DESTİNASYON HİZMET KALİTESİNİ DEĞERLENDİRMEDE ÖNEM-PERFORMANS ANALİZİYLE DEĞERLENDİRİLMESİ: BOZCAADA’DA BİR ARAŞTIRMA

Year 2018, , 36 - 53, 31.12.2018

Oğuz Diker , Hacı Mehmet Yıldırım , Murat Aksu

https://doi.org/10.11611/yead.413545

Abstract

Bozcaada destinasyonunda gerçekleştirilen bu çalışmanın
amacı, destinasyonlardaki hizmet kalitesini belirlemeye yönelik önem-performans
analizinin (ÖPA) önemini ortaya koymaktır. Çalışmada benzer çalışmalarda
güvenirliği ile geçerliliği test edilmiş SPA ölçeği kullanılmıştır.  Bu bağlamda Bozcaada destinasyonunda
ziyaretçilere sunulan hizmetlerin ziyaretçiler için taşıdığı önem ile bunlara
yönelik performans algılarının ölçülmesine yönelik analizler
gerçekleştirilmiştir. Araştırma sonuçlarına göre; Bozcaada destinasyonun bilgilendirme
(I), taşıma (T) ve alışveriş imkanlarına (S) yönelik sunulan hizmetlerle ilgili
önem oranının yüksek olduğu, fakat bu değişkenlere ilişkin performans düzeyi algısının
düşük olması nedeniyle ÖPA diyagramında “odaklanması gereken” strateji alanında
yer almıştır. Bunun yanı sıra sağlık ve hijyen (H), konaklama (A) hizmetlerinin
ortalama öneme sahip olmasına rağmen yüksek performans düzeyi algısı nedeniyle
ilgili diyagramda “olası aşırılıklar” bölümüne karşılık geldiği tespit
edilmiştir. Araştırmanın en büyük sınırlılığı Bozcaada destinasyonun coğrafi
özelliği bakımından ziyaretçi profilinin farklı olması nedeniyle genellenemeyeceğidir.
Bu nedenle çalışmanın farklı mevsimlerde, farklı milletlerden gelen
ziyaretçilere yeniden uygulanması ve sonuçların karşılaştırılması, hizmet
kalitesi algısını etkileyen unsurların daha iyi anlaşılmasını sağlayacaktır. Bu
araştırma sonucunda elde edilen veriler Bozcaada destinasyonundaki turizm
paydaşlarının sunulan hizmetlerin öncelikleri ve performanslarını
değerlendirmeleri, olası sorunları tespit ederek çözüm sağlamaları açısından
önem arz etmektedir.

Keywords

Önem-Performans, Hizmet Kalitesi, Bozcaada Destinasyonu

THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY

Abstract

The purpose of this study is the importance of significance-performance
analysis in determining the service quality in destinations. Research was
conducted regarding domestic tourists in the destination of Bozcaada in Turkey. The survey was conducted on the related sample group via the
SPA scale, which was tested in terms of reliability and validity, and used in a
similar study. In Bozcaada, while (I) informing, (T) transportation, and (S) shopping factors were
given high averages of significance by the visitors, they were placed in the “concentrate
here” strategy zone since their performance averages were low. On the other
hand (A) accommodation, and (H) health and hygiene were positioned on “possible
overkill” strategy zone since they had lower significance averages. Elements such as time and cost are among the main limitations of this
study. Because of Bozcaada’s geographic features, it is difficult to generalize
the significance- performance analyses in this destination. That is why
re-application of the study in different seasons, on visitors with different
nationalities, and a comparison of the results will be important for a better understanding
of the elements that affect the service quality perception. The data obtained
from the research will be important regarding the elements that tourists, who
are visiting Bozcaada, attach importance to and affect from the performance. On
the other hand, the obtained data will reveal the current situation about the perception
of tourists pertaining to the service presented in Bozcaada, and thus enable the further evaluation of which strategies to focus
on.

Keywords

Significance, Performance, Service Quality, Bozcaada Destination

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