Destinasyon Deneyimi Bileşenleri: Antalya ve İstanbul Destinasyonları Üzerinde Karşılaştırmalı Bir Araştırma

Öz

Destinasyon DNA’larının yapı taşlarını oluşturan ve birbiriyle bağlantılı bütünsel bir yapı haline gelen, mimari, gastronomi, altyapı gibi çeşitli destinasyon deneyimi bileşenleri, turistlerin davranışlarını ve tatil boyunca edindikleri tecrübeleri etkileyebilmektedir. Bu bağlamda destinasyonların deneyimsel bileşenleri konusunda destinasyon yöneticileri ve turizm paydaşları arasında farkındalık yaratarak farklı bakış açıları geliştirmek büyük önem arz etmektedir. Bu araştırmanın temel amacı; (a) destinasyon deneyimini bileşenlerini sahil ve kültür destinasyonları üzerinde karşılaştırmalı ortaya koymak ve (b) bu deneyim bileşenlerine yönelik milliyetler bazında farklılıkları değerlendirmektir. İstanbul ve Antalya destinasyonlarında gerçekleştirilen bu çalışma kapsamında, veri toplama aracı olarak anket tekniğinden faydalanılmıştır. Toplam 1281 yabancı turistin katılımcı olarak yer aldığı araştırmada elde edilen bulgulara göre, destinasyon deneyimi bileşenleri olarak; yerel kültür, aktiviteler, misafirperverlik, altyapı, yenilik fırsatları, hizmet kalitesi, üstyapı estetiği, gastronomi, ulaşılabilirlik, fiziki coğrafya, ekonomik değer ve duygular boyutları ortaya çıkmıştır. Bu boyutlardan fiziki coğrafya boyutu İstanbul’da, ulaşım boyutu ise Antalya’da faktörleşmemiştir. İstanbul’un altyapı, hizmet kalitesi ve ulaşım özellikleri, Antalya’nın ise duygular ve ekonomik değer özellikleri konularında Alman turistlere ilişkin algıların İngiliz ve Ruslara göre daha negatif yönlü olduğunu ortaya çıkarmıştır.

Anahtar Kelimeler

• Deneyim pazarlaması,Destinasyon deneyimi,Turist deneyimi,Antalya,İstanbul

Components of Destination Experience: A Comparative Research on Antalya and İstanbul Destinations

Öz

Forming the destination’s DNA nucleons and becoming like integrated structure, the destination experience components such as architechture, gastronomy, substructure have the potential to effect tourists’ travel experiences and their behaviours. In this context, it is thought that destination managers should discover and notice the experiental components of tourism destinations by developing particular point of views. The current study aims (a) to put forward the experiential components of resort and cultural destinations on the basis of comparative research approach, (b) to find out whether there are statististically significant differences between tourists’ nationalities related to experiential components. For this purpose, embracing the quantitative research method and using ‘questionnaire forms’ as data collection method, the study is carried out in Antalya and İstanbul. 1281 foreign tourists in total took part in the study. The findings indicate that destination experience components are obtained as follows: local culture, activities, hospitality, substructure, novelty opportunities, service quality, superstructure esthetics, gastronomy, accessibility, physiography, economic value and emotions. The all of dimensions are discovered in both destinations with two exceptions. It is seen that the physiography’ for İstanbul and ‘accessibility’ for Antalya couldn’t form a dimension. The results indicate that the German tourists have more negative perceptions than Russians and English regarding the issues of İstanbul’s substructure, service quality, accessibility; and Antalya’s economic value and emotional aspects.

Anahtar Kelimeler

• Experiential marketing,Destination experience,Destination attributes,Tourist Experience

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