MÜZE DENEYİMİ BOYUTLARI: İSTANBUL OYUNCAK MÜZESİ ÖRNEĞİ

Year 2017, 16. UIK Special Issue, 649 - 664, 30.10.2017

Hasan Erdoğan , İbrahim Kırcova

https://doi.org/10.18092/ulikidince.323747

Cited By: 5

Abstract

Bu çalışmanın amacı yaygın olarak kullanılan
tüketici deneyimi ölçeklerinden yararlanılarak müze deneyimlerini açıklamaya yönelik
yeni bir ölçek ortaya koymaktır. Müze deneyimlerini oluşturan faktörlerin neler
olduğu sorusuna cevap aranmaktadır. Literatürde son yıllarda tüketici deneyimi
üzerine gerçekleştirilen çalışmaların yoğunlaştığı görülmekle beraber müze
deneyimlerini açıklamaya yönelik yeterli bir çalışma bulunmamaktadır.
Literatürdeki bu boşluğu doldurmak ve müze deneyimlerini daha net bir şekilde
açıklamak adına bu araştırmada müze çalışmalarında kullanılmaya elverişli bir
deneyim ölçeğinin ortaya konması amaçlanmıştır. Bu sebeple tüketici deneyimi
literatürü üzerinde yoğun bir tarama faaliyeti ve İstanbul Oyuncak Müzesi’nde
çeşitli gözlemler ve anket çalışması gerçekleştirilmiştir. Akabinde, toplanan
veriler ışığında müze deneyimi boyutlarını özetlemek üzere bir takım faktör
analizleri gerçekleştirilmiştir. Sonuç olarak, ortaya çıkan ölçek Pine ve
Gilmore’un (1998) deneyim boyutları modelinde yer alan öğrenme, eğlence,
gerçeklikten kaçış boyutları ile akışa kapılma ve nostalji olmak üzere beş
boyuttan oluşmaktadır. Ek olarak, bu boyutların ziyaretçi memnuniyeti
üzerindeki etkileri analiz edilmiştir. Gerçekleştirilen etki analizinde
eğlence, nostalji ve akışa kapılma boyutlarının memnuniyet üzerinde anlamlı
etkiye sahip olduğu görülürken öğrenme ve kaçış faktörlerinin anlamlı bir
etkisinin olmadığı gözlenmiştir. 

Keywords

Müze Deneyimi, Tüketici Deneyimi, Deneyim Boyutları, Memnuniyet, Nostalji, Müşteri Deneyimi

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