İlişki Yönetimi: Turizm için Boyutlar

Year 2016, Volume: 6 Issue: 1, 251 - 268, 26.03.2016

Köksal Koçer

Abstract

İlişki yönetimi, işletme analitik bir süreç olarak, turizm işletmeleriyle birlikte kavram olarak yavaş yavaş temel kazanacak, değer ve teklifler tarafından ilişki geri dönüşleri optimize edilecektir. Ama turizm pazarlaması ilişki boyutları henüz buna uygun değil. Bu çalışmada çeşitli boyutları benimseyerek bir turist ilişkileri yönetimi (TİY) kavramı geliştirmeyi amaçlamaktadır. TİY kavramının temeli, müşteri ilişkileri yönetimi (MİY) kavramı temel alınarak geliştirilmiştir. Ek boyutlar belirlenmiş ve test edilmiştir. Çalışmada ölçeğin güvenilirlik ve geçerlilik boyutları ile birleşmesi doğrulanmıştır.

Keywords

Turist ilişkileri yönetimi, turizm, memnuniyet, hedef, sadakat, hizmet

References

• Ahmed, P.K. and M. Rafiq (2003). “Internal marketing issues and challenges.” European Journal of Marketing, 37(9), 1177-1186. Aiken, L. S., and S. G. West (1991). “Multiple regression: Testing and interpreting interactions.” Newbury Park: Sage. Anglim, J. (2007). “Structural equation modeling.” Retrieved from http://www.jeromyanglim.googlepapers.com (retrieved on 12-07-2013). Armstrong, G. and P. Kotler (2003). “Marketing: An introduction, 6th ed., Upper Saddle River, NJ”, Prentice Hall. Back, K.J. (2005). “The Effects of image congruence on customers’ brand loyalty in the upper middle-class hotel industry.” Journal of Hospitality & Tourism Research, 29(4), 448-467. Baggio, R. (2007). “The Web Graph of a Tourism System.” Physica A 379(2), 727 734. Baumgartner, H. and C.Homburg (1996). “Applications of structural equation modeling in marketing and consumer research: A review.” International Journal of Research in Marketing, 13, 139-161. Bentler P.M. (1992). “On the fit of models to covariances and methodology to the Bulletin.” Psychological Bulletin, 112 (3), 400-404. Bigne, J. E., M. I. Sanchez, & J. Sanchez (2001). “Tourism image, evaluation variables and after purchase behaviour: Inter-relationship.” Tourism Management, 22, 607-616. Bordas, E. (1994). “Competitiveness of tourist destinations in long distance markets.” The Tourist Review, 3, 3 - 9. Buhalis, D. (2000). “Marketing the Competitive Destination of the Future.” Tourism Management, 21(1), 97-116. Burns, P. and A. Holden (1995). “Tourism: A New Perspective.” London, New York: Prentice Hall. Butler, S. (2000). “Changing the game: CRM in the E-world.” Journal of Business Strategy, 21(2), 13-14. Bramwell, B., and B. Lane (2000). “Tourism Collaboration and Partnerships: Politics Practice and Sustainability.” Clevedon, UK: Channel View Publications. Brown, S.A. (2000). “Customer relationship management: A strategic imperative in the world of e-business.” Canada, John-Wiley & Sons. Castellano, C., S Fortunato and V. Loreto (2009). “Statistical physics of social dynamics.” Reviews of Modern Physics, 81, 591-646. Chen, J.S., and D. Gursoy (2001). “An investigation of tourist’s destination loyalty and preferences.” International Journal of Contemporary Hospitality Management, 13(2), 79-85. Chen, C. F. and D. Tsai (2007). “How destination image and evaluative factors affect behavioralintentions?” Tourism Management, 28(4), 1115-1122. Chen, C. and D. Hicks (2004). “Tracing knowledge diffusion.” Scientometrics, 59(2), 199-211. Chi, C. G. Q. and H. Qu (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 vacations.” Annals of Tourism Research, 6, 408–24. Crosby, L.A. and S.L.Johnson (2001). “High performance marketing in the CRM era.” Marketing Management, Sept.-Oct, 10-11. Da Fontoura Costa, L. and Baggio, R. (2008). “The Web of Connections between Tourism Companies in Elba: Structure and Dynamics (arXiv/physics/ 0803.2510).” Retrieved October, 2013, from http:// arxiv.org/abs/0803.2510. Da Costa, L. E. and D.Terhesiu (2005). A simple model for the diffusion of ideas (Complex Systems Summer School Final Project Papers). Santa Fe, NM: Santa Fe Institute. Retrieved September 2013, from http:/ /www.santafe.edu/education/csss/csss05/papers/. Da Fontoura Costa, L., O. N. Oliveira Jr., G. Travieso, F. A. Rodrigues, P. R. Villas Boas, L. Lucas Antiqueira, M. P. Viana, and L. E. Correa da Rocha (2008). “Analyzing and Modeling Real-World Phenomena with Complex Networks: A Survey of Applications (arXiv/0711.3199).” Retrieved June 2013, from http:/ /arxiv.org/abs/0711.3199. Dann, G. (1977) . “Anomie, ego-enhancement and tourism.” Annals of Tourism Research, 4, 184–94. Day, G.S. (2003). “Creating a superior customer-retailing capability.” MIT Sloan Management Review, 44(3), 77-82. Draper, N.R. and H. Smith (1998). “Applied Regression Analysis.” Wiley-Interscience. Flagestad, A. & C. Hope (2001). “Strategic success in winter sports destinations: a sustainable value creation perspective.” Tourism Management, 22, 445-461. Flambard-Ruaud, S. (2005). “Relationship marketing in emerging economies: some lessons for the future.” Vikalpa, 30(3), 53. Fox, T. and S. Stead (2001). “Customer relationship management: Delivering the benefits.” White paper, CRM (UK) Ltd., and SECOR Consulting Ltd. Freeland, J. (2003). “HBR case commentary: What can Barry do to save the project?” Harvard Business Review, 81(12), 38. Gruen, T.W., J.O. Summers, and F. Acito (2000). “Relationship marketing activities, commitment and membership behaviours in professional associations.” Journal of Marketing, 64(3), 34-49. Hair, J.F., , R.E. Anderson, R.L. Tatham, and W.C. Black (1998). “Multivariate data analysis.” 5th edition, Prentice Hall, Upper Saddle, New Jersey. Hair, J.F., W.C. Black, B. Babin, and R.E. Anderson (2010). “Multivariate data analysis.” 7th edition, Prentice Hall, Upper Saddle, New Jersey. Halme, M. (2001). “Learning for sustainable development in tourism networks.” Business Strategy and the Environment, 10, 100-114. Hall, C.M. (2008). “Tourism planning: Policies, processes and relationships (2nd ed.).” Harlow, Essex: Pearson Education. Heath, E., and G. Wall (1992). “Marketing Tourism Destinations.” New York, John Wiley & Sons, Inc. Heung, V. C. S., H. Qu, and R. Chu (2001). “The relationship between vacation factors and socio-demographic and travelling characteristics: the case of Japanese leisure travelers.” Tourism Management, 22(3), 259-269. Hethcote, H. W. (2000). “The Mathematics of Infectious Diseases.” SIAM Review, 42(4), 599-653. Homburg, C., J.P. Workman, and O. Jensen (2000). “Fundamental changes in marketing organization: The movement towards a customer-focused organizational structure.” Journal of the Academy of Marketing Science, 28(4), 459-478. Holmes-Smith, P. (2002). “Applied Structural Equation Modeling.” Canberra. Hox, J.J. and T.M. Bechger (1998). “An introduction to structural equation modeling.” Family Science Review, 11, 354-373. Hu, L. and P.M. Bentler (1999). “Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternat ives.” Structural Equation Modeling, 6(1), 1-55. Hudson, S. (1999). “Consumer behavior related to tourism.” In A. Pizam and Y. Mansfeld (eds) Consumer Behavior in Travel and Tourism. New York: Haworth Hospitality. Hulland, J., Y.H. Chow, and S. Lam (1996). “Use of causal models in marketing research: A review.” International Journal of Research in Management, 13(2), 181-197 Irwin, J. R. and G.H. McClelland (2001). “Misleading Heuristics and Moderated Multiple Regression Models.” Journal of Marketing Research, 38 (1), 100–109. Jain, R. and S. Jain (2006). “Towards Relational Exchange in Service Marketing: Insights from Hospitality Industry.” Journal of Services Research, 5(2), 139- 149. Jain, D. and S.S. Singh (2002). “Customer lifetime value research in marketing: A review and future directions.” Journal of Interactive Marketing, 16(2), 34-46. Kline, R. B. (1998). “Principles And Practice Of Structural Equation Modeling, New York.” Guilford Press. Lai, F., M. Griffin, and B. J. Babin (2009). “How quality, value, image, and satisfaction create loyalty at a Chinese telecom.” Journal of Business Research, 62(10), 980-986. López-Pintado, D. (2004). “Diffusion in Complex Social Networks (Working Papers No. AD 2004-33): Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).” Retrieved September 2013, from http:/ /www.ivie.es/downloads/docs/wpasad/wpasad-2004- 33.pdf. Maslow, A.H. (1954). “Motivation and Personality. New York.” Harper and Brothers. Maslow, A.H. (1970). “Motivation and Personality (3rd edn). New York.” Harper and Row. McIntosh, R.W. and C.R. Goeldner (1984). “Tourism principles, practices, philosophies.” Wiley, New York. Mihalic, T. (2000). “Environmental Management of a Tourist Destination: A Factor of Tourism Competitiveness.” Tourism Management, 21(1), 65-78. Olsen, W. (2004). “Triangulation in Social Research, qualitative and quantitative methods can really be mixed.” In M. Holborn (Ed.), Developments in Sociology: An Annual Review. Ormskirk, UK: Causeway Press. Pepperd, J. (2000). “Customer relationship management (CRM) in financial services.” European Management Journal, 18(3), 312-327. Pearce, D.G. (1997). “Competitive Destination Analysis in Southeast Asia.” Journal of Travel Research, 35(4), 16- 25. Plessis, M. and J.A. Boon (2004). “Knowledge management in ebusiness and customer relationship management: South African case study findings.” International Journal of Information Management, 24, 73-86. Peppers, D. and M. Rogers (2004). “Managing customer relationships.” Hoboken, NJ: John Wiley & Sons. Ritchie, J.R.B. and G.I. Crouch (2000a). “The Competitive Destination: A Sustainability Perspective.” Tourism Management, 21(1), 1-7. Ritchie, J.R.B. and G.I. Crouch (2000b). “Are Destination Stars Born or Made: Must a Competitive Destination Have Star Genes?” in Proceedings of the 31st Annual Travel and Tourism Research Association Conference, Norma P. Nickerson, R. Neil Moisey and Kathleen L. Andereck (eds.), June 11-14, 2000, Burbank, California, 306-315. Rigby, D. and D. Ledingham (2004). “CRM done right.” Harvard Business Review, 80(2), 101-109. Ryals, L. and S. Knox (2001). “Cross-functional issues in the implementation of relationship marketing through customer relationship management.” European Management Journal, 19(5), 534-542. Schmid, J. and A. Weber (1998). “Desktop database marketing.” IL: NIC Business Books. Scott, N., R. Baggio, and C. Cooper (2008a). “Network Analysis and Tourism: From Theory to Practice.” Clevedon, UK: Channel View. Scott, N., C. Cooper, and R. Baggio (2008b). “Destination Networks - Theory and practice in four Australian cases.” Annals of Tourism Research, 35(1) 169-188. Sheth, J.N., R.S. Sisodia, and A. Sharma (2000). “The antecedents and consequences of customer centric marketing.” Journal of the Academy of Marketing Science, 28 (1), 55-66. Srinivasan, S.S., R.E. Anderson, and K. Ponnavolu (2002). “Customer loyalty in e-commerce: An exploration of its antecedents and consequences.” Journal of Retailing, 78(1), 41-50. Srivastava, R.K., A.S. Tasadduq, and L. Fahey (1999). “Marketing, business processes and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing.” Journal of Marketing, 63(4), 168-179. Stefanou, C., C. Sarmaniotis, and A. Stafyla (2003). “CRM and customer centric knowledge management: An empirical research.” Business Process Management Journal, 9(5), 617-634. Stringfellow, A., W. Nie, and D.E. Bowen (2004). “Profiting from understanding customer needs.” Business Horizons, 47(5), 45-52. Thomas, J.S., R.C. Blattberg and E.J. Fox (2004). “Recapturing lost customers.” Journal of Marketing Research, 41(1), 31-45. Tinsley, R., and P. Lynch, (2001). “Small tourism business networks and destination development.” Hospitality Management, 20(4), 367-378. Tyler, D., & C. Dinan (2001). “The role of interested groups in England’s emerging tourism policy network.” Current Issues in Tourism, 4(2-4), 210-252. Vandermerwe, S. (2004). “Achieving deep customer focus.” MIT Sloan Management Review, 45(3), 26-34. Vrechopoulos, A.P. (2004). “Mass customization challenges in internet retailing through information management.” International Journal of Information Management, 24, 59-71. Walmsley, D. J., and J. M. Jenkins (1993). “Appraisive images of tourist areas: application of personal constructs.” Australian Geographer, 24(2), 1-13. Watts, D. J. (2004). “The ‘New’ Science of Networks.” Annual Review of Sociology, 30, 243-270. Widmier, S, M., D.W. Jackson, and D.B. Mccabe (2002). “Infusing technology into personal selling.” Journal of Personal Selling & Sales Management, 22(3), 189-198. Yim, F.H.K. (2002). “CRM orientation: Conceptualization and scale development.” Masters Thesis, Chinese University of Hong Kong. Yim, F.H.K., R.E. Anderson, and S. Swaminathan (2004). “Customer relationship management: Its dimensions and effect on customer outcomes.” Journal of Personal Selling & Sales Management, 25(4), 265-280.