DESTİNASYON BİLEŞENLERİ İLE DUYGUSAL DENEYİMLER ARASINDAKİ İLİŞKİ VE DEĞİŞKENLERİN DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ

Yıl 2019, Cilt: 18 Sayı: 71, 1261 - 1277, 15.07.2019

Gülizar Akkuş

https://doi.org/10.17755/esosder.510858

Cited By: 3

Öz

Bir destinasyonun turizm destinasyonu
olarak kabul edilebilmesi için birtakım özelliklere sahip olması gerekmektedir.
Bu özellikler destinasyonun daha rahat analiz edilebilmesi açısından oldukça
önemli olması yanı sıra, bölgeyi ziyaret eden insanların bakış açısını da büyük
ölçüde etkilemektedir. Bu araştırmada bir turizm
destinasyonunun sahip olması gereken nitelikler yani destinasyon bileşenleri
ile duygusal deneyimler arasında herhangi bir ilişki olup olmadığını tespit
etmek amaçlanmıştır. Bununla birlikte hem etkin destinasyon bileşenlerinin hem
de turizm destinasyonlarında yaratılan duygusal deneyimlerin destinasyona olan bağımlılığı
arttıracağı varsayılarak, davranışsal niyet üzerindeki etkileri de test
edilmiştir. Anket tekniğinden faydalanılan araştırma Ankara’nın dört önemli
turistik çekim merkezi olan Anıtkabir, Kocatepe Cami, Hacı Bayram-ı Veli Cami
ve Türbesi ile Hamamönü’nde gerçekleştirilmiştir. Yaklaşık iki ay süren saha
araştırması sonucu toplam 509 adet geçerli anket formu elde edilmiştir.
Araştırma sonucunda destinasyon bileşenleri ile duygusal deneyimler arasında
anlamlı ilişki bulunmuştur. Destinasyon bileşenlerinden
çekicilik-erişilebilirlik ve olanak boyutlarının davranışsal niyet üzerinde,
duygusal deneyimlerden sevinç boyutunun davranışsal niyet üzerinde etkisi
olduğu tespit edilmiştir.   

Anahtar Kelimeler

Destinasyon bileşenleri, Duygusal deneyimler, Davranışsal niyetler, Ankara

Kaynakça

• Akyıldız, M. (2010). Boş Zaman Pazarlamasında Deneyimsel Boyutlar: 2009 Rock’n Coke Festivali Katılımcılarına Yönelik Bir Araştırma. Yayımlanmış Yüksek Lisans Tezi. Eskişehir: Anadolu Üniversitesi Sağlık Bilimleri Enstitüsü.
• Akyıldız, M. & Argan, M. (2010). Leisure Experience Dimensions: A Study on Participants of Ankara Festival, Pamukkale Journal of Sport Sciences, 1(2), 25-36.
• Bigne, J. E., Andreu, L. & Gnoth, J. (2005). The Theme Park Experience: An Analysis of Pleasure, Arousal and Satisfaction, Tourism Managment, 26(2005), 833-844.
• Botti, L., Peypoch, N., Robinot, E. & Solonadrasana, B. (2009). Tourism Destination Competitiveness: The French Regions Case, European Journal of Tourism Research, 2(1), 5-24.
• Buhalis, D. (2000). Marketing the Competitive Destination of the Future, Tourism Management, 21, 97-116.
• Chandralal, L. & Valenzuela, F.-R. (2013). Exploring Memorable Tourism Experiences: Antecedents and Behavioural Outcomes, Journal of Economics, Business and Management, 1(2), 177-181.
• Chen, C.-F. & Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists, Tourism Management, 31, 29–35.
• Chen, C.-F. & Tsai, D. (2007). How Destination Image and Evaluative Factors Affect Behavioral Intentions?, Tourism Management, 28, 1115–1122.
• Correia, A., Kozak, M. & Tão, M. (2014). Dynamics of Tourists’ Decision-Making: From Theory to Practice. Scott McCabe (Ed.). The Routledge Handbook of Tourism Marketing (ss. 299-312). Oxon & New York: Routledge.
• Foster, C. (2014). Customer Satisfaction in Tourism-The Search for the Holy Grail. Scott McCabe (Ed.). The Routledge Handbook of Tourism Marketing (ss. 165-178). Oxon & New York: Routledge.
• Gnoth, J., Bigné, J. E. & Andreu, L. (2006). Waiting Time Effects on the Leisure Experience and Visitor Emotions. Metin Kozak ve Luisa Andreu (Ed.). Progress in Tourism Marketing, Oxford: Elsevier.
• Guan, L.-J. (2007). Trip Quality in Peer-to-Peer Shared Ride Systems. Yayınlanmış Yüksek Lisans Tezi, University of Melbourne, Department of Geomatics.
• Güripek, E. (2013). Turizm Destinasyonlarının Rekabet Gücünün Artırılmasında Stratejik Destinasyon Yönetimi: Çeşme Alaçatı Destinasyonu Üzerine Bir Uygulama. Yayımlanmış Doktora Tezi. İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
• Ha, J. & Jang, S. C. (Shawn) (2010). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment, International Journal of Hospitality Management, 29: 520–529.
• Han, H. & Back, K.-J. (2007). Assessing Customers' Emotional Experiences Influencing Their Satisfaction in the Lodging Industry, Journal of Travel & Tourism Marketing, 23(1), 43-56.
• Han, H. & Jeong, C. (2013). Multi-dimensions of Patrons’ Emotional Experiences in Upscale Restaurants and Their Role in Loyalty Formation: Emotion Scale Improvement, International Journal of Hospitality Management, 32, 59-70.
• Hosany, S., Ekinci, Y. & Gilbert, D. (2005). Describing and Measuring Emotional Responses towards Tourist Destinations, Australian and New Zealand Marketing Academy Conference, 5-7 Aralık 2005, 34-42.
• Hosany, S. & Gilbert, D. (2009). Dimensions of Tourists’ Emotional Experiences towards Hedonic Holiday Destinations, Egham Hill: The School of Management, Royal Holloway University of London, ISBN: 978-1-905846-35-1.
• Hosany, S. & Gilbert, D. (2010). Measuring Tourists’ Emotional Experiences toward Hedonic Holiday Destinations, Journal of Travel Research, 49(4), 513–526.
• Hosany, S. & Prayag, G. (2010). A Typology of Tourist Emotional Experiences toward Holiday Destinations, International Research Symposium in Service Management, Le Meridien Hotel, Mauritius, 24-27 Ağustos 2010, ss. 1-7, ISSN 1694-0938.
• Hosany, S. (2012). Appraisal Determinants of Tourist Emotional Responses. Journal of Travel Research, 51(3), 303–314.
• Hosany, S. & Prayag, G. (2013). Patterns of Tourists' Emotional Responses, Satisfaction, and Intention to Recommend, Journal of Business Research, 66 (2013), 730–737.
• Hosany, S. & Prayag, G. (2014). Determinants and Outcomes of Tourists’ Emotional Responses: Towards an Integrative Model for Destination Brands. Scott McCabe (Ed.). The Routledge Handbook of Tourism Marketing (ss. 447-460). Oxon & New York: Routledge.
• Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S. & Odeh, K. (2014). Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale, Journal of Travel Research, 1–14.
• Hosany, S., Prayag, G., Van Der Veen, R., Huang, S. (S.) & Deesilatham, S. (2016). Mediating Effects of Place Attachment and Satisfaction on the Relationship between Tourists’ Emotions and Intention to Recommend, Journal of Travel Research, 1–15.
• Huang, J. & Hsu, C. H. C. (2010). The Impact of Customer-to-Customer Interaction on Cruise Experience and Vacation Satisfaction, Journal of Travel Research, 49(1), 79-92.
• Izard, E. E. (1977). Human emotions. New York: Plenum Press.
• Kao, Y.-F., Huang, L.-S. & Wu, C.-H. (2008). Effects of Theatrical Elements on Experiential Quality and Loyalty Intentions for Theme Parks, Asia Pacific Journal of Tourism Research, 13(2), 163-174.
• Laws, E. (1995). Tourist Destination Management: Issues, Analysis and Policies. New York: Routledge.
• Lee, Y.-J. (2016). The Relationships Amongst Emotional Experience, Cognition, and Behavioural Intention in Battlefield Tourism, Asia Pacific Journal of Tourism Research, 21(6), 697-715.
• Lin, K.-L., Chang, C.-M., Lin, Z.-P., Tseng, M.-L. & Lan, L. W. (2009). Application of Experiential Marketing Strategy to Identify Factors Affecting Guests’ Leisure Behaviour in Taiwan Hot-Spring Hotel. WSEAS Transactions on Business and Economics, 5(6), 229-240.
• Loureiro, S. M. C. (2014). The Role of the Rural Tourism Experience Economy in Place Attachment and Behavioral Intentions, International Journal of Hospitality Management, 40, 1-9.
• Maskeliunaite , L. & Sivilevicius, H. (2011). Applying AHP Technique to The Assessment of Railway Trip Quality (RTQ), Proceedings of the International Conference on Environmental Engineering (ICEE), 19-20 Mayıs 2011, Vilnius, Litvanya, ss. 1133-1141.
• Mehrabian, A. & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge: MIT Press.
• Mika, M. (2012). Competitiveness of Tourist Destinations as a Research Problem in the Geography of Tourism-Analytical Assumptions Behind the Research Model, Prace Geograficzne, 130, 91-105.
• Özmen, A. (2009). Örnekleme, Ali Fuat Yüzer (Ed.), İstatistik, Anadolu Üniversitesi Yayını No: 1448, Açıköğretim Fakültesi Yayını No: 771.
• Perera, P. & Vlosky, R. (2013). How Previous Visits Shape Trip Quality, Perceived Value, Satisfaction, and Future Behavioral Intentions: The Case of Forest-Based Ecotourism in Sri Lanka, International Journal of Sport Management Recreation & Tourism, 11, 1-24.
• Plutchik, R. (1980). Emotion: A Psychoevolutionary Synthesis. New York: Harperand Row.
• Prayag, G., Hosany, S. & Odeh, K. (2013). The Role of Tourists' Emotional Experiences and Satisfaction in Understanding Behavioral Intentions, Journal of Destination Marketing & Management, 2, 118–127.
• Prayag, G., Hosany, S., Muskat, B. & Chiappa, G. D. (2017). Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend, Journal of Travel Research, 56(1), 41–54.
• Prebensen, N. K. (2014). A Framework for Dramatizing Interactions for Enhanced Tourist Experience Value. Scott McCabe (Ed.). The Routledge Handbook of Tourism Marketing (ss. 27-38). Oxon & New York: Routledge.
• Qingfeng, L. (Erişim tarihi: 30 Ocak 2013). A Customer Satisfaction Model Based on the Emotion and the Service Quality, http://www.seiofbluemountain.com/upload/product/ 201001/12646657149yhmg1vy.pdf
• Ritchie, J. R. B. & Crouch, G. I. (2003). The Competitive Destination-A Sustainable Tourism Perspective. UK: CABI Publishing.
• Rojas, C. & Camarero, C. (2008). Visitors’ Experience, Mood and Satisfaction in a Heritage Context: Evidence from an Interpretation Center, Tourism Management, 29, 525–537.
• Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
• Tsaur, S.-H., Chiu, Y.-T. & Wang, C.-H. (2007). The Visitors Behavioral Consequences of Experiential Marketing, Journal of Travel & Tourism Marketing, 21(1), 47-64.
• Varela-Neira, C., Vázquez-Casıelles, R. & Iglesias-Arguelles, V. (2008). The Influence of Emotions on Customer's Cognitive Evaluations and Satisfaction in a Service Failure and Rcovery Context, The Service Industries Journal, 28(4), 497-512.
• Watson, D., Clark, L. A. & Tellegen, A. (1988). Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales, Journal of Personality and Social Psychology, 54(6), 1063–1070.
• Weaver, P. A., Weber, K. & McCleary, K. W. (2007). Destination Evaluation: The Role of Previous Travel Experience and Trip Characteristics, Journal of Travel Research, 45(2007), 333-344.
• Wu, C. H.-J., & Liang, R.-D. (2009). Effect of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-Hotel Restaurants, International Journal of Hospitality Management, 28, 586–593.
• Wu, C. H.-J., & Liang, R.-D. (2011). The Relationship between White-water Rafting Experience Formation and Customer Reaction: A Flow Theory Perspective, TourismManagement, 32, 317-325.
• Xiao, Z., Lim, H. B. & Ponnambalam, L. (2017). Participatory Sensing for Smart Cities: A Case Study on Transport Trip Quality Measurement, IEEE Transactions on Industrial Informatics, 13(2), 759-770.
• Yang, W.-C. (2010). The Study of Consumer Behavior in Event Tourism - A Case of the Taiwan Coffee Festival, The Journal of Human Resource and Adult Learning, 6(2), 119-126.