceptualisation and Measurement of Consumer Value in Services. International Journal of Market Research , 51 (1), 93-113.
  • Sheth, J. N., Newman, B. I. ve Gross, L. G. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research , 22, 159-170.
  • Sin, L. Y., So, S. L., Yau, O. H. ve Kwong, K. (2001). Chinese Women at the Crossroads: An Ampirical Study on Their Role Orientations and Consumption Values in Chinese Society. Journal of Consumer Marketing , 18 (4), 348-367.
  • Smith, J. B. ve Colgate, M. (2007). Customer Value Cretaion: A Practical Framework. Journal of Marketing Theory and Practice , 15 (1), 7-23.
  • Sweeney, J. C., Soutar, G. N. ve Johnson, L. W. (1997). Retail Service Quality and Perceived Value. Journal of Retailing and Consumer Services , 4 (1), 39-48.
  • Sweeney, J. C. ve Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing , 77, 203-220.
  • Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science , 25 (2), 139-153.
  • Yavuz, M. C. (2007). Uluslararası Destinasyon Markası Oluşturulmasında Kimlik Geliştirme Süreci: Adana Örneği. Yayınlanmamış Doktora Tezi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü. Adana.
  • Yazıcıoglu, Y. ve Erdogan, S. (2004). Spss Uygulamalı Bilimsel Arastırma Yöntemleri. Ankara: Detay Yayıncılık.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing , 52, 2-22.
There are 32 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Muammer Bezirgan 0000-0002-6562-539X

Publication Date October 7, 2019
Acceptance Date March 7, 2019
Published in Issue Year 2019 Volume: 7 Issue: 5

Cite

APA Bezirgan, M. (2019). Turizmde Algılanan Değer Kavramı: Çok Boyutlu Algılanan Değer Ölçeğinin Destinasyonda Uygulanabilirliği. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 7(5), 123-131. https://doi.org/10.18506/anemon.506278

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.