CRITICAL VALUE DRIVERS WITHIN EXPERIENTIAL VALUE APPROACH: A RESEARCH ON THE FOUR AND FIVE STAR ACCOMMODATION BUSINESSES OPERATING IN MUĞLA

Abstract

Experiential value approach covers the efforts of holistic experience within creating the value going beyond the businesses improving product qualities and the activities in order to acquire the sustainable achievement and competitive performance. “Experiential value approach” has a great importance for the tourism sector in the literature in order to create a base of business experience, especially together with the proposal of customer value. For this reason, it has been seen that a large number of experiential value drivers have been investigated. However, eight of these value drives aesthetic, entertainment, escape, education, reference, employee, self-esteem / image, economic have been heeded in the literature to take attention. In this context, the aim of this study is to develop an experiential value scale for the accommodation businesses surfacing with the highly competition within the concept of experiential value approach. In order to provide data for the empirical search and to achieve the aim the study, the purposed model was investigated in tourism sector in Turkey. In this study, operating on four and five star accommodation businesses in Mugla Region, the six drivers have been emerged as critical experiential values that affect the dependent variable

Keywords

• Experiential Value Approach,Sustainable Competitive Advantage,Critical

DENEYİMSEL DEĞER YAKLAŞIMINDA KRİTİK DEĞER SÜRÜCÜLERİ: MUĞLA BÖLGESİNDE FAALİYET GÖSTEREN DÖRT VE BEŞ YILDIZLI KONAKLAMA İŞLETMELERİNDE BİR ARAŞTIRMA

Öz

Deneyimsel değer yaklaşımı, işletmelerin rekabetçi olma ve sürdürülebilir başarı elde edebilmeleri için faaliyetlerini ve ürün niteliklerini geliştirmenin ötesinde, değer yaratmada bütünsel deneyim çabalarını kapsar. Literatürde işletmelerin müşteri değeri önerisi ile birlikte özellikle deneyim tabanının oluşturulması açısından “deneyimsel değer yaklaşımı”, turizm sektörü için büyük önem arz etmektedir. Bunun için çok sayıda değer sürücülerinin araştırıldığı görülür. Ancak literatürdebu sürücülerin dokuz estetik, eğlence, kaçış, eğitim, referans, işgören, özdeğer/imaj, ekonomik tanesinin önemsendiği dikkat çekmektedir.Bu bağlamda, bu çalışmanın amacı rekabetin yoğun yaşandığı turizm sektöründe deneyimsel değer yaklaşımı kapsamında konaklama işletmelerine yönelik bir deneyimsel değer ölçüm aracı geliştirmektir. Ampirik uygulamaya veri sağlayabilmek ve araştırmanın amacına ulaşabilmek için önerilen model, Türkiye’de turizm sektörü bazında incelenmiştir. Muğla Bölgesinde faaliyet gösteren dört ve beş yıldızlı konaklama işletmelerinde yapılan bu çalışmada, literatürdebelirtilen dokuz sürücüden yedi sürücü, bağımlı değişkene etki eden kritik deneyimsel değer sürücüleri olarak ortaya çıkmıştır.

Anahtar Kelimeler

• Deneyimsel Değer Yaklaşımı,Sürdürülebilir Rekabet,Kritik Değer

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