Yaratıcı Deneyimin Destinasyon Hatırlanabilirliği ve Sadakat Üzerine Etkisi: Avanos Örneği

Year 2022, Volume: 17 Issue: 66, 490 - 516, 30.04.2022

Burhan Kılıç , Hakan Aslan

https://doi.org/10.19168/jyasar.901992

Cited By: 1

Abstract

Turistlerin değişen ilgi ve isteklerinin bir sonucu olarak ortaya çıkan yaratıcı turizm, son yıllarda pek çok araştırmacı tarafından ele alınmıştır. Söz konusu araştırmalarda, yaratıcı turizmin yönetsel yönüne odaklanılmış ancak turistlerin bakış açısı göz ardı edilmiştir. Bu boşluğu doldurmak üzere gerçekleştirilen bu araştırmanın amacı, turistlerin yaratıcı deneyimlerinin destinasyon hatırlanabilirliği ve destinasyon sadakati üzerindeki etkisini incelemektir. Araştırma verileri, Avanos ilçesinde çömlek yapımı aktivitesine katılan 394 turistten kolayda örnekleme yöntemiyle toplanmıştır. Toplanan veriler, yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Sonuçlar, yaratıcı deneyimin benzersiz ilgilenim, etkileşim ve öğrenme boyutlarının destinasyon hatırlanabilirliği üzerinde olumlu etkiye sahip olduğunu göstermektedir. Bununla birlikte, yaratıcı deneyimin hiçbir boyutunun destinasyon sadakati üzerinde doğrudan etkiye sahip olmadığı belirlenmiştir. Buna karşın benzersiz ilgilenim, etkileşim ve öğrenme boyutlarının destinasyon hatırlanabilirliği aracılığıyla destinasyon sadakatini olumlu yönde etkilediği tespit edilmiştir.

Keywords

Yaratıcı turizm, Yaratıcı Deneyim, Destinasyon Hatırlanabilirliği, Destinasyon Sadakati

Supporting Institution

Muğla Sıtkı Koçman Üniversitesi, Bilimsel Araştırma Projeleri Birimi

Project Number

17/195

Thanks

Araştırma, “Muğla Sıtkı Koçman Üniversitesi, Bilimsel Araştırma Projeleri (BAP)” birimi tarafından “17/195” numaralı proje ile desteklenmiştir. Katkılarından dolayı “Muğla Sıtkı Koçman Üniversitesi, Bilimsel Araştırma Projeleri (BAP)” birimine teşekkür ederiz.

The Effect of Creative Experience on Destination Memorability and Loyalty: The Case of Avanos

Abstract

Creative tourism, which emerges as a result of the changing interests and desires of tourists, has been studied by many researchers in recent years. These studies focused on the managerial aspects of creative tourism, but the tourists' perspective was ignored. This study aims to bridge this research gap by examining the effect of tourists' creative experiences on their destination memorability and destination loyalty. The research data were collected by convenience sampling method from 394 tourists who participated in the pottery making in Avanos town. The collected data were analyzed using structural equation modeling. The results show that the unique involvement, interactivity and learning dimensions of the creative experience have a positive effect on destination memorability. In addition, it has been determined that creative experience did not directly affect destination loyalty. On the other hand, unique involvement, interactivity and learning dimensions were found positively affect destination loyalty through destination memorability.

Keywords

Creative Tourism, Creative Experience, Destination Memorability, Destination Loyalty

Project Number

17/195

References

• Akşit-Aşık, N. (2014). Yaratıcı (Kreatif) Turizm. Uluslararası Sosyal Araştırmalar Dergisi, 7(31): 786-195.
• Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M. ve Ryu, K. (2018). An Assessment of The Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) in Hospitality Research. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
• Ali, F., Ryu, K. ve 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.
• Arslan, A.K., Tunç, Z. ve Çolak, C. (2020). Normal Dağılıma Uygunluğu Değerlendirmek İçin Açık Kaynak Web Tabanlı Yazılım: Normal Dağılımı İnceleme Yazılımı. Fırat Tıp Dergisi, 25(2), 62-68.
• Artuğer, S., Çetinsöz, B. C. ve Kılıç, İ. (2013). The Effect of Destination Image on Destination Loyalty: An Application in Alanya. European Journal of Business and Management, 5(13), 124-136.
• Bagozzi, R.P. ve Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of The Academy of Marketing Science, 16(1), 74-94.
• Baloglu, S. (2002). Dimensions of Customer Loyalty: Separating Friends From Well Wishers. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 47-59.
• Campos, A. C., Mendes, J., Do Valle, P. O. ve Scott, N. (2017). Co-creating Animal-based Tourist Experiences: Attention, Involvement and Memorability, Tourism Management, 63, 100-114.
• Carvalho, R., Ferreira, A. M. ve Mota Figueira, L. (2016). Cultural and Creative Tourism in Portugal, PASOS- Revista de Turismo y Patrimonio Cultural, 14(5), 1075-1082.
• Chan, S., Djalil ve Musnadi, S. (2018). Effect of Creative Tourist Experience and Leisure Enjoyment to Behavioral Intention on Marine Tourism Destination. International Journal of Management and Applied Science (IJMAS), 4(12), 45-53.
• Chang, L. L., Backman, K. F. ve Huang, Y. C. (2014). Creative Tourism: A Preliminary Examination of Creative Tourists’ Motivation, Experience, Perceived Value and Revisit Intention, International Journal of Culture, Tourism and Hospitality Research, 8(4), 401-419.
• Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2 Eds.). Hillsdale, NJ: Lawrence Erlbaum Associates.
• Dean, D. ve Suhartanto, D. (2019). The Formation of Visitor Behavioral Intention to Creative Tourism: The Role of Push–Pull Motivation, Asia Pacific Journal of Tourism Research, 24(5), 393-403.
• Doornik, J. A. ve Hansen, H. (2008). An Omnibus Test for Univariate and Multivariate Normality. Oxford Bulletin of Economics and Statistics, 70, 927-939.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• Hair, J. F., Hult, G. T. M., Ringle,C. M. ve Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equations Modeling (PLS-SEM). London: Sage Publications.
• Hair, J.F. Jr., Black, W.C., Babin, B.J. ve Anderson, R.E., (2010). Multivariate Data Analysis (7 eds), NJ:Englewood Cliffs, Prentice Hall.
• Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
• Henze, N. ve Zirkler, B. (1990). A Class of Invariant Consistent Tests for Multivariate Normality. Communications in Istatistics-Theory and Methods, 19(10), 3595-3617.
• Hooper, D., Coughlan, J. ve Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1): 53-60.
• Hosany, S. ve Witham, M. (2010). Dimensions of Cruisers’ Experiences, Satisfaction, and Intention to Recommend, Journal of Travel Research, 49(3): 351-364.
• Huang, C. E. ve Liu, C. H. (2018). The Creative Experience and its Impact on Brand Image and Travel Benefits: The Moderating Role of Culture Learning, Tourism Management Perspectives, 28: 144-155.
• Hung, W. L., Lee, Y. J. ve Huang, P. H. (2016). Creative Experiences, Memorability and Revisit Intention in Creative Tourism, Current Issues in Tourism, 19(8): 763-770.
• Jelincic, D. A. ve Žuvela, A. (2012). Facing the Challenge? Creative Tourism in Croatia, Journal of Tourism Consumption and Practice Volume, 4(2): 78-90.
• Kim, J. H., Ritchie, J. B. ve McCormick, B. (2012). Development of a Scale to Measure Memorable Tourism Experiences, Journal of Travel Research, 51(1): 12-25.
• Kiralova, A. ve Malachovsky, A. (2015). Innovating the Czech and Slovak Tourism through Creative Tourism, Skyline Business Journal, 11(1): 101-117.
• Kock, N. (2015). Common method bias in PLS SEM: A Full Collinearity Assesment Approach. International Journal of e-Colloboration, 11(4), 1-10.
• Lee, Y. J. (2015). Creative Experience and Revisit Intention of Handmade Oriental Parasol Umbrella in Kaohsiung, World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(8): 2926-2929.
• Lindroth, K., Ritalahti, J. ve Soisalon-Soininen, T. (2007). Creative Tourism in Destination Development. Tourism Review, 62(3/4): 53-58.
• Mardia, K. V. (1974). Applications of Some Measures of Multivariate Skewness and Kurtosis in Testing Normality and Robustness Studies. Sankhyā: The Indian Journal of Statistics, Series B, 115-128.
• Myagmarsuren, O. ve Chen, C. F. (2011). Exploring Relationships Between Destination Brand Equity, Satisfaction, and Destination Loyalty: A Case Study of Mongolia. Journal of Tourism, Hospitality & Culinary Arts, 3(2), 81-94.
• Nam, J., Ekinci, Y. ve Whyatt, G. (2011). Brand Equity, Brand Loyalty and Consumer Satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
• Nunnally, J.C. ve Bernstein, I.H. (1994). Psychometric Theory. Neew York: McGraw-Hill.
• Oh, H., Fiore, A. M. ve Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46(2): 119-132.
• Ohridska-Olson, R. ve Ivanov, S. (2010). Creative Tourism Business Model and its Application in Bulgaria. Proceedings of the Black Sea Tourism Forum Cultural Tourism–The Future of Bulgaria, 24 September2010. https://ssrn.com/abstract=1690425 (Erişim Tarihi: 09.01.2021).
• Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4): 33-44.
• Oppermann, M. (2000). Tourism Destination Loyalty, Journal of Travel Research, 39(1): 78-84.
• Pearce, D., ve Butler, R. (1993). Tourism Research: Critiques and challenges. London: Routledge.
• Pike, S., Bianchi, C., Keer, G., ve Patti, C. (2010). Consumer-based Brand Equity for Australia as a Long-Haul Tourism Destination in an Emerging Market. International Marketing Review, 27(4), 434–449.
• Pine, B. J. ve Gilmore, J. H. (1998). Welcome to The Experience Economy. Harvard Business Review, 76: 97-105.
• Quadri-Felitti, D. L. ve Fiore, A. M. (2013). Destination Loyalty: Effects of Wine Tourists’ Experiences, Memories, and Satisfaction on Intentions, Tourism and Hospitality Research, 13(1): 47-62.
• Raymond, C. (2009). The Practical Challenges of Developing Creative Tourism. In R. Wurzburger, T. Aegeson, A. Pattakos, & S. Pratt (Ed.), Creative tourism. A Global Conversation (pp. 197-204). Santa Fe: Sunstone Press.
• Richards, G. (2011). Creativity and Tourism: The State of The Art. Annals of Tourism Research, 38(4), 1225-1253.
• Richards, G. (2014). Creativity and Tourism in the City. Current Issues in Tourism, 17(2): 119-144.
• Richards, G. ve Raymond, C. (2000). Creative Tourism, ATLAS News, 23(8): 16-20.
• Richards, G. ve Wilson, J. (2006). Developing Creativity in Tourist Experiences: A Solution to the Serial Reproduction of Culture?, Tourism Management, 27(6): 1209-1223.
• Ringle, C. M., Wende, S. ve Becker, J.-M. (2015). "SmartPLS 3". Boenningstedt: SmartPLS GmbH, http://www.smartpls.com
• Sarstedt, M., Ringle, C. M. ve Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling, Homburg, C. and et al. (Ed..), Handbook of Market Research, Springer International Publishing, 1-40.
• Sirakaya-Turk, E., Ekinci, Y. ve Martin, D. (2015). The Efficacy of Shopping Value in Predicting Destination Loyalty. Journal of Business Research, 68(9), 1878-1885.
• Sramek, B., Mentzer, J. T. ve Stank, T. P. (2008). Creating Consumer Durable retailer Customer Loyalty through Order Fulfillment Service Operations. Journal of Operations Management, 26(6), 781-797.
• Sthapit, E., Del Chiappa, G., Coudounaris, D. N. ve Björk, P. (2019). Tourism Experiences, Memorability and Behavioural Intentions: A Study of Tourists in Sardinia, Italy. Tourism Review, 75(3), 533-558.
• Suhartanto, D., Brien, A., Primiana, I., Wibisono, N. ve Triyuni, N. N. (2020). Tourist Loyalty in Creative Tourism: the Role of Experience Quality, Value, Satisfaction, and Motivation, Current Issues in Tourism, 23(7): 867-879.
• Tan, S. K., Kung, S. F. ve Luh, D. B. (2013). A Model of Creative Experience in Creative Tourism, Annals of Tourism Research, 41: 153-174.
• UNESCO (2006). Towards Sustainable Strategies for Creative Tourism. Discussion Report of the Planning Meeting for 2008, International Conference on Creative Tourism, Santa Fe. http://unesdoc.unesco.org/images/0015/001598/159811e.pdf. (Erişim Tarihi: 10.01.2021).
• Walsh, T. (2011). Creative Tourism. Indiana: Discovery Publishing House.
• Wang, C., Liu, J., Wei, L. ve Zhang, T. (2020). Impact of Tourist Experience on Memorability and Authenticity: A Study of Creative Tourism. Journal of Travel & Tourism Marketing, 37(1), 48-63.
• Web: http://www.nevsehirkulturturizm.gov.tr/TR,205124/2017-yili.html (Erişim Tarihi: 20.01.2021).
• Web: https://www.avanos.bel.tr/avanos/avanos-tanitim-3 (Erişim Tarihi: 30.06.2021).
• Web: Merriam-Webster. (2021). https://www.merriam-webster.com/dictionary/memorability (Erişim Tarihi: 10.02.2021).
• Yazıcıoğlu, Y. ve Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri (4. Basım). Ankara: Detay Yayıncılık.
• Yoon, Y. and Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model, Tourism Management, 26(1), 45-56.
• Zatori, A., Smith, M. K. ve Puczko, L. (2018). Experience-involvement, Memorability and Authenticity: The Service Provider's Effect on Tourist Experience, Tourism Management, 67, 111-126.
• Zhao, X., Lynch, J.G., JR. ve Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37, 197-206.