Experiential Aspects of Balloon Tourism within the Context of Destination Marketing

Year 2019, , 793 - 810, 31.12.2019

Özlem Güzel , İlker Şahin

https://doi.org/10.17153/oguiibf.511003

Cited By: 5

Abstract

Günümüzün rekabetçi pazar
koşullarında, bölgeyi ziyaret eden turistlere hatırlanabilir ve eşsiz destinasyon
deneyimleri yaşatmak, turizmde önemli bir avantaj haline gelmiştir. Sosyal ve
psikolojik ihtiyaçlar ile turist motivasyonları değerlendirildiğinde balon
turlarının konumlandırma ve farklılaşma stratejilerinde destinasyonlar
açısından önemli olduğu ortaya çıkmaktadır. Bu bağlamda çalışmanın amacı,
turist değerlendirmelerine odaklanılarak macera turizmi kapsamında balon turu
deneyiminin boyutlarını ortaya çıkarmaktır. Nitel araştırma yöntemini
benimseyen çalışma kapsamında balon deneyimi yaşayan turistlere ait
Tripadvisor'da yer alan yorumlar içerik analizine tabi tutulmuştur. Bulgular,
balon deneyiminin eğitsel, estetik, eğlence ve kaçış olmak üzere dört
boyuttan meydana geldiğini ortaya koymuştur. Boyutlar, Pine & Gilmore
(1999) tarafından geliştirilen 4E deneyim modeline uyum gösterirken, ‘estetik
ve eğlence’ boyutları balon deneyiminin öne çıkan boyutları olmuştur.

Keywords

Balloon Tour Experience, Adventure Tourism, Destination Marketing, Tourism Experience

Destinasyon Pazarlaması Bağlamında Balon Turizminin Deneyimsel Yönleri

Abstract

In today’s’ competitive tourism
markets, offering the memorable and unique destination experiences became an
important advantage. Considering the concept of the social and psychological
needs, and motivations, it is clear that balloon tours are important in
positioning and differentiation strategies of destinations. The aim of the
study is to determine the dimensions of the balloon tour experiencein context
of the adventure tourism. A qualitative research methodology is embraced and
the reviews on Tripadvisor were analyzed with content analysis. The findings
have revealed that the balloon experience has been classified in four
dimensions (educational, esthetic, entertainment, escapist). The findings
conform to the 4E experience framework developed by Pine & Gilmore (1999).
The esthetic and entertainment dimensions are leading realms of balloon
experience.

Keywords

Balon Turu Deneyimi, Macera Turizmi, Destinasyon Pazarlaması, Turizm Deneyimi

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