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Ergan Dağı Kayak Merkezinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Tavsiye Niyetleri Üzerine Bir Araştırma

Year 2024, Volume: 11 Issue: 1, 81 - 96, 04.06.2024

Abstract

Turizm sektörü hizmet ağırlıklı bir yapıya sahiptir. Destinasyonların ve turizm işletmelerinin hizmet kalitesi müşterilerin tercihlerini etkilemektedir. Dolayısıyla, çekicilik unsuru olarak kış turizm merkezlerinde sunulan hizmetin kalitesi ve buraları tercih eden ziyaretçilerin memnuniyetleri önem arz etmektedir. Bu araştırma, kış turizm merkezi ziyaretçilerinin hizmet kalitesi algısının müşteri memnuniyeti üzerindeki etkisi ile müşteri memnuniyetinin tavsiye etme niyeti üzerindeki etkisini belirlenmeyi amaçlamaktadır. Bu amaç doğrultusunda, yeni kış turizm destinasyonlarından biri olan Erzincan Ergan Dağı araştırma alanı olarak seçilmiştir. Araştırmanın evrenini, Ergan Dağını ziyaret edenler oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi tercih edilmiş ve Ergan Dağını ziyaret eden 387 ziyaretçiye yüz yüze ve çevrimiçi anket formu yöneltilerek veriler toplanmıştır. Araştırma sonucunda, katılımcıların hizmet kalitesi algısının müşteri memnuniyeti üzerinde ve müşteri memnuniyetinin de tavsiye etme niyeti üzerinde pozitif etkisi olduğu görülmüştür. Bu sonuç hizmet kalite algısının müşteri memnuniyetini ve memnuniyetin tavsiye etme niyetini olumlu yönde etkilediği göstermektedir. Bu doğrultuda, destinasyon ve turizm işletme yöneticilerine hizmet kalitesi ve müşteri memnuniyetini arttırmaya yönelik uygulamalar geliştirmesi önerilmektedir.

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A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center

Year 2024, Volume: 11 Issue: 1, 81 - 96, 04.06.2024

Abstract

The tourism sector has a service-oriented structure. The service quality of destinations and tourism enterprises affects the preferences of customers. Therefore, as an element of attractiveness, the quality of the service offered in winter tourism centers and the satisfaction of visitors who prefer these places are important. This research aims to determine the effect of the perception of service quality of winter tourism center visitors on customer satisfaction and the effect of customer satisfaction on the intention to recommend. For this purpose, Erzincan Ergan Mountain, one of the new winter tourism destinations, has been selected as a research area. The universe of the research is made up of those who visit Ergan Mountain. In the research, the easy sampling method was preferred and the data were collected by sending a face-to-face and online survey form to 387 visitors who visited Mount Ergan. As a result of the research, it was found that the participants' perception of service quality had a positive effect on customer satisfaction and customer satisfaction also had a positive effect on the intention to recommend. This result shows that the perception of service quality positively affects customer satisfaction and the intention to recommend satisfaction. In this direction, it is recommended that destination and tourism business managers develop applications aimed at increasing service quality and customer satisfaction.

Ethical Statement

This study was carried out the decision of Erzincan Binali Yıldırım University Ethics Committee at its meeting dated 21.01.2022 and numbered 01/18.

References

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  • Altaş, N.T., Çavuş, A., Zaman, N. (2015). A New Winter Tourism Center in Turkey's Winter Tourism Corridor: Konaklı. Marmara Geography Journal, 31: 345-365.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri. (7. Baskı). Sakarya: Sakarya Yayıncılık.
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  • Barker, M. (1994). Strategic Tourism Planning and Limits to Growth in The Alps. Tourism Recreation Research, 19, 43-49.
  • Barlas, A., Mantis , K., & Koustelios, A. (2010). Achieving positive word-of-mouth communication: The role of perceived service quality in the context of Greek ski centres. World Leisure Journal, 52(4), 290-297.
  • Bediova, M., & Ryglová, K. (2015). The Main Factors Influencing The Destination Choice, Satisfaction And The Loyalty Of Ski Resorts Customers In The Context Of Different Research Approaches. Acta Universitatis Agriculturae Et Silviculturae Mendelianae Brunensis, 2, 499-505.
  • Beeho, A. J., & Prentice, R. C. (1997). Conceptualizing the experiences of heritage tourists: A case study of New Lanark World Heritage Village. Tourism management, 18(2), 75-87.
  • Beeler, T., & Wood, J. (1990). Overcoming environmental obstacles. Ski Area Management, 29(2), 74-75.
  • Bozdemir, E., & Şengül, S. (2021). Kış Turizmi Üzerine Bir Literatür İncelemesi. Journal of Tourism Trends, 2(1), 35-74.
  • Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.
  • Damm, A., Köberl, J., & Prettenthaler, F. (2014). Does artificial snow production pay under future climate conditions? – A case study for a vulnerable ski area in Austria. Tourism Management, 8-21.
  • Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
  • Can, A. (2018). SPSS ile bilimsel araştırma sürecinde nicel veri analizi. 6. Baskı, Ankara: Pegem Akademi
  • Çalık, İ., (2022) Hizmet Kalitesinin Müşteri Memnuniyeti ve Destinasyon Sadakati Üzerindeki Etkisi: Erzurum Palandöken Kış Turizm Merkezi Örneği (The Effect of Service Quality on Customer Satisfaction and Destination Loyality: The Case of Erzurum Palandöken Winter Tourism Center), Journal of Gastronomy, Hospitality and Travel, 5 (1), 426-439.
  • Davras, G. M. (2021). Classification of Winter Tourism Destination Attributes According to Three Factor Theory of Customer Satisfaction. Journal Of Quality Assurance In Hospitality & Tourism, 22(4), 496-516. Demiroğlu, O. C. (2014). Kış Turizmi. Ankara: Detay Yayıncılık.
  • Donohoe, H. M., & Honours, B. A. (2004). Sustainable Skiing: a North American Environmental Program Evaluation. Canada, Ottawa.
  • Dorocki, S. (2007). Stacja Narciarska „Wierchomla” – lokalny ośrodek aktywizacji gospodarczej. Przedsiębiorczość - Edukacja, 3, 81-87.
  • Falk, M. (2010). A dynamic panel data analysis of snow depth and winter tourism. Tourism Management, 912-924.
  • Falk, M. (2013). Impact of long‐term weather on domestic and foreign winter tourism demand. International Journal of Tourism Research, 15(1), 1-17.
  • Faullant, R., Matzler, K., & Füller, J. (2008). The impact of satisfaction and image on loyalty: the case of Alpine ski resorts. Managing Service Quality, 163-178.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal Of Marketing Research, 18(1), 39-50.
  • Fry, J. (1995). Exactly what are their environmental attitudes? Ski Area Management, 34(6), 45-47.
  • Fukushima, T., Kureha, M., Ozaki, N., Fujimori, Y., & Harasawa, H. (2002). Influences of air temperature change on leisure industries – case study on ski activities. Mitigation and Adaptation Strategies for Global Change, 173-189.
  • George, A. (2003). Managing ski resorts: perceptions from the field regarding the sustainable slopes charter. Managing Leisure, 41-46.
  • George, A. (2004). Managing ski resorts: the National Ski Areas Association (NSAA) of the United States’ 2001 and 2002 Annual Progress Reports on the Environmental Charter and the reaction from conservations groups. Managing Leisure, 9(1), 59-67.
  • Güneş, E. (2019). Ergan Daği Kiş Sporlari Turi̇zm Merkezi̇nde Sunulan Hi̇zmet Ve Olanaklarin Değerlendi̇ri̇lmesi̇. I. International Winter Tourism Congress (s. 96-105). Çanakkale: Paradigma Akademi.
  • Hair, J. F., Hult, G. Tomas M., Ringle, C. M. & Sarstedt M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications, Printed in The United States of America.
  • Hair, J. F., Hult, G. Tomas M., Ringle, C. M. & Sarstedt M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications, Printed in The United States of America, Second Edition.
  • He, X., & Luo, J. M. (2020). Relationship among Travel Motivation, Satisfaction and Revisit Intention of Skiers: A Case Study on the Tourists of Urumqi Silk Road Ski Resort. Administrative Sciences, 1-13.
  • Holden, A. (1998). The use of visitor understanding in skiing management and development decisions at the Cairngorm mountains, Scotland. Tourism Management, 19(2), 145-152.
  • Holden, A. (1999). Understanding skiers' motivation using Pearce's 'travel career' construct. Annals of Tourism Research, 26(2), 435-438.
  • Hudson, S. & Shephard, G. W. (1998). Measuring service quality at tourist destinations: An application of importance-performance analysis to an alpine ski resort. Journal of Travel & Tourism Marketing, 7(3), 61-77.
  • Holden, A. (2000). Winter Tourism and the Environment in Con ̄ict: The Case of Cairngorm, Scotland. International Journal of Tourism Research, 2, 247-260.
  • Hudson, S. (1999). Snow Business: A Study of the International Ski Industry.
  • Hudson, S. (2003). Sport and Adventure Tourism. New York/ London/ Oxford: The Haworth Hospitality Press.
  • İlban, M. O., Kaşlı M., (2011) Kış Turizmi, Hacıoğlu N. & Avcıkurt C. in Turistik Ürün Çeşitlendirmesi, Nobel Akademik Yayıncılık.
  • Karadağ, L. (2016). Türkiye'de Sürdürülebilir Turizm için Uygulanabilecek Alternatif Turizm Türleri. H. Çeken in, Sürdürülebilir Turizm (Temel Kavramlar ve İlkeler) (s. 141-162). Ankara: Detay Yayıncılık.
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There are 73 citations in total.

Details

Primary Language English
Subjects Tourist Behaviour and Visitor Experience, Tourism Marketing, Tourism (Other)
Journal Section Articles
Authors

Necibe Şen 0000-0002-4230-3961

Muhammed Taş 0000-0002-5789-2826

Erkan Güneş 0000-0002-9196-3958

Publication Date June 4, 2024
Submission Date August 10, 2023
Acceptance Date February 6, 2024
Published in Issue Year 2024 Volume: 11 Issue: 1

Cite

APA Şen, N., Taş, M., & Güneş, E. (2024). A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center. Turizm Akademik Dergisi, 11(1), 81-96.
AMA Şen N, Taş M, Güneş E. A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center. Turizm Akademik Dergisi. June 2024;11(1):81-96.
Chicago Şen, Necibe, Muhammed Taş, and Erkan Güneş. “A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center”. Turizm Akademik Dergisi 11, no. 1 (June 2024): 81-96.
EndNote Şen N, Taş M, Güneş E (June 1, 2024) A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center. Turizm Akademik Dergisi 11 1 81–96.
IEEE N. Şen, M. Taş, and E. Güneş, “A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center”, Turizm Akademik Dergisi, vol. 11, no. 1, pp. 81–96, 2024.
ISNAD Şen, Necibe et al. “A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center”. Turizm Akademik Dergisi 11/1 (June 2024), 81-96.
JAMA Şen N, Taş M, Güneş E. A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center. Turizm Akademik Dergisi. 2024;11:81–96.
MLA Şen, Necibe et al. “A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center”. Turizm Akademik Dergisi, vol. 11, no. 1, 2024, pp. 81-96.
Vancouver Şen N, Taş M, Güneş E. A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center. Turizm Akademik Dergisi. 2024;11(1):81-96.