The Effect of Smart Tourism Technologies on Memorable Tourism Experiences, Tourist Satisfaction and Loyalty: The Case of Smart City Antalya

Öz

The change and transformation in information and communication technologies has significantly increased digitalization in the tourism industry. Applications such as mobile phones and applications, Wi-Fi, mobile communication technology used within the scope of smart tourism meet the information needs and searches of tourists during the travel process, thus directly managing the purchasing process. Consumers have some experiences with the completion of the purchasing process. These experiences will affect their future attitudes and behaviors. In this context, the research was carried out to measure the effects between smart tourism technologies, memorable tourism experiences, tourist satisfaction and tourist destination loyalty. The population of the research consists of domestic tourists visiting Antalya, which is included in the scope of smart city in Turkey. Within the scope of the research, “convenience sampling method” was applied. The research used the questionnaire technique to collect data. Data were collected through online and offline media, and 401 data were found suitable for analysis. In the research, Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. As a result of the tests, it has been determined that the dimensions of information, accessibility, interaction and personalization from smart tourism technologies have a positive effect on memorable tourism experiences. On the other hand, it has been determined that memorable tourism experience has a positive effect on tourist satisfaction and tourist destination loyalty. Finally, it has been determined that tourist satisfaction has a positive effect on tourist destination loyalty. 

Anahtar Kelimeler

• Smart tourism technologies
• Memorable tourism experiences
• Tourist satisfaction
• Tourist destination loyalty

Akıllı Turizm Teknolojilerinin Hafızaya Dayalı Turizm Deneyimleri, Turist Tatmini ve Sadakati Üzerindeki Etkisi: Akıllı Şehir Antalya Örneği

Öz

Bilgi ve iletişim teknolojilerinde yaşanan değişim ve dönüşüm turizm endüstrisinde dijitalleşmeyi önemli ölçüde arttırmıştır. Akıllı turizm kapsamında kullanılan mobil telefonlar ve aplikasyonlar, Wi-Fi, mobil iletişim teknolojisi gibi uygulamalar turistlerin seyahat sürecindeki bilgi ihtiyaçlarını ve arayışlarını karşılamakta dolayısıyla satın alma sürecini doğrudan yönetmektedir. Tüketiciler, satın alma sürecinin tamamlanması ile birtakım deneyimlere sahip olurlar. Bu deneyimler, onların gelecekteki tutum ve davranışlarına etki edecektir. Bu bağlamda araştırma akıllı turizm teknolojileri, hafızaya dayalı turizm deneyimleri, turist tatmini ve turist destinasyon sadakati arasındaki etkileri ölçmek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Türkiye’de akıllı şehir kapsamında yer alan Antalya’yı ziyaret eden yerli turistler oluşturmaktadır. Araştırma kapsamında “kolayda örneklem yöntemi” uygulanmıştır. Araştırma, veri toplamak amacıyla anket tekniğini kullanmıştır. Veriler, çevrim içi ve çevrim dışı ortamlar aracılığıyla toplanmış ve 401 veri analize uygun bulunmuştur. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Yapılan testler sonucunda akıllı turizm teknolojilerinden bilgilendirme, erişilebilirlik, etkileşim ve kişiselleştirme boyutunun hafızaya dayalı turizm deneyimleri üzerinde olumlu bir etkisinin olduğu tespit edilmiştir. Diğer yandan hafızaya dayalı turizm deneyiminin turist tatmini ve turist destinasyon sadakati üzerinde olumlu etkisinin olduğu belirlenmiştir. Son olarak turist tatmininin turist destinasyon sadakati üzerinde olumlu etkisinin olduğu saptanmıştır.

Anahtar Kelimeler

• Akıllı turizm teknolojileri
• Hafızaya dayalı turizm deneyimleri
• Turist tatmini
• Turist destinasyon sadakati

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