GELENEKSEL WOM NİYETİNİN PLANLI DAVRANIŞ TEORİSİ BAĞLAMINDA İNCELENMESİ: TÜRK DAĞCILARI ÖRNEĞİ

Yıl 2021, , 63 - 89, 31.03.2021

Abdullah Tanrısevdi Gamze Özoğul Günseli Güçlütürk Baran Özer Şahin

https://doi.org/10.11616/basbed.v21i60671.758057

Öz

Araştırma Planlı Davranış Teorisi (TPB) bağlamında tutum (AT), öznel norm (SN) ve algılanan davranışsal kontrol (PBC) ile geleneksel WOM niyeti arasındaki ilişkilere ışık tutmaktadır. Türk dağcılar örnekleminde kısmi en küçük kareler algoritmaları kullanılarak Planlı Davranış Teorisi bileşenlerinin geleneksel WOM üzerindeki yordama gücünün incelenmesi amacıyla anket uygulanmıştır. Araştırma sonuçları tutum, algılanan davranışsal kontrol ve geleneksel WOM niyeti arasında anlamlı ilişkiler olduğunu göstermekte, öznel normun ise anlamlı bir yordayıcı olmadığına işaret etmektedir. Ayrıca önem performans analizi (ÖPA), algılanan davranışsal kontrolün geleneksel WOM niyetinin en önemli yordayıcısı gibi görünse de hizmet sağlayıcıların tutuma yüksek öncelik vermesi gerektiğine işaret etmektedir. Çalışmada elde edilen sonuçlardan hareketle seyahat acentaları için uygulamaya dönük çeşitli öneriler sunulmuştur. Ayrıca gelecekteki çalışmalar için de çeşitli önerilere yer verilmiştir.

Anahtar Kelimeler

Planlı Davranış Teorisi, Ağızdan Ağıza İletişim, Dağcılık, Özel İlgi Turizmi, Kısmi En Küçük Kareler.

EXAMINING TRADITIONAL WOM INTENTION IN THE CONTEXT OF THEORY OF PLANNED BEHAVIOR: A CASE OF TURKISH MOUNTAINEERS

Öz

The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB). A survey was conducted on Turkish mountaineers to examine the extent of the influence of attitude, subjective norm, and perceived behavioral control on the TWOM by utilizing a partial least square algorithm. Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor. Further, the result of importance-performance map analysis (IPMA) indicates that while PBC seems to be the most important predictor of intention to WOM, the attitude needs to be the highest priority from service providers. Accordingly, practical implications for travel agency management are recommended. Various suggestions for future research are also made.

Anahtar Kelimeler

Theory of Planned Behavior, Word-of-Mouth, Mountaineering, Special Interest Tourism, Partial Least Square (PLS)

Kaynakça

• Adventure Travel Trade Association. (ATTA). (2019). Adventure travel trends snapshot. India. Retrieved 18.02.2020 from https://www.adventuretravel.biz/research/2019-industry-snapshot.
• Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27-58.
• Albayrak, T. & Caber, M. (2016). Destination attribute effects on rock climbing tourist satisfaction: an asymmetric impact-performance analysis. Tourism Geographies, 18(3), 1924-1936.
• Allsop, D. T., Bassett, R. B. & Hoskins, A. J. (2007). Word-of mouth research: Principles and applications. Journal of Advertising Research, December, 398-411.
• Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7 (2), 213-228.
• Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
• Andrew Smith, R., & Biddle, S. J. (1999). Attitudes and exercise adherence: Test of the theories of reasoned action and planned behaviour. Journal of Sports Sciences, 17(4), 269-281.
• Armitage, C. J. & Conner, M. (2001). Efficacy of the Theory of Planned Behavior: A meta-analytic review. British Journal of Social Psychology, 40, 471-499.
• Bamberg, S., Ajzen, I. & Schmidt, P., (2003). Choice of travel mode in the theory of planned behavior: the roles of past behavior, habit, and reasoned action. Basic and Applied Social Psychology, 25(3), 175-187.
• Beck, L. & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of Research in Personality, 25(3), 285-301.
• Brymer, E. (2010). Risk taking in extreme sports: A phenomenological perspective. Annals of Leisure Research, 13(1/2), 218-239.
• Buttle, F. & Bok, B. (1996). Hotel marketing strategy and the Theory of Reasoned Action. International Journal of Contemporary Hospitality Management, 8(3), 5-10.
• Chau, Y. K. P. & Hu, J.-H. P. (2001). Information technology acceptance by individual professionals: A model comparison approach. Decision Sciences, 32(4), 699-718.
• Chen, M.-F. & Tung, P.-J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers' intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230.
• Cheng, S., Lam, T., & Hsu, C. H. (2006). Negative word-of-mouth communication intention: An application of the theory of planned behavior. Journal of Hospitality & Tourism Research, 30 (1), 95-116.
• Cheung, M. K. C. & Lee, K. O. M. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), April, 218-225.
• Cohen,J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates. Conner, M. & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
• Conner, M., Kirk, S. F., Cade, J. E., & Barrett, J. H. (2001). Why do women use dietary supplements? The use of the theory of planned behaviour to explore beliefs about their use. Social Science & Medicine, 52(4), 621-633.
• Çakıcı, A. C., Yavuz, G., & Çiçek, M. (2014). Dağcılık turizmine katılımda dikkate alınan hususlar üzerine bir araştırma [A survey on the considerations of participation to mountaineering tourism]. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(3), 75-94.
• Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20 (1-2), 82-102.
• De Matos, C.A. & Rossi, C.A.V. (2008). Word-of-mouth communications in marketing: a meta- analytic review of antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
• Do Valle, P. & Assaker, G. (2016). Using Partial Least Squares Structural Equation modeling in tourism research: A review of past research and recommendations for future applications. Journal of Travel Research, 55, 695-708.
• East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224.
• Ewert, A. (1985). Why people climb: The relationship of participant motives and experience level to mountaineering. Journal of Leisure Research, 17(3), 241-250.
• Gruen, W. T., Osmonbekov, T. & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), April, 449-456.
• Hair, J.F., Ringle, C.M. & Sarstedt, M. (2013). Partial least squares structural equation modeling: rigorous applications, better results and higher acceptance. Long Range Planning, 46 (1/2), 1-12.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
• Hair, J., Risher, J. J., Sarstedt, M. & Ringle, C. M. (2019a). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
• Hair, J., Sarstedt, M. & Ringle, C. (2019b). Rethinking some of the rethinking of partial least squares. European Journal of Marketing, 53(4), 566-584.
• Han, H., Hsu, L.-T., & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 30(3), 325-334.
• Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
• Henseler, J., Ringle, C.M. & Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. In Sinkovics, R.R. & Ghauri, P.N. (Eds), Advances in International Marketing (277-320). Bingley: Emerald.
• Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
• Henseler, J. (2017). Bridging design and behavioral research with variance-based structural equation modeling. Journal of Advertising, 46 (1), 178-192.
• Hsu, C. H., & Huang, S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390-417.
• Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology, 8, 1256-1260.
• Ishida, K., Slevitch, L. & Siamionava, K. (2016). The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting Branson, Missouri. Administrative Sciences, 6(4), 1-17.
• Jalilvand, M. R. & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591 - 612.
• Kaplan, A. & Ardahan, F. (2013). Doğa sporları yapan bireylerin profilleri, doğa sporu yapma nedenleri ve elde ettikleri faydalar: Antalya örneği [The profile of the outdoor sports participants and the reason and the benefits of participating in outdoor sports: Antalya case]. Karadeniz Sosyal Bilimler Dergisi, 5(8), 93-114.
• Kim, Y.J., Njite D. & Hancer M. (2013). Anticipated emotion in consumers’ intentions to select ecofriendly restaurants: Augmenting the theory of planned behavior. International Journal of Hospitality Management, 34, 255-262.
• Kline, R. B. (2015). Principles and practice of structural equation modeling. London: Guilford publications.
• Koç, A. (2018). Doğa yürüyüşü ve liderliği [Trekking and leadership]. Ankara: Türkiye Dağcılık Federasyonu Yayınları.
• Lai, Y.-W. (2020). Customers switch behavior- A case of travel agencies, Retrieved 30.01.2020 from http://ir.lib.ntust.edu.tw/bitstream/987654321/13709/2/Customers+Switch+Behavior+A+Case+of+Travel+Agenciess2.pdf
• Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism management, 27(4), 589-599.
• Lee, K., & Gould, R. (2012). Predicting congregate meal program participation: Applying the extended theory of planned behavior. International Journal of Hospitality Management, 31(3), 828-836.
• Leister, W. (2019). Strengthening tourists’ engagement in guided hiking and trekking. Adm. Sci. 9(2), 45.
• Lewis, W., Agarwal, R. & Sambamurthy, V. (2003). Sources of influence on beliefs about information technology use: An empirical study of knowledge workers. MIS Quarterly, 27(4), 657-678.
• Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
• Mandelli, G. & Angriman, A. (2019). Scales of difficulty in climbing. Retrieved 22.12.2019 from https://www.theuiaa.org/documents/sport/THE-SCALES-OF-DIFFICULTY-IN-CLIMBING_p1b.pdf
• Martin, D.S., Ramamonjiarivelo, Z. & Martin, W.S. (2011). MEDTOUR: a scale for measuring medical tourism intentions. Tourism Review, 66(1/2),45-56.
• Mehmood, S., Liang, C. & Gu, D. (2018). Heritage image and attitudes toward a heritage site: Do they really mediate the relationship between user-generated content and travel intentions toward a heritage site? Sustainability, 10, 4403, 2-26.
• Méndez, Francisco, J., Muñoz-Leiva, F. & Sánchez-Fernández, J. (2015). The influence of e-word- of-mouth on travel decision-making: consumer profiles. Current Issues in Tourism, 18(11), 1001-1021.
• Ministry of Culture and Tourism of Turkey. (2007). Tourism strategy of Turkey 2023, Ankara. Retrieved 10.11.2019 from https://www.ktb.gov.tr/TR-96696/turkiye-turizm-stratejisi.html
• Mohammed Abubakar, A. (2016). Does eWOM influence destination trust and travel intention: a medical tourism perspective. Economic research-Ekonomska istraživanja, 29(1), 598-611.
• Parker, D., Manstead, A.S.R., Stradling, S.G., Reason, J.T., & Baxter, J.S. (1992). Intention to commit driving violations: An application of the theory of planned behavior. Journal of Applied Psychology, 77(1), 94-101.
• Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. & Podsakoff, N.P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88 (5), 879-903.
• Pomfret, G. & Bramwell, B. (2016). The characteristics and motivational decisions of outdoor adventure tourists: a review and analysis. Current Issues in Tourism, 19(14), 1447-1478.
• Porter, M.-D. (2017). WOM or eWOM, Is there a difference?: An extension of the social communication theory to consumer purchase related attitudes. Louisiana State University (LSU) Doctoral Dissertations. 4485.
• Raithel, S., Sarstedt, M., Scharf, S. & Schwaiger, M. (2012). On the value relevance of customer satisfaction. Multiple drivers and multiple markets. Journal of the Academy of Marketing Science, 40 (4), 509-525.
• Ringle, C.M. & Sarstedt, M. (2016). Gain more insight from your PLS-SEM results: The importance performance map analysis. Industrial Management and Data Systems, 116 (9), 1865-1886.
• Ringle, C.M., Sarstedt, M., Mitchell, R. & Gudergan, S.P. (2018). Partial least squares structural equation modeling in HRM research. The International Journal of Human Resource Management, DOI: 10.1080/09585192.2017.1416655
• Sarstedt, M, Ringle, C.M. & Hair, J.F. (2017). Partial least squares structural equation modeling. In Homburg, C., Klarmann, M. & Vomberg, A. (Eds), Handbook of Market Research. Heidelberg: Springer.
• Satta, G., Parola, F., Penco, L., & Persico, L. (2015). Word of mouth and satisfaction in cruise port destinations. Tourism Geographies, 17(1), 54-75.
• Shooter, W., Sibthorp, J. & Paisley, K. (2009). Outdoor leadership skills: A program perspective. Journal of Experiential Education, 32, 1-13.
• Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th edition). Harlow, England: Pearson.
• Sparks, B. (2007). Planning a wine tourism vacation? Factors that help to predict tourist behavioral intentions. Tourism Management. 28, 1180-1192.
• Sparks, B., & Pan, G. W. (2009). Chinese outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism Management, 30(4), 483-494.
• Şenol, F., Tokmak, C., & Gnira, M. (2016). Dağ turizmi ve gelişmesinin önündeki engeller: Kırgızistan örneği [Mountain tourism and obstacles for developing: the case of Kyrgyzstan]. MANAS Sosyal Araştırmalar Dergisi, 5(2), 139-156.
• The International Climbing and Mountaineering Federation (UIAA) (2015). The Climber’s Manifesto, Retrieved 23.12.2019 from https://www.theuiaa.org/climbers-manifesto/
• The International Climbing and Mountaineering Federation (UIAA) (2018). 2018 Annual Report. Retrieved 20.12.2019 from https://www.theuiaa.org/documents/members/UIAA-Annual-Report-2018_Digital.pdf
• Tsaur, H.-S., Yen, H.-C. & Hsiao, L.-S. (2013). Transcendent experience, flow and happiness for mountain climbers. International Journal of Tourism Research, 15(4), 360-374.
• Turkish Mountaineering Federation (TMF) (2019). Club List. Retrieved 10.01.2020 from http://www.tdf-dys.org/Kulup_Listesi.aspx.
• United Nations World Tourism Organization (UNWTO). (2014). Global report on adventure Tourism, Vol. 9. Madrid. Retrieved 18.02.2020 from https://www.e-unwto.org/doi/pdf/10.18111/9789284416622
• Volgger, M. (2015). Mountaineering tourism. Current Issues in Tourism, 18(12), 1218-1220.
• Weitzl, W., Weitzl, W., & Berg. (2017). Measuring electronic word-of-mouth effectiveness. Wiesbaden: Springer Gabler. Zarrad, H. & Debabi, M. (2015). Analyzing the effect of electronic word of mouth on tourists’ attitude toward destination and travel intention. International Research Journal of Social Sciences, 4(4), 53-60.