OTEL MÜŞTERİLERİNİN VATANDAŞLIK DAVRANIŞLARININ DENEYİM ALANI KAPSAMINDA DEĞERLENDİRİLMESİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu araştırma, “deneyim alanının” müşterinin unutulmaz turizm deneyimleri üzerindeki ve unutulmaz turizm deneyimlerinin ise müşterinin vatandaşlık davranışı üzerindeki etkisini pazarlama perspektifinden belirlemeyi amaçlamaktadır. Aynı zamanda unutulmaz turizm deneyimleri ile müşteri vatandaşlık davranışı arasındaki ilişkide müşteri memnuniyetinin aracılık rolü de incelenmiştir. Araştırmanın örneklemini, 18 yaş ve üzeri, Ocak-Mayıs 2023 tarihleri arasında Erzurum’a gelen ve Erzurum’daki dağ otellerinde konaklayan 258 yerli ve yabancı turist oluşturmuştur. Bulgulara göre deneyim alanının "gerçekten kaçış", "yerellik" ve "eğlence" boyutları unutulmaz turizm deneyimleri üzerinde etkilidir. Aynı zamanda, unutulmaz turizm deneyimleri müşteri vatandaşlık davranışının “hoşgörü”, “savunuculuk”, “yardım etme” ve “geri bildirim” boyutları üzerinde etkilidir. Son olarak, unutulmaz turizm deneyimleri ile müşteri vatandaşlık davranışının “yardım etme” boyutu arasındaki ilişkide müşteri memnuniyeti kısmi aracılık rolüne sahiptir. Elde edilen sonuçlar pazarlama perspektifinden tartışılmıştır. Bu bakış açısıyla öneriler geliştirilmiştir.

Anahtar Kelimeler

• Deneyim Alanı
• Unutulmaz Turizm Deneyimleri
• Müşteri Memnuniyeti
• Müşteri Vatandaşlık Davranışı
• Otel Müşterisi

A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE

Öz

This research aims to determine the role of Experiencescape and its effect on the customer’s memorable tourism experiences and the memorable tourism experiences effect on the customer’s citizenship behavior from a marketing perspective. The mediating role of customer satisfaction in the relationship between memorable tourism experiences and customer citizenship behavior was also examined. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “escapism”, “localness”, and “entertainment” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences are also effect on the “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.

Anahtar Kelimeler

• Experiencescape
• Memorable Tourism Experiences
• Customer Satisfaction
• Customer Citizenship Behavior
• Hotel Customer

Kaynakça

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