AKIŞ TEORİSİNİN MÜZE ZİYARETLERİNE UYGULANABİLİRLİĞİNE DAİR KAVRAMSAL BİR MODEL VE ARAŞTIRMA ÖNERİLERİ

Yıl 2013, Cilt: 6 Sayı: 12, 69 - 90, 01.12.2013

Bilge Aykol Manolya Aksatan

Öz

Odaklanma, dalıp gitme, öz-bilinç kaybı, zaman mefhumunu yitirme ve mutluluk ile tanımlanan bir zihinsel durum olan akış, aynı zamanda bireylerin müze ziyaretleri sırasında yaşadıkları psikolojik durumu da yansıtmaktadır. Bu çalışmanın amacı, akış teorisinin, müze ziyareti deneyimini açıklamak için nasıl kullanılabileceğini tartışmak, araştırma önerileri geliştirmek ve müze yöneticilerine önerilerde bulunmaktır. Müze ziyareti deneyimi kapsamında akış, dikkatin yoğunlaşması, zamanın dönüşümü, öz bilinç kaybı ve mutluluk faktörlerinden oluşan yüksek düzeyde bir yapı olarak kavramsallaştırılmıştır. Akışın öncülü, deneyimin içerdiği güçlükler ile ziyaretçinin yetkinlikleri arasındaki dengedir. Modele göre akışın, yaşattığı olumlu duygular ve müze ziyareti deneyiminden beklentileri karşılaması nedeniyle ziyaretçi memnuniyeti üzerinde olumlu etkisinin olması, bu memnuniyetin ise tekrar ziyaret etme ve müze ziyaretini başkalarına önerme niyeti ile sonuçlanması beklenmektedir. Model, akışın kültür/sanat organizasyonlarının kontrolü altında olabileceğini, diğer bir deyişle, bu organizasyonların güçlük ve yetkinlikler arasındaki dengeyi yöneterek ziyaretçiler için akış deneyimi yaratabileceğini ve bu deneyimi zenginleştirebileceğini öne sürmektedir. Bu anlamda, özellikle müzelerin pazara sundukları deneyimlerin tasarımı ve ziyaretçi eğitimi konularında müze yöneticilerine yönelik çıkarımlar yapılmıştır

Anahtar Kelimeler

Akış teorisi, müze, kültür/sanat tüketimi, ziyaretçi memnuniyeti

A CONCEPTUAL MODEL AND RESEARCH PROPOSITIONS ON THE APPLICABILITY OF THE FLOW THEORY TO MUSEUM VISITS

Öz

Flow, which is a state of mind characterized by concentration, immersion, loss of self-consciousness, time distortion, and enjoyment, represents the psychological state of individuals when they visit museums. The purpose of this study is to discuss how flow theory could be used to explain the experience of museum visits, develop research propositions and address managerial implications. Within the context of museum visit experience, flow is conceptualized as a higher order construct consisting of focused attention, transformation of time, loss of self-consciousness, and enjoyment. The antecedent of flow is set as the balance between the challenges involved in the experience and skills of the visitor. Based on the model, flow - because of the positive affects involved in it as well as its capability to meet the expectations of visitors from a museum visit experience- is expected to have a positive influence on visitor satisfaction, which, in turn, is expected to result in intention to revisit and intention to recommend. The model implies that flow could be under control of culture/arts organizations, i.e. it could be produced and enhanced by these organizations by managing the balance between challenges of the experience and skills needed to meet these challenges. In this sense, managerial implications are addressed concerning the design of museum experiences and visitor education

Anahtar Kelimeler

Flow theory, museum, cultural consumption, arts consumption, visitor satisfaction

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