CRITICAL VALUE DRIVERS WITHIN EXPERIENTIAL VALUE APPROACH: A RESEARCH ON THE FOUR AND FIVE STAR ACCOMMODATION BUSINESSES OPERATING IN MUĞLA

Yıl 2013, , 87 - 105, 01.05.2013

Nurhan Papatya Gürcan Papatya F. Özlem Güzel

https://doi.org/10.11122/ijmeb.2013.9.19.376

Cited By: 2

Öz

Experiential value approach covers the efforts of holistic experience within creating the value going beyond the businesses improving product qualities and the activities in order to acquire the sustainable achievement and competitive performance. “Experiential value approach” has a great importance for the tourism sector in the literature in order to create a base of business experience, especially together with the proposal of customer value. For this reason, it has been seen that a large number of experiential value drivers have been investigated. However, eight of these value drives aesthetic, entertainment, escape, education, reference, employee, self-esteem / image, economic have been heeded in the literature to take attention. In this context, the aim of this study is to develop an experiential value scale for the accommodation businesses surfacing with the highly competition within the concept of experiential value approach. In order to provide data for the empirical search and to achieve the aim the study, the purposed model was investigated in tourism sector in Turkey. In this study, operating on four and five star accommodation businesses in Mugla Region, the six drivers have been emerged as critical experiential values that affect the dependent variable

Anahtar Kelimeler

Experiential Value Approach, Sustainable Competitive Advantage, Critical

DENEYİMSEL DEĞER YAKLAŞIMINDA KRİTİK DEĞER SÜRÜCÜLERİ: MUĞLA BÖLGESİNDE FAALİYET GÖSTEREN DÖRT VE BEŞ YILDIZLI KONAKLAMA İŞLETMELERİNDE BİR ARAŞTIRMA

Öz

Deneyimsel değer yaklaşımı, işletmelerin rekabetçi olma ve sürdürülebilir başarı elde edebilmeleri için faaliyetlerini ve ürün niteliklerini geliştirmenin ötesinde, değer yaratmada bütünsel deneyim çabalarını kapsar. Literatürde işletmelerin müşteri değeri önerisi ile birlikte özellikle deneyim tabanının oluşturulması açısından “deneyimsel değer yaklaşımı”, turizm sektörü için büyük önem arz etmektedir. Bunun için çok sayıda değer sürücülerinin araştırıldığı görülür. Ancak literatürdebu sürücülerin dokuz estetik, eğlence, kaçış, eğitim, referans, işgören, özdeğer/imaj, ekonomik tanesinin önemsendiği dikkat çekmektedir.Bu bağlamda, bu çalışmanın amacı rekabetin yoğun yaşandığı turizm sektöründe deneyimsel değer yaklaşımı kapsamında konaklama işletmelerine yönelik bir deneyimsel değer ölçüm aracı geliştirmektir. Ampirik uygulamaya veri sağlayabilmek ve araştırmanın amacına ulaşabilmek için önerilen model, Türkiye’de turizm sektörü bazında incelenmiştir. Muğla Bölgesinde faaliyet gösteren dört ve beş yıldızlı konaklama işletmelerinde yapılan bu çalışmada, literatürdebelirtilen dokuz sürücüden yedi sürücü, bağımlı değişkene etki eden kritik deneyimsel değer sürücüleri olarak ortaya çıkmıştır.

Anahtar Kelimeler

Deneyimsel Değer Yaklaşımı, Sürdürülebilir Rekabet, Kritik Değer

Kaynakça

• Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68 (4), 445-460.
• Ballantyne, R., Packer, J., & Falk, J. (2010). Visitors’ learning for environmental sustainability: Testing short and long term impacts of wildlife tourism experiences using structural equation modeling. Tourism Management, xxx, 1- 10.
• Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
• Bowie, D., & Buttle, F. (2009). Hospitality marketing an introduction., USA: Elsevier Ltd. Publication.
• Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine, Business Research, 21(3), 235- 257.
• Büyüköztürk, Ş., (2002). Sosyal bilimler için veri analizi el kitabı -istatistik, araştırma deseni spss uygulamaları ve yorum. Ankara: Pegem Yayıncılık.
• Chhetri, P., Arrowsmith, C., & Jackson, M. (2004). Determining hiking experiences in nature-based tourist destinations. Tourism Management, 25, 31-43.
• Chou, H. J. (2009). The effect of experiential and relationship marketing on customer value: A case study of international American casual dining chains in Taiwan, Social Behavior and Personality. 37(7), 993-1008.
• Desmet, P. M. A., & Hekkert, P. (2007). Framework of product experience, International Journal of Design.1(1), 57-66.
• Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach, Journal of Retailing. 58, 34-57.
• Gallarza, M. G., & I. Gil, I. (2008). The concept of value and its dimensions: A tool for analyzing tourism experiences, Tourism Review. 63 (3), 4-20.
• Griffin, T., & Hayllar, B. (2010). Urban tourism precincts and the experience of place. [Ed.], Scott, N., Laws, E., & Boksberger, P. Marketing of tourism experiences. USA: Routledge Publication. 274–294.
• Haahti, A., & Komppula, P. (2006). Experience design in tourism. [Ed.], Buhalis, D., C. Costa [Ed.], Tourism Business Frontiers. UK: Elsevier Ltd., 101-110.
• Hamrouni, A. D., & Touzi, M. (2011). Technique of collage for store design atmospherics. Qualitative Market Research: An International Journal, 14(3), 304-323.
• Haq, F., & Wong, H. Y. (2010). Is spiritual tourism a new strategy for marketing islam?. Journal of Islamic Marketing, 1(2), 136-148.
• Hazar, A. (2003). Rekreasyon ve animasyon, Ankara: Detay Yayıncılık.
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9, 132- 140.
• Hosany, S., & Gilbert, D. (2009). Measuring tourists' emotional experiences toward hedonic holiday destinations. Journal of Travel Research, XX(X), 1-14.
• Huang, S., C., & Hsu, H. C. (2010). The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. Journal of Travel Research, 49(1) 79–92.
• Jayantı, R., & Ghosh, A. (1996). Service value determination: An integrative perspective. Journal of Hospitality And Leisure Marketing, 3(4), 5-25, 1996.
• Kalayci, Ş. (2008). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Yayıncılık.
• Kavak, B. (2013). Pazarlama araştirmalari tasarim ve analiz. Ankara. Detay Yayıncılık.
• Kaygan, H. (2008). Marketable emotions or engaging experiences: towards a conquest of emotionality in design. METU JFA, 25(1), 177-190.
• Kotler, P., Bowen, J. T., & Makens, J. C. (2006). Marketing for hospitality and tourism. USA: Pearson Prentice Hall, Pearson International Edition.
• Kozak, N. (2008). Turizm pazarlaması. Ankara: Detay Yayıncılık.
• Lam, L. W., Chan, K. W. Fong, D., & Lo, F. (2011). Does the look matter? the impact of casino servicescape on gaming customer satisfaction, intention to revisit and desire to stay. International Journal of Hospitality Management, 30, 558–567.
• Lasalle, D., & Britton, T. A. (2003). Priceless: turning ordinary products into extraordinary experiences. USA: Harvard Business School Press.
• Lin, Y. I. (2004). Evaluating a servicescape: the effect of cognition and emotion. Hospitality Management, 23, 163-178.
• Lorentzen, A. (2008). Knowledge networks in the experience economy: An analysis of four flagship projects in Frederikshavn. Center For Regional Development & Department of Development And Planning Working Paper Series, Aalborg University, No. 321.
• Mathwick, C., Malhotra, N., & Ridgon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, 39-56.
• Mclellan, H. (2000). Experience design. Cyberpsychology & Behavior, 3(1), 59-69.
• Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MA, MIT Pres, Cambridge.
• Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.
• Mossberg, L. (2007). A Marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59–74.
• Nicholls, R. (2011). Customer-to-customer interaction (CCI): A cross-cultural perspective. International Journal of Contemporary Hospitality Management, 23 (2), 209-223.
• Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46, 119-132.
• Oh, S. (2008). The dimensions of customer experience and the effect of customers' channel choice on customer experience, Purdue University West Lafayette, Doctor of Philosophy Thesis, Indiana.
• Otto, J. E., & Ritchie, J. R. (1996). The service experience in tourism. Tourism Management, 17(3), 165-74.
• Öztürk, Y., & Seyhan, K. (2005). Konaklama işletmelerinde sunulan hizmet kalitesinin servqual yöntemi ile ölçülmesi. Anatolia: Turizm Araştırmaları Dergisi, 16(2), 170-182.
• Papatya, N., Papatya, G., & Hamşioğlu, A. B. (2011a). Sürdürülebilir çevre ve kaynak tabanlı turizm: Eğirdir bölgesine ilişkin bir değerlendirme eleştirel/yapıcı bir yaklaşım. 1-4 Aralık I. Uluslararası IV. Ulusal Eğirdir Turizm Sempozyumu Bildiriler Kitabı, 221-236.
• Papatya, N., Papatya, G., & Özdemir, Ş. (2011b). Deneyimsel pazarlama açısından Isparta ili ekolojik köy turizm potansiyelinin etkinleştirilmesine yönelik bir değerlendirme. 1-4 Aralık I. Uluslararası IV. Ulusal Eğirdir Turizm Sempozyumu Bildiriler Kitabı, 459-466.
• Papatya, N. (2007). Sürdürülebilir rekabetçi üstünlük sağlamada stratejik yönetim ve pazarlama odağı kaynak tabanlı görüş-kavramsal ve kuramsal yaklaşım. Ankara: Asil Yayıncılık.
• Penz, E., & Hogg, M. K. (2011). The role of mixed emotions in consumer behavior. European Journal of Marketing, 45(1/2), 104-132.
• Pikkemaat, B., & Weiermair, K. (2003). The aesthetic (design) orientated customer in tourism- implications for product development. EIASM 10th International Product Development Management Conference, 825-839.
• Pine, B. J., & Gilmore, J. H. (1999). İş hayatı bir tiyatro (çev. Levent Cinemre), İstanbul: Boyner Holding Yayıncılık.
• Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. Journal of Marketing, 63(4), 38-56.
• Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25, 297– 305.
• Reisinger, Y. (2006). Travel/tourism: spritiual experiences. [Ed] Buhalis, D., C. Cost, Tourism Business Frontiers. UK: Elsevier Ltd. 148-156.
• Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15 (1), 53-67.
• Schmitt, B. (2003). Customer experience management. USA: John Wiley & Sons Inc.
• Şencan, H. (2005). Sosyal ve davranışsal ölçümlerde güvenirlilik ve geçerlilik. Ankara: Seçkin Yayıncılık.
• Sims, F., Williams, M. A., & Eliot, S. (2007). Understansding the mobile experience economy: a key to richer more effective m-business tecnologies, models and strategies, 6th International Conference on The Management of Mobile Business, 1-07.
• Slatten, T., Krog, C., & Connolley, S. (2011). Make it memorable: Customer experiences in winter amusement parks. Internatıonal Journal Of Culture, Tourism And Hospitality Research, 5(1), 80-91.
• Slatten, T., Mehmetoğlu, M., Svensson, G., & Svaeri, S. (2009). Atmospheric experiences that emotionally touch customers a case study from a winter park. Managing Service Quality, 19(6), 721-746.
• Smith, S., & Wheeler, J. (2002). Managing the customer experience. UK: PrenticeHall Financial Times.
• Tronvoll, B. (2011). Negative emotions and their effect on customer complaint behaviour. Journal of Service Management, 22(1), 111-134.
• Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants. dynamics and management strategies, Journal of Retailing, 85, 31-41.
• Volo, S. (2009). Conceptualizing experience: a tourist based approach. Journal of Hospitality Marketing and Management, 18(2/3), 111–126.
• Vom, L. D. (2006). Embodying experience: A video-based examination of visitors conduct and interaction in museums. European Journal of Marketing, 40 (11/12), 1340-59.
• Wakefield, K. L., & Blodgett, J. G. (1999). Customer response to intangible and tangible service factors. Psychology and Marketing, 16, 51-68.
• Walls, A. (2009). An examination of consumer experience and relative effects on consumer values. Doctor of Philosophy Thesis, University of Central Florida Orlando, Florida.
• Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482- 495.
• 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.
• Yazicioğlu, Y., & Erdoğan, S. (2007). SPSS uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay Yayıncılık.
• Zeıthaml, V. A. (1988). Consumer perceptions of price, quality and value: a mean-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
• Zhang, J. (2008). Brand experıential value scales for limited-service hotels, Purdue University West Lafayette, Doctor of Philosophy Thesis, Indiana.
• Zomerdijk, L. G., & Voss, C. (2010). Service design for experience-centric services. Journal of Service Research, 13(1), 67-82.