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

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