Research Article
BibTex RIS Cite

TURİSTİK TATMİNİN DESTİNASYON İMAJI VE SUBJEKTİF BİLGİ ARACILIĞIYLA AĞIZDAN AĞIZA PAZARLAMA ÜZERİNDEKİ ETKİLERİNİN YAPISAL EŞİTLİK MODELİ İLE İNCELENMESİ

Year 2018, , 211 - 228, 01.07.2018

Ecem Çokbilen Erdoğan , Elif Ülker Demirel , Erkan Yıldız

https://doi.org/10.14783/maruoneri.v13i38778.413899
Cited By: 2

Abstract

Kültürel ve tarihi zenginliği ile son
yıllarda artan bir turizm ilgisine ev sahipliği yapmakta olan Edirne’ye yönelik
yapılan bu araştırmanın amacı turistik tatminin, turistlerin destinasyona
yönelik subjektif bilgileri, destinasyon imajı ve ağızdan ağıza pazarlama (WOM)
üzerindeki etkisini incelemektir. Bu amaçla Edirne’yi en az bir kez turistik
amaçlı ziyaret etmiş turistlere yönelik yapılan çalışma ile 639 kullanılabilir
anket elde edilmiş ve veriler yapısal eşitlik modeli aracılığıyla analiz
edilmiştir. Araştırma sonucunda turistlerin ziyaretlerinin tatmin edici
olmasının zihinlerinde Edirne imajı ve tavsiye davranışları üzerinde etkisi
olduğu görülmüştür. Bununla birlikte Edirne’yi ziyaret eden turistlere şehrin
dokusunun ve kültürel zenginliğinin etkin bir şekilde aktarılması, şehrin kültürel
anlamda çekici bir destinasyon olarak konumlandırılması açısından önemlidir.
Turistlerin güzel bir deneyim yaşamalarını sağlamak amacıyla ziyaretçilerin
odağı Edirne’ye dair geleneksel turistik öğelerin yanı sıra, Edirne’nin farklı
kültürel zenginliklerine çekilmesi ve bu çeşitliliğin deneyimlenmesinin
sağlanması önerilebilir. Bu durumun, insanların Edirne deneyimlerinin ve şehre
dair sübjektif bilgilerinin farklılaşmasını ve özgünleşmesini, dolayısıyla
tatmin düzeylerinin yükselmesini ve zihinlerdeki Edirne imajının olumlu yönde
biçimlenmesini sağlayacağı öngörülmektedir.

Keywords

Subjektif Bilgi Destinasyon İmajı Tatmin Ağızdan Ağıza Pazarlama Edirne

References

  • Akama, J. S. ve Kieti, D. M. (2003). Measuring Tourist Satisfaction with Kenya's Wildlife Safari: A Case Study of Tsavo West National Park. Tourism management, 24(1), 73-81.
  • Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1, 5-17.
  • Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 291-295.
  • Atılgan, K. Ö. (2014). Nesnel ve Öznel Bilginin Tüketicilerin Satın Alma Davranışlarına Etkisine Yönelik Bir Araştırma. Yönetim ve Ekonomi, 2, 199-212.
  • Babin, B. J., Lee, Y. K., Kim, E. J. ve Griffin, M. (2005). Modeling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea. Journal of Services Marketing, 19, 133-139.
  • Baron,R. M. ve Kenny, D. A. (1986). The Moderator- Mediator Variable Distinction İn Social Psyhological Research: Conceptual, Strategic, and Statistical
  • Considerations, Journal of Personality and Social Psychology, 51, 1173-1182.
  • Brucks, M. (1985). The Effect of Product Class Knowledge on İnformation Search Behavior. Journal of Consumer Research, 12, 1-16.
  • Chen, C. F., & Tsai, D. (2007). How Destination İmage and Evaluative Factors Effect Behavioral İntentions?. Tourism Management, 28(4), 1115-1122.
  • Dodd,T. H., Laverie, D. A., Wilcox, J. F. ve Duhan, D. F. (2005). Differential Effects of Experience, Subjective Knowledge and Objective Knowledge on Sources of Information Used in Consumer Wine Purchasing. Journal of Hospitality & Tourism Research, 1, 3-19.
  • Dölarslan, E. Ş. (2015).Tüketicilerin Ürün İlgilenim Ve Bilgi Düzeyinin Marka Sadakatine Etkisinin Fikir Liderliği Kapsamında Değerlendirilmesi. Pazarlama ve Pazarlama Araştırma Dergisi, 15, 23-48.
  • Ellis, D. V., Pitt, L. ve Caruana, A. (2015). Does Objective and Subjective Knowledge Vary Between Opinion Leaders and Opinion Seekers? Implications for Wine Marketing. Journal of Wine Research, 4, 304-318.
  • Flynn, L. R. ve Goldsmith, R. E. (1999). A Short, Reliable Measure of Subjective Knowledge. Journal of Business Research, 1, 57-66.
  • Gallarza, M. G., Saura, I. G., ve Garcı́a, H. C. (2002). Destination İmage: Towards a Conceptual Framework. Annals of Tourism Research, 29(1), 56-78.
  • Genton, B. ve Behrens, R. H. (1994). Specialized Travel Consultation Part 1: Travelers’ Prior Knowledge. Journal of Travel Medicine, 1, 8-12.
  • Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). E-Wom Scale: Word-of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administravitive Scienses,1, 5-23.
  • Gursoy, D. ve McCleary, K. W. (2004). Travelers’ Prior Knowledge and Its Impact on Their Information Search Behavior. Journal of Hospitality & Tourism Research, 1, 66-94.
  • Hsiao, C. H. Ve Yang, C. (2010). Predicting the Travel Intention to Take High Speed Rail Among College Students. Transportation Research Part, 1, 227-287Huang, S. ve Hsu, C. H. C. (2009). Effect of Travel Motivation, Past Experience, Perceived Constraint, and Attitude on Revisit Intention. Journal of Travel Research, 1, 29-44.
  • Jalilvand, M. R., Samiei, N., Dini, B. ve Manzari, P. Y. (2012). Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude Toward Destination and Travel Intention: An Intagrated Approach. Journal of Destination Marketing & Management, 1, 134-143.
  • Jang, S., Bai, B., Hu, C. ve Wu, C. M. E. (2009). Affect, Travel Motivation, and Travel İntention: A Senior Market. Journal of Hospitality & Tourism Research, 1, 51-73.
  • Jiewanto, A., Laurens, Caroline ve Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia- Social and Behavioral Sciences, 40,16-23.
  • Kassem, N. O., Lee, J. W., Modeste, N. N. ve Johnston, P. K. (2003). Understanding Soft Drink Consumption Among Female Adolescents Using the Theory of Planned Behavior. Health Education Research, 18, 278-291.
  • Lee, R. ve Lockshin, L. (2011). Halo Effects of Tourists’ Destination Image on Domestic Product Perceptions. Australasian Marketing Journal, 19, 7-13.Lo, Y. H. (2012). Does Word-of-Mouth Effect Really Matter? The Case of Chinese Tourist Travel Experience in Taiwan. The Journal of International Management Studies, 2, 101-111.
  • Machado, L. P. (2010). Does Destination İmage İnfluence the Length of Stay İn A Tourism Destination?. Tourism Economics, 16(2), 443-456.
  • Mattila, A. S. ve Wirtz, J. (2002). The Impact of Knowledge Types on the Consumer Search Process: An Investigation in the Context of Credence Services. International Journal of Service Industry Management, 3, 214-230.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mohan, L. J. (2010). Effect of Destination İmage on Attendance At Team Sporting Events. Tourism and Hospitality Research, 10(3), 157-170.
  • Park, C. W., Mothersbaugh, D. L. ve Feick, L. (1994, Haziran). Consumer Knowledge Assessment. Journal of Consumer Research , 1, 71-82.
  • Park, C. W. ve Moon B. J. (2003, Kasım). The Relationship Between Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type. Psychology & Marketing, 11, 977-997.
  • Pieniak, Z., Aesrtsens, J. ve Verbeke, W. (2010). Subjective and Objective Knowledge as Determinants of Organic Vegetables Consumption. Foof Quality and Preference, 21, 581-588.
  • Pizam, A., Neumann, Y. ve Reichel, A. (1978). Dimentions of Tourist Satisfaction with a Destination Area. Annals of Tourism Rsearch, 5(3), 314-322.
  • Prayag, G. (2011). Image, Satisfaction and Loyalty-The Case of Cape Town. Anatolia: An International Journal of Tourism and Hospitality Research, 2, 205-224.
  • Rodrigues, J. F., Pereira, R. C., Silva, A. A, Mendes, A. O. ve Carneiro, J. D. S. (2017, Ağustos). Sodium Content in Foods: Brazilian Consumers’ Opinions, Subjective Knowledge and Purchase Intent. International Journal of Consumer Studies, 6, 735-744.
  • San Martin, S., Prodanova, J. ve Jimenez, N. (2015). The İmpact of Age In The Generation of Satisfaction and WOM in Mobile Shopping. Journal of Retailing and Consumer Services, 23, 1-8.
  • Sharifpour, M., Walters, G., Ritchie, B. W. ve Winter, C. (2014). Investigating The Role of Prior Knowledge in Tourist Decision Making: A Structural Equation Model of Risk Perceptions and Information Search. Journal of Travel Research, 3, 307-322.
  • Ulubaşoğlu, G. ve Uray, N. (2009, Ağustos). Teknolojik Gelişmelerin Tüketici Bilgi Arama Davranışı Üzerine Etkisi: Bir Model Önerisi. ITÜ Dergisi, 4, 13-22.
  • Veasna, S., Wu, W. Y. ve Huang, C. H. (2013). The Impact of Destination Source Credibility on Destination Satisfaction: The Mediating Effects of Destination Attachment and Destination Image. Tourism Management, 36, 511-526.
  • Yaşa Özeltürgay, E., Bozyiğit, S. ve Gülmez, M. (2017). Instagramdan Alışveriş Yapan Tüketicilerin Satın Alma Davranışları: Keşifsel Bir Çalışma. Marmara Üniversitesi Öneri Dergisi, 12, 175-198.
  • Wangenheim, F. V. Ve Bayon, T. (2007). The Chain From Customer Satisfaction Via Word-of Mouth Refferrals to New Customer Acquisition. Journal of the Academy of Making Science, 2, 233-249.
  • Westbrook, R. A. ve Oliver, R. L. (1981). Developing Better Measures of Consumer Satisfaction: Some Preliminary Results. Advances in Consumer Research, 94-99.

Year 2018, , 211 - 228, 01.07.2018

Ecem Çokbilen Erdoğan , Elif Ülker Demirel , Erkan Yıldız

https://doi.org/10.14783/maruoneri.v13i38778.413899
Cited By: 2

Abstract

References

  • Akama, J. S. ve Kieti, D. M. (2003). Measuring Tourist Satisfaction with Kenya's Wildlife Safari: A Case Study of Tsavo West National Park. Tourism management, 24(1), 73-81.
  • Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1, 5-17.
  • Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 291-295.
  • Atılgan, K. Ö. (2014). Nesnel ve Öznel Bilginin Tüketicilerin Satın Alma Davranışlarına Etkisine Yönelik Bir Araştırma. Yönetim ve Ekonomi, 2, 199-212.
  • Babin, B. J., Lee, Y. K., Kim, E. J. ve Griffin, M. (2005). Modeling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea. Journal of Services Marketing, 19, 133-139.
  • Baron,R. M. ve Kenny, D. A. (1986). The Moderator- Mediator Variable Distinction İn Social Psyhological Research: Conceptual, Strategic, and Statistical
  • Considerations, Journal of Personality and Social Psychology, 51, 1173-1182.
  • Brucks, M. (1985). The Effect of Product Class Knowledge on İnformation Search Behavior. Journal of Consumer Research, 12, 1-16.
  • Chen, C. F., & Tsai, D. (2007). How Destination İmage and Evaluative Factors Effect Behavioral İntentions?. Tourism Management, 28(4), 1115-1122.
  • Dodd,T. H., Laverie, D. A., Wilcox, J. F. ve Duhan, D. F. (2005). Differential Effects of Experience, Subjective Knowledge and Objective Knowledge on Sources of Information Used in Consumer Wine Purchasing. Journal of Hospitality & Tourism Research, 1, 3-19.
  • Dölarslan, E. Ş. (2015).Tüketicilerin Ürün İlgilenim Ve Bilgi Düzeyinin Marka Sadakatine Etkisinin Fikir Liderliği Kapsamında Değerlendirilmesi. Pazarlama ve Pazarlama Araştırma Dergisi, 15, 23-48.
  • Ellis, D. V., Pitt, L. ve Caruana, A. (2015). Does Objective and Subjective Knowledge Vary Between Opinion Leaders and Opinion Seekers? Implications for Wine Marketing. Journal of Wine Research, 4, 304-318.
  • Flynn, L. R. ve Goldsmith, R. E. (1999). A Short, Reliable Measure of Subjective Knowledge. Journal of Business Research, 1, 57-66.
  • Gallarza, M. G., Saura, I. G., ve Garcı́a, H. C. (2002). Destination İmage: Towards a Conceptual Framework. Annals of Tourism Research, 29(1), 56-78.
  • Genton, B. ve Behrens, R. H. (1994). Specialized Travel Consultation Part 1: Travelers’ Prior Knowledge. Journal of Travel Medicine, 1, 8-12.
  • Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). E-Wom Scale: Word-of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administravitive Scienses,1, 5-23.
  • Gursoy, D. ve McCleary, K. W. (2004). Travelers’ Prior Knowledge and Its Impact on Their Information Search Behavior. Journal of Hospitality & Tourism Research, 1, 66-94.
  • Hsiao, C. H. Ve Yang, C. (2010). Predicting the Travel Intention to Take High Speed Rail Among College Students. Transportation Research Part, 1, 227-287Huang, S. ve Hsu, C. H. C. (2009). Effect of Travel Motivation, Past Experience, Perceived Constraint, and Attitude on Revisit Intention. Journal of Travel Research, 1, 29-44.
  • Jalilvand, M. R., Samiei, N., Dini, B. ve Manzari, P. Y. (2012). Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude Toward Destination and Travel Intention: An Intagrated Approach. Journal of Destination Marketing & Management, 1, 134-143.
  • Jang, S., Bai, B., Hu, C. ve Wu, C. M. E. (2009). Affect, Travel Motivation, and Travel İntention: A Senior Market. Journal of Hospitality & Tourism Research, 1, 51-73.
  • Jiewanto, A., Laurens, Caroline ve Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia- Social and Behavioral Sciences, 40,16-23.
  • Kassem, N. O., Lee, J. W., Modeste, N. N. ve Johnston, P. K. (2003). Understanding Soft Drink Consumption Among Female Adolescents Using the Theory of Planned Behavior. Health Education Research, 18, 278-291.
  • Lee, R. ve Lockshin, L. (2011). Halo Effects of Tourists’ Destination Image on Domestic Product Perceptions. Australasian Marketing Journal, 19, 7-13.Lo, Y. H. (2012). Does Word-of-Mouth Effect Really Matter? The Case of Chinese Tourist Travel Experience in Taiwan. The Journal of International Management Studies, 2, 101-111.
  • Machado, L. P. (2010). Does Destination İmage İnfluence the Length of Stay İn A Tourism Destination?. Tourism Economics, 16(2), 443-456.
  • Mattila, A. S. ve Wirtz, J. (2002). The Impact of Knowledge Types on the Consumer Search Process: An Investigation in the Context of Credence Services. International Journal of Service Industry Management, 3, 214-230.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mohan, L. J. (2010). Effect of Destination İmage on Attendance At Team Sporting Events. Tourism and Hospitality Research, 10(3), 157-170.
  • Park, C. W., Mothersbaugh, D. L. ve Feick, L. (1994, Haziran). Consumer Knowledge Assessment. Journal of Consumer Research , 1, 71-82.
  • Park, C. W. ve Moon B. J. (2003, Kasım). The Relationship Between Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type. Psychology & Marketing, 11, 977-997.
  • Pieniak, Z., Aesrtsens, J. ve Verbeke, W. (2010). Subjective and Objective Knowledge as Determinants of Organic Vegetables Consumption. Foof Quality and Preference, 21, 581-588.
  • Pizam, A., Neumann, Y. ve Reichel, A. (1978). Dimentions of Tourist Satisfaction with a Destination Area. Annals of Tourism Rsearch, 5(3), 314-322.
  • Prayag, G. (2011). Image, Satisfaction and Loyalty-The Case of Cape Town. Anatolia: An International Journal of Tourism and Hospitality Research, 2, 205-224.
  • Rodrigues, J. F., Pereira, R. C., Silva, A. A, Mendes, A. O. ve Carneiro, J. D. S. (2017, Ağustos). Sodium Content in Foods: Brazilian Consumers’ Opinions, Subjective Knowledge and Purchase Intent. International Journal of Consumer Studies, 6, 735-744.
  • San Martin, S., Prodanova, J. ve Jimenez, N. (2015). The İmpact of Age In The Generation of Satisfaction and WOM in Mobile Shopping. Journal of Retailing and Consumer Services, 23, 1-8.
  • Sharifpour, M., Walters, G., Ritchie, B. W. ve Winter, C. (2014). Investigating The Role of Prior Knowledge in Tourist Decision Making: A Structural Equation Model of Risk Perceptions and Information Search. Journal of Travel Research, 3, 307-322.
  • Ulubaşoğlu, G. ve Uray, N. (2009, Ağustos). Teknolojik Gelişmelerin Tüketici Bilgi Arama Davranışı Üzerine Etkisi: Bir Model Önerisi. ITÜ Dergisi, 4, 13-22.
  • Veasna, S., Wu, W. Y. ve Huang, C. H. (2013). The Impact of Destination Source Credibility on Destination Satisfaction: The Mediating Effects of Destination Attachment and Destination Image. Tourism Management, 36, 511-526.
  • Yaşa Özeltürgay, E., Bozyiğit, S. ve Gülmez, M. (2017). Instagramdan Alışveriş Yapan Tüketicilerin Satın Alma Davranışları: Keşifsel Bir Çalışma. Marmara Üniversitesi Öneri Dergisi, 12, 175-198.
  • Wangenheim, F. V. Ve Bayon, T. (2007). The Chain From Customer Satisfaction Via Word-of Mouth Refferrals to New Customer Acquisition. Journal of the Academy of Making Science, 2, 233-249.
  • Westbrook, R. A. ve Oliver, R. L. (1981). Developing Better Measures of Consumer Satisfaction: Some Preliminary Results. Advances in Consumer Research, 94-99.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Makale Başvuru
Authors

Ecem Çokbilen Erdoğan

Elif Ülker Demirel

Erkan Yıldız

Publication Date July 1, 2018
Published in Issue Year 2018

Cite

APA Çokbilen Erdoğan, E., Ülker Demirel, E., & Yıldız, E. (2018). TURİSTİK TATMİNİN DESTİNASYON İMAJI VE SUBJEKTİF BİLGİ ARACILIĞIYLA AĞIZDAN AĞIZA PAZARLAMA ÜZERİNDEKİ ETKİLERİNİN YAPISAL EŞİTLİK MODELİ İLE İNCELENMESİ. Öneri Dergisi, 13(50), 211-228. https://doi.org/10.14783/maruoneri.v13i38778.413899

Cited By

TATİLE ÇIKMADAN ÖNCEKİ BİLGİ ARAYIŞLARININ AĞIZDAN AĞIZA İLETİŞİM ve DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ: EDREMİT KÖRFEZİ ÖRNEĞİ
Seyahat ve Otel İşletmeciliği Dergisi
Mehmet Oğuzhan İLBAN
https://doi.org/10.24010/soid.796497
MARKA SEVGİSİ, ANLIK SATIN ALMA VE POZİTİF AĞIZDAN AĞIZA PAZARLAMA İLİŞKİSİ ÜZERİNE AMPİRİK BİR ÇALIŞMA
Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Vural ÇAĞLIYAN
https://doi.org/10.25287/ohuiibf.708171

15795

Bu web sitesi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.

Öneri Dergisi

Marmara Üniversitesi Sosyal Bilimler Enstitüsü

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377