Destinasyon Deneyimi Bileşenleri: Antalya ve İstanbul Destinasyonları Üzerinde Karşılaştırmalı Bir Araştırma

Year 2018, Volume: 29 Issue: 1, 0 - 0, 01.06.2018

İlker Şahin , F. Özlem Güzel

https://doi.org/10.17123/atad.435713

Abstract

Destinasyon DNA’larının yapı taşlarını oluşturan ve birbiriyle bağlantılı bütünsel bir yapı haline gelen, mimari, gastronomi, altyapı gibi çeşitli destinasyon deneyimi bileşenleri, turistlerin davranışlarını ve tatil boyunca edindikleri tecrübeleri etkileyebilmektedir. Bu bağlamda destinasyonların deneyimsel bileşenleri konusunda destinasyon yöneticileri ve turizm paydaşları arasında farkındalık yaratarak farklı bakış açıları geliştirmek büyük önem arz etmektedir. Bu araştırmanın temel amacı; (a) destinasyon deneyimini bileşenlerini sahil ve kültür destinasyonları üzerinde karşılaştırmalı ortaya koymak ve (b) bu deneyim bileşenlerine yönelik milliyetler bazında farklılıkları değerlendirmektir. İstanbul ve Antalya destinasyonlarında gerçekleştirilen bu çalışma kapsamında, veri toplama aracı olarak anket tekniğinden faydalanılmıştır. Toplam 1281 yabancı turistin katılımcı olarak yer aldığı araştırmada elde edilen bulgulara göre, destinasyon deneyimi bileşenleri olarak; yerel kültür, aktiviteler, misafirperverlik, altyapı, yenilik fırsatları, hizmet kalitesi, üstyapı estetiği, gastronomi, ulaşılabilirlik, fiziki coğrafya, ekonomik değer ve duygular boyutları ortaya çıkmıştır. Bu boyutlardan fiziki coğrafya boyutu İstanbul’da, ulaşım boyutu ise Antalya’da faktörleşmemiştir. İstanbul’un altyapı, hizmet kalitesi ve ulaşım özellikleri, Antalya’nın ise duygular ve ekonomik değer özellikleri konularında Alman turistlere ilişkin algıların İngiliz ve Ruslara göre daha negatif yönlü olduğunu ortaya çıkarmıştır.

Keywords

Deneyim pazarlaması, Destinasyon deneyimi, Turist deneyimi, Antalya, İstanbul

Components of Destination Experience: A Comparative Research on Antalya and İstanbul Destinations

Abstract

Forming the destination’s DNA nucleons and becoming like integrated structure, the destination experience components such as architechture, gastronomy, substructure have the potential to effect tourists’ travel experiences and their behaviours. In this context, it is thought that destination managers should discover and notice the experiental components of tourism destinations by developing particular point of views. The current study aims (a) to put forward the experiential components of resort and cultural destinations on the basis of comparative research approach, (b) to find out whether there are statististically significant differences between tourists’ nationalities related to experiential components. For this purpose, embracing the quantitative research method and using ‘questionnaire forms’ as data collection method, the study is carried out in Antalya and İstanbul. 1281 foreign tourists in total took part in the study. The findings indicate that destination experience components are obtained as follows: local culture, activities, hospitality, substructure, novelty opportunities, service quality, superstructure esthetics, gastronomy, accessibility, physiography, economic value and emotions. The all of dimensions are discovered in both destinations with two exceptions. It is seen that the physiography’ for İstanbul and ‘accessibility’ for Antalya couldn’t form a dimension. The results indicate that the German tourists have more negative perceptions than Russians and English regarding the issues of İstanbul’s substructure, service quality, accessibility; and Antalya’s economic value and emotional aspects.

Keywords

Experiential marketing, Destination experience, Destination attributes, Tourist Experience

References

• Boorstin, D. (1964). The Image: A Guide to Pseudo-Events in America. Newyork: Harper.
• Burkart, A. J. ve Medlik, S. (1992). Tourism, Past, Present and Future. Oxford: Butterworth-Heinemann Ltd.
• Chew, J. (1987). Transport and Tourism in the Year 2000, Tourism Management, 8 (2): 83-85.
• Chi, C. ve Qu, H. (2008). Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach, Tourism Management, 29: 624-636.
• Crompton, J. (1979). Motivations for Pleasure Vacation, Annals of Tourism Research, 408-424.
• Crouch, G. I. (2011). Destination Competitiveness: An Analysis of Determinant Attributes, Journal of Travel Research, 50 (27): 27-45.
• Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: The Experience of Play in Work and Games. San Francisco: Jossey-Bass Publishers.
• Çetin, G. ve Bilgihan, A. (2014). Components of Cultural Tourists’ Experiences in Destinations, Current Issues in Tourism, 19 (2): 1-18.
• Driscoll, A., Lawson, R. ve Niven, B. (1994). Measuring Tourists’ Destination Perceptions, Annals of Tourism Research, 21 (3): 499–511.
• Dwyer, L. ve Kim, C. (2003). Destination Competitiveness: Determinants and Indicators, Current Issues in Tourism, 6 (5):369-414.
• Dwyer, L., Mellor, R., Mistilis, N. ve Mules, T. (2000). Forecasting the Economic Impacts of Events and Conventions, Event Management, 6 (3): 175-191.
• Edensor, T. (2001). Performing Tourism, Staging Tourism, Tourist Studies, 1: 59–81.
• Fields, K. (2002). Demand for the Gastronomy Tourism Product: Motivational Factors. İçinde A. M. Hjalager ve G. Richards (Editörler), Tourism and Gastronomy (ss. 36-50), Londra: Routledge.
• Go, F. M. ve Govers, R. (2000). Integrated Quality Management for Tourist Destinations: A European Perspective on Achieving Competitiveness, Tourism Management, 21(1): 79-81.
• Gunn, C. (1988). Tourism Planning. New York: Taylor & Francis.
• Huberty, C. J. ve Petoskey, M. D. (2000). Multivariate Analysis of Variance and Covariance. İçinde H. T. Brown (Editör), Handbook of Applied Multivariate Statistics and Mathematical Modeling. New York: Academic Press.
• Inskeep, E. (1991). Tourism Planning: An Integrated and Sustainable Development Approach. New York: Van Nostrand Reinhold.
• Ivanovic, M., Khunou, P. S., Reynish, N., Pawson, R., Tseane, L. ve Wassung, N. (2009). Tourism Development 1: Fresh Perspectives. Cape Town: Pearson Education and Prentice Hall.
• Jang, S. ve Feng, R. (2007). Temporal Destination Revisit Intention: The Effects of Novelty Seeking and Satisfaction, Tourism Management, 28: 580-590.
• Kandampully, J. (2000). The Impact of Demand Fluctuation on the Quality of Service: a Tourism Industry Example, Managing Service Quality: An International Journal, 10 (1): 10-19.
• Kaul, R. N. (1985). Dynamics of Tourism: A Trilogy (Vol: 111). Transportation and Marketing, New Delhi: Sterling Publishers.
• Khadaroo, J. ve Seetanah, B. (2008). The Role of Transport Infrastructure in International Tourism Development: A Gravity Model Approach, Tourism Management, 29: 831-840.
• 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.
• Kivela, J. ve Crotts, J. (2005). Gastronomy Tourism: a Meaningful Travel Market Segment, Journal of Culinary Science and Technology, 4 (2-3): 39-55.
• Kivela, J. ve Crotts, J. C. (2006). Tourism and Gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination, Journal of Hospitality and Tourism Research, 30 (3): 354-377.
• Kozak, M. (2001). Comparative Assessment of Tourist Satisfaction with Destinations, Tourism Management, 22: 391-401.
• Lagiewski, R. ve Zekan, B. (2006). Experiential Marketing of Tourism Destinations. http://scholarworks.rit.edu/other/633. Erişim tarihi: 22 Nisan 2015.
• Lee, T. H. ve Crompton, J. (1992). Measuring Novelty Seeking in Tourism, Annals of Tourism Research, 19 (4): 732-751.
• MacCannell, D. (1973). Staged Authenticity: Arrangements of Social Space in Tourist Settings, American Journal of Sociology, 79 (3): 589–603.
• Machlis, G. ve Burch, W. (1983). Relations Between Strangers: Cycles of Structure and Meaning in Tourist Systems, Sociological Review, 31: 666–692.
• Mannell, R. C., Larson, R. ve Zuzanek, J. (1998). Leisure States and Flow Experiences: Testing Perceived Freedom and Intrinsic Motivation Hypotheses, Journal of Leisure Research, 20: 289–304.
• Mossberg, L. (2007). A Marketing Approach to the Tourist, Scandinavian Journal of Hospitality and Tourism, 7 (1): 59-74.
• Murphy, P., Pritchard, M. ve Smith, B. (2000). The Destination Product and its Impact on Traveller Perceptions, Tourism Management, 21: 43-52.
• Neuhofer, B., Buhalis, D. ve Ladkin, A. (2012). Conceptualising Technology Enhanced Destination Experiences. Journal of Destination Marketing & Management, 1 (1-2): 36-46.
• Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
• Oh, H., Fiore, A. ve Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Aplications, Journal of Travel Research, 46 (2): 119-132.
• Oral, S. ve Çelik, A. (2013). Türkiye’yi Ziyaret Eden Turistlerin Estetik Deneyimleri Üzerine Bir Araştırma, İşletme Araştırmaları Dergisi, 5 (4): 170-190.
• Otto, J. ve Ritchie, J. (1996). The Service Experience in Tourism, Tourism Management, 17 (3): 165–174.
• Page, S. ve Hall, M. (2003). Managing Urban Tourism: Themes in Tourism. London: Pearson Education Limited.
• Pine, J. ve Gilmore, J. H. (1998). Welcome to the Experience Economy, Harvard Business Review, 76: 97-105.
• Pine, J. ve Gilmore, J. H. (1999). İş Hayatı Bir Tiyatro. İstanbul: Boyner Yayınları.
• Pine, J. ve Gilmore, J. (2000). Satisfaction, Sacrifice, Surprise: Three Small, Strategy and Leadership, 28 (1): 18-23.
• Prentice, R. (2001). Experiential Cultural Tourism: Museums & the Marketing of the New Romanticsm of Evoked Authenticity, Museum Management and Curatorship, 19 (1): 7-30.
• Ritchie, J. ve Crouch, G. (2003). The Competitive Destination: A Sustainable Tourism Perspective. Cambridge, MA.: CABI Yayınları.
• Sakai, M. (2006). Public Investment in Tourism Infrastructure. İçinde International Handbook on the Economics of Tourism (ss. 266-280), İngiltere: Edward Elgar Yayınları.
• Schmitt, B. H. (1999). Experiential Marketing, Journal of Marketing Management, 15 (1-3): 53-67.
• Shoukri, M. ve Edge, V. (1996). Statistical Methods for Health Sciences. CRC Press, Inc.
• Stamboulis, Y. ve Skayannis, P. (2003). Innovation Strategies and Technology for Experience-Based Tourism, Tourism Management, 24: 35–43.
• Tribe, J. ve Snaith, T. (1998). From SERVQUAL to HOLSAT: Holiday Satisfaction in Varadero, Tourism Management, 19 (1): 25-34.
• Use place DNA to Define Your Destination’s Core Identity, Destination Think, https://www.destinationthink.com/use-place-dna-define-destinations-core-identity, Erişim tarihi: 17 Haziran 2017.
• WTO (2007). A Practical Guide to Tourism. Madrid: World Tourism Organization Press.
• Zhang, Q. Z. ve Chow, I. (2004). Application of Importance-Performance Model in Tour Guides’ Performance: Evidence from Mainland Chinese Outbound Visitors in Hong Kong, Tourism Management, 25 (1): 81-91.