Experiential Aspects of Balloon Tourism within the Context of Destination Marketing

Öz

Günümüzün rekabetçi pazar koşullarında, bölgeyi ziyaret eden turistlere hatırlanabilir ve eşsiz destinasyon deneyimleri yaşatmak, turizmde önemli bir avantaj haline gelmiştir. Sosyal ve psikolojik ihtiyaçlar ile turist motivasyonları değerlendirildiğinde balon turlarının konumlandırma ve farklılaşma stratejilerinde destinasyonlar açısından önemli olduğu ortaya çıkmaktadır. Bu bağlamda çalışmanın amacı, turist değerlendirmelerine odaklanılarak macera turizmi kapsamında balon turu deneyiminin boyutlarını ortaya çıkarmaktır. Nitel araştırma yöntemini benimseyen çalışma kapsamında balon deneyimi yaşayan turistlere ait Tripadvisor'da yer alan yorumlar içerik analizine tabi tutulmuştur. Bulgular, balon deneyiminin eğitsel, estetik, eğlence ve kaçış olmak üzere dört boyuttan meydana geldiğini ortaya koymuştur. Boyutlar, Pine & Gilmore (1999) tarafından geliştirilen 4E deneyim modeline uyum gösterirken, ‘estetik ve eğlence’ boyutları balon deneyiminin öne çıkan boyutları olmuştur.

Anahtar Kelimeler

• Balloon Tour Experience,Adventure Tourism,Destination Marketing,Tourism Experience

Destinasyon Pazarlaması Bağlamında Balon Turizminin Deneyimsel Yönleri

Öz

In today’s’ competitive tourism markets, offering the memorable and unique destination experiences became an important advantage. Considering the concept of the social and psychological needs, and motivations, it is clear that balloon tours are important in positioning and differentiation strategies of destinations. The aim of the study is to determine the dimensions of the balloon tour experiencein context of the adventure tourism. A qualitative research methodology is embraced and the reviews on Tripadvisor were analyzed with content analysis. The findings have revealed that the balloon experience has been classified in four dimensions (educational, esthetic, entertainment, escapist). The findings conform to the 4E experience framework developed by Pine & Gilmore (1999). The esthetic and entertainment dimensions are leading realms of balloon experience.

Anahtar Kelimeler

• Balon Turu Deneyimi,Macera Turizmi,Destinasyon Pazarlaması,Turizm Deneyimi

Kaynakça

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