THE EFFECTS OF HOT AIR BALLOON EXPERIENCES IN CAPPADOCIA REGION ON BEHAVIOURAL INTENTIONS

Abstract

Alterations in the world and in the tourist profile have brought about changes both in  tourists needs and tourist consumption. This new understanding is evaluated within the scope of experiential marketing in tourism. Experiential marketing is defined as the whole of marketing activities carried out in order to provide unforgettable experiences that are unique to consumers and thus to gain competitive advantage.

The Cappadocia Region and World Heritage Sites host tourists with hot air balloon tours that began in the late 1980s in the region. Thanks to these tours, tourists can make hot air balloon tours over private spaces, providing a unique adventure experience that they can not forget. The purpose of this study is to determine the experience value of hot air balloon tours for the tourists within the context of behavioural intentions.

Easy sampling method, which is one of the non-random sampling methods was chosen for the research. The data were collected from 406 visitors participated in the hot air balloon tour and were subjected to regression analysis. According to study results; it has been determined that the value of hot air balloon experience has a meaningful and powerful influence on behavioural intentions of tourists for the future.

Keywords

• Hot Air Balloon,Cappadocia,Experience,Experience Value.

KAPADOKYA BÖLGESİNDE YAŞANAN SICAK HAVA BALON DENEYİMİNİN DAVRANIŞSAL NİYETLER ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Öz

Dünyada ve turist profilinde meydana gelen değişiklikler, turistin ihtiyaçlarında ve dolayısıyla da turistik tüketim kavramlarında değişimi de beraberinde getirmiştir. Bu yeni anlayış, turizm pazarında deneyimsel pazarlama kapsamında değerlendirilmektedir. Deneyimsel pazarlama ise tüketicilere eşsiz unutulmaz deneyimler sunmak ve böylece rekabet avantajı elde etmek üzere yürütülen pazarlama faaliyetlerinin bütünü olarak tanımlanmaktadır. 

Kapadokya Bölgesi ve Dünya Miras Alanları, bölgede 1980’li yılların sonlarına doğru başlayan, turistik amaçlı sıcak hava balon turlarına ev sahipliği yapmaktadır. Bu turlar sayesinde turistlerin, özel mekânların üzerlerinde sıcak hava balonu turları yaparak, unutamayacakları eşsiz bir macera deneyimi yaşamaları sağlanmaktadır.  Bu çalışmanın konusu, Kapadokya’da, sıcak hava balon deneyimi yaşayan turistlerin yaşadıkları bu deneyimin değerini belirlemek ve deneyim değerini davranışsal sonuçları açısından incelemektir.

Araştırmada Tesadüfi Olmayan Örnekleme Yöntemlerinden Kolayda Örnekleme Yöntemi tercih edilmiştir. Sıcak hava balon turuna katılan, Çinli, Türk ve diğer milliyetlerden 406 ziyaretçiden veri toplanmıştır. Veriler Regresyon Analizine tabi tutulmuştur. Uygulama sonuçlarına göre; sıcak hava balon deneyim değerinin, turistlerin geleceğe yönelik davranışsal niyetleri üzerinde anlamlı ve güçlü bir etki oluşturduğu belirlenmiştir.

Anahtar Kelimeler

• Sıcak Hava Balonu,Kapadokya,Deneyim,Deneyim Değeri

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