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

Yıl 2022, Cilt: 11 Sayı: 2, 744 - 762, 28.04.2022

Ayşe Arslan , Güntekin Şimşek

https://doi.org/10.33206/mjss.955642

Cited By: 1

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.

Kaynakça

• Ahmed, Z. U. (1991). The influence of the components of a state’s tourist image on product positioning strategy.” Tourism Management, 12, 331-340.
• Akkuş, G. ve Güllüce, A. C. (2016). Effect of memorable tourism experiences to destination competitiveness: Winter tourist–oriented research, American International Journal of Social Science, 5(4), 65- 84.
• Ali, F. K. R. ve Hussain, K. (2016). “Influence of experiences on memories, satisfaction and behavioral ıntentions: a study of creative tourism. Journal of Travel and Tourism Marketing, 33(1), 85-100.
• Aliman, N. K., Hashim, S. M., Wahid, S. D. M. ve Harudin, S. (2016). Tourists’satisfaction with a destination: an investigation on visitors to Langkawi Island, International Journal of Marketing Studies, 8(3), 173-188.
• Altunel, M. C. ve Erkut, B. (2015). Cultural tourism in ıstanbul: the mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing Management, 4(4), 213-221.
• Anderson, E. W., Fornell C. ve Lehmann D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. The Journal of Marketing, 58(3), 53-66.
• Arsal, I. (2008). The influence of electronic word-of-mouth in an online travel community on travel decisions: A case study (Doctoral dissertation). Available from ProQuest Dissertations and Theses database. (UMI No. 3316293).
• Ayazlar, G. ve Arslan, Ayazlar, R. (2017). A cross-cultural ınvestigation of tourists’memorable experiences between two nationalities. Almatourism- Journal of Tourism, Culture and Territorial Development, 8(15), 136-151.
• Ayeh, J. K., Au, N. ve Law, R. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers’attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
• Bagozzi, R. P. (1980). Causal models in marketing. New York: John Wiley ve Sons.
• Bagozzi, R. P. ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1):74-94.
• Ballantyne, R., Packer, J. ve Sutherland, L. (2011). Visitors’memories of wildlife tourism. Tourism Management, 32(4), 770–779.
• Baumgartner, H. ve Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research. International Journal of Research in Marketing, 13(2), 139–61.
• Baym, N. K. (2010). Personal connections in the digital age. Cambridge, UK: Polity.
• Benckendorff, P. J., Sheldon, P. J. ve Fesenmaier, D. R. (2014). Tourism ınformation technology (2nd Edition). CABİ Tourism Texts.
• Berger, J. ve Schwartz, E. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.
• Bigné, J. E., Sánchez, M. I. ve Sánchez, J. (2001). Tourism ımage, evaluation variables and after-purchase behaviour: ınter-relationship. Tourism Management, 22(6), 607-616.
• Boavida-Portugal, I., Ferreira, C. ve Rocha, J. (2015). Where to vacation? An agent-based approach to modelling tourist decision-making process. Current Issues in Tourism, 00(0), 1-18.
• Bødker, M. ve Browning, D. (2012). Beyond destinations: exploring tourist technology design spaces through local-tourist interactions. Digital Creativity, 23(34), 204-224.
• Chandralal, L. ve Valenzuela, F. (2013). “Exploring memorable tourism experiences: antecedents and behavioural outcomes. ” Journal of Economics, Business and Management, 1(2), 177-181.
• Chen, H. ve Rahman, I. (2017). Cultural tourism: an analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 153-163.
• Cina, C. (1989). Creating an effective customer satisfaction program. Journal of Consumer Marketing, 6(4), 31-40.
• Clark, G. ve Chabrel, M. (2007). Measuring ıntegrated rural tourism. Tourism Geographies, 9, 371-386.
• Cohen, J. E. (1988). Statistical power analysis for the behavioral sciences, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
• Collins, Kreiner, N. ve Zins, Y. (2011). Tourists and souvenirs: changes through time, space, and meaning. Journal of Heritage Tourism, 6(1), 17-27.
• Cornelisse, M. (2018). Understanding memorable tourism experiences: A case study. Research in Hospitality Management, 8(2), 93-99.
• Coudounaris, D. N. ve Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions, Psychology Marketing, 34(12), 1084-1093.
• Daniela, M. A. (2011). Fundamental theories on consumer behaviour: an overview of the ınfluences ımpacting consumer behaviour, ovidius. University Annals, Economic Sciences Series, XI(2), 837-841.
• Dedeoğlu, B. B., Taheri, B., Okumus, F. ve Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954, 1-16.
• Demir, S. ve Demirel, E. Ü. (2019). Bir deneyimi unutulmaz kılan unsurlar nedir? Unutulmaz turizm deneyimi üzerine kavramsal bir değerlendirme. Trakya Üniversitesi Sosyal Bilimler Dergisi, 21(2), 661-682.
• Erdly, M. ve Kesterson-Townes, L. (2003). Experience rules”: a scenario for the hospitality and leisure industry circa 2010 envisions transformation. Strategy and Leadership, 31(3), 12-18.
• Fornell, C. ve Bookstein, F. L. (1982). Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing Research, 19(4), 440-452.
• Fornell, C. G. ve Larcker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Gomez, J. L., Martin, G. J. S. ve Bertiche, H. C. (1999). A model of tourism experience and attitude change, Annals of Tourism Research, 26(4), 1024-1027.
• Gretzel, U. ve Yoo, K. H. (2013). Premises and promises of social media marketing in tourism. in McCabe, S. (Ed.), The Routledge Handbook of Tourism Marketing. New York: Routledge. pp. 491-504.
• Hacıoğlu, N. (2014). Turizm pazarlaması. Ankara: Nobel Akademik Yayıncılık.
• Hair, G., Black, B., Babin, B., Anderson, R. ve Tatham, R. (2010). Multivariate data analysis. (7th Edition). New Jersey: Pearson.
• Hair, J. F. Hult, G. T. M. Ringle, C. ve Sarstedt, M. (2013). A primer on partial least squares structural equation modelling (PLS-SEM). Los Angeles: Sage Publications.
• Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd Edition). Sage Publications Inc, Thousand Oaks, CA.
• Henseler, J. Ringle, C. M. ve Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(1), 277-319.
• Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
• Holloway, J. C. ve Taylor, N. (2006). The business of tourism, Financial Times Prentice Hall.
• Hudson, S. ve Ritchie, J. R. B. (2009). Branding a memorable destination experience. the case of ‘brand canada’. International Journal of Tourism Research, 11(2), 217-228.
• Işık, N. ve Özkan, B. (2019). Destinasyon kişiliği ile memnuniyet ve davranışsal niyetler arasındaki ilişkilerin incelenmesi: gaziantep örneği. Türk Turizm Araştırmaları Dergisi, 3(4), 1514-1532.
• İlban, M. O., Bezirgan, M. ve Çolakoğlu, F. (2016). Termal otellerde algılanan hizmet kalitesi, memnuniyet ve davranışsal niyetler arasındaki ilişkilerin incelenmesi: edremit örneği. Anatolia: Turizm Araştırmaları Dergisi, 27(2), 181-194.
• Jamrozy, U., Backman, S. J. ve Backman, K. F. (1996). Involvement and opinion leadership in tourism. Annals of Tourism Research, 23(4), 908-924.
• Jöreskog, K. G. (1973). A general method for estimating a linear structural equation system. in Arthur S. Goldberger and Otis D. Duncan, eds. Structural equation models in the social sciences. New York: Academic Press. pp. 85-112.
• Jöreskog, K. G. (1978). Structural analysis of covariance and correlation matrices. Psychometrika, 43(4), 443-477.
• Kahraman, O. C. (2019). Turist deneyimi ve tekrar ziyaret etme niyeti arasındaki ilişkide kişilik özelliklerinin aracı rolü: alternatif turizm türlerine katılan turistler üzerine bir araştırma (Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Kang, M. ve Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel and Tourism Marketing, 30, 93-107.
• Keskin, E., Sezen, N. ve Dağ, T. (2020). Unutulmaz turizm deneyimi, müşteri memnuniyeti, tekrar ziyaret ve tavsiye etme niyeti arasındaki ilişkiler: kapadokya bölgesini ziyaret eden turistlere yönelik araştırma. Journal of Recreation and Tourism Research, 7 (2), 239-264.
• Kim, J. Fesenmaier, D. R. (2017). Sharing tourism experiences: The posttrip experience. Journal of Travel Research, 56(1), 28-40.
• Kim, J. H. (2018). The ımpact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7) 856-870.
• Kim, J. H. Ritchie, J. R. B. ve McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(12), 12-25.
• Kim, J. H. ve J. R. B. Ritchie, (2014). Cross-Cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research, 53(3), 323-335.
• Kim, J. H., Ritchie, B. J. R., Vincent Tung, W. S. (2010). The effect of memorable experience on behavioral ıntentions in tourism: A structural equation modeling approach. Tourism Analysis, 15, 637-648.
• Kirker, W. ve Crouch, G. I. (1994). Competing urban destinations: is productivity a relevant concept? in Murphy, P (ed) Quality Management in Urban Tourism Proceedings University of Victoria, Victoria, BC 466-476.
• Knutson, B. Beck, J. Him, S. ve Cha, J. (2006). Identifying the dimensions of the experience construct. Journal of Hospitality and Leisure Marketing, 15(3), 31-47.
• Kock, N. (2016), Hypothesis testing with confidence intervals and P values in PLS-SEM. International Journal of e-Collaboration, 12(3), 1-6.
• 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.
• Lagiewski, R. M. ve Zekan, B. (2006). Experiential marketing of tourism destinations. Paper presented at the Turk-Kazakh International Tourism Conference Turkey.
• Larsen, S. ve Jenssen, D. (2004). The school trip: travelling with, not to or from, Scandinavian Journal of Hospitality and Tourism, 4(1), 43-57.
• Law, R., Buhalis, D. ve Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), 727-750.
• Leung, D. Law, R. van Hoof, H. ve Buhalis, D. (2013). Social media in tourism and hospitality: a literature review. Journal of Travel and Tourism Marketing, 30(12), 3-22.
• Mahdzar, M., Shuib, A., Ramachandran, S., Afandi, S. H. M. (2015). The role of destination attributes and memorable tourism experience in understanding tourist revisit ıntentions. American-Eurasian J. Agric. and Environ. Sci. 15, Tourism and Environment, Social and Management Sciences, 32-39.
• Munar, A. M. ve Jacobsen, J. K. S. (2013). Trust and involvement in tourism social media and web-based travel information sources. Scandinavian Journal of Hospitality and Tourism, 13(1), 1-19.
• Oh, H. Fiore, A. M. ve Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications, Journal of Travel Research, 46 (2), 119-132.
• Oppermann, M. (2000). Tourism destination loyalty, Journal of Travel Research, 39(1), 78-84.
• Otto, J. E. ve Ritchie, J. R. B. (1996). “The service experience in tourism. ” Tourism Management, 17(3), 165-174.
• Ön Esen, F. ve Bahar, O. (2019). Destinasyon imajı, turist memnuniyeti ve destinasyon sadakati ilişkisi açısından afyonkarahisar’da termal turizm, Türk Turizm Araştırmaları Dergisi, 3(4), 949-963.
• Pine, B. J. P. ve Gilmore, J. H. (2011). The experience economy. Boston: Harvard Business Review Press.
• Sadeh, E., Asgari, F., Mousavi, L. ve Sadeh, S. (2012). Factors affecting tourist satisfaction and its consequences, Journal of Basic and Applied Scientific Research, 2(2), 1557.
• Schiffman, L. G. ve Kanuk, L. L (1997). Consumer behavior (5th Edition). New York: Prentice Hall.
• Sigala, M. (2012). Social networks and customer involvement in new service development (NSD): The case of www. mystarbucksidea.com. International Journal of Contemporary Hospitality Management, 24(7), 966-990.
• Sims, R. (2009). Food, place and authenticity: local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3): 321–336.
• Song, H., Li, G., Van Der Veen R. ve Chen J. L. (2011). Assessing mainland chinese tourists’ satisfaction with hong kong using tourist satisfaction index. International Journal of Tourism Research, 13(1), 82- 96.
• Statista. (2019). https://www. statista. com/statistics, (Erişim Tarihi:06. 02. 2019).
• Stevens, B. F. (1992). Price value perceptions of travelers. Journal of Travel Research, 31(fall), 44-48.
• Sthapit, E. (2013). Tourists’perceptions of memorable experiences: testing the memorable tourism experience scale (mtes) among tourists to rovaniemi, lapland, Master's thesis). Faculty of Social Sciences, University of Lapland, Rovaniemi, Finland.
• Sthapit, E. (2017). Exploring tourists’memorable food experiences: a study of visitors to santa's official hometown. Anatolia, 28(3), 404-421.
• Sthapit, E. ve Coudounaris, D. (2018). Memorable tourism experiences: Antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 1-23.
• Suhartanto, D. R. ve Triyuni, N. (2016). Tourist loyalty towards shopping destination: The role of shopping satisfaction and destination image. European Journal of Tourism Research, 13, 84-102.
• Swanson, S. R. ve Kelley, S. W. (2001). Service recovery attributions and word-of-mouth intentions, European Journal of Marketing, 35(1), 194-211.
• Tax, S. S., Brown, S. W. ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62, 60-76.
• Tsai, C. (2016). Memorable tourist experiences and place attachment when consuming local food. International Journal of Tourism Research, 18, 536-548.
• Tung, V. W. S. ve Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367-1386.
• Türkmen, S., Atay, L. ve Türkmen, E. (2018). Destinasyon kişiliği, memnuniyet ve davranışsal niyetler arasındaki ilişkilerin incelenmesi: çanakkale örneği. Journal of Yasar University, 13(49), 22-32.
• Um, S., Chon, K. ve Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141-1158.
• White, N. R. ve White, P. B. (2007). Home and away, Annals of Tourism Research, 34(1), 88-104.
• Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.
• Wirtz, D. Kruger, J. Scollon, C. N. ve Diener, E. (2003). What to do on spring break? the role of predicted, on-line, and remembered experience in future choice. Psychological Science, 14, 520-24.
• Wold, H. (1982). Soft modeling: The basic design and some extensions. In K. G. Jöreskog ve H. Wold (Eds.), Systems under indirect observations: Part II (pp. 1–54). Amsterdam: NorthHolland.
• Wong, J. W. C., Lai, I. K. W. veTao, Z. (2020). Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions. Current Issues in Tourism, 23(14), 1773-1787.
• Yadav, J. K. (2018). Memorable tourism experience and tourist satisfaction, International Conference on Research in Management and Economics Serbia. Belgrade.
• Yadav, J. K. ve Krishnan, O. (2017). Memorable tourism experiences: Vivid memories and feelings of nostalgia for houseboat tourism. Indian Institute of Management Kozhikode, Working Paper, 1-18.
• Yazıcıoğlu, Y. ve Erdoğan S. (2014). SPSS uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay Yayıncılık.
• Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayınları.
• Yoo, K. H. ve Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation, Computers in Human Behavior, 27(2), 609-621.
• 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.
• Yoon, Y. S. Lee, J. S. ve Lee, C. K. (2010). Measuring festival quality and value affecting visitors’satisfaction and loyalty using a structural approach, International Journal of Hospitality Management, 29(2), 335-342.
• Yu, C. P. Chang, W. C. ve Ramanpong, J. (2019). Assessing visitors’memorable tourism experiences (mtes) in forest recreation destination: a case study in xitou nature education area. Forests, 10(8), 1-15.
• Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
• Zhao, X. Lunch Jr. J. G. ve Chen, Q. (2010). Reconsidering baron and kenny: myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.