The Effect of Memorable Tourism Experiences on Behavioral Intentions through Social Media Sharing Behavior and Overall Satisfaction

Öz

With the development of globalization and technology, consumer behavior is changing rapidly. This change is increasing the competitive pressures on the hospitality and tourism industry to meet the expectations of demanding consumers who focus on more intellectual, wealthy and personal experiences. As a result, destinations and service providers are dragged into new searches. For this reason, in order to meet the changing market demands, it is necessary to provide unique and memorable experiences to the consumers and provide overall satisfaction. Social media is a medium where these experiences are shared and it has an impact on tourist behavior. In line with this scope, the aim of the study is to examine the effects of memorable tourism experiences on behavioral intentions through social media sharing behavior and overall satisfaction. Quantitative research approach has been preferred as a research method. The data are analyzed by a statistical program and Partial Least Squares Structural Equation Modeling (PLS-SEM). According to the research results, memorable tourism experiences affect behavioral intentions through social media sharing behavior and overall satisfaction. According to the results of the research, some suggestions are presented to the practitioners and future researchers. 

Anahtar Kelimeler

• Memorable tourism experience
• social media sharing behavior
• overall satisfaction
• behavioral intention
• structural equation model.

Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi

Öz

Küreselleşme ve teknolojinin gelişmesiyle birlikte tüketici davranışları da hızla değişmektedir. Yaşanan bu değişim daha entelektüel, varlıklı, kişisel deneyimlere odaklanan talepkar tüketicinin beklentilerinin karşılanması için konaklama ve turizm endüstrisi üzerindeki rekabet baskılarını artırmaktadır. Bunun sonucu olarak destinasyonlar ve hizmet sağlayıcıları yeni arayışlara sürüklenmektedir. Bu sebeple, değişen pazar taleplerinin karşılanabilmesi için tüketicilere eşsiz ve unutulmaz deneyimlerin sunulması ve genel memnuniyetin sağlaması gerekmektedir. Sosyal medya bu deneyimlerin paylaşıldığı bir mecra olup, turist davranışlar üzerinde bir etkiye sahiptir. Bu kapsam doğrultusunda çalışmanın amacı, unutulmaz turizm deneyimlerinin sosyal medya paylaşım davranışı ve genel memnuniyet aracılığıyla davranışsal niyetlere etkisini incelemektir. Araştırma yöntemi olarak nicel araştırma yaklaşımı tercih edilmiştir. Veriler istatistik programı ve en küçük kareler yöntemi, yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma sonucuna göre unutulmaz turizm deneyimleri sosyal medya paylaşım davranışı ve genel memnuniyet aracılığıyla davranışsal niyetleri etkilemektedir. Araştırma sonuçlarına göre uygulayıcılara ve gelecekteki araştırmacılara bazı öneriler sunulmuştur.

Anahtar Kelimeler

• Unutulmaz turizm deneyimi
• sosyal medya paylaşım davranışı
• genel memnuniyet
• davranışsal niyetler
• yapısal eşitlik modeli.

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