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ALTERNATİFLERİN ÇEKİCİLİĞİ VE ÇEŞİTLİLİK ARAYIŞININ ALGILANAN DESTİNASYON REKABETÇİLİĞİNE ETKİSİ

Year 2020, Volume: 11 Issue: 2, 132 - 154, 30.11.2020

Abstract

Günümüzde bireylerin bilgi ve iletişim teknolojilerine erişimleri önemli ölçüde kolaylaşmıştır. Artık insanlar dünya üzerindeki en ücra alanlara dair bile donanımlı bilgiye sahip olabilmektedir. Bu durumun turistlerin destinasyon algılarına da yansıdığı söylenebilir. Bazı turistler bütün destinasyonların benzer nitelikte olduğunu düşünürken, bazı turistler aynı ürün ya da hizmetler sunulsa dahi her turizm destinasyonunun farklı bir çekiciliğinin olduğunu savunmaktadır. Literatür incelendiğinde bu iki durum alternatiflerin çekiciliği ve çeşitlilik arayışı kavramlarıyla açıklanmaktadır. Alternatiflerin çekiciliğinde, turistler destinasyonları benzer bulurken, çeşitlilik arayışında hep farklı olana yönelmektedir. Bu sebeple bu iki değişken birbirinden, adeta iki farklı turist tipi gibi ayrılmaktadır. Bu araştırmada, alternatiflerin çekiciliği ile çeşitlilik arayışının, turistin algıladığı destinasyon rekabetçiliği faktörleri üzerindeki etkisini tespit etmek amaçlanmıştır. Bu tespit ile turistlerin farklı algılarının destinasyona ilişkin rekabetçilik faktörlerine bakış açılarını değiştirip değiştirmediğini görebilmek hedeflenmiştir. Bu kapsamda, UNESCO Dünya Miras Kenti unvanına sahip olan Safranbolu ilçesini ziyaret eden yerli turistlere anket uygulanmıştır. 30 Kasım-15 Aralık 2019 tarihleri arasında gerçekleştirilen saha araştırmasında kolayda örnekleme yöntemi ile 425 ziyaretçiden geçerli anket verisi elde edilmiştir. Elde edilen veriler SPSS 22.0 paket programı kullanılarak analiz edilmiştir. Analizler neticesinde alternatiflerin çekiciliğinin algılanan destinasyon rekabetçiliği faktörlerinden dördü üzerinde anlamlı ve negatif yönlü etkisinin olduğu, çeşitlilik arayışı değişkeninin algılanan destinasyon rekabetçiliği faktörlerinden dördü üzerindeki etkisinin ise anlamlı ve pozitif yönlü olduğu belirlenmiştir.

References

  • Akkuş, G. (2017), Destinasyon Rekabetçiliği: Analiz Teknikleri (1. Baskı). Ankara: SAGE Yayıncılık
  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Geliştirilmiş 7. Baskı, Sakarya Yayıncılık.
  • Assaker, G., Vinzi, V. E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism management, 32(4), 890-901.
  • Aziz, A. (2002). An evaluation of the attractiveness of Langkawi Island as a domestic tourist destination based on the importance and perceptions of different types of attractions (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses database (UMI No. 800-521-0600).
  • Bahar, O. (2004). Türkiye’de Turizm Sektörünün Rekabet Gücü Analizi Üzerine Bir Alan Araştırması: Muğla Örneği. Doktora Tezi. Muğla Üniversitesi Sosyal Bilimler Enstitüsü. Muğla.
  • Beldona, S., Moreo, A. P., & Das Mundhra, G. (2010). The role of involvement and variety-seeking in eating out behaviors. International Journal of Contemporary Hospitality Management, 22(3), 433-444.
  • Berne, C., Mugica, J. M., & Rivera, P. (2005). The managerial ability to control the varied behaviour of regular customers in retailing: interformat differences. Journal of Retailing and Consumer Services, 12(3), 151-164.
  • Berné, C., Múgica, J. M., & Yagüe, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8(6), 335-345.
  • Bigné, J. E., Sánchez, I., & Andreu, L. (2009). The role of variety seeking in short and long run revisit intentions in holiday destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103-115.
  • Brayley, R. E. (1990). An analysis of destinationattractivenessandtheuse of psychographics and demographics in segmentation of the within-statetourism market. Dissertation Abstracts International. A, Humanities an d Social Sciences, 51(5).
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
  • Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour. Tourism management, 28(1), 175-187.
  • Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425-1446.
  • Chiu, P. H., Yen, T. F., Chu, K. K., &Tseng, C. L. (2013). Does The Alternatıve Attractıveness Swıtch Tourısts 'ıntentıon In Agrıtourısm?. International Journal of Organizationa lInnovation (Online), 6(2), 219.
  • Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of consumer marketing.
  • Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
  • Çanakçı, S. D., & Birdir, K. (2018). Kapadokya’yı ziyaret eden yabancı turistlerin yiyeceklere karşı çeşitlilik arayışlarının incelenmesi. Seyahat ve Otel İşletmeciliği Dergisi, 15(1), 226-239.
  • Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current issues in tourism, 6(5), 369-414.
  • Formica, S. (2004). Destination Attractiveness As A Function Of Supply And Demand İnteraction (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses database .
  • Goffi, G. ve Cucculelli, M. (2012). Attributes of Destination Competitiveness: The Case of the Italian Destinations of Excellence. Procceedings of the International Conference on Tourism (Icot 2012), Setting the Agenda for Special Interest Tourism: Past, Present and Future, 23-27 Mayıs 2012, (ss. 178-189), Archanes-Girit.
  • Gomezelj, D. O., & Mihalič, T. (2008). Destination competitiveness—Applying different models, the case of Slovenia. Tourism management, 29(2), 294-307.
  • Ha, J., & Jang, S. (2013). Determinants of diners' variety seeking intentions. Journal of Services Marketing, 27(2), 155-165.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010) Multivariate Data Analysis. (7th Edition). New York:Pearson.
  • Hartono, K., & Wahyono, W. (2018). The Influence of Satisfaction, Variety Seeking and Alternative Attractiveness to Switching Behaviour Through Switching Intentions. Management Analysis Journal, 7(3), 340-351.
  • Hassan, S. S. (2000). Determinants of market competitiveness in an environmentally sustainable tourism industry. Journal of travel research, 38(3), 239-245.
  • Heath, E. (2002). Towards a model to enhance destination competitiveness: a Southern African perspective. Journal of Hospitality and Tourism Management, 10(2), 124-142.
  • Hu, Y.,& Ritchie, J. B. (1993). Measuring destination attractiveness: A contextual approach. Journal of travel research, 32(2), 25-34.
  • Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
  • Jung, H. S., & Yoon, H. H. (2012). Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. International Journal of Hospitality Management, 31(3), 875-884.
  • Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of retailing and consumer services, 2(3), 139-148.
  • Khin, E., Daengbuppha, J., & Nonsiri, P. (2014). Destination competitiveness: a structural model for measuring attributes competitiveness of Bagan, Myanmar. International journal of business, economics and law, 4(2), 51-59.
  • Kim, C. (2000). A Model Development for Measuring Global Competitiveness of the Tourism Industry in the Asia-Pacific Region. Korea Institute for International Economic Policy, Korea National Committee for Pasific Economic Cooperation, APEC Study Series 00-03.
  • Kim, J., Kim, P. B., & Kim, J. E. (2018). Different or similar choices: The effect of decision framing on variety seeking in travel bundle packages. Journal of Travel Research, 57(1), 99-115.
  • Kim, N. ve Wicks, B.E. (2010). Rethinking Tourism Cluster Development Models for Global Competitiveness. International CHRIE Conference- Refereed Track, 28-31 Temmuz 2010, Paper 28, (ss. 1-9), San Juan-Porto Riko, ABD
  • Krešic, D. (2008). Index of destinationattractiveness (IDA): A toolfo rmeasuring attractiveness of tourism destination. In Tourism-Governance and Entrepreneurship: proceedings of the fourthinter national Conference an Enterprise Odyssey. Zagreb: University of Zagreb.
  • Lähteenmäki, L., & Van Trijp, H. C. (1995). Hedonic responses, variety-seeking tendency and expressed variety in sandwich choices. Appetite, 24(2), 139-151
  • Lee, Y. K.,Ahn, W. K., & Kim, K. (2008). A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty. International Journal of hospitality & tourism administration, 9(1), 52-70.
  • Legoherel, P., Daucé, B., & Hsu, C. H. (2012). Divergence in variety seeking: An exploratory study among international travelers in Asia. Journal of Global Marketing, 25(4), 213-225.
  • Mannan, M.,Mohiuddin, M. F., Chowdhury, N., & Sarker, P. (2017). Customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in Bangladesh mobile telecommunications market. South Asian Journal of Business Studies, 6(2), 142-160.
  • Mazanec, J. A., Wöber, K., & Zins, A. H. (2007). Tourism destination competitiveness: from definition to explanation?. Journal of Travel Research, 46(1), 86-95.
  • Nicolau, J. L. (2010). Variety-seeking and inertial behaviour: The disutility of distance. Tourism Economics, 16(1), 251-264.
  • Niininen, O., Szivas, E., & Riley, M. (2004). Destination loyalty and repeat behaviour: An application of optimum stimulation measurement. International Journal of Tourism Research, 6(6), 439-447.
  • Özmen, A. (2009). Örnekleme, Ali Fuat Yüzer (Ed.), İstatistik, Anadolu Üniversitesi Yayını No: 1448, Açıköğretim Fakültesi Yayını No: 771.
  • Polzonetti, A., & Sagratella, M. (2019, March). A Mobile Application forLocalTouristic Attractiveness. In 2nd International Conference on TourismResearch (p. 234).
  • Ritchie, J. R. B. ve Crouch, G. I. (2003). The Competitive Destination-A Sustainable Tourism Perspective. UK: CABI Publishing.
  • Sánchez‐García, I., Pieters, R., Zeelenberg, M., & Bigné, E. (2012). When satisfied consumers do not return: variety seeking's effect on short‐and long‐term intentions. Psychology & Marketing, 29(1), 15-24.
  • Sert, A. N., & Şahbaz, R. P. (2017). Turist Bakış Açısıyla Destinasyon Rekabet Gücünün Belirlenmesinde Sosyo-Demografik Özelliklerin Etkisine Yönelik Bir Araştırma. Journal of Tourism and Gastronomy Studies, 74, 92.
  • Sharma, N.,& Patterson, P. G. (2000). Switchingcosts, alternativeattractivenessandexperience as moderators of relationship commitment in professional, consumer services. International Journal of Service İndustry Management, 11(5), 470-490.
  • Türk Dil Kurumu Güncel Türkçe Sözlüğü (2019) URL: [https://sozluk.gov.tr/?kelime=%C3%A7ekicilik ]. (Erişim Tarihi: 6 Kasım 2019).
  • Vengesayi, S. (2003). A Conceptual Model of Tourism Destination Competitiveness and Attractiveness. Anzmac 2003 Conference Proceedings, 1-3 Aralık 2003, (ss. 637-647), Adelaide-Avustralya.
  • Yim, C. K. B., Chan, K. W., & Hung, K. (2007). Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. Journal of Retailing, 83(1), 147-157.
Year 2020, Volume: 11 Issue: 2, 132 - 154, 30.11.2020

Abstract

References

  • Akkuş, G. (2017), Destinasyon Rekabetçiliği: Analiz Teknikleri (1. Baskı). Ankara: SAGE Yayıncılık
  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Geliştirilmiş 7. Baskı, Sakarya Yayıncılık.
  • Assaker, G., Vinzi, V. E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism management, 32(4), 890-901.
  • Aziz, A. (2002). An evaluation of the attractiveness of Langkawi Island as a domestic tourist destination based on the importance and perceptions of different types of attractions (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses database (UMI No. 800-521-0600).
  • Bahar, O. (2004). Türkiye’de Turizm Sektörünün Rekabet Gücü Analizi Üzerine Bir Alan Araştırması: Muğla Örneği. Doktora Tezi. Muğla Üniversitesi Sosyal Bilimler Enstitüsü. Muğla.
  • Beldona, S., Moreo, A. P., & Das Mundhra, G. (2010). The role of involvement and variety-seeking in eating out behaviors. International Journal of Contemporary Hospitality Management, 22(3), 433-444.
  • Berne, C., Mugica, J. M., & Rivera, P. (2005). The managerial ability to control the varied behaviour of regular customers in retailing: interformat differences. Journal of Retailing and Consumer Services, 12(3), 151-164.
  • Berné, C., Múgica, J. M., & Yagüe, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8(6), 335-345.
  • Bigné, J. E., Sánchez, I., & Andreu, L. (2009). The role of variety seeking in short and long run revisit intentions in holiday destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103-115.
  • Brayley, R. E. (1990). An analysis of destinationattractivenessandtheuse of psychographics and demographics in segmentation of the within-statetourism market. Dissertation Abstracts International. A, Humanities an d Social Sciences, 51(5).
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
  • Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour. Tourism management, 28(1), 175-187.
  • Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425-1446.
  • Chiu, P. H., Yen, T. F., Chu, K. K., &Tseng, C. L. (2013). Does The Alternatıve Attractıveness Swıtch Tourısts 'ıntentıon In Agrıtourısm?. International Journal of Organizationa lInnovation (Online), 6(2), 219.
  • Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of consumer marketing.
  • Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
  • Çanakçı, S. D., & Birdir, K. (2018). Kapadokya’yı ziyaret eden yabancı turistlerin yiyeceklere karşı çeşitlilik arayışlarının incelenmesi. Seyahat ve Otel İşletmeciliği Dergisi, 15(1), 226-239.
  • Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current issues in tourism, 6(5), 369-414.
  • Formica, S. (2004). Destination Attractiveness As A Function Of Supply And Demand İnteraction (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses database .
  • Goffi, G. ve Cucculelli, M. (2012). Attributes of Destination Competitiveness: The Case of the Italian Destinations of Excellence. Procceedings of the International Conference on Tourism (Icot 2012), Setting the Agenda for Special Interest Tourism: Past, Present and Future, 23-27 Mayıs 2012, (ss. 178-189), Archanes-Girit.
  • Gomezelj, D. O., & Mihalič, T. (2008). Destination competitiveness—Applying different models, the case of Slovenia. Tourism management, 29(2), 294-307.
  • Ha, J., & Jang, S. (2013). Determinants of diners' variety seeking intentions. Journal of Services Marketing, 27(2), 155-165.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010) Multivariate Data Analysis. (7th Edition). New York:Pearson.
  • Hartono, K., & Wahyono, W. (2018). The Influence of Satisfaction, Variety Seeking and Alternative Attractiveness to Switching Behaviour Through Switching Intentions. Management Analysis Journal, 7(3), 340-351.
  • Hassan, S. S. (2000). Determinants of market competitiveness in an environmentally sustainable tourism industry. Journal of travel research, 38(3), 239-245.
  • Heath, E. (2002). Towards a model to enhance destination competitiveness: a Southern African perspective. Journal of Hospitality and Tourism Management, 10(2), 124-142.
  • Hu, Y.,& Ritchie, J. B. (1993). Measuring destination attractiveness: A contextual approach. Journal of travel research, 32(2), 25-34.
  • Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
  • Jung, H. S., & Yoon, H. H. (2012). Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement. International Journal of Hospitality Management, 31(3), 875-884.
  • Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of retailing and consumer services, 2(3), 139-148.
  • Khin, E., Daengbuppha, J., & Nonsiri, P. (2014). Destination competitiveness: a structural model for measuring attributes competitiveness of Bagan, Myanmar. International journal of business, economics and law, 4(2), 51-59.
  • Kim, C. (2000). A Model Development for Measuring Global Competitiveness of the Tourism Industry in the Asia-Pacific Region. Korea Institute for International Economic Policy, Korea National Committee for Pasific Economic Cooperation, APEC Study Series 00-03.
  • Kim, J., Kim, P. B., & Kim, J. E. (2018). Different or similar choices: The effect of decision framing on variety seeking in travel bundle packages. Journal of Travel Research, 57(1), 99-115.
  • Kim, N. ve Wicks, B.E. (2010). Rethinking Tourism Cluster Development Models for Global Competitiveness. International CHRIE Conference- Refereed Track, 28-31 Temmuz 2010, Paper 28, (ss. 1-9), San Juan-Porto Riko, ABD
  • Krešic, D. (2008). Index of destinationattractiveness (IDA): A toolfo rmeasuring attractiveness of tourism destination. In Tourism-Governance and Entrepreneurship: proceedings of the fourthinter national Conference an Enterprise Odyssey. Zagreb: University of Zagreb.
  • Lähteenmäki, L., & Van Trijp, H. C. (1995). Hedonic responses, variety-seeking tendency and expressed variety in sandwich choices. Appetite, 24(2), 139-151
  • Lee, Y. K.,Ahn, W. K., & Kim, K. (2008). A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty. International Journal of hospitality & tourism administration, 9(1), 52-70.
  • Legoherel, P., Daucé, B., & Hsu, C. H. (2012). Divergence in variety seeking: An exploratory study among international travelers in Asia. Journal of Global Marketing, 25(4), 213-225.
  • Mannan, M.,Mohiuddin, M. F., Chowdhury, N., & Sarker, P. (2017). Customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in Bangladesh mobile telecommunications market. South Asian Journal of Business Studies, 6(2), 142-160.
  • Mazanec, J. A., Wöber, K., & Zins, A. H. (2007). Tourism destination competitiveness: from definition to explanation?. Journal of Travel Research, 46(1), 86-95.
  • Nicolau, J. L. (2010). Variety-seeking and inertial behaviour: The disutility of distance. Tourism Economics, 16(1), 251-264.
  • Niininen, O., Szivas, E., & Riley, M. (2004). Destination loyalty and repeat behaviour: An application of optimum stimulation measurement. International Journal of Tourism Research, 6(6), 439-447.
  • Özmen, A. (2009). Örnekleme, Ali Fuat Yüzer (Ed.), İstatistik, Anadolu Üniversitesi Yayını No: 1448, Açıköğretim Fakültesi Yayını No: 771.
  • Polzonetti, A., & Sagratella, M. (2019, March). A Mobile Application forLocalTouristic Attractiveness. In 2nd International Conference on TourismResearch (p. 234).
  • Ritchie, J. R. B. ve Crouch, G. I. (2003). The Competitive Destination-A Sustainable Tourism Perspective. UK: CABI Publishing.
  • Sánchez‐García, I., Pieters, R., Zeelenberg, M., & Bigné, E. (2012). When satisfied consumers do not return: variety seeking's effect on short‐and long‐term intentions. Psychology & Marketing, 29(1), 15-24.
  • Sert, A. N., & Şahbaz, R. P. (2017). Turist Bakış Açısıyla Destinasyon Rekabet Gücünün Belirlenmesinde Sosyo-Demografik Özelliklerin Etkisine Yönelik Bir Araştırma. Journal of Tourism and Gastronomy Studies, 74, 92.
  • Sharma, N.,& Patterson, P. G. (2000). Switchingcosts, alternativeattractivenessandexperience as moderators of relationship commitment in professional, consumer services. International Journal of Service İndustry Management, 11(5), 470-490.
  • Türk Dil Kurumu Güncel Türkçe Sözlüğü (2019) URL: [https://sozluk.gov.tr/?kelime=%C3%A7ekicilik ]. (Erişim Tarihi: 6 Kasım 2019).
  • Vengesayi, S. (2003). A Conceptual Model of Tourism Destination Competitiveness and Attractiveness. Anzmac 2003 Conference Proceedings, 1-3 Aralık 2003, (ss. 637-647), Adelaide-Avustralya.
  • Yim, C. K. B., Chan, K. W., & Hung, K. (2007). Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. Journal of Retailing, 83(1), 147-157.
There are 51 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Gülizar Akkuş 0000-0001-9262-2680

Mustafa Taylan Dağıstan 0000-0003-2859-3744

Publication Date November 30, 2020
Submission Date March 20, 2020
Published in Issue Year 2020 Volume: 11 Issue: 2

Cite

APA Akkuş, G., & Dağıstan, M. T. (2020). ALTERNATİFLERİN ÇEKİCİLİĞİ VE ÇEŞİTLİLİK ARAYIŞININ ALGILANAN DESTİNASYON REKABETÇİLİĞİNE ETKİSİ. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(2), 132-154.