Kayakçıların Destinasyon Hizmet Kalitesi Algılarının Ortak Değer Yaratma Davranışlarına Etkisi: Akış Deneyiminin Aracılık Rolü

Yıl 2024, Cilt: 35 Sayı: 2, 37 - 49, 28.11.2024

Özgür Davras , Aslı Şahinkaya

https://doi.org/10.17123/atad.1516175

Öz

Bu çalışma kayakçıların algıladıkları destinasyon hizmet kalitesinin (DHK) akış deneyimleri (AD) ve ortak değer yaratma (ODY) davranışlarına etkisini incelemekte olup, AD’nin DHK ile ODY davranışı arasındaki ilişkide aracılık rolünü araştırmaktadır. Araştırma hipotezlerini test etmek için nicel araştırma yöntemi uygulanmış ve veri toplamada anketten yararlanılmıştır. Bursa-Uludağ kayak merkezine gelen kayakçılardan 405 geçerli veri toplanmıştır. Yapısal eşitlik modeli (YEM) yardımıyla araştırma hipotezleri test edilmiştir. Analiz sonuçları kayakçıların DHK algılarının hem AD hem de ODY davranışı üzerinde önemli etkilerinin olduğunu göstermiştir. Ayrıca DHK ve ODY arasındaki ilişkide AD aracılık role sahiptir. Çalışmanın sonuçları destinasyon hizmetlerinin geliştirilmesi ve rekabet avantajı elde edilmesinde etkili eylemlerin tasarlanması için destinasyon yöneticilerine teorik ve pratik çıkarımlar sunmaktadır.

Anahtar Kelimeler

Ortak değer yaratma, Akış deneyimi, Destinasyon hizmet kalitesi

The Effect of Skiers’ Perceptions of Destination Service Quality on Value Co-Creation Behaviors: The Mediating Role of Flow Experience

Öz

This study examines the influence of skiers’ perceived destination service quality (DSQ) on their flow experience (FE) and value co-creation (VCC) behaviors, and investigates the mediating role of FE between DSQ and VCC. A quantitative research method was employed to test the research hypotheses, utilizing a survey for data collection. A total of 405 valid responses were collected from skiers who visit the Bursa-Uludağ ski resort. The structural equation model (SEM) was employed, and the research hypotheses were tested using path analysis. The results of the analysis indicated that visitors’ perceptions of DSQ significantly affect both FE and VCC. Additionally, FE serves as mediators in the relationship between DSQ and VCC. The findings provide theoretical and practical implications for destination managers, suggesting effective strategies to enhance tourism services and achieve a competitive advantage.

Anahtar Kelimeler

Value co-creation, Flow experience, Destination service quality

Kaynakça

• Ayazlar, G. (2015). Akış Deneyimi ve Macera Turizmi, Journal of Tourism and Gastronomy Studies, 3(4): 79-91.
• Ayazlar, R. A. ve Yüksel, A. (2018). Flow Experience in Paragliding: Effects on Experience and Life Satisfaction, Tourism Analysis, 23(4): 461-473.
• Bagozzi, R. P. ve Yi, Y. (1988). On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, 16: 74-94.
• Balcı, A. (2016). Sosyal Bilimlerde Araştırma Yöntem, Teknik ve İlkeler. Ankara: Pegem Akademi.
• Bilgihan, A. (2016). Gen Y Customer Loyalty in Online Shopping: An Integrated Model of Trust, User Experience and Branding, Computers in Human Behavior, 61: 103-113.
• Bollen, K. A. ve Long, J. S. (1993). Testing Structural Equation Models. Londra: Sage Focus Yayınları.
• Caber, M., Albayrak, T., Karasakal, S. ve González-Rodríguez, M. R. (2023). Building Customer Citizenship Behaviour through Mobile Application Quality: The Mediating Role of Flow Experience and Customer Engagement, Current Issues in Tourism. doi.org/10.1080/13683500.2023.2241606.
• Cater, C., Albayrak, T., Caber, M. ve Taylor, S. (2021). Flow, Satisfaction and Storytelling: A Causal Relationship? Evidence from Scuba Diving in Turkey, Current Issues in Tourism, 24(12): 1749-1767.
• Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. New York, NY: Harper & Row.
• Csikszentmihalyi, M. ve LeFevre, J. (1989). Optimal Experience in Work and Leisure, Journal of Personality and Social Psychology, 56(5): 815-822.
• Davras, G. M. (2021). Classification of Winter Tourism Destination Attributes According to Three Factor Theory of Customer Satisfaction, Journal of Quality Assurance in Hospitality and Tourism, 22(4): 496-516.
• Decloe, M. D., Kaczynski, A. T. ve Havitz, M. E. (2009). Social Participation, Flow and Situational Involvement in Recreational Physical Activity, Journal of Leisure Research, 41(1): 73-91.
• Doll, W. J., Xia, W. ve Torkzadeh, G. (1994). A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument, MIS Quarterly, 453-461.
• Elsharnouby, T. H. ve Mahrous, A. A. (2015). Customer Participation in Online Co-Creation Experience: The Role of E-Service Quality, Journal of Research in Interactive Marketing, 9(4): 313-336.
• Evren, S. ve Kozak, N. (2019). Kış Turizmi Destinasyonlarının Algılanan Performansı: Türkiye’deki Beş Destinasyonun Kıyaslaması, Anatolia: Turizm Araştırmaları Dergisi, 30(1): 45-56.
• Garanti, Z. (2023). Value Co-Creation in Smart Tourism Destinations. Worldwide Hospitality and Tourism Themes, 15(5): 468-475.
• Hair, J., Tatham, R.L. Anderson, R.E. ve Black, W. (1998). Multivariate Data Analysis. New York: Printice Hall.
• Happ, E., Schnitzer, M. ve Scholl-Grissemann, U. (2023). Ski Touring on Groomed Slopes—Exploring an Alpine Winter Sports Trend and Potential Tourism Product, Tourism Management Perspectives, 48.
• Hijazi, R. (2022). Mobile Banking Service Quality and Customer Value Co-Creation Intention: A Moderated Mediated Model, International Journal of Bank Marketing, 40(7): 1501-1525.
• Hu, Y. ve Ritchie, J. B. (1993). Measuring Destination Attractiveness: A Contextual Approach, Journal of Travel Research, 32(2): 25-34.
• Huang, S. (2024). The Impact of Ski Servicescape on Tourist Loyalty: Evidence From Chinese Market, Current Issues in Tourism. doi.org/10.1080/13683500.2023.2300038.
• Jöreskog, K. G. ve Sörbom, D. (1996). LISREL 8: User's Reference Guide. Scientific Software International.
• Karasakal, S. (2020). Akış Deneyiminin Memnuniyet Üzerine Etkisi: Tatil Deneyimi Üzerine İnceleme, Anatolia: Turizm Araştırmaları Dergisi, 31(1): 63-73.
• Karasakal, S. ve Albayrak, T. (2022). How to Create Flow Experience During Travel: The Role of Destination Attributes, Journal of Vacation Marketing, 28(3): 303-318.
• Kayat, K. ve Abdul Hai, M. (2014). Perceived Service Quality and Tourists' Cognitive Image of a Destination, Anatolia, 25(1): 1-12.
• Kim, H. S. ve Choi, B. (2016). The Effects of Three Customer-to-Customer Interaction Quality Types on Customer Experience Quality and Citizenship Behavior in Mass Service Settings, Journal of Services Marketing, 30(4): 384-397.
• Kim, M. ve Thapa, B. (2018). Perceived Value and Flow Experience: Application in a Nature-Based Tourism Context, Journal of Destination Marketing & Management, 8: 373-384.
• Kozak, M. ve Rimmington, M. (2000). Tourist Satisfaction with Mallorca, Spain, as an Off-Season Holiday Destination, Journal of Travel Research, 38(3): 260-269.
• Luo, X. ve Li, Z. (2022). Impact of Online Community Interaction on Value Co-Creation: Evidence from China, Management, 20(1): 310-321.
• Melis, G., McCabe, S., Atzeni, M. ve Del Chiappa, G. (2023). Collaboration and Learning Processes in Value Co-Creation: A Destination Perspective, Journal of Travel Research, 62(3): 699-716.
• Owusu-Frimpong, N., Nwankwo, S., Blankson, C. ve Tarnanidis, T. (2013). The Effect of Service Quality and Satisfaction on Destination Attractiveness of Sub-Saharan African Countries: The Case of Ghana, Current Issues in Tourism, 16(7-8): 627-646.
• Özçoban, E. (2019). Türkiye’de Kış Turizmi ve Erciyes Kayak Merkezi Üzerine Bir Değerlendirme, Journal of Tourism and Gastronomy Studies, 7 (3): 1606-1625.
• Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1): 12-40.
• Pham, L. H., Woyo, E., Pham, T. H. ve Truong, D. T. X. (2023). Value Co-Creation and Destination Brand Equity: Understanding the Role of Social Commerce Information Sharing, Journal of Hospitality and Tourism Insights, 6(5): 1796-1817.
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve 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.
• Prahalad, C. K. ve Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice in Value Creation, Journal of Interactive Marketing, 18(3): 5-14.
• Prayag, G., Gannon, M. J., Muskat, B. ve Taheri, B. (2020). A Serious Leisure Perspective of Culinary Tourism Co-Creation: The Influence of Prior Knowledge, Physical Environment and Service Quality, International Journal of Contemporary Hospitality Management, 32(7): 2453-2472.
• Rather, R. A., Hollebeek, L. D. ve Rasoolimanesh, S. M. (2022). First-Time Versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation, Journal of Travel Research, 61(3): 549-564.
• Romero, J. (2017). Customer Engagement Behaviors in Hospitality: Customer-Based Antecedents. Journal of Hospitality Marketing and Management, 26(6): 565-584.
• Roy, S. K., Balaji, M. S., Soutar, G. ve Jiang, Y. (2020). The Antecedents and Consequences of Value Co-Creation Behaviors in A Hotel Setting: A Two-Country Study, Cornell Hospitality Quarterly, 61(3): 353-368.
• Shulga, L. V. ve Busser, J. A. (2021). Customer Self-Determination in Value Co-Creation. Journal of Service Theory and Practice, 31(1): 83-111.
• Sthapit, E., Ji, C., Dayour, F. ve Badu-Baiden, F. (2024). Memorable Wildlife Tourism Experience: Evidence from the Mole National Park. Journal of Destination Marketing and Management, 33. doi.org/10.1016/j.jdmm.2024.100904.
• Tosun, C., Dedeoğlu, B. B. ve Fyall, A. (2015). Destination Service Quality, Affective Image and Revisit Intention: The Moderating Role of Past Experience, Journal of Destination Marketing and Management, 4(4): 222-234.
• Tsaur, S. H., Lin, W. R. ve Cheng, T. M. (2015). Toward a Structural Model of Challenge Experience in Adventure Recreation, Journal of Leisure Research, 47(3): 322-336.
• Vargo, S. L. ve Lusch, R. F. (2008). Service-Dominant Logic: Continuing the Evolution, Journal of the Academy of Marketing Science, 36(1): 1-10.
• Vargo, S. L., Maglio, P. P. ve Akaka, M. A. (2008). On Value and Value Co-Creation: A Service Systems and Service Logic Perspective, European Management Journal, 26(3): 145-152.
• Vo, N. T., Chovancová, M. ve Tri, H. T. (2020). The Impact of E-Service Quality on the Customer Satisfaction and Consumer Engagement Behaviors Toward Luxury Hotels, Journal of Quality Assurance in Hospitality and Tourism, 21(5): 499-523.
• Xu, J., Gong, J. ve Ji, D. (2023). Exploring the Determinants of Users’ Co-Creation Behavior on Music Streaming Platforms in China, Plos One, 18(12). https://doi.org/10.1371/journal.pone.0291313.
• Wang, C. ve Wang, Z. (2023). Influence of Customer Knowledge Management on Mobile Fitness Application Customer Value Cocreation Through Flow Experience and Customer Involvement, SAGE Open, 13(4): 1-21.
• Wang, X., Tajvidi, M., Lin, X. ve Hajli, N. (2020). Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-Creation: A Trust-Commitment Perspective, Journal of Business Ethics, 167: 137-152.
• Whittaker, T. A. (2012). Using the Modification Index and Standardized Expected Parameter Change for Model Modification, The Journal of Experimental Education, 80(1): 26-44.
• Wu, C. H. J. ve Liang, R. D. (2011). The Relationship Between White-Water Rafting Experience Formation and Customer Reaction: A Flow Theory Perspective, Tourism Management, 32(2): 317-325.
• Yang, Y., Zhou, X., Fan, L., Yin, H. ve Qu, H. (2023). Effects of Perceived Placeness on Tourists’ Authenticity Experience via the Mediating Role of Flow Experience. Journal of Hospitality and Tourism Research, 47(7): 1091-1114.
• Yen, C. H. (2023). Customer Value Cocreation Behaviors in Hospitality: Antecedents and Mediators, International Journal of Hospitality Management, 110. doi.org/10.1016/j.ijhm.2023.103456.
• Zhang, S. N., Li, Y. Q., Liu, C. H. ve Ruan, W. Q. (2021). Does Live Performance Play a Critical Role in Building Destination Brand Equity—A Mixed-Method Study of “Impression Dahongpao, Journal of Retailing and Consumer Services, 59. doi.org/10.1016/j.jretconser.2020.102392.