THE EFFECTS OF HOT AIR BALLOON EXPERIENCES IN CAPPADOCIA REGION ON BEHAVIOURAL INTENTIONS

Year 2019, Issue: 1, 165 - 198, 03.02.2019

Akın Özen

Abstract

Alterations in the world and in the tourist profile
have brought about changes both in 
tourists needs and tourist consumption. This new understanding is
evaluated within the scope of experiential marketing in tourism. Experiential
marketing is defined as the whole of marketing activities carried out in order
to provide unforgettable experiences that are unique to consumers and thus to
gain competitive advantage.

The Cappadocia Region and World Heritage Sites host
tourists with hot air balloon tours that began in the late 1980s in the region.
Thanks to these tours, tourists can make hot air balloon tours over private
spaces, providing a unique adventure experience that they can not forget. The
purpose of this study is to determine the experience value of hot air balloon
tours for the tourists within the context of behavioural intentions.

Easy sampling method, which is one of the non-random
sampling methods was chosen for the research. The data were collected from 406
visitors participated in the hot air balloon tour and were subjected to
regression analysis. According to study results; it has been determined that
the value of hot air balloon experience has a meaningful and powerful influence
on behavioural intentions of tourists for the future.

Keywords

Hot Air Balloon, Cappadocia, Experience, Experience Value.

KAPADOKYA BÖLGESİNDE YAŞANAN SICAK HAVA BALON DENEYİMİNİN DAVRANIŞSAL NİYETLER ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Abstract

Dünyada
ve turist profilinde meydana gelen değişiklikler, turistin ihtiyaçlarında ve
dolayısıyla da turistik tüketim kavramlarında değişimi de beraberinde
getirmiştir. Bu yeni anlayış, turizm
pazarında deneyimsel pazarlama kapsamında değerlendirilmektedir. Deneyimsel pazarlama
ise tüketicilere eşsiz unutulmaz deneyimler sunmak ve böylece rekabet avantajı
elde etmek üzere yürütülen pazarlama faaliyetlerinin bütünü olarak
tanımlanmaktadır. 

Kapadokya
Bölgesi ve Dünya Miras Alanları, bölgede 1980’li yılların sonlarına doğru
başlayan, turistik amaçlı sıcak hava balon turlarına ev sahipliği yapmaktadır.
Bu turlar sayesinde turistlerin, özel mekânların üzerlerinde sıcak hava balonu
turları yaparak, unutamayacakları eşsiz bir macera deneyimi yaşamaları
sağlanmaktadır.  Bu çalışmanın konusu,
Kapadokya’da, sıcak hava balon deneyimi yaşayan turistlerin yaşadıkları bu
deneyimin değerini belirlemek ve deneyim değerini davranışsal sonuçları
açısından incelemektir.

Araştırmada
Tesadüfi Olmayan Örnekleme Yöntemlerinden Kolayda Örnekleme Yöntemi tercih
edilmiştir. Sıcak hava balon turuna katılan, Çinli, Türk ve diğer
milliyetlerden 406 ziyaretçiden veri toplanmıştır. Veriler Regresyon Analizine
tabi tutulmuştur. Uygulama sonuçlarına göre; sıcak hava balon deneyim
değerinin, turistlerin geleceğe yönelik davranışsal niyetleri üzerinde anlamlı
ve güçlü bir etki oluşturduğu belirlenmiştir.

Keywords

Sıcak Hava Balonu, Kapadokya, Deneyim, Deneyim Değeri

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