Can MEMEs affect destination awareness and destination choice? A study based on stimulus-organism-response model

Yıl 2023, Cilt: 5 Sayı: 2, 125 - 137, 31.12.2023

Ali Dalgıç , Emre Yaşar , Ayşegül Demircioğlu

https://doi.org/10.53601/tourismandrecreation.1325906

Öz

MEMEs are an image presented about real or fictional entities, brands, or destinations. It is an important issue what effect MEMEs, which are frequently used especially among the young generation, have on awareness and choice. This study investigated 1) the relationships between a MEME’s entertainment value, attitude toward the MEME, destination awareness, and intention to visit; 2) the mediating effect of attitude toward a MEME on the relationship between the MEME’s entertainment value and destination awareness and intention to visit; 3) the moderating effect of like intention and share intention on the relationship between attitude toward the MEME and destination awareness and intention to visit. Data were collected between 1 December 2022 and 7 March 2023 using convenience sampling, yielding 294 valid responses. A survey was used as a data collection tool. The analysis revealed significant positive relationships between a MEME’s entertainment value and attitude toward MEME, between attitude toward a MEME and destination awareness, between attitude toward a MEME and intention to visit, and between destination awareness and intention to visit. In addition, attitude toward the MEME partially mediated the effect of the MEME’s entertainment value on destination awareness and behavioral intention. Finally, share intention moderated the relationship between attitude toward the MEME and destination awareness.

Anahtar Kelimeler

MEME’s entertainment value, Attitude toward MEME, Destination awareness, Intention to visit

Etik Beyan

This study was carried out the decision of Isparta University of Applied Sciences Ethics Committee at its meeting dated 22.05.2023 and numbered 152/01.

MEME’ler destinasyon farkındalığı ve destinasyon seçimini etkileyebilir mi? Uyaran-organizma-tepki modeline dayalı bir çalışma

Öz

MEME’ler, gerçek veya kurgusal varlıklar, markalar veya destinasyonlar hakkında sunulan görsellerdir. Özellikle genç nesil arasında sıkça kullanılan MEME’lerin bilinirlik ve tercih üzerindeki etkileri önemli bir konudur.Bu çalışmada, 1) MEME’nin eğlence değeri, MEME’ye yönelik tutum, destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişkiler; 2) MEME’ye yönelik tutumun, MEME’nin eğlence değeri ile destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişki üzerindeki aracılık etkisi; 3) MEME’ye yönelik tutum ile destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişkide beğenme niyetinin ve paylaşma niyetinin düzenleyici etkisi araştırılmıştır. Veriler, 1 Aralık 2022 ile 7 Mart 2023 arasında kolayda örnekleme yöntemi kullanılarak toplanmıştır. Veri toplama süreci sonunda 294 geçerli veri elde edilmiştir. Veri toplama aracı olarak anket kullanılmıştır. Analizler sonucunda, MEME’nin eğlence değeri ile MEME’ye yönelik tutum arasında, MEME’ye yönelik tutum ile destinasyon farkındalığı arasında, MEME’ye yönelik tutum ile ziyaret etme niyeti arasında ve destinasyon farkındalığı ile ziyaret etme niyeti arasında anlamlı ve pozitif ilişkiler olduğunu bulgulanmıştır. Bunlara ek olarak, MEME’ye yönelik tutumun, MEME’nin eğlence değerinin destinasyon farkındalığı ve davranışsal niyet üzerindeki etkisinde kısmi aracılık rolü oynadığı tespit edilmiştir. Son olarak, paylaşma niyetinin, MEME’ye yönelik tutum ile destinasyon farkındalığı arasındaki düzenleyici rol oynadığı görülmüştür.

Anahtar Kelimeler

MEME eğlence değeri, MEME'ye karşı tutum, Destinasyon farkındalığı, Ziyaret etme niyeti

Kaynakça

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