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

Yıl 2024, Cilt: 25 Sayı: 1, 41 - 70, 27.06.2024

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.24889/ifede.1354888

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

  • Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable customer experience: Examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia-Social and Behavioral Sciences, 144, 273-279. Doi: 10.1016/j.sbspro.2014.07.296.
  • Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418.
  • Anaza, N.A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140. DOI 10.1108/08876041311309252.
  • Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742, 1-11. https://doi.org/10.1016/j.annals.2019.102742 . Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of Services Marketing, 20(6), 391-403.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
  • Bove, L.L., Pervan, S.J., Beatty, S.E. & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705. http://dx.doi.org/10.1016/j.jbusres.2008.07.003.
  • Byrne, B. M. (2010). Structural equation modeling with AMOS. Basic concepts, applications, and programming. New York: Routledge.
  • Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286.
  • Chandralal, L., & Valenzuela, F. R. (2013). Exploring memorable tourism experiences: Antecedents and behavioural outcomes. Journal of Economics, Business and Management, 1(2), 177-181. DOI: 10.7763/JOEBM.2013.V1.38.
  • Chang, K. C. (2014). Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow experience on tourists' shopping behavior. Asia Pacific Journal of Tourism Research, 19(2), 219-247. https://doi.org/10.1080/10941665.2012.739189.
  • Chaudhary, M., & Islam, N. U. (2021). Impact of perceived risk on tourist satisfaction and future travel intentions: A mediation–moderation analysis. Global Business Review, 1–18. DOI: 10.1177/09721509211036270.
  • Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153-163. https://doi.org/10.1016/j.tmp.2017.10.006.
  • Chen, L. H., Wang, M. J. S., & Morrison, A. M. (2021). Extending the memorable tourism experience model: a study of coffee tourism in Vietnam. British Food Journal, 123(6), 2235-2257. https://doi.org/10.1108/BFJ-08-2020-0748
  • Chen, J., Huang, Y., Wu, E. Q., Ip, R., & Wang, K. (2023). How does rural tourism experience affect green consumption in terms of memorable rural-based tourism experiences, connectedness to nature and environmental awareness?. Journal of Hospitality and Tourism Management, 54, 166-177. https://doi.org/10.1016/j.jhtm.2022.12.006.
  • Chirakranont, R., & Sakdiyakorn, M. (2022). Conceptualizing meaningful tourism experiences: Case study of a small craft beer brewery in Thailand. Journal of Destination Marketing & Management, 23, 100691, 1-11. https://doi.org/10.1016/j.jdmm.2022.100691.
  • Chiu, W., Kwag, M. S., & Bae, J. S. (2015). Customers as partial employees: The influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education and Sport, 15(4), 627 – 633. DOI:10.7752/jpes.2015.04095
  • Choi, L., & Lotz, S. (2016). Motivations leading to customer citizenship behavior in services: scale development and validation. Journal of Consumer Marketing, 33(7), 539-551. http://dx.doi.org/10.1108/JCM-01-2016-1683.
  • Eichhorn, B. R. (2014). Common method variance techniques. Cleveland State University, Department of Operations & Supply Chain Management. Cleveland, OH. SAS Institute Inc.
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OTEL MÜŞTERİLERİNİN VATANDAŞLIK DAVRANIŞLARININ DENEYİM ALANI KAPSAMINDA DEĞERLENDİRİLMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2024, Cilt: 25 Sayı: 1, 41 - 70, 27.06.2024

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.24889/ifede.1354888

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

Kaynakça

  • Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable customer experience: Examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia-Social and Behavioral Sciences, 144, 273-279. Doi: 10.1016/j.sbspro.2014.07.296.
  • Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418.
  • Anaza, N.A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140. DOI 10.1108/08876041311309252.
  • Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742, 1-11. https://doi.org/10.1016/j.annals.2019.102742 . Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of Services Marketing, 20(6), 391-403.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
  • Bove, L.L., Pervan, S.J., Beatty, S.E. & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705. http://dx.doi.org/10.1016/j.jbusres.2008.07.003.
  • Byrne, B. M. (2010). Structural equation modeling with AMOS. Basic concepts, applications, and programming. New York: Routledge.
  • Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286.
  • Chandralal, L., & Valenzuela, F. R. (2013). Exploring memorable tourism experiences: Antecedents and behavioural outcomes. Journal of Economics, Business and Management, 1(2), 177-181. DOI: 10.7763/JOEBM.2013.V1.38.
  • Chang, K. C. (2014). Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow experience on tourists' shopping behavior. Asia Pacific Journal of Tourism Research, 19(2), 219-247. https://doi.org/10.1080/10941665.2012.739189.
  • Chaudhary, M., & Islam, N. U. (2021). Impact of perceived risk on tourist satisfaction and future travel intentions: A mediation–moderation analysis. Global Business Review, 1–18. DOI: 10.1177/09721509211036270.
  • Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153-163. https://doi.org/10.1016/j.tmp.2017.10.006.
  • Chen, L. H., Wang, M. J. S., & Morrison, A. M. (2021). Extending the memorable tourism experience model: a study of coffee tourism in Vietnam. British Food Journal, 123(6), 2235-2257. https://doi.org/10.1108/BFJ-08-2020-0748
  • Chen, J., Huang, Y., Wu, E. Q., Ip, R., & Wang, K. (2023). How does rural tourism experience affect green consumption in terms of memorable rural-based tourism experiences, connectedness to nature and environmental awareness?. Journal of Hospitality and Tourism Management, 54, 166-177. https://doi.org/10.1016/j.jhtm.2022.12.006.
  • Chirakranont, R., & Sakdiyakorn, M. (2022). Conceptualizing meaningful tourism experiences: Case study of a small craft beer brewery in Thailand. Journal of Destination Marketing & Management, 23, 100691, 1-11. https://doi.org/10.1016/j.jdmm.2022.100691.
  • Chiu, W., Kwag, M. S., & Bae, J. S. (2015). Customers as partial employees: The influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education and Sport, 15(4), 627 – 633. DOI:10.7752/jpes.2015.04095
  • Choi, L., & Lotz, S. (2016). Motivations leading to customer citizenship behavior in services: scale development and validation. Journal of Consumer Marketing, 33(7), 539-551. http://dx.doi.org/10.1108/JCM-01-2016-1683.
  • Eichhorn, B. R. (2014). Common method variance techniques. Cleveland State University, Department of Operations & Supply Chain Management. Cleveland, OH. SAS Institute Inc.
  • El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332. https://doi.org/10.1016/j.jretconser.2018.07.007.
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
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  • Lin, H., Shi, S., & Gursoy, D. (2022). Destination experiencescape: conceptualization and scale development amid COVID-19 pandemic. Current Issues in Tourism, 25(24), 4047-4074. https://doi.org/10.1080/13683500.2022.2075716.
  • Liu, L., Cui, T., Wu, J., Cao, R., & Ye, Y. (2021). Encouraging tourist citizenship behavior through resource uniqueness and service quality: The mediating role of emotions. Journal of Vacation Marketing, 27(1), 45-60. https://doi.org/10.1177/1356766720952101.
  • Lowry, P. B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Transactions on Professional Communication, 57(2), 123-146.
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  • Mei, X., Hagensen, A., & Kristiansen, H. (2018). Storytelling through experiencescape: Creating unique stories and extraordinary experiences in farm tourism. Tourism and Hospitality Research, 20(1), 93–104. http://dx.doi.org/10.1177/1467358418813410.
  • Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists' revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33, 100581, 1-13. https://doi.org/10.1016/j.tmp.2019.100581.
  • Melón, M. P. A., Fandos-Herrera, C., & Sarasa, R. G. (2021). Analysis of antecedents and consequences of memorable tourist experiences (MTEs): A Spanish case study. Journal of Vacation Marketing, 27(3), 346-360. https://doi.org/10.1177/1356766720987879
  • Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109. https://doi.org/10.1016/S0022-4359(96)90007-X
  • Mody, M. A., Suess, C., & Lehto, X. (2017). The accommodation experiencescape: A comparative assessment of hotels and Airbnb. International Journal of Contemporary Hospitality Management, 29(9), 2377-2404. DOI 10.1108/IJCHM-09-2016-0501.
  • Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), 358-364. https://doi.org/10.1016/j.kjss.2018.04.001.
  • Mossberg, L. (2007). A marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74. https://doi.org/10.1080/15022250701231915.
  • Nadya, N. A. (2020). The effect of experiential marketing on customer loyalty: The role of customer satisfaction as a mediator. Journal of Business Studies and Management Review, 4(1), 27-33. https://doi.org/10.22437/jbsmr.v4i1.11909.
  • Nguyen, H., Groth, M., Walsh, G., & Hennig‐Thurau, T. (2014). The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation. Psychology & Marketing, 31(12), 1096-1109. DOI: 10.1002/mar.20756.
  • Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill Book Company.
  • O’Dell, T. (2005). Experiencescapes: Blurring borders and testing connections. In O’Dell, T. & Billing, P. (Eds). Experiencescapes: Tourism, culture, and economy, pp. (11-33). Denmark: Copenhagen Business School Press.
  • Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119–132. https://doi.org/10.1177/0047287507304039
  • Omar, K., & Mahmmod, A. R. (2013). Tourist satisfaction in Malaysia. International Journal of Business and Social Science, 4(5), 221–226.
  • Pine, B. J. II., & H. J. Gilmore (1999). The experience economy: Work is theatre & every business a stage. Boston, MA: Harvard Business School Press.
  • Piramanayagam, S., Sud, S., & Seal, P. P. (2020). Relationship between tourists’ local food experiencescape, satisfaction and behavioural intention. Anatolia, 31(2), 316-330. https://doi.org/10.1080/13032917.2020.1747232.
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  • Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621, 1-14. https://doi.org/10.1016/j.jdmm.2021.100621.
  • Saini, S., & Arasanmi, C. N. (2021). Attaining digital advocacy behaviour through destination image and satisfaction. International Journal of Tourism Cities, 7(1), 119-134. http://dx.doi.org/10.1108/IJTC-07-2019-0108.
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  • Stevens, J. P. (2009). Applied multivariate statistics for the social sciences. New York: Routledge. Sthapit, E., Björk, P., & Coudounaris, D. N. (2022). Memorable nature-based tourism experience, place attachment and tourists’ environmentally responsible behaviour. Journal of Ecotourism, 1-24. https://doi.org/10.1080/14724049.2022.2091581.
  • Su, L., & Huang, F. C. (2011). A study on the relationships of service fairness, consumption emotions and tourist loyalty: A case study of rural tourists. Geographical Research 30(3), 463–476.
  • Torres, E. N., & Kline, S. (2006). From satisfaction to delight: a model for the hotel industry. International Journal of Contemporary Hospitality Management, 18(4), 290-301. DOI 10.1108/09596110610665302
  • Torres-Moraga, E. I., Alonso-Dos-Santos, M., Arboleda, D. Q., & Carvajal-Trujillo, E. (2021). The role of experience and trustworthiness on perception sustainable touristic destinations. Journal of Hospitality and Tourism Management, 49, 471-480. https://doi.org/10.1016/j.jhtm.2021.11.002.
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  • Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287-293. https://doi.org/10.1016/j.jretconser.2016.04.013
Toplam 82 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Hizmet Pazarlaması
Bölüm Makaleler
Yazarlar

F. Görgün Deveci 0000-0001-8987-2478

Tuğba Yıldız 0000-0003-0260-0555

Yayımlanma Tarihi 27 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 25 Sayı: 1

Kaynak Göster

APA Deveci, F. G., & Yıldız, T. (2024). A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 25(1), 41-70. https://doi.org/10.24889/ifede.1354888
AMA Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. Haziran 2024;25(1):41-70. doi:10.24889/ifede.1354888
Chicago Deveci, F. Görgün, ve Tuğba Yıldız. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25, sy. 1 (Haziran 2024): 41-70. https://doi.org/10.24889/ifede.1354888.
EndNote Deveci FG, Yıldız T (01 Haziran 2024) A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25 1 41–70.
IEEE F. G. Deveci ve T. Yıldız, “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, c. 25, sy. 1, ss. 41–70, 2024, doi: 10.24889/ifede.1354888.
ISNAD Deveci, F. Görgün - Yıldız, Tuğba. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25/1 (Haziran 2024), 41-70. https://doi.org/10.24889/ifede.1354888.
JAMA Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024;25:41–70.
MLA Deveci, F. Görgün ve Tuğba Yıldız. “A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, c. 25, sy. 1, 2024, ss. 41-70, doi:10.24889/ifede.1354888.
Vancouver Deveci FG, Yıldız T. A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024;25(1):41-70.
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