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A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE

Year 2024, Volume: 25 Issue: 1, 41 - 70, 27.06.2024

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.24889/ifede.1354888

Abstract

This research aims to determine the role of Experiencescape and its effect on the customer’s memorable tourism experiences and the memorable tourism experiences effect on the customer’s citizenship behavior from a marketing perspective. The mediating role of customer satisfaction in the relationship between memorable tourism experiences and customer citizenship behavior was also examined. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “escapism”, “localness”, and “entertainment” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences are also effect on the “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.

Keywords

Experiencescape Memorable Tourism Experiences Customer Satisfaction Customer Citizenship Behavior Hotel Customer

References

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OTEL MÜŞTERİLERİNİN VATANDAŞLIK DAVRANIŞLARININ DENEYİM ALANI KAPSAMINDA DEĞERLENDİRİLMESİ ÜZERİNE BİR ARAŞTIRMA

Year 2024, Volume: 25 Issue: 1, 41 - 70, 27.06.2024

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.24889/ifede.1354888

Abstract

Bu araştırma, “deneyim alanının” müşterinin unutulmaz turizm deneyimleri üzerindeki ve unutulmaz turizm deneyimlerinin ise müşterinin vatandaşlık davranışı üzerindeki etkisini pazarlama perspektifinden belirlemeyi amaçlamaktadır. Aynı zamanda unutulmaz turizm deneyimleri ile müşteri vatandaşlık davranışı arasındaki ilişkide müşteri memnuniyetinin aracılık rolü de incelenmiştir. Araştırmanın örneklemini, 18 yaş ve üzeri, Ocak-Mayıs 2023 tarihleri arasında Erzurum’a gelen ve Erzurum’daki dağ otellerinde konaklayan 258 yerli ve yabancı turist oluşturmuştur. Bulgulara göre deneyim alanının "gerçekten kaçış", "yerellik" ve "eğlence" boyutları unutulmaz turizm deneyimleri üzerinde etkilidir. Aynı zamanda, unutulmaz turizm deneyimleri müşteri vatandaşlık davranışının “hoşgörü”, “savunuculuk”, “yardım etme” ve “geri bildirim” boyutları üzerinde etkilidir. Son olarak, unutulmaz turizm deneyimleri ile müşteri vatandaşlık davranışının “yardım etme” boyutu arasındaki ilişkide müşteri memnuniyeti kısmi aracılık rolüne sahiptir. Elde edilen sonuçlar pazarlama perspektifinden tartışılmıştır. Bu bakış açısıyla öneriler geliştirilmiştir.

Keywords

Deneyim Alanı Unutulmaz Turizm Deneyimleri Müşteri Memnuniyeti Müşteri Vatandaşlık Davranışı Otel Müşterisi

References

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  • Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418.
  • Anaza, N.A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140. DOI 10.1108/08876041311309252.
  • Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742, 1-11. https://doi.org/10.1016/j.annals.2019.102742 . Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of Services Marketing, 20(6), 391-403.
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  • Byrne, B. M. (2010). Structural equation modeling with AMOS. Basic concepts, applications, and programming. New York: Routledge.
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  • Chandralal, L., & Valenzuela, F. R. (2013). Exploring memorable tourism experiences: Antecedents and behavioural outcomes. Journal of Economics, Business and Management, 1(2), 177-181. DOI: 10.7763/JOEBM.2013.V1.38.
  • Chang, K. C. (2014). Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow experience on tourists' shopping behavior. Asia Pacific Journal of Tourism Research, 19(2), 219-247. https://doi.org/10.1080/10941665.2012.739189.
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  • Chirakranont, R., & Sakdiyakorn, M. (2022). Conceptualizing meaningful tourism experiences: Case study of a small craft beer brewery in Thailand. Journal of Destination Marketing & Management, 23, 100691, 1-11. https://doi.org/10.1016/j.jdmm.2022.100691.
  • Chiu, W., Kwag, M. S., & Bae, J. S. (2015). Customers as partial employees: The influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education and Sport, 15(4), 627 – 633. DOI:10.7752/jpes.2015.04095
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There are 82 citations in total.

Details

Primary Language English
Subjects Service Marketing
Journal Section Articles
Authors

F. Görgün Deveci 0000-0001-8987-2478

Tuğba Yıldız 0000-0003-0260-0555

Publication Date June 27, 2024
Published in Issue Year 2024 Volume: 25 Issue: 1

Cite

APA Deveci, F. G., & Yıldız, T. (2024). A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 25(1), 41-70. https://doi.org/10.24889/ifede.1354888
AMA Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. June 2024;25(1):41-70. doi:10.24889/ifede.1354888
Chicago Deveci, F. Görgün, and Tuğba Yıldız. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25, no. 1 (June 2024): 41-70. https://doi.org/10.24889/ifede.1354888.
EndNote Deveci FG, Yıldız T (June 1, 2024) A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25 1 41–70.
IEEE F. G. Deveci and T. Yıldız, “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 25, no. 1, pp. 41–70, 2024, doi: 10.24889/ifede.1354888.
ISNAD Deveci, F. Görgün - Yıldız, Tuğba. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25/1 (June 2024), 41-70. https://doi.org/10.24889/ifede.1354888.
JAMA Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024;25:41–70.
MLA Deveci, F. Görgün and Tuğba Yıldız. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 25, no. 1, 2024, pp. 41-70, doi:10.24889/ifede.1354888.
Vancouver Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024;25(1):41-70.
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