Festival Katılımcısı İşletmelerin Algılanan Toplumsal Fayda, Algılanan Toplumsal Maliyet ve Katılım Motivasyonlarının Festival Memnuniyeti ve Sadakati Üzerindeki Etkisi

Year 2021, Volume: 17 Issue: 35, 2125 - 2154, 31.03.2021

Orhan Duman Sertaç Ercan Burak Yaprak

https://doi.org/10.26466/opus.815382

Abstract

Turizm pazarlaması ve yönetim faaliyeti olan festivaller, festivalin düzenlendiği destinasyonlara olumlu katkılar sağlamayı hedefleyen ekonomik, sosyal ve kültürel etkinliklerdir. Bu çalışmada 2019 yılında ilki gerçekleştirilen Gönen Alıveriş Festivali örnek olay olarak ele alınmış, festivallerin toplumsal faydaları ve toplumsal maliyetleri ile paydaşların festivale katılma motivasyonları, festivalden memnuniyet ve sadakat düzeylerinin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda festival paydaşlarından 105 adet işletmeyle yüz yüze ve ana kütlenin tamamına ulaşılarak tamsayım anket yöntemiyle kullanılmıştır. Araştırmanın amacına uygun olarak kurulan araştırma modeli ve gerçekleştirilen istatistiki analiz sonuçlarına göre, toplumsal fayda değişkeninin memnuniyet üzerinde olumlu bir etkisi olduğu; toplumsal maliyet ve motivasyon değişkenlerinin ise memnuniyet üzerinde istatistiki açından anlamlı bir etkisinin olmadığı görülmüştür. Ayrıca toplumsal fayda ve motivasyon değişkenlerinin sadakat üzerinde olumlu, toplumsal maliyet değişkeninin ise sadakat üzerinde olumsuz bir etkisinin olduğu sonucuna varılmıştır. Çalışmanın, gelecekte organize edilecek çeşitli festival ve etkinliklere, belirtilen değişkenler çerçevesinde çizdiği yol haritasıyla rehberlik etmesi, turizm, pazarlama ve halkla ilişkiler faaliyetleriyle ilişkili literatüre katkı sağlaması hedeflenmektedir.

Keywords

Turizm, Festival, Toplumsal Fayda, Toplumsal Maliyet, Katılım Motivasyonu

Examining the Effects of Perceived Social Benefit, Perceived Social Cost and Participation Motivation in The Festival on Satisfaction and Loyalty

Abstract

Festivals, which are tourism marketing and management activities are economical, social and cultural events aimed at making positive contributions to destinations. In this study, Gönen Shopping Festival, which was held for the first time in 2019, was considered as a sample event, and it was aimed to determine the social benefits and social costs of the festivals, the motivations of the stakeholders to participate in the festival, and the festival satisfaction and festival. For this purpose, face-to-face and complete count were conducted with 105 companies that are the stakeholders of the festival. According to the research model established in accordance with the purpose and the statistical analysis results, the social benefit variable has a positive effect on satisfaction, while the social cost and motivation variables have no statistically significant effect on satisfaction. In addition, it was concluded that social benefit and motivation variables have a positive effect on loyalty, and social cost variables have a negative effect on loyalty. It is aimed that the study will guide the festivals to be organized in the future with the road map drawn within the framework of the specified variables and will contribute to the literature related to tourism and marketing activities.

Keywords

tourism,, festival, social benefit, social cost, participation motivation

References

• Allen, J., O’Toole, W., McDonnell, I. ve Harris, R. (2012). Festival and special event management. Milton John Wiley & Sons Inc.
• Andereck, K. L., Valentine, K. M., Knopf, R. C. ve Vogt, C. A. (2005). Residents’ perceptions of community tourism ımpacts. Annals of Tourism Research, 32(4), 1056-1076.
• Anderton, C. (2011). Music festival sponsorship: Between commerce and carnival. Arts Marketing, 1(2), 145.
• Arcodia, C. ve Whitford, M. (2007). Festival Attendance and the development of social capital. Paper Presented at The Journal of Convention & Event Tourism.
• Attanasi, G., Casoria, F., Centorrino, S. ve Urso, G. (2013). Cultural ınvestment, local development and ınstantaneous social capital: A case study of a gathering festival in the South of Italy. The Journal of Socio- Economics, 47, 228-247.
• Backman, K. F., Backman, S. J., Uysal, M. ve Sunshine, K. M. (1995). Event tourism: An examination of motivations and activities. Festival Management and Event Tourism, 3(1), 15-24.
• Báez, A. ve Devesa, M. (2014). Segmenting and profiling attendees of a film festival. International Journal of Event and Festival Management, 5(2), 96-115.
• Besculides, A., Lee, M. E. ve McCormick, P. J. (2002). Residents' perceptions of the cultural benefits of tourism. Annals of Tourism Research, 29(2), 303-319.
• Carlsen, J., Ali-Knight, J. ve Robertson, M. (2007). Access: A research agenda for Edinburgh Festivals. Event Management, 11(1-2), 3-11.
• Chen, C., ve Li, X. (2020). The effect of online shopping festival promotion strategies on consumer participation ıntention. Industrial Management & Data Systems.
• Crompton, J. L. (1995). Economic ımpact analysis of sports facilities and events: Eleven sources of Misapplication. Journal of Sport Management, 9(1), 14-35.
• Çalışkan, O. (2013). Restoran İşletmelerinde hizmet hataları, hizmet telafi stratejileri ve müşteri memnuniyeti ilişkisi. Seyahat ve Otel İşletmeciliği Dergisi, 10(3).
• Delamere, T. A. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, Part II. Verification of the scale. Event Management, 7(1), 25-38.
• Delamere, T. A., Wankel, L. M. ve Hinch, T. D. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, Part I: Item generation and purification of the measure. Event Management, 7(1), 11-24.
• Draper, N.R. ve H. Smith, (1981). Applied regression analysis. 2. ed., New York: John Wiley & Sons.
• Dura, C. (2005). Düşünme, araştırma ve yazma yöntemleri. Kayseri: Ekin Kitabevi.
• Ferdinand, N. ve Williams, N. L. (2013). International Festivals as Experience Production Systems. Tourism Management, 34, 202-210.
• Fredline, L., Raybould, M., Jago, L. ve Deery, M. (2005). Triple bottom line event evaluation: A proposed framework for holistic event evaluation. Paper Presented at The International Event Research Conference, Sydney, Australia: Australian Centre for Event Management.
• Gale, F. (1997). Direct farm marketing as a rural development tool. Rural America/Rural Development Perspectives, 12(2221-2019-2615), 19-25.
• Gegez, E. (2010). Pazarlama araştırmaları. Beta Yayınları.
• Getz, D. (1993). Festivals and Special Events (Ed. M. A. Khan, O. M. D., et al. V. T. (Eds.)), Encyclopedia of hospitality and tourism. New York: Van Nostrand Reinhold.
• Getz, D. (2005). Event management & event tourism. (2nd ed.), New York: Cognizant Communication Corporation.
• Gössling, S. (2002). Global environmental consequences of tourism. Global Environmental Change. 12(4), 283-302.
• Graf, A. ve Maas, P. (2008). Customer value from a customer perspective: A comprehensive review. Journal Für Betriebswirtschaft, 58(1), 1-20.
• Grunwell, S. (2007). Film festivals: An empirical study of factors for success. Event Management, 11(4), 201- 210.
• Gursoy, D., Kim, K. ve Uysal, M. (2004). Perceived Impacts of festivals and special events by organizers: An extension and validation. Tourism Management, 25(2), 171-181.
• Hair, J. F., Bush, R. P. ve Ortinau, D. J. (2000). Marketing research: A practical approach for the new millennium. Irwin Professional Publishing.
• Irshad, H. (2011). Impacts of community events and festivals on rural places, Government of Alberta, Agriculture and Rural Development Division.
• Kim, H., Borges, M. C. ve Chon, J. (2006). Impacts of environmental values on tourism motivation: The case of Fica, Brazil. Tourism Management, 27(5), 957-967.
• Kim, K. ve Uysal, M. (2003). Perceived Socio-economic Impacts of Festivals and Events Among Organizers. Journal of Hospitality & Leisure Marketing, 10(3-4), 159-171.
• Kozak, M. (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23(3), 221-232.
• Kozak, N. (2005). The expectations of exhibitors in tourism, hospitality, and the travel industry: A case study on East Mediterranean tourism and travel exhibition. In Journal of Convention & Event Tourism, 7(3-4), 99- 116.
• Lee, J. S., ve Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344.
• Lee, J. S., Lee, C. K. ve Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
• Lee, J., ve Beeler, C. (2006). The relationships among quality, satisfaction, and future intention for first-time and repeat visitors in a festival setting. Event Management, 10(4), 197-208.
• O'Sullivan, D. ve Jackson, M. J. (2002). Festival tourism: A contributor to sustainable local economic development?. Journal of Sustainable Tourism, 10(4), 325-342.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
• Pirnar, I., Kurtural, S., ve Tutuncuoglu, M. (2019). Festivals and destination marketing: An application from Izmir City. Journal of Tourism, Heritage & Services Marketing, 5(1), 9-14.
• Polat, Ş.B. (2012). Yükseköğretim kurumlarında kurum içi iletişim anlayışı ve paydaş memnuniyeti ilişkisi: Akademik personel perspektifinde bir çalışma. İstanbul: Maltepe Üniversitesi Sosyal Bilimler Enstitüsü.
• Quinn, B. (2006). Problematising ‘festival tourism’: Arts Festivals and sustainable development in Ireland. Journal of Sustainable Tourism, 14(3), 288-306.
• Saayman, M., Kruger, M. ve Erasmus, J. (2012). Finding the key to success: A visitors' perspective at a national arts festival. Acta Commercii, 12(1), 150-172.
• Sasser, W. E., Schlesinger, L. A. ve Heskett, J. L. (1997). Service profit chain. Simon and Schuster.
• Uysal, M., Gahan, L. ve Martin, B. (1993). An examination of event motivations: A case study. Festival Management and Event Tourism, 1(1), 5-10.
• Walo, M., Bull, A. ve Breen, H. (1996). Achieving economic benefits at local events: A case study of a local sports event. Festival Management and Event Tourism, 4(3-4), 95-106.
• Woosnam, K. M., Van Winkle, C. M. ve An, S. (2013). Confirming the festival social ımpact attitude scale in the context of a rural Texas Cultural Festival. Event Management, 17(3), 257-270.
• Yazıcı, T., Kocak, S., ve Altunsöz, I. H. (2017). Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event. European Sport Management Quarterly, 17(2), 171-192.
• Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. ve McMahon-Beattie, U. (2012). Festival and events management. Routledge.
• Yolal, M., Çetinel, F. ve Uysal, M. (2009). An examination of festival motivation and perceived benefits relationship: Eskişehir International Festival. Paper presented at the Journal of Convention & Event Tourism.
• Yolal, M., Gursoy, D., Uysal, M., Kim, H. L. ve Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of Tourism Research, 61, 1-18.
• Yolal, M., Woo, E., Cetinel, F. ve Uysal, M. (2012). Comparative research of motivations across different festival products. International Journal of Event and Festival Management, 3(1), 66-80.
• Yoo, C. W., Sanders, G. L. ve Moon, J. (2013). Exploring the effect of e-wom participation on e-loyalty in e- commerce. Decision Support Systems, 55(3), 669-678.
• Yoon, Y.-S., Lee, J.-S. ve Lee, C.K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335–342.