Araştırma Makalesi
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A RESEARCH ON THE RELATIONSHIP BETWEEN FESTIVAL QUALITY, PERCEIVED VALUE, FESTIVAL SATISFACTION AND FESTIVAL LOYALTY: THE CASE OF MANISA INTERNATIONAL MESIR PASTE FESTIVAL

Yıl 2018, Cilt: 16 Sayı: 4, 23 - 44, 30.12.2018

Öz

An antecedent of customer satisfaction and customer loyalty, perceived value is affected by product quality. The purpose of this study is to investigate the relationships between these variables in the specific context of International Mesir Paste Festival, and to identify festival visitors’ perceptions of festival quality, festival value, festival satisfaction and festival loyalty. To that end, data was collected from 361 festival visitors through face to face survey method. The collected data were analyzed by structural equation modelling. Findings reveal that festival quality subscales (informing services and festival program, food, facilities) positively and significantly affect perceived value, and similar relationships are also observed between perceived value, festival satisfaction and festival loyalty. The findings also show that visitors’ festival quality perceptions are highest with regard to food (Mesir paste) whereas they are least satisfied with facilities, i.e. parking lots, public toilets, the size of the festival and resting areas. 

Kaynakça

  • Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tourism Management, 52: 468-477. Atak, O. (2009). Türk Turizminin Tanıtımında Festivallerin Yeri ve Önemi: Antalya Örneği. (Yayınlanmamış Yüksek Lisans Tezi). İstanbul Üniversitesi/Sosyal Bilimler Enstitüsü, İstanbul. Baker, D.A., Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3), 785–804. Bruwer, J. (2013). Service Quality Perception and Satisfaction in a New Zealand Festivalscape: Buying Behavior Effects. Tourism Analysis, 18, 61–77. Chen, S.C. (2011). Residents’ Perceptions of the Impact of Major Annual Tourism Events in Macao: Cluster Analysis. Journal of Convention & Event Tourism, 12(2), 106-128. Cole, S. T., & Chancellor, H. C. (2009). Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention. Journal of Vacation Marketing, 15(4), 323–333. Cole, S. T., & Illum, S. F. (2006). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, 12(2), 160–173. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. Doğrul, Ü., Atçeken, K. ve Şahin, A. (2015). Festival Kalitesinin Ziyaretçilerin Algıladıkları Değer, Tatmin ve Sadakat Üzerine Etkisi: Mersin Uluslararası Narenciye Festivali Üzerine Bir Uygulama. Cag University Journal of Social Sciences, 12(1), 72-84. Döner, Z. ve Tepeci, M. (2014). Manisa Mesir Macunu Festivali Ziyaretçilerinin Festivale Katılım Nedenleri Ve Memnuniyet Düzeylerini Etkileyen Unsurların Belirlenmesi. 15. Ulusal Turizm Kongresi, 13-16 Kasım, Ankara. Eleren, A. ve Kılıç, B. (2007). Turizm Sektöründe Servqual Analizi ile Hizmet Kalitesinin Ölçülmesi ve Bir Termal Otelde Uygulama. Afyon Kocatepe Üniversitesi, İİBF Dergisi, 9(1), 235-263. Esu, B. B. (2014). Analysis of event quality, satisfaction and behavioural intentions of attendees of calabar festival, Nigeria. International Journal of Management and Social Science Research Review, 1(1), 1–13. Felsenstein, D. ve Fleischer, A. (2003). Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure. Journal of Travel Research, 41, 385-392. Garson, D. (2012). Testing Statistical Assumptions. USA: Statistical Associates Publishing. Herrero, L., Sanz, J., Devesa, M. ve Barrio, A. (2006). The Economic Impact of Cultural Events A Case-Study of Salamanca 2002, European Capıtal Of Culture. European Urban and Regional Studies, 13(1), 41–57. Hsieh, W.-C. (2012). A Study of Tourists on Attraction , Service Quality , Perceived Value and Behavioral Intention in the Penghu Ocean Firework Festival. The Journal of International Management Studies, 7(2), 79–92. Huang, L. (2011). The Measurement for the Service Quality of Rural Wineries. Journal of Marketing Development and Competitiveness, 5(5): 29-45. İlban, M.O., Bezirgan, M. ve Çolakoğlu, F. (2016). Festival Kalitesinin Turistlerin Bağlılıklarına Etkisi: Burhaniye Deve Güreşleri Festivali Örneği. 17. Ulusal Turizm Kongresi, 20-23 Ekim, Muğla Kwon, S. M., ve Lim, Y. J. (2007). The State‐Trait Anxiety Inventory, Trait Version: Examination of a Method Factor. Korean Social Science Journal, 34(2): 105‑122. Lee, J., & Beeler, C. (2007). The Relationships Among Quality , Satisfaction , and Future Intention for First-Time and Repeat Visitors in a Festival Setting. Event Management, 10, 197–208. Lee, J., Lee, C., & Yoon, Y. (2009). Investigating Differences in Antecedents to Value Between First‐Time and Repeat Festival‐Goers. Journal of Travel & Tourism Marketing, 26(7), 688–702. Lee, J.S., Lee, C.K. ve Choi, Y. (2011). Examining the Role of Emotional and Functional Values in Festival Evaluation. Journal of Travel Research, 50(6): 685–696. Lee, S. Y., Petrick, J. F., & Crompton, J. (2007). The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention. Journal of Travel Research, 45(4), 402–412. Manisa Valiliği. (2017). 477. Uluslararası Manisa Mesir Macunu Festivali Programı Tanıtıldı. http://www.manisa.gov.tr/477-uluslararasi-manisa-mesir-macunu-festivali-programi-tanitildi, Erişim Tarihi: 29.06.2017. Markovic, S., Dorcic, J. ve Krnetic, M. (2015). Visitor Satisfaction and Loyalty Measurement of a Local Food Festival: Application of Festperf Scale. Tourism in Southern and Eastern Europe, 3: 183-196. O'Sullivan, D. ve Jackson, M. (2002). Festival Tourism: A Contributor to Sustainable Local Economic Development? Journal of Sustainable Tourism, 10(4), 325-342. Özdemir, G. ve Çulha, O. (2009) Satisfaction and Loyalty of Festival Visitors, Anatolia: An International Journal of Tourism and Hospitality Research, 20(2), 359-373. Özer, Ö. ve Günaydın, Y. (2010). Otel İşletmelerinde Müşteri Memnuniyeti ve Müşteri Sadakati İlişkisi: Dört Yıldızlı Otel İşletmelerinde Bir Uygulama. İşletme Fakültesi Dergisi, 11 (2): 127-154. Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(May), 397–407. Quinn, B. (2006). Problematising ‘Festival Tourism’: Arts Festivals and Sustainable Development in Ireland, Journal of Sustainable Tourism, 14(3), 288-306. Savinovic, A., Kim, S. ve Long, P. (2012) Audience Members’ Motivation, Satisfaction, and Intention to Re-visit an Ethnic Minority Cultural Festival, Journal of Travel & Tourism Marketing, 29:7, 682-694. Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74. Sekaran, U. (2003). Research Methods for Business. (Fourth Edition). NY: John Wiley & Sons, Inc.Hair Shyllon, F. (2007). Argungu Fishing Festival in Northwestern Nigeria: Promoting the Idea of a Sustainable Cultural Fest. International Journal of Cultural Property, 14, 329–337. Tanford, S. ve Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61: 209-220. Thrane, C. (2002). Music quality, satisfaction, and behavioral intentions within a jazz festival context. Event Management, 7, 143–150. Wan, Y. ve Chan, S. (2013). Factors that Affect the Levels of Tourists’ Satisfaction and Loyalty towards Food Festivals: a Case Study of Macau. International Journal of Tourism Research 15, 226–240. Wong, J., Wu, H. C., & Cheng, C. C. (2015). An Empirical Analysis of Synthesizing the Effects of Festival Quality, Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival. International Journal of Tourism Research, 17, 521–536. Wood, E. ve Thomas, R. (2009). Festivals and tourism in rural economies. In International Perspectives of Festivals and Events. (Ed. A. Fyall). USA: Elsevier. Yang, J., Gu, Y., & Cen, J. (2011). Festival Tourists’ Emotion, Perceived Value, and Behavioral Intentions: A Test of the Moderating Effect of Festivalscape. Journal of Convention & Event Tourism, 12(1), 25–44. Yıldız, B. ve Polat, E. (2016). Yerel Halkın Eskişehir’de Düzenlenen Festivallerin Etkilerine Yönelik Algıları. Journal of Tourism and Gastronomy Studies, 4(2): 40-62. Yolal, M., Veronica, R., Cosma, S. ve Gursoy, D. (2015). A Pilot Study on Spectators’ Motivations and Their Socio-Economic Perceptions of a Film Festival. Journal of Convention & Event Tourism, 16(3), 253-271. Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335–342. Yuan, J., & Jang, S. (2008). The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival. Journal of Travel Research, 46, 279–288. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.

FESTİVAL KALİTESİ, ALGILANAN DEĞER, FESTİVAL TATMİNİ VE FESTİVAL SADAKATİ ARASINDAKİ İLİŞKİLERİN TESPİTİ ÜZERİNE BİR ARAŞTIRMA: ULUSLARARASI MANİSA MESİR MACUNU FESTİVALİ ÖRNEĞİ

Yıl 2018, Cilt: 16 Sayı: 4, 23 - 44, 30.12.2018

Öz

Müşteri
tatmini ve müşteri sadakatinin öncülü konumunda olan algılanan değer, ürünlerin
kalitesinden etkilenmektedir. Bu çalışma ile Uluslararası Mesir Macunu
Festivali özelinde bahse konu değişkenler arasındaki ilişkileri ortaya
koyabilmek ve festival katılımcılarının festival kalitesi, festivalden
algıladıkları değer, festivalden tatmin olma düzeyleri ve festivale yönelik
sadakat düzeylerini tespit edebilmek amaçlanmaktadır. Bu kapsamda yüz yüze
anket yöntemiyle 361 festival katılımcısından veri toplanmıştır. Toplanan
veriler yapısal eşitlik modellemesi yöntemiyle analiz edilmiştir. Yapısal
eşitlik modeli sonuçları, festival kalitesi alt boyutlarının (bilgilendirme
hizmetleri ve festival programı, yiyecek, kolaylaştırıcı hizmetler) algılanan
değeri pozitif ve anlamlı şekilde etkilediği ve benzer ilişkinin algılanan
değer, festival tatmini, festival sadakati arasında da gerçekleştiğine işaret
etmektedir. Ayrıca festival kalitesi ile ilgili memnuniyet düzeyi en fazla
yiyecek (mesir macunu) konusunda gerçekleşirken, en az memnuniyet düzeyi ise
araç park alanları, umumi tuvaletler, dinlenme ve festival alanlarının
yeterliği/büyüklüğü gibi konular ekseninde ele alınan kolaylaştırıcı hizmetler
konusunda yaşanmaktadır.

Kaynakça

  • Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tourism Management, 52: 468-477. Atak, O. (2009). Türk Turizminin Tanıtımında Festivallerin Yeri ve Önemi: Antalya Örneği. (Yayınlanmamış Yüksek Lisans Tezi). İstanbul Üniversitesi/Sosyal Bilimler Enstitüsü, İstanbul. Baker, D.A., Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3), 785–804. Bruwer, J. (2013). Service Quality Perception and Satisfaction in a New Zealand Festivalscape: Buying Behavior Effects. Tourism Analysis, 18, 61–77. Chen, S.C. (2011). Residents’ Perceptions of the Impact of Major Annual Tourism Events in Macao: Cluster Analysis. Journal of Convention & Event Tourism, 12(2), 106-128. Cole, S. T., & Chancellor, H. C. (2009). Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention. Journal of Vacation Marketing, 15(4), 323–333. Cole, S. T., & Illum, S. F. (2006). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, 12(2), 160–173. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. Doğrul, Ü., Atçeken, K. ve Şahin, A. (2015). Festival Kalitesinin Ziyaretçilerin Algıladıkları Değer, Tatmin ve Sadakat Üzerine Etkisi: Mersin Uluslararası Narenciye Festivali Üzerine Bir Uygulama. Cag University Journal of Social Sciences, 12(1), 72-84. Döner, Z. ve Tepeci, M. (2014). Manisa Mesir Macunu Festivali Ziyaretçilerinin Festivale Katılım Nedenleri Ve Memnuniyet Düzeylerini Etkileyen Unsurların Belirlenmesi. 15. Ulusal Turizm Kongresi, 13-16 Kasım, Ankara. Eleren, A. ve Kılıç, B. (2007). Turizm Sektöründe Servqual Analizi ile Hizmet Kalitesinin Ölçülmesi ve Bir Termal Otelde Uygulama. Afyon Kocatepe Üniversitesi, İİBF Dergisi, 9(1), 235-263. Esu, B. B. (2014). Analysis of event quality, satisfaction and behavioural intentions of attendees of calabar festival, Nigeria. International Journal of Management and Social Science Research Review, 1(1), 1–13. Felsenstein, D. ve Fleischer, A. (2003). Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure. Journal of Travel Research, 41, 385-392. Garson, D. (2012). Testing Statistical Assumptions. USA: Statistical Associates Publishing. Herrero, L., Sanz, J., Devesa, M. ve Barrio, A. (2006). The Economic Impact of Cultural Events A Case-Study of Salamanca 2002, European Capıtal Of Culture. European Urban and Regional Studies, 13(1), 41–57. Hsieh, W.-C. (2012). A Study of Tourists on Attraction , Service Quality , Perceived Value and Behavioral Intention in the Penghu Ocean Firework Festival. The Journal of International Management Studies, 7(2), 79–92. Huang, L. (2011). The Measurement for the Service Quality of Rural Wineries. Journal of Marketing Development and Competitiveness, 5(5): 29-45. İlban, M.O., Bezirgan, M. ve Çolakoğlu, F. (2016). Festival Kalitesinin Turistlerin Bağlılıklarına Etkisi: Burhaniye Deve Güreşleri Festivali Örneği. 17. Ulusal Turizm Kongresi, 20-23 Ekim, Muğla Kwon, S. M., ve Lim, Y. J. (2007). The State‐Trait Anxiety Inventory, Trait Version: Examination of a Method Factor. Korean Social Science Journal, 34(2): 105‑122. Lee, J., & Beeler, C. (2007). The Relationships Among Quality , Satisfaction , and Future Intention for First-Time and Repeat Visitors in a Festival Setting. Event Management, 10, 197–208. Lee, J., Lee, C., & Yoon, Y. (2009). Investigating Differences in Antecedents to Value Between First‐Time and Repeat Festival‐Goers. Journal of Travel & Tourism Marketing, 26(7), 688–702. Lee, J.S., Lee, C.K. ve Choi, Y. (2011). Examining the Role of Emotional and Functional Values in Festival Evaluation. Journal of Travel Research, 50(6): 685–696. Lee, S. Y., Petrick, J. F., & Crompton, J. (2007). The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention. Journal of Travel Research, 45(4), 402–412. Manisa Valiliği. (2017). 477. Uluslararası Manisa Mesir Macunu Festivali Programı Tanıtıldı. http://www.manisa.gov.tr/477-uluslararasi-manisa-mesir-macunu-festivali-programi-tanitildi, Erişim Tarihi: 29.06.2017. Markovic, S., Dorcic, J. ve Krnetic, M. (2015). Visitor Satisfaction and Loyalty Measurement of a Local Food Festival: Application of Festperf Scale. Tourism in Southern and Eastern Europe, 3: 183-196. O'Sullivan, D. ve Jackson, M. (2002). Festival Tourism: A Contributor to Sustainable Local Economic Development? Journal of Sustainable Tourism, 10(4), 325-342. Özdemir, G. ve Çulha, O. (2009) Satisfaction and Loyalty of Festival Visitors, Anatolia: An International Journal of Tourism and Hospitality Research, 20(2), 359-373. Özer, Ö. ve Günaydın, Y. (2010). Otel İşletmelerinde Müşteri Memnuniyeti ve Müşteri Sadakati İlişkisi: Dört Yıldızlı Otel İşletmelerinde Bir Uygulama. İşletme Fakültesi Dergisi, 11 (2): 127-154. Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(May), 397–407. Quinn, B. (2006). Problematising ‘Festival Tourism’: Arts Festivals and Sustainable Development in Ireland, Journal of Sustainable Tourism, 14(3), 288-306. Savinovic, A., Kim, S. ve Long, P. (2012) Audience Members’ Motivation, Satisfaction, and Intention to Re-visit an Ethnic Minority Cultural Festival, Journal of Travel & Tourism Marketing, 29:7, 682-694. Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74. Sekaran, U. (2003). Research Methods for Business. (Fourth Edition). NY: John Wiley & Sons, Inc.Hair Shyllon, F. (2007). Argungu Fishing Festival in Northwestern Nigeria: Promoting the Idea of a Sustainable Cultural Fest. International Journal of Cultural Property, 14, 329–337. Tanford, S. ve Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61: 209-220. Thrane, C. (2002). Music quality, satisfaction, and behavioral intentions within a jazz festival context. Event Management, 7, 143–150. Wan, Y. ve Chan, S. (2013). Factors that Affect the Levels of Tourists’ Satisfaction and Loyalty towards Food Festivals: a Case Study of Macau. International Journal of Tourism Research 15, 226–240. Wong, J., Wu, H. C., & Cheng, C. C. (2015). An Empirical Analysis of Synthesizing the Effects of Festival Quality, Emotion, Festival Image and Festival Satisfaction on Festival Loyalty: A Case Study of Macau Food Festival. International Journal of Tourism Research, 17, 521–536. Wood, E. ve Thomas, R. (2009). Festivals and tourism in rural economies. In International Perspectives of Festivals and Events. (Ed. A. Fyall). USA: Elsevier. Yang, J., Gu, Y., & Cen, J. (2011). Festival Tourists’ Emotion, Perceived Value, and Behavioral Intentions: A Test of the Moderating Effect of Festivalscape. Journal of Convention & Event Tourism, 12(1), 25–44. Yıldız, B. ve Polat, E. (2016). Yerel Halkın Eskişehir’de Düzenlenen Festivallerin Etkilerine Yönelik Algıları. Journal of Tourism and Gastronomy Studies, 4(2): 40-62. Yolal, M., Veronica, R., Cosma, S. ve Gursoy, D. (2015). A Pilot Study on Spectators’ Motivations and Their Socio-Economic Perceptions of a Film Festival. Journal of Convention & Event Tourism, 16(3), 253-271. Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335–342. Yuan, J., & Jang, S. (2008). The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival. Journal of Travel Research, 46, 279–288. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Eray Polat

Büşra Diken Bu kişi benim

Sultan N.kılıç

Yayımlanma Tarihi 30 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 16 Sayı: 4

Kaynak Göster

APA Polat, E., Diken, B., & N.kılıç, S. (2018). FESTİVAL KALİTESİ, ALGILANAN DEĞER, FESTİVAL TATMİNİ VE FESTİVAL SADAKATİ ARASINDAKİ İLİŞKİLERİN TESPİTİ ÜZERİNE BİR ARAŞTIRMA: ULUSLARARASI MANİSA MESİR MACUNU FESTİVALİ ÖRNEĞİ. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 16(4), 23-44.