DESTİNASYON HİZMET KALİTESİNİ DEĞERLENDİRMEDE ÖNEM-PERFORMANS ANALİZİYLE DEĞERLENDİRİLMESİ: BOZCAADA’DA BİR ARAŞTIRMA

Yıl 2018, , 36 - 53, 31.12.2018

Oğuz Diker , Hacı Mehmet Yıldırım , Murat Aksu

https://doi.org/10.11611/yead.413545

Öz

Bozcaada destinasyonunda gerçekleştirilen bu çalışmanın
amacı, destinasyonlardaki hizmet kalitesini belirlemeye yönelik önem-performans
analizinin (ÖPA) önemini ortaya koymaktır. Çalışmada benzer çalışmalarda
güvenirliği ile geçerliliği test edilmiş SPA ölçeği kullanılmıştır.  Bu bağlamda Bozcaada destinasyonunda
ziyaretçilere sunulan hizmetlerin ziyaretçiler için taşıdığı önem ile bunlara
yönelik performans algılarının ölçülmesine yönelik analizler
gerçekleştirilmiştir. Araştırma sonuçlarına göre; Bozcaada destinasyonun bilgilendirme
(I), taşıma (T) ve alışveriş imkanlarına (S) yönelik sunulan hizmetlerle ilgili
önem oranının yüksek olduğu, fakat bu değişkenlere ilişkin performans düzeyi algısının
düşük olması nedeniyle ÖPA diyagramında “odaklanması gereken” strateji alanında
yer almıştır. Bunun yanı sıra sağlık ve hijyen (H), konaklama (A) hizmetlerinin
ortalama öneme sahip olmasına rağmen yüksek performans düzeyi algısı nedeniyle
ilgili diyagramda “olası aşırılıklar” bölümüne karşılık geldiği tespit
edilmiştir. Araştırmanın en büyük sınırlılığı Bozcaada destinasyonun coğrafi
özelliği bakımından ziyaretçi profilinin farklı olması nedeniyle genellenemeyeceğidir.
Bu nedenle çalışmanın farklı mevsimlerde, farklı milletlerden gelen
ziyaretçilere yeniden uygulanması ve sonuçların karşılaştırılması, hizmet
kalitesi algısını etkileyen unsurların daha iyi anlaşılmasını sağlayacaktır. Bu
araştırma sonucunda elde edilen veriler Bozcaada destinasyonundaki turizm
paydaşlarının sunulan hizmetlerin öncelikleri ve performanslarını
değerlendirmeleri, olası sorunları tespit ederek çözüm sağlamaları açısından
önem arz etmektedir.

Anahtar Kelimeler

Önem-Performans, Hizmet Kalitesi, Bozcaada Destinasyonu

THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY

Öz

The purpose of this study is the importance of significance-performance
analysis in determining the service quality in destinations. Research was
conducted regarding domestic tourists in the destination of Bozcaada in Turkey. The survey was conducted on the related sample group via the
SPA scale, which was tested in terms of reliability and validity, and used in a
similar study. In Bozcaada, while (I) informing, (T) transportation, and (S) shopping factors were
given high averages of significance by the visitors, they were placed in the “concentrate
here” strategy zone since their performance averages were low. On the other
hand (A) accommodation, and (H) health and hygiene were positioned on “possible
overkill” strategy zone since they had lower significance averages. Elements such as time and cost are among the main limitations of this
study. Because of Bozcaada’s geographic features, it is difficult to generalize
the significance- performance analyses in this destination. That is why
re-application of the study in different seasons, on visitors with different
nationalities, and a comparison of the results will be important for a better understanding
of the elements that affect the service quality perception. The data obtained
from the research will be important regarding the elements that tourists, who
are visiting Bozcaada, attach importance to and affect from the performance. On
the other hand, the obtained data will reveal the current situation about the perception
of tourists pertaining to the service presented in Bozcaada, and thus enable the further evaluation of which strategies to focus
on.

Anahtar Kelimeler

Significance, Performance, Service Quality, Bozcaada Destination

Kaynakça

• Abalo, J., Varela, J and Manzano, V. (2007), “Importance Values for Importance- Performance Analysis: A Formula for Spreading Out Values Derived from Preference Rankings”, Journal of Business Research, 60:115-121.
• Aktaş, A., Aksu, A. and Çizel, B. (2007), “Destination Choice: An Important - Satisfaction Analysis”, Quality & Quantity, 41: 265-273.
• Albayrak, A. (2013), “Kış Turizmi Turistlerinin Seyahat Motivasyonları”, 14. Ulusal Turizm Kongresi, Kayseri.
• Albayrak, A. (2014). “Service Quality Assessment of an Airport Restaurants Using Important Performance Analyze”, Journal of Business Research Turk, 6 (3): 157-178.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., and Yıldırım, E. (2005) “Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı”, Sakarya, Sakarya Kitabevi.
• Azzopardi, E. and Nash, R. (2013), “A Critical Evaluation of Importance-Performance Analysis”, Tourism Management, 35: 222-233.
• Bacon, R. D. (2003), “A Comparison of Approaches to Importance-Performanca Analysis”, International Journal of Market Research, 45 (1): 55-71.
• Baloglu, S. and Love, C. (2003), “Association Meeting Planners' Perceived Performance of Las Vegas”, Journal of Convention & Exhibition Management, 5(1): 13-27.
• Blesic, I., Popov-Raljic, J. Uravic, L., Stankova, U., Deri, L., Pantelica, M. and Armenskia, T. (2014), “An Importance-Performance Analysis of Service Quality in Spa Hotels”, Economic Research – Ekonomska Istrazivanja, 27 (1): 483-495.
• Caber, M., Albayrak, T. and Matzler, K. (2012), “Classification of The Destination Attributes in The Content of Competitiveness (by revised importance-performance analysis)”, Journal of Vacation Marketing, 8 (1): 43-56.
• Chu, R. K.S. and Choi, T. (2000), “An Importance-Performance Analysis of Hotel Selection Factors in The Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers”, Tourism Management, 21 (4): 363-377.
• Cvelbar, L. K. and Dwyer, L. (2013), “An Importance-Performance Analysis of Sustainability Factors for Long-Term Strategy Planning in Slovenian Hotels”, Journal of Sustainable Tourism, 21 (3):87-504.
• Deng, W. (2007), “Using a Revised Importance-Performance Analysis Approach: The case of Taiwanese Hot Springs Tourism”, Tourism Management, 28 (5): 1274-1284.
• Dwyer, L., Cvelbar, L. K., Edwards, D., and Mihalic, T. (2012), “Fashioning a Destination Tourism Future: The Case of Slovenia”, Tourism Management, 33 (2): 305-316.
• Fallon, P. and Schofield, P. (2006), “The Dynamics of Destination Attribute Importance”, Journal of Business Research, 59: 709-713.
• Ford, J. B., Joseph, M. and Joseph, B. (1999), “Importance-Performance Analysis as a Strategic Tool for Service Marketers: The Case of Service Quality Perceptions of Business Students in New Zealand and The USA”, The Journal of Services Marketing, 13 (2): 171-186.
• Hudson, S. and Shephard, G. W. H. (1998), “Measuring Service Quality at Tourist Destinations: An Application of Importance-Performance Analysis to an Alpine Ski Resort”, Journal of Travel & Tourism Marketing, 7 (3): 61-77.
• Kinley, T., Kim, Youn, K. and Forney, J. (2002), “Tourist-Destination Shopping Center: An Importance-Performance Analysis of Attributes”, Journal of Shopping Center Research, 9 (1): 51-72.
• Kozak, M. (2001), “Comparative Assessment of Tourist Satisfaction with Destinations Across Two Nationalities”, Tourism Management, 22 (4): 391-401.
• Lai, I. K. W. and Hitchcock, M. (2015), “Importance-Performance Analysis in Tourism: A Framework for Researchers”, Tourism Management, 48: 242-267.
• Leong, C. C. (2008), “An Importance-Performance Analysis to Evaluate Airline Service Quality: The Case Study of a Budget Airline in Asia”, Journal of Quality Assurance in Hospitality & Tourism, 8 (3): 39-59.
• Martilla, J. A. and James J. C. (1977), “Importance-Performance Analysis”, Journal of Marketing, 41 (1): 77-79.
• Matzler, K., Sauerwein, E. and Heischmidt K. A. (2003), “Importance-Performance Analysis Revisited: The Role of the Factor Structure of Customer Satisfaction”, The Service Industries Journal, 23 (2): 112-129.
• Murdy, S. and Pike S. (2012), “Perceptions of Visitor Relationship Marketing Opportunities by Destination Marketers: An Importance-Performance Analysis”, Tourism Management, 33 (5): 1281-1285.
• Oh, H. (2001), “Revisiting Importance-Performance Analysis”, Tourism Management, 22 (6): 617-627.
• Rial, A., Rial, J., Varela, J., and Real, E. (2008), “An Application of Importance-Performance Analysis (IPA) to The Management of Sport Centres”, Managing Leisure, 13( 3-4): 179-188.
• Saltık, A. I. (2017), “Ölüdeniz Tabiat Parkı Hizmet Kalitesinin Önem Performans Analizi ile Değerlendirilmesi”, Trakya Üniversitesi Sosyal Bilimler Dergisi, 19 (1): 197-210.
• Sever, I. (2015), “Importance-Performance Analysis: A Valid Management Tool?”, Tourism Management, 48: 43-53.
• Shieh, J. I. and Wu, H. H. (2011), “Applying Information-Based Methods in Importance- Performance Analysis When the Information of Importance is Unavailable”, Qual Quant, 45: 545-557.
• Tekin, Ö. A., Kalkan, G. ve Duman, H. (2014), “Hizmet Kalitesinin Önem- Performans Analizi ile Ölçülmesi: Üniversite Sosyal Tesislerinin Konaklama Üniteleri Üzerinde Bir Uygulama”, Uluslararası Sosyal Araştırmalar Dergisi, 7 (31): 751-770.
• Tonge, J. and Moore, S. A. (2007), “Importance-Satisfaction Analysis for Marine-Park Hinterlands: A Western Australian Case Study”, Tourism Management, 28 (3): 768-776.
• Tzeng, G. H. and Chang, H. F. (2011), “Applying Importance-Performance Analysis as a Service Quality Measure in Food Service Industry”, Journal of Technology Management & Innovation,6 (3): 106-115.
• Wilkins, H. (2010), “Using Importance-Performance Analysis to Appreciate Satisfaction in Hotels”, Journal of Hospitality Marketing & Management, 19: 866-888.
• Wong, M. S., Hideki, N. and George, P. (2011), “The Use of Importance- Performance Analysis (IPA) in Evaluating Japan's E-government Services”, Journal of Theoretical and Applied Electronic Commerce Research, 6(2): 17-30.
• Zhang, H. Q. and Chow, I. (2004), “Application of Importance-Performance Model in Tour Guides’ Performance: Evidence from Mainland Chinese Outbound Visitors in Hong Kong”, Tourism Management, 25: 81-90.