Research Article
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The Effect of Information Search on Word of Mouth Communication and Behavioral Intention: A Study on Edremit Gulf

Year 2021, Volume: 18 Issue: 1, 166 - 184, 25.04.2021
https://doi.org/10.24010/soid.796497

Abstract

The aim of this study is to investigate the effect of the information that tourists are affected by in their destination selection before going on vacation on word-of-mouth communication and behavioral intention. The research was carried out using the convenience sampling method and data collected from 414 local tourists in Gulf of Edremit region via questionnaire. AMOS package program was used in the study and the established theoretical model was tested by structural equation modeling. As a result, it is found that, individuals with high information search during their holyday decision making tend to share more information about their holyday after they return back to home, either positive or negative. Individuals with negative intention to speak tend spread the negative word by word-of-mouth, but not positive. Whereas, individual with positive intention to speak spread the both positive and negative about their vacations by word-of-mouth.

References

  • Ab Hamid, M.R., Sami, W., ve Sidek, M.M. (2017). Discriminant validity assessment: Use of Fornell and Larcker criterion versus HTMT Criterion. In Journal of Physics: Conference Series, 890(1), p. 012163. IOP Publishing.
  • Ateşoğlu, İ., ve Bayraktar, S. (2011) Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi, 7 (14), 95-108.
  • Akkılıç, M. E., ve Günalan, M. (2007). Edremit Körfezi’nde turizm problemleri ve çözüm önerileri üzerine bir araştırma. Selçuk Üniversitesi Karaman İİBF Dergisi, 12(9), 121-127.
  • Bagozzi, R.P. ,& Yi,Y. (1988). On the evaluation of structural equation model. Journal of Academy of Marketing Science, 16 (1), 74-94.
  • Bansal, S. ve Voyer, A. (2000), Word of mouth processes within a services purchase decision context, Journal of Service Research, 3(2), 166-177.
  • Chang, J.I., ve Lee, C.Y. (2020). The effect of service innovation on customer behavioral intention in the Taiwanese insurance sector: the role of word of mouth and corporate social responsibility. Journal of Asia Business Studies, 14(3), 341-360.
  • Connelly, B.L., Certo, S.T., Ireland, R.D., ve Reutzel, C.R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67.
  • Engel, J.F., Roger, D.B.ve Paul, W.M. (2001), Consumer Behavior, 9th Ed., Harcourt Broce Jovanovich College Publishers, New York, NY.
  • Ennew C.T., Banerjee A. K. ve Derek L. (2000), Managing word of mouth comminication: emprical evidence from India International Journal of Bank Marketing, 18(2), 75-83.
  • Erdoğan, E. Ç., Demirel, E. Ü., ve Yıldız, E. (2018). Turistik tatminin destinasyon imajı ve subjektif bilgi aracılığıyla ağızdan ağıza pazarlama üzerindeki etkilerinin yapısal eşitlik modeli ile incelenmesi. Öneri Dergisi, 13(50), 211-228.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co.
  • Fodness, D. ve Murray, B. (1997). Tourist information search. Annals of Tourism Research, 24(3), 503-523.
  • Fodness, D. ve Murray, B. (1999). A model of tourist ınformation search behavior. Journal of Travel Research, 37(3), 220-230.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Gaskin J., James M, Lim J. Master Validity Tool. AMOS Plugin In: Gaskination’s StatWiki, 2019. [URL: http://statwiki.kolobkreations.com/index. php?title=Main_Page.]
  • GM Dergi (201). [URL: https://www.gmdergi.com/sektorel-haberler/prof-dr-mehmet-oguzhan-ilban-tanitima-dikkat/] (Erişim Tarihi: 27 Ağustos 2020).
  • GMKA Raporu (2012). [URL: https://www.gmka.gov.tr/dokumanlar/yayinlar/Balikesirde-Turizmin-Bugunu-ve-Gelecegi] (Erişim Tarihi: 27 Ağustos 2020).
  • Gold, A. H., Malhotra, A., ve Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214.
  • Gülmez, M., ve Türker, G.Ö. (2015). Ağızdan ağıza iletişim ile tüketici odaklı marka değeri arasındaki ilişkinin incelenmesi: Tur operatörleri ve seyahat acenteleri müşterileri üzerine bir uygulama. Seyahat ve Otel İşletmeciliği Dergisi, 12(1), 64-81.
  • Gürsoy, D. ve McCleary, K.W. (2004). An ıntegrative model of tourists ınformation search behavior. Annals Of Tourism Research, 31(2): 353-373.
  • Gürsoy, D. ve Umbreit, W.T. (2004). Tourist ınformation search behaviour: CrossCultural Comparison of European Union Member States. Hospitality Management, 23(1), 55-70.
  • Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: A review of past practices and recommendations for future applications. Long Range Planning: International Journal of Strategic Management, 45(5-6), 320–340.
  • Halitoğulları, H. (2018). Marka Aşkı, marka sadakati ve ağızdan ağıza pazarlama ilişkisi: THY örneği. (Yayınlanmış Yüksek Lisans Tezi), Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Anabilim Dalı, Balıkesir.
  • Harrison-Walker, L.J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
  • 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.
  • Hu, L.T., ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
  • İlban, M. O., Bezirgan, M. ve Çolakoğlu, F. (2016). Termal Otellerde Algılanan Hizmet Kalitesi, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Edremit Örneği. Anatolia: Turizm Araştırmaları Dergisi, 27(2), 181-194.
  • Jalilvand, M.R. and Samiei, N. (2012) The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelligence & Planning, 30, 460-476.
  • Kim, D.Y., Lehto, X.Y., ve Morrison, A.M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism management, 28(2), 423-433.
  • King, R.A, Racherla, P. ve Bush, V.D (2014). Çevrimiçi ağızdan ağıza hakkında bildiklerimiz ve bilmediklerimiz: Literatürün gözden geçirilmesi ve sentezi. Etkileşimli pazarlama dergisi, 28 (3), 167-183.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling: Guilford publications.
  • Krikelas, J. (1983). Information-seeking behavior: Patterns and concepts. Drexel library quarterly, 19(2), 5-20.
  • Kuhlthau, C.C (1991). Arama sürecinin içinde: Kullanıcının bakış açısından bilgi arayan. Bilgi bilimi için Amerikan toplumu dergisi, 42 (5), 361-371.
  • Kutluk, A., ve Avcıkurt, C. (2014). Ağızdan ağıza pazarlamanın müşterilerin satın alma karar süreçlerine etkisi ve bir uygulama; İstanbul seyahat acenteleri örneği. Uluslararası Sosyal Araştırmalar Dergisi, 29(7), 613-622.
  • Lehto, X., Kim, D. ve Morrison, A. (2005). The effect of prior destination experience on online ınformation search behaviour. Tourism and Hospitality Research, 6(2), 160–178.
  • Li, M., ve Cai, L.A. (2012). The Effects of Personal Values on Travel Motivation and Behavioral. Intention. Journal of Travel Research, 51(4), 473–487.
  • Luo, M., Feng, R. ve Cai, L. A. (2005). Information search behavior and tourist characteristics. Journal of Travel and Tourism Marketing, 17(2), 15 – 25.
  • Malhotra, N. K., & Dash, S. (2011). Marketing Research an Applied Orientation. London: Pearson Publishing.
  • Mavlanova, T., Benbunan-Fich, R. ve Lang, G. (2016), I the role of external and internal signals in ecommerce. Decision Support Systems, 87, 59-68.
  • Mohtasham, S.S., Sarollahi, S.K. ve Hamirazavi, D. (2017), The effect of service quality and innovation on word of mouth marketing success. Eurasian Business Review, 7 (2), 229-245.
  • Moutinho, L. (1987). Consumer behaviour in tourism. European journal of marketing.
  • Oliver, Richard L., and John E. Swan. “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach.” Journal of Marketing, vol. 53, no. 2, 1989, pp. 21–35. JSTOR, www.jstor.org/stable/1251411. Accessed 15 Sept. 2020.
  • Pappu, R. and Quester, P.G. (2016), How does brand innovativeness affect brand loyalty, European Journal of Marketing, 50(1/2), 2-28.
  • Rouse, W.B. ve S. H. Rouse. (1984). Human information seeking and design of information systems. Information Processing and Management, 20 (1,2): 129-138.
  • Salessi, S., ve Omar, A. (2018). Work passion: Evidence of discriminant, predictive and incremental validity. Psicologia: Ciencia e Profissao, 38(3), 522.
  • Stiglitz, J.E. (2000), The contributions of the economics of information to twentieth century economics, The Quarterly Journal of Economics, 115(4), 1441-1478.
  • Tayfun, A., Yıldırım, M. ve Kaş, L. (2013). Turistlerin turistlik ürün tercihlerinde ağızdan ağza iletişimin rolü: Yerli turistler üzerine bir araştırma. Journal Of Tourism And Gastronomy Studies, 1 (2), 26-38.
  • Uçak, N. Ö. (1997). Bilgi gereksinimi ve bilgi arama davranışı. Türk Kütüphaneciliği, 11(4), 315-325.
  • Uslu, A. (2020). Otel işletmelerine gelen yabancı turistlerin memnuniyetlerinin ağızdan ağıza iletişim (Wom) üzerine etkisi: Turist sadakatinin aracılık (Mediator) rolü. Pamukkale University Journal Of Social Sciences Institute/Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (40), 1-16.
  • Wells, J.D., Valacich, J.S. ve Hess, T.J. (2011), What signal are you sending? How website quality influences perceptions of product quality and purchase intentions, MIS Quarterly, 35 (2), 373-396.
  • Westbrook, R.A. ve Oliver, R.L. (1981). Developing better measures of consumer satisfaction: some preliminary results. Advances in Consumer Research, 94-99.

Tatile Çıkmadan Önceki Bilgi Arayışlarının Ağızdan Ağıza İletişim ve Davranışsal Niyet Üzerindeki Etkisi: Edremit Körfezi Örneği

Year 2021, Volume: 18 Issue: 1, 166 - 184, 25.04.2021
https://doi.org/10.24010/soid.796497

Abstract

Bu çalışmanın amacı, turistlerin destinasyon seçiminde tatile çıkmadan önce etkilendikleri bilgilerin ağızdan ağıza iletişim ve davranışsal niyet üzerine etkisini araştırmaktır. Araştırma, Edremit Körfezi bölgesine gelen 414 yerli turistle kolayda örnekleme yöntemi kullanılarak gerçekleştirilmiştir. Çalışmada kurulan teorik model yapısal eşitlik modellemesi ile test edilmiştir. Sonuç olarak önerilen kavramsal modele göre insanların tatile çıkmadan önceki bilgi arayışları artıkça tatilden döndükten sonra tatilleri hakkında olumlu veya olumsuz konuşma niyetleri artmaktadır. Eğer kişilerin olumsuz konuşma niyeti var ise yalnızca ağızdan ağıza olumsuz iletişimde bulunmaktadır ve olumlu ağızdan ağıza iletişim yapmamaktadırlar. Olumlu niyeti olan insanlar ise hem olumlu hem de olumsuz ağızdan ağıza iletişim yapmaktadırlar.

References

  • Ab Hamid, M.R., Sami, W., ve Sidek, M.M. (2017). Discriminant validity assessment: Use of Fornell and Larcker criterion versus HTMT Criterion. In Journal of Physics: Conference Series, 890(1), p. 012163. IOP Publishing.
  • Ateşoğlu, İ., ve Bayraktar, S. (2011) Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi, 7 (14), 95-108.
  • Akkılıç, M. E., ve Günalan, M. (2007). Edremit Körfezi’nde turizm problemleri ve çözüm önerileri üzerine bir araştırma. Selçuk Üniversitesi Karaman İİBF Dergisi, 12(9), 121-127.
  • Bagozzi, R.P. ,& Yi,Y. (1988). On the evaluation of structural equation model. Journal of Academy of Marketing Science, 16 (1), 74-94.
  • Bansal, S. ve Voyer, A. (2000), Word of mouth processes within a services purchase decision context, Journal of Service Research, 3(2), 166-177.
  • Chang, J.I., ve Lee, C.Y. (2020). The effect of service innovation on customer behavioral intention in the Taiwanese insurance sector: the role of word of mouth and corporate social responsibility. Journal of Asia Business Studies, 14(3), 341-360.
  • Connelly, B.L., Certo, S.T., Ireland, R.D., ve Reutzel, C.R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67.
  • Engel, J.F., Roger, D.B.ve Paul, W.M. (2001), Consumer Behavior, 9th Ed., Harcourt Broce Jovanovich College Publishers, New York, NY.
  • Ennew C.T., Banerjee A. K. ve Derek L. (2000), Managing word of mouth comminication: emprical evidence from India International Journal of Bank Marketing, 18(2), 75-83.
  • Erdoğan, E. Ç., Demirel, E. Ü., ve Yıldız, E. (2018). Turistik tatminin destinasyon imajı ve subjektif bilgi aracılığıyla ağızdan ağıza pazarlama üzerindeki etkilerinin yapısal eşitlik modeli ile incelenmesi. Öneri Dergisi, 13(50), 211-228.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co.
  • Fodness, D. ve Murray, B. (1997). Tourist information search. Annals of Tourism Research, 24(3), 503-523.
  • Fodness, D. ve Murray, B. (1999). A model of tourist ınformation search behavior. Journal of Travel Research, 37(3), 220-230.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Gaskin J., James M, Lim J. Master Validity Tool. AMOS Plugin In: Gaskination’s StatWiki, 2019. [URL: http://statwiki.kolobkreations.com/index. php?title=Main_Page.]
  • GM Dergi (201). [URL: https://www.gmdergi.com/sektorel-haberler/prof-dr-mehmet-oguzhan-ilban-tanitima-dikkat/] (Erişim Tarihi: 27 Ağustos 2020).
  • GMKA Raporu (2012). [URL: https://www.gmka.gov.tr/dokumanlar/yayinlar/Balikesirde-Turizmin-Bugunu-ve-Gelecegi] (Erişim Tarihi: 27 Ağustos 2020).
  • Gold, A. H., Malhotra, A., ve Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214.
  • Gülmez, M., ve Türker, G.Ö. (2015). Ağızdan ağıza iletişim ile tüketici odaklı marka değeri arasındaki ilişkinin incelenmesi: Tur operatörleri ve seyahat acenteleri müşterileri üzerine bir uygulama. Seyahat ve Otel İşletmeciliği Dergisi, 12(1), 64-81.
  • Gürsoy, D. ve McCleary, K.W. (2004). An ıntegrative model of tourists ınformation search behavior. Annals Of Tourism Research, 31(2): 353-373.
  • Gürsoy, D. ve Umbreit, W.T. (2004). Tourist ınformation search behaviour: CrossCultural Comparison of European Union Member States. Hospitality Management, 23(1), 55-70.
  • Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: A review of past practices and recommendations for future applications. Long Range Planning: International Journal of Strategic Management, 45(5-6), 320–340.
  • Halitoğulları, H. (2018). Marka Aşkı, marka sadakati ve ağızdan ağıza pazarlama ilişkisi: THY örneği. (Yayınlanmış Yüksek Lisans Tezi), Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Anabilim Dalı, Balıkesir.
  • Harrison-Walker, L.J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
  • 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.
  • Hu, L.T., ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
  • İlban, M. O., Bezirgan, M. ve Çolakoğlu, F. (2016). Termal Otellerde Algılanan Hizmet Kalitesi, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Edremit Örneği. Anatolia: Turizm Araştırmaları Dergisi, 27(2), 181-194.
  • Jalilvand, M.R. and Samiei, N. (2012) The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelligence & Planning, 30, 460-476.
  • Kim, D.Y., Lehto, X.Y., ve Morrison, A.M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism management, 28(2), 423-433.
  • King, R.A, Racherla, P. ve Bush, V.D (2014). Çevrimiçi ağızdan ağıza hakkında bildiklerimiz ve bilmediklerimiz: Literatürün gözden geçirilmesi ve sentezi. Etkileşimli pazarlama dergisi, 28 (3), 167-183.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling: Guilford publications.
  • Krikelas, J. (1983). Information-seeking behavior: Patterns and concepts. Drexel library quarterly, 19(2), 5-20.
  • Kuhlthau, C.C (1991). Arama sürecinin içinde: Kullanıcının bakış açısından bilgi arayan. Bilgi bilimi için Amerikan toplumu dergisi, 42 (5), 361-371.
  • Kutluk, A., ve Avcıkurt, C. (2014). Ağızdan ağıza pazarlamanın müşterilerin satın alma karar süreçlerine etkisi ve bir uygulama; İstanbul seyahat acenteleri örneği. Uluslararası Sosyal Araştırmalar Dergisi, 29(7), 613-622.
  • Lehto, X., Kim, D. ve Morrison, A. (2005). The effect of prior destination experience on online ınformation search behaviour. Tourism and Hospitality Research, 6(2), 160–178.
  • Li, M., ve Cai, L.A. (2012). The Effects of Personal Values on Travel Motivation and Behavioral. Intention. Journal of Travel Research, 51(4), 473–487.
  • Luo, M., Feng, R. ve Cai, L. A. (2005). Information search behavior and tourist characteristics. Journal of Travel and Tourism Marketing, 17(2), 15 – 25.
  • Malhotra, N. K., & Dash, S. (2011). Marketing Research an Applied Orientation. London: Pearson Publishing.
  • Mavlanova, T., Benbunan-Fich, R. ve Lang, G. (2016), I the role of external and internal signals in ecommerce. Decision Support Systems, 87, 59-68.
  • Mohtasham, S.S., Sarollahi, S.K. ve Hamirazavi, D. (2017), The effect of service quality and innovation on word of mouth marketing success. Eurasian Business Review, 7 (2), 229-245.
  • Moutinho, L. (1987). Consumer behaviour in tourism. European journal of marketing.
  • Oliver, Richard L., and John E. Swan. “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach.” Journal of Marketing, vol. 53, no. 2, 1989, pp. 21–35. JSTOR, www.jstor.org/stable/1251411. Accessed 15 Sept. 2020.
  • Pappu, R. and Quester, P.G. (2016), How does brand innovativeness affect brand loyalty, European Journal of Marketing, 50(1/2), 2-28.
  • Rouse, W.B. ve S. H. Rouse. (1984). Human information seeking and design of information systems. Information Processing and Management, 20 (1,2): 129-138.
  • Salessi, S., ve Omar, A. (2018). Work passion: Evidence of discriminant, predictive and incremental validity. Psicologia: Ciencia e Profissao, 38(3), 522.
  • Stiglitz, J.E. (2000), The contributions of the economics of information to twentieth century economics, The Quarterly Journal of Economics, 115(4), 1441-1478.
  • Tayfun, A., Yıldırım, M. ve Kaş, L. (2013). Turistlerin turistlik ürün tercihlerinde ağızdan ağza iletişimin rolü: Yerli turistler üzerine bir araştırma. Journal Of Tourism And Gastronomy Studies, 1 (2), 26-38.
  • Uçak, N. Ö. (1997). Bilgi gereksinimi ve bilgi arama davranışı. Türk Kütüphaneciliği, 11(4), 315-325.
  • Uslu, A. (2020). Otel işletmelerine gelen yabancı turistlerin memnuniyetlerinin ağızdan ağıza iletişim (Wom) üzerine etkisi: Turist sadakatinin aracılık (Mediator) rolü. Pamukkale University Journal Of Social Sciences Institute/Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (40), 1-16.
  • Wells, J.D., Valacich, J.S. ve Hess, T.J. (2011), What signal are you sending? How website quality influences perceptions of product quality and purchase intentions, MIS Quarterly, 35 (2), 373-396.
  • 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 51 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Mehmet Oğuzhan İlban 0000-0002-7557-9817

Mehmet Özer Demir 0000-0002-5035-0530

Pelin Arsezen 0000-0002-6643-5731

Mertcan Gündoğdu 0000-0003-0612-5165

Publication Date April 25, 2021
Published in Issue Year 2021 Volume: 18 Issue: 1

Cite

APA İlban, M. O., Demir, M. Ö., Arsezen, P., Gündoğdu, M. (2021). Tatile Çıkmadan Önceki Bilgi Arayışlarının Ağızdan Ağıza İletişim ve Davranışsal Niyet Üzerindeki Etkisi: Edremit Körfezi Örneği. Seyahat Ve Otel İşletmeciliği Dergisi, 18(1), 166-184. https://doi.org/10.24010/soid.796497

Seyahat ve Otel İşletmeciliği (Journal of Travel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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