Festival Ziyaretçilerinin Sosyal Fayda, Sosyal Maliyet ve Memnuniyet Algısının Gelecekteki Katılım Niyeti Üzerindeki Etkisi: Gönen Alışveriş Festivali Örneği

Yıl 2021, Cilt: 10 Sayı: 3, 2443 - 2472, 30.09.2021

Orhan Duman , Fatih Şahin , İnci Merve Altan

https://doi.org/10.15869/itobiad.912761

Öz

Festivaller, düzenlendiği bölgelerde yerel turizmin canlanmasında, ekonomik ve kültürel faaliyetlerin gelişmesinde yerel halka, ziyaretçi ve katılımcı firmalara önemli faydalar sağlamaktadır. Bu açıdan değerlendirildiğinde, festivallerin sürdürülebilirliklerinin sağlanabilmesi aynı zamanda bu etkinliklerden elde edilen faydanın da devamlılığının sağlanmasında önemli bir rol oynamaktadır. Bu araştırma, toplumsal fayda, toplumsal maliyet, memnuniyet değişkenlerinin festivallere katılım sağlayan bireylerin gelecekteki katılım niyetleri üzerindeki etkisini incelemeyi amaçlamaktadır. Bu çalışmada, 2019 yılında ilki gerçekleştirilen Gönen Alışveriş Festivali örnek olay olarak ele alınmış olup, ziyaretçiler açısından festivalin değerlendirilmesi amacıyla festivalin gerçekleştiği bölgede basit rasgele örneklem yöntemi kullanılarak, festivale katılan 207 kişi ile yüz yüze anket gerçekleştirilmiştir. Araştırmanın amacına uygun olarak iki araştırma modeli kurgulanmış, birinci modelde toplumsal fayda, toplumsal maliyet ve memnuniyet bağımsız değişkenlerinin gelecekteki katılım niyeti üzerindeki etkileri, ikinci modelde ise, toplumsal fayda ve toplumsal maliyet değişkenlerinin gelecekte katılım niyeti üzerindeki etkileri çoklu regresyon analizi ile incelenmiştir. Yapılan analiz sonuçlarına göre birinci modelde, toplumsal fayda, toplumsal maliyet ve memnuniyet değişkenlerinin gelecekte katılım niyeti üzerinde bir neden sonuç ilişkisi bulunmamıştır. İkinci modelde ise, toplumsal faydanın gelecekte katılım niyeti üzerinde pozitif etkisi, toplumsal maliyet değişkeninin ise negatif etkisi olduğu görülmektedir. Çalışmadan elde edilen sonuçlar, gelecekte yapılması planlanan festival organizasyonlarının düzenlenmesinde organizatörlere yol göstermesinin yanında, pazarlama literatürüne de katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Turizm, Toplumsal Fayda, Toplumsal Maliyet, Gelecekte Katılım Niyeti, Festival

The Effect of The Perception of Social Benefit, Social Cost And Satisfaction of Festival Visitors on Future Participation Intention: The Case of Gönen Shopping Festival

Öz

Festivals provide significant benefits to the local people, visitors and participating companies in the revival of local tourism and the development of economic and cultural activities in the regions where they are organized. From this point of view, ensuring the sustainability of festivals also plays an important role in ensuring the continuity of the benefit obtained from these events. This study aims to examine the effects of social benefit, social cost, and satisfaction variables on the future participation intentions of individuals participating in festivals. In this study, Gönen Shopping Festival, the first of which was held in 2019, was considered as a case study, and in order to evaluate the festival in terms of visitors, a face-to-face questionnaire was conducted with 207 people participating in the festival, using the simple random sampling method in the region where the festival took place. In accordance with the purpose of the study, two research models were constructed, in the first model, the effects of social benefit, social cost and satisfaction independent variables on future participation intention, and in the second model, the effects of social benefit and social cost variables on the intention to participate in the future were examined using multiple regression analysis. According to the analysis results, in the first model, a cause-effect relationship was not found on the future participation intention of social benefit, social cost and satisfaction variables. In the second model, it is seen that social benefit has a positive effect on the intention to participate in the future, while the social cost variable has a negative effect. The results obtained from the study are thought to contribute to the marketing literature as well as guiding the organizers in the organization of future festival organizations.

Anahtar Kelimeler

Tourism, Social Benefit, Social Cost, Future Participation Intention, Festival

Kaynakça

• Allen, J., O’Toole, W., McDonnell, I., ve Harris, R. (2012). Festival and special event management. Milton: John Wiley & Sons Inc.
• Andereck, K. L., Valentine, K. M., Knopf, R. C., ve Vogt, C. A. (2005). Residents’ perceptions of community tourism impacts. Annals of Tourism Research, 32(4), 1056-1076.
• Arcodia, C., ve Whitford, M. (2007). Festival attendance and the development of social capital. Paper presented at the Journal of Convention & Event Tourism.
• Atçı, D., Unur, K., ve Gürsoy, D. (2016). The Impacts of Hosting Major Sporting Events: Resident's Perceptions of the Mediterranean Games 2013 in Mersin. International Review of Management and Marketing, 6(1).
• Attanasi, G., Casoria, F., Centorrino, S., ve Urso, G. (2013). Cultural investment, local development and instantaneous social capital: A case study of a gathering festival in the South of Italy. The Journal of Socio-Economics, 47, 228-247.
• Backman, K. F., Backman, S. J., Uysal, M., ve Sunshine, K. M. (1995). Event tourism: An examination of motivations and activities. Festival Management and Event Tourism, 3(1), 15-24.
• Báez, A., ve Devesa, M. (2014). Segmenting and profiling attendees of a film festival. International Journal of Event and Festival Management.
• Baker, D. A., ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
• Ballantyne, J., Ballantyne, R., ve Packer, J. (2014). Designing and managing music festival experiences to enhance attendees’ psychological and social benefits. Musicae scientiae, 18(1), 65-83.
• Besculides, A., Lee, M. E., ve McCormick, P. J. (2002). Residents' perceptions of the cultural benefits of tourism. Annals of Tourism Research, 29(2), 303-319.
• Bob, U., ve Swart, K. (2009). Resident perceptions of the 2010 FIFA Soccer World Cup stadia development in Cape Town. Paper presented at the Urban Forum.
• Burbank, M. J., Heying, C. H., ve Andranovich, G. (2000). Antigrowth politics or piecemeal resistance? Citizen opposition to Olympic-related economic growth. Urban affairs review, 35(3), 334-357.
• Chen, C. F., ve Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
• Chen, Y., Lehto, X. Y., ve Cai, L. (2013). Vacation and well-being: A study of Chinese tourists. Annals of Tourism Research, 42, 284-310.
• Cohen, S. (2004). Social relationships and health. American psychologist, 59(8), 676.
• Cudny, W., Korec, P., ve Rouba, R. (2012). Residents’ perception of festivals-a case study of Lodz. Sociologia, 44(6), 704–728.
• De Bres, K., ve Davis, J. (2001). Celebrating group and place identity: A case study of a new regional festival. Tourism Geographies, 3(3), 326-337.
• Del Barrio, M. J., Devesa, M., ve Herrero, L. C. (2012). Evaluating intangible cultural heritage: The case of cultural festivals. City, Culture and Society, 3(4), 235-244.
• Delamere, T. A., Wankel, L. M., ve Hinch, T. D. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, Part I: Item generation and purification of the measure. Event management, 7(1), 11-24.
• Derrett, R. (2003). Festivals & regional destinations: How festivals demonstrate a sense of community & place. Rural Society, 13(1), 35-53.
• Dick, A. S., ve Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
• Diener, E., Oishi, S., ve Lucas, R. E. (2003). Personality, culture, and subjective well-being: Emotional and cognitive evaluations of life. Annual review of psychology, 54(1), 403-425.
• Diener, E., ve Suh, E. (1997). Measuring quality of life: Economic, social, and subjective indicators. Social indicators research, 40(1-2), 189-216.
• Diener, E., ve Suh, E. M. (2000). Culture and Subjective Well-being. Massachusetts: The MIT Press.
• Dolan, P., ve Metcalfe, R. (2012). Measuring subjective wellbeing: Recommendations on measures for use by national governments. Journal of social policy, 41(2), 409-427.
• Dwyer, L., Mellor, R., Mistilis, N., ve Mules, T. (2000). A framework for evaluating and forecasting the impacts of special events. In J. Allen, R. Harris, L. K. Jago, & A. J. Veal (Eds.), Events beyond 2000: Setting the agenda (pp. 31-45). Sydney: Australian Centre for Event Management.
• Ferdinand, N., ve Williams, N. L. (2013). International festivals as experience production systems. Tourism management, 34, 202-210.
• Fredline, L., Raybould, M., Jago, L., ve Deery, M. (2005). Triple bottom line event evaluation: A proposed framework for holistic event evaluation. Paper presented at the International Event Research Conference, Sydney, Australia: Australian Centre for Event Management.
• Getz, D. (1993). Festivals and special events. In M. A. Khan, O. M. D., & V. T. (Eds.), Encyclopedia of hospitality and tourism (pp. 789–810). New York, NY: Van Nostrand Reinhold.
• Getz, D. (2005). Event Management & Event Tourism (2nd ed.). New York, NY: Cognizant Communication Corporation.
• Gotham, K. F. (2011). Resisting urban spectacle: The 1984 Louisiana World Exposition and the Contradictions of Mega Events. Urban Studies, 48(1), 197-214.
• Grunwell, S. (2007). Film festivals: An empirical study of factors for success. Event management, 11(4), 201-210.
• Grunwell, S., Ha, I. S., ve Martin, B. S. (2008). A comparative analysis of attendee profiles at two urban festivals. Paper presented at the Journal of Convention & Event Tourism.
• Gursoy, D., Bonn, M. A., ve Chi, C. G. (2010). An examination of general, nondestination-specific versus destination-specific motivational factors. Journal of Hospitality Marketing & Management, 19(4), 340-357.
• Gursoy, D., Kim, K., ve Uysal, M. (2004). Perceived impacts of festivals and special events by organizers: an extension and validation. Tourism management, 25(2), 171-181.
• Gursoy, D., Spangenberg, E. R., ve Rutherford, D. G. (2006). The hedonic and utilitarian dimensions of attendees' attitudes toward festivals. Journal of Hospitality & Tourism Research, 30(3), 279-294.
• Hede, T.-M., ve Jago, T. L. (2005). Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis. International Journal of Event Management Research, 1(1), 1-11.
• Irshad, H. (2011). Impacts of community events and festivals on rural places. Government of Alberta, Agriculture and Rural Development Division.
• Iwasaki, Y. (2007). Leisure and quality of life in an international and multicultural context: What are major pathways linking leisure to quality of life? Social indicators research, 82(2), 233-264.
• Iwasaki, Y., ve Havitz, M. E. (1998). A path analytic model of the relationships between involvement, psychological commitment, and loyalty. Journal of leisure research, 30(2), 256-280.
• Janiskee, R. L. (1994). Some macroscale growth trends in America's community festival industry. Festival Management and Event Tourism, 2(1), 10-14.
• Jeon, M., Shin, M., ve Lee, S. J. (2014). An analysis of factors influencing individually and socially oriented happiness: The case of Seoul. Korean Journal of Policy Studies.
• Jones, T. O., ve Sasser, W. E. (1996). Why satisfied customers defect. Journal of management in engineering, 12(6), 11-11.
• Keyes, C. L., Shmotkin, D., ve Ryff, C. D. (2002). Optimizing well-being: the empirical encounter of two traditions. Journal of personality and social psychology, 82(6), 1007.
• Kim, H., Borges, M. C., ve Chon, J. (2006). Impacts of environmental values on tourism motivation: The case of FICA, Brazil. Tourism management, 27(5), 957-967.
• Kim, K., Uysal, M., ve Sirgy, M. J. (2013). How does tourism in a community impact the quality of life of community residents? Tourism management, 36, 527-540.
• Kim, Y., Suh, B. W., ve Eves, A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals. International journal of hospitality management, 29(2), 216-226.
• King, B., Pizam, A., ve Milman, A. (1993). Social impacts of tourism: Host perceptions. Annals of Tourism Research, 20(4), 650-665.
• Kişioğlu, E., ve Selvi, M. S. (2013). Yerel Etkinliklerin Tekirdağ’ın Destinasyon İmajına Etkisi: Yerel Paydaşlar Açısından Bir Değerlendirme. IAAOJ, Social Science, 1(1), 68-102.
• Kozak, M. (2003). Measuring tourist satisfaction with multiple destination attributes. Tourism analysis, 7(3-4), 229-240.
• Kozak, M., ve Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
• Lade, C., ve Jackson, J. (2004). Key success factors in regional festivals: Some Australian experiences. Event management, 9(1-2), 1-11.
• LaTour, S. A., ve Peat, N. C. (1979). Conceptual and methodological issues in consumer satisfaction research. ACR North American Advances.
• Laws, E., Scott, N., ve Parfitt, N. (2002). Synergies in destination image management: a case study and conceptualisation. International Journal of Tourism Research, 4(1), 39-55.
• Lee, I., Arcodia, C., ve Lee, T. J. (2012). Benefits of visiting a multicultural festival: The case of South Korea. Tourism management, 33(2), 334-340.
• Lee, J., ve Beeler, C. (2006). The relationships among quality, satisfaction, and future intention for first-time and repeat visitors in a festival setting. Event management, 10(4), 197-208.
• Leenders, M. A., Go, F. M., ve Bhansing, P. V. (2015). The importance of the location in hosting a festival: A mapping approach. Journal of Hospitality Marketing & Management, 24(7), 754-769.
• Li, M., Huang, Z., ve Cai, L. A. (2009). Benefit segmentation of visitors to a rural community‐based festival. Journal of Travel & Tourism Marketing, 26(5-6), 585-598.
• Liang, Y., Illum, S. F. ve Cole, S. T. (2008). Benefits received and behavioural intentions of festival visitors in relation to distance travelled and their origins. International Journal of Event Management Research, 4(1), 12-23.
• Litvin, S. W. ve Fetter, E. (2006). Can a festival be too successful? A review of Spoleto, USA. International Journal of Contemporary Hospitality Management, 18(1), 41-49.
• Long, P. T., ve Perdue, R. R. (1990). The economic impact of rural festivals and special events: Assessing the spatial distribution of expenditures. Journal of Travel Research, 28(4), 10-14.
• Manolika, M., Baltzis, A., ve Tsigilis, N. (2015). Measuring motives for cultural consumption: a review of the literature. American journal of applied psychology, 3(1), 1-5.
• Martin, B., Bridges, W. ve Grunwell, S. (2006). A comparison of two music festivals: implications for festival managers and planners. Hospitality, Tourism, Leisure Science Journal, 2(1), 1-9.
• Mingo, I. ve Montecolle, S. (2014). Subjective and objective aspects of free time: The Italian case. Journal of Happiness Studies, 15(2), 425-441.
• Mitchell, C. J. (1993). Economic impact of the arts: theatre festivals in small Ontario communities. Journal of cultural economics, 17(2), 55-67.
• Morgan, N., Pritchard, A., ve Sedgley, D. (2015). Social tourism and well-being in later life. Annals of Tourism Research, 52, 1-15.
• Naidoo, P., ve Sharpley, R. (2016). Local perceptions of the relative contributions of enclave tourism and agritourism to community well-being: The case of Mauritius. Journal of Destination Marketing & Management, 5(1), 16-25.
• Newman, D. B., Tay, L., ve Diener, E. (2014). Leisure and subjective well-being: A model of psychological mechanisms as mediating factors. Journal of Happiness Studies, 15(3), 555-578.
• Nunkoo, R., Ramkissoon, H., ve Gursoy, D. (2013). Use of structural equation modeling in tourism research: Past, present, and future. Journal of Travel Research, 52(6), 759-771.
• Nunkoo, R., ve So, K. K. F. (2016). Residents’ support for tourism: Testing alternative structural models. Journal of Travel Research, 55(7), 847-861.
• O'Sullivan, D., ve Jackson, M. J. (2002). Festival tourism: a contributor to sustainable local economic development? Journal of Sustainable Tourism, 10(4), 325-342.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
• Organ, K., Koenig-Lewis, N., Palmer, A., ve Probert, J. (2015). Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism management, 48, 84-99.
• Packer, J., ve Ballantyne, J. (2011). The impact of music festival attendance on young people’s psychological and social well-being. Psychology of Music, 39(2), 164-181.
• Perdue, R. R., Coughlin, A. S., ve Valerius, L. (1988). Tourism and Commercial Recreation: Past, Present, and Future Research. In L. A. Barnett (Ed.), Research About Leisure. Past, Present and Future, (pp. 161-174). Champaign, IL: Sagamore Publishing.
• Prayag, G., ve Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
• Quinn, B. (2006). Problematising ‘festival tourism’: Arts festivals and sustainable development in Ireland. Journal of sustainable tourism, 14(3), 288-306.
• Rao, V. (2001). Celebrations as social investments: Festival expenditures, unit price variation and social status in rural India. Journal of Development Studies, 38(1), 71-97.
• Ryan, R. M., ve Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1), 68.
• Ryan, R. M., ve Frederick, C. (1997). On energy, personality, and health: Subjective vitality as a dynamic reflection of well‐being. Journal of personality, 65(3), 529-565.
• Saayman, M., Kruger, M. ve Erasmus, J. (2012). Finding the key to success: A visitors' perspective at a National Arts Festival. Acta commercii, 12(1), 150-172.
• Sasser, W. E., Schlesinger, L. A., ve Heskett, J. L. (1997). Service profit chain: Simon and Schuster.
• Searle, J. R. (1995). The Construction of Social Reality. New York, NY: Simon & Schuster.
• Sirgy, M. J. (2010). Toward a quality-of-life theory of leisure travel satisfaction. Journal of Travel Research, 49(2), 246-260.
• Snowball, J. (2004). Interpreting economic impact study results: spending patterns, visitor numbers and festival aims. South African Journal of Economics, 72(5), 1075-1083.
• Sun, X., Chi, C. G.-Q., ve Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547-577.
• Theodorakis, N. D., Kaplanidou, K., ve Karabaxoglou, I. (2015). Effect of event service quality and satisfaction on happiness among runners of a recurring sport event. Leisure Sciences, 37(1), 87-107.
• Thomason, P. S., ve Perdue, R. R. (1987). Festivals and special events. Journal of Physical Education, Recreation & Dance, 58(4), 54-56.
• Torres, E. N. (2015). The influence of others on the vacation experience: An ethnographic study of psychographics, decision making, and group dynamics among young travelers. Journal of Hospitality Marketing & Management, 24(8), 826-856.
• Turko, D., ve Kelsey, C. (1992). Determining the economic impact of recreation special events. Alexandria, VA: National Recreation and Park Association, 145.
• Uysal, M., Gahan, L., ve Martin, B. (1993). An examination of event motivations: A case study. Festival Management and Event Tourism, 1(1), 5-10.
• Uysal, M., Perdue, R., ve Sirgy, M. J. (2012). Handbook of tourism and quality-of-life research: Enhancing the lives of tourists and residents of host communities. Dordrecht, The Netherlands: Springer Science & Business Media.
• Woo, E., Kim, H., ve Uysal, M. (2015). Life satisfaction and support for tourism development. Annals of Tourism Research, 50, 84-97.
• Woosnam, K. M., Van Winkle, C. M., ve An, S. (2013). Confirming the festival social impact attitude scale in the context of a rural Texas cultural festival. Event management, 17(3), 257-270.
• Yolal, M., Çetinel, F., ve Uysal, M. (2009). An examination of festival motivation and perceived benefits relationship: Eskişehir International Festival. Paper presented at the Journal of Convention & Event Tourism.
• Yolal, M., Woo, E., Cetinel, F., ve Uysal, M. (2012). Comparative research of motivations across different festival products. International Journal of Event and Festival Management, 3(1), 66-80. doi:10.1108/17582951211210942
• Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., ve Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of Tourism Research, 61, 1-18.
• Yoon, Y., ve Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism management, 26(1), 45-56.