Müze İmajı ve Ziyaretçi Memnuniyetinin Davranışsal Niyete Etkisi: Afyonkarahisar Örneği

Öz

Bu çalışmanın amacı müze imajı ve ziyaretçi memnuniyetinin davranışsal niyet üzerindeki etkisini belirlemektedir. Araştırmanın evrenini Afyonkarahisar’daki müze ve/veya sergi alanlarını ziyaret etmiş bireyler oluşturmaktadır. İlgili araştırmada nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Veriler, olasılığa dayalı olmayan örneklem metodundan amaçlı örneklem tekniği kullanılarak 06 Aralık 2022- 15 Ocak 2023 tarihleri arasında 396 müze ziyaretçisine anket uygulanarak toplanmıştır. Toplanan veriler Jamovi istatistik programı ile analiz edilmiş ve verilerin çözümlenmesinde betimsel istatistiklerin yanı sıra yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma sonuçlarına bakıldığında müze imajı boyutlarının tümünün ziyaretçi memnuniyeti üzerinde pozitif yönlü anlamlı bir etkisinin olduğu, ziyaretçi memnuniyetinin de davranışsal niyet üzerinde pozitif yönlü anlamlı bir etkisinin olduğu belirlenmiştir. İlgili sonuçlar neticesinde, müze imajı ve memnuniyetine yönelik ziyaretçi deneyimini geliştirmek için öneriler sunulmuştur.

Anahtar Kelimeler

• Müze İmajı
• Ziyaretçi Memnuniyeti
• Davranışsal Niyet
• Afyonkarahisar

The Effect of Museum Image and Visitor Satisfaction on Behavioural Intention: The Case of Afyonkarahisar

Öz

This study aims to determine the effect of museum image and visitor satisfaction on behavioural intention. The population of the research consists of individuals visiting museums in Afyonkarahisar. The survey technique was used from quantitative research methods in the related research. The data were collected by applying a questionnaire to 396 museum visitors between 06 December 2022 and 15 January 2023 using the purposive sampling technique from the non-probability-based sampling method. The collected data were analyzed with Jamovi statistical software, and descriptive statistics, as well as structural equation modelling, were used to analyze the data. According to the results of the research, it was determined that all dimensions of museum image have a significant positive effect on visitor satisfaction, and visitor satisfaction has a significant positive effect on behavioural intention. As a result of the relevant results, suggestions are presented to improve the visitor experience for museum image and satisfaction.

Anahtar Kelimeler

• Afyonkarahisar
• Museum Image
• Visitor Satisfaction
• Behavioral Intention

Kaynakça

1. Adam, I., Adongo, C. A., & Amuquandoh, F. E. (2019). A structural decompositional analysis of eco-visitors’ motivations, satisfaction and post-purchase behaviour. Journal of Ecotourism, 18(1), 60-81.
2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
3. Ajzen, I., & Fishbein, M. (1973). Attitudinal and normative variables as predictors of specific behavior. Journal of personality and Social Psychology, 27(1), 41.
4. Akkuş, Z., & Efe, T. (2016). Türkiye’de Kültür ve Turizm Bakanlığı’na Bağlı Müzelerin Güvenliği ve Polisin Rolünün Değerlendirilmesi. Ankara Üniversitesi Sosyal Bilimler Dergisi (Ankara University Journal of Social Sciences), 7(1).
5. Aksoy, R., & Kiyci, S. (2011). A destination image as a type of image and measuring destination image in tourism (Amasra case). European Journal of Social Sciences, 20(3), 478-488.
6. Aksöz, E. O., & Çay, G. (2022). Müzelerde Algılanan Hizmet Kalitesinin ve Destinasyon İmajının Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi: Eskişehir Örneği. Türk Turizm Araştırmaları Dergisi, 6(1), 1-23.
7. Allan, M., & Altal, Y. (2016). Museums and tourism: visitors motivations and emotional involvement. Mediterranean Archaeology and Archaeometry, 16(3), 43-50.
8. Allen, S. (2004). Designs for learning: Studying science museum exhibits that do more than entertain. Science education, 88(1), S17-S33.

9. Altunel, M. C., & Erkurt, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.
10. Alvesson, M. (1990). Organization: from substance to image?. Organization studies, 11(3), 373-394.
11. Anderson, M. L. (1999). Museums of the future: The impact of technology on museum practices. Daedalus, 128(3), 129-162.
12. Anwar, I., Thoudam, P., & Saleem, I. (2022). Role of Entrepreneurial Education in Shaping Entrepreneurial Intention among University Students: Testing the Hypotheses Using Mediation and Moderation Approach. Journal of Education for Business, 97(1), 8-20.
13. Artun, A. (2017). Mümkün Olmayan Müze: Müzeler Ne Gösteriyor?. İletişim Yayınları.
14. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
15. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
16. Bautista, S. S., & Balsamo, A. (2016). Understanding the distributed museum: Mapping the spaces of museology in contemporary culture. Museums and Design Education: Looking to Learn, Looking to See. Farnham, Ashgate, 55-70.
17. Bollen, K. A. (1986). Sample size and Bentler and Bonett's nonnormed fit index. Psychometrika, 51(3), 375-377.
18. Burton, S., Sheather, S., & Roberts, J. (2003). Reality or perception? The effect of actual and perceived performance on satisfaction and behavioral intention. Journal of Service Research, 5(4), 292-302.
19. Cham, T. H., Lim, Y. M., & Sigala, M. (2022). Marketing and social influences, hospital branding, and medical tourists' behavioural intention: Before‐and after‐service consumption perspective. International Journal of Tourism Research, 24(1), 140-157.
20. Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.
21. de Oña, J. (2022). Service quality, satisfaction and behavioral intentions towards public transport from the point of view of private vehicle users. Transportation, 49(1), 237-269.
22. Del Chiappa, G., Ladu, M. G., Meleddu, M., & Pulina, M. (2013). Investigating the degree of visitors' satisfaction at a museum. Anatolia, 24(1), 52-62.
23. Edelstein, R. (2022). New Foundations: Principles for Disability-Inclusive Museum Practice. Journal of Museum Education, 47(2), 192-205.
24. Erbay, F. (2017). Müzelerin Eğitim ve Tasarım Atölyelerinde İnformal Eğitim. Milli Eğitim Dergisi, 46(214), 239-253.
25. Erdoğdu, F. B. (2021). Müzelerde Ziyaretçi Memnuniyeti Arttırımına Uygulanabilecek Stratejiler. Türk Arkeoloji ve Etnografya Dergisi, (82), 113-120.
26. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
27. Frey, B. S., & Meier, S. (2006). The economics of museums. Handbook of the Economics of Art and Culture, 1, 1017-1047.
28. Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2021). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: a case of war tourism. Current Issues in Tourism, 24(21), 3090-3106.
29. Gnanapala, W. A. (2015). Tourists perception and satisfaction: Implications for destination management. American Journal of Marketing Research, 1(1), 7-19.
30. Hanlan, J., & Kelly, S. (2005). Image formation, information sources and an iconic Australian tourist destination. Journal of Vacation Marketing, 11(2), 163-177.
31. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
32. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
33. Jafari, A., Taheri, B., & Vom Lehn, D. (2013). Cultural consumption, interactive sociality, and the museum. Journal of Marketing Management, 29(15-16), 1729-1752.
34. Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific software international.
35. Kaynak, E., & Uysal, M. (2012). Global tourist behavior. Routledge.
36. Kirchberg, V., & Tröndle, M. (2012). Experiencing exhibitions: A review of studies on visitor experiences in museums. Curator: the museum journal, 55(4), 435-452.
37. Kline, T. (2005). Psychological testing: A practical approach to design and evaluation. Sage.
38. Koo, S. K. S., Byon, K. K., & Baker, T. A. (2014). Integrating Event Image, Satisfaction, and Behavioral Intention: Small-Scale Marathon Event. Sport marketing quarterly, 23(3).
39. Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of travel research, 38(3), 260-269.
40. Le, C. C., & Dong, D. X. (2017). Factors affecting European tourists’ satisfaction in Nha Trang city: perceptions of destination quality. International Journal of Tourism Cities.
41. Lohmöller, J. B. (2013). Latent variable path modeling with partial least squares. Springer Science & Business Media.
42. McDonald, R. P. (1989). An index of goodness-of-fit based on noncentrality. Journal of classification, 6(1), 97-103.
43. McDonald, R. P., & Marsh, H. W. (1990). Choosing a multivariate model: Noncentrality and goodness of fit. Psychological bulletin, 107(2), 247.
44. Moreno Gil, S., & Ritchie, J. B. (2009). Understanding the museum image formation process: A comparison of residents and tourists. Journal of Travel Research, 47(4), 480-493.
45. Mottner, S., & Ford, J. B. (2005). Measuring nonprofit marketing strategy performance: the case of museum stores. Journal of Business Research, 58(6), 829-840.
46. Moutinho, L. (1987). Consumer behavior in tourism. Tourism Marketing and Management Handbook, 39.
47. Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological bulletin, 105(3), 430.
48. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
49. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Boston: McGraw-Hill.
50. Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour. British journal of social psychology, 40(1), 79-98.
51. Prayag, G. (2009). Tourısts'evaluatıons of Destınatıon Image, Satısfactıon, and Future Behavıoral Intentıons—The Case of Maurıtıus. Journal of Travel & Tourism Marketing, 26(8), 836-853.
52. Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International journal of contemporary hospitality management.
53. Shelton, A. A. (2006). Museums and anthropologies: Practices and narratives. A companion to museum studies, 64-80.
54. Stern, B., Zinkhan, G. M., & Jaju, A. (2001). Marketing images: Construct definition, measurement issues, and theory development. Marketing theory, 1(2), 201-224.
55. Su, Y., & Teng, W. (2018). Contemplating museums’ service failure: Extracting the service quality dimensions of museums from negative on-line reviews. Tourism Management, 69, 214-222.
56. Tarn, J. L. (1999). The effects of service quality, perceived value and customer satisfaction on behavioral intentions. Journal of Hospitality & Leisure Marketing, 6(4), 31-43.
57. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational statistics & data analysis, 48(1), 159-205.
58. Trinh, T. T., & Ryan, C. (2013). Museums, exhibits and visitor satisfaction: A study of the Cham Museum, Danang, Vietnam. Journal of Tourism and Cultural Change, 11(4), 239-263.
59. Ural, A. ve Kılıç, İ. (2006). Bilimsel araştırma süreci ve SPSS ile veri analizi. Ankara: Detay Yayıncılık.
60. Vaughan, R. (2001). Images of a Museum. Museum Management and Curatorship, 19(3), 253-268.
61. Vukmir, R. B. (2006). Customer satisfaction. International Journal of Health Care Quality Assurance.
62. Weil, S. E. (2007). From being about something to being for somebody: The ongoing transformation of the American museum. In Museum management and marketing (pp. 30-48). Routledge.
63. Xu, Z., Zhang, H., Zhang, C., Xu, M., & Dong, N. (2019). Exploring the role of emotion in the relationship between museum image and tourists’ behavioral intention: The case of three museums in Xi’an. Sustainability, 11(3), 559.
64. Yıldırım, B., & Aytıs, S. (2022). Gelecek Müzelerinde İç Mekân Biçimlenişi: T. um Müzesi Örneği. Art-e Sanat Dergisi, 15(30), 828-850.
65. Zeithaml, V. A., Berry, L. L., & Paraskevas, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
66. Zhang, Y., Sotiriadis, M., & Shen, S. (2022). Investigating the Impact of Smart Tourism Technologies on Tourists’ Experiences. Sustainability, 14(5), 3048.
67. Zhu, Y., & Wang, C. (2022). Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example). Computational Intelligence and Neuroscience, 2022, 1-21.