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

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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