GÜNÜBİRLİK GEZİ TEKNECİLİĞİNİN HİZMET KALİTESİNİ GELİŞTİRMEYE DÖNÜK BİR UYGULAMA

Yıl 2019, Cilt: 11 Sayı: 2, 237 - 270, 16.12.2019

Neslihan Paker Serim Paker , Berna Doğan

https://doi.org/10.18613/deudfd.659816

Cited By: 1

Öz

Günübirlik gezi tekneciliği; teknede konaklama yapmayı gerektirmeyen, karayoluyla ulaşılamayan koylardan faydalanma imkânı sunan, gün içerisinde yeme-içme gibi temel ihtiyaçların teknede karşılandığı ve ekonomik olarak ulaşılması daha olanaklı bir deniz turizmi hizmetidir. Söz konusu hizmet, Türkiye’nin yanı sıra yat turizminin birçok gözde destinasyonunda talep görmektedir. Ancak, birçok farklı alanda yaygın bir şekilde tartışılmış olan hizmet kalitesi yazınına yeterince konu edinilmemiştir. Ayrıca, günübirlik gezi tekneciliğinin geliştirilmesine dönük çalışmalar, Türkiye’de deniz turizminin yasal bir çerçeve içerisinde gelişiminin ancak son yıllarda önem kazanmasının sonucu olarak oldukça sınırlıdır. Bu çalışma, günübirlik gezi tekneciliğinin hizmet kalitesi boyutlarının tanımlanması, mevcut hizmet kalitesinin değerlendirilmesi ve geliştirilecek alanlarının belirlenmesini hedeflemektedir. Araştırmanın örneklemi İzmir ili günübirlik tur tekneleri işletmecileri ve bu hizmeti almış müşteriler arasından yargısal yöntemlerle seçilmiştir. Yarı yapılandırılmış derinlemesine görüşmeler aracılığıyla veriler toplanmıştır. Verilerin analizinde Maxqda programı kullanılmış, iki yazar tarafından kodlama yapılmak suretiyle sonuçların güvenilirlik ve geçerliliği artırılmıştır. Ayrıca, yazarların saha gözlemleri sayesinde konu derinlemesine tartışılmıştır. Araştırma sonuçları günübirlik tur teknesi hizmet sağlayıcılarına ve kural koyucularına hizmet kalitesinin geliştirilmesi konusunda ve hizmet kalitesinin günübirlik gezi tekneciliğine dair yazınına katkılar sunmaktadır.

Anahtar Kelimeler

Günübirlik Gezi Tekneciliği, Deniz Turizmi, Hizmet Pazarlaması, Hizmet Kalitesi, Müşteri Memnuniyeti

AN APPLICATION FOR THE DEVELOPMENT OF DAILY YACHT TOURS’ SERVICE QUALITY

Öz

Daily yacht tours, more affordable marine tourism services which do not require accommodation on the yacht, make it possible to benefit from the bays that cannot be reached by land roads, and provide basic needs such as food and drink during the day. Such services have demand in Turkey, as well as many prominent yacht destinations. However, these services have not been adequately addressed in service quality literature, which has been widely discussed in many different areas. Furthermore, as a result of the development of marine tourism within a legal framework in Turkey, it has gained importance in recent years, the efforts to improve these services are limited especially in terms of service quality. The aim of this study is to define the service quality dimensions of daily yacht tours, to evaluate the existing service quality and to determine the areas to be developed. The sample of the study has been chosen by judgmental methods to be conducted through daily yacht tours operators and customers who received these services. The data have been collected through semi-structured in-depth interviews. Maxqda computer sofware has been used in the analysis of the data and reliability and validity of the results have been increased through coding by two authors. Furthermore, the subject has been discussed in depth through field observations of the authors. The results of the research are thought to contribute to the improvement of the quality of service to daily yacht tour service providers and policy makers and to the service quality literature on daily yacht tours.

Anahtar Kelimeler

Daily Yacht Tour, Marine Tourism, Services Marketing, Service Quality, Customer Satisfaction.

Kaynakça

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