The Effect of Creative Experience on Destination Memorability and Loyalty: The Case of Avanos

Öz

Creative tourism, which emerges as a result of the changing interests and desires of tourists, has been studied by many researchers in recent years. These studies focused on the managerial aspects of creative tourism, but the tourists' perspective was ignored. This study aims to bridge this research gap by examining the effect of tourists' creative experiences on their destination memorability and destination loyalty. The research data were collected by convenience sampling method from 394 tourists who participated in the pottery making in Avanos town. The collected data were analyzed using structural equation modeling. The results show that the unique involvement, interactivity and learning dimensions of the creative experience have a positive effect on destination memorability. In addition, it has been determined that creative experience did not directly affect destination loyalty. On the other hand, unique involvement, interactivity and learning dimensions were found positively affect destination loyalty through destination memorability.

Anahtar Kelimeler

• Creative Tourism
• Creative Experience
• Destination Memorability
• Destination Loyalty

Yaratıcı Deneyimin Destinasyon Hatırlanabilirliği ve Sadakat Üzerine Etkisi: Avanos Örneği

Öz

Turistlerin değişen ilgi ve isteklerinin bir sonucu olarak ortaya çıkan yaratıcı turizm, son yıllarda pek çok araştırmacı tarafından ele alınmıştır. Söz konusu araştırmalarda, yaratıcı turizmin yönetsel yönüne odaklanılmış ancak turistlerin bakış açısı göz ardı edilmiştir. Bu boşluğu doldurmak üzere gerçekleştirilen bu araştırmanın amacı, turistlerin yaratıcı deneyimlerinin destinasyon hatırlanabilirliği ve destinasyon sadakati üzerindeki etkisini incelemektir. Araştırma verileri, Avanos ilçesinde çömlek yapımı aktivitesine katılan 394 turistten kolayda örnekleme yöntemiyle toplanmıştır. Toplanan veriler, yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Sonuçlar, yaratıcı deneyimin benzersiz ilgilenim, etkileşim ve öğrenme boyutlarının destinasyon hatırlanabilirliği üzerinde olumlu etkiye sahip olduğunu göstermektedir. Bununla birlikte, yaratıcı deneyimin hiçbir boyutunun destinasyon sadakati üzerinde doğrudan etkiye sahip olmadığı belirlenmiştir. Buna karşın benzersiz ilgilenim, etkileşim ve öğrenme boyutlarının destinasyon hatırlanabilirliği aracılığıyla destinasyon sadakatini olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

• Yaratıcı turizm
• Yaratıcı Deneyim
• Destinasyon Hatırlanabilirliği
• Destinasyon Sadakati

Kaynakça

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