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

Yıl 2018, Cilt 16, Sayı 4, 36 - 53, 31.12.2018
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.

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.

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

Yıl 2018, Cilt 16, Sayı 4, 36 - 53, 31.12.2018
https://doi.org/10.11611/yead.413545

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.

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.

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal
Yayınlanma Tarihi Aralık
Bölüm Makaleler
Yazarlar

Oğuz DİKER
ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ
0000-0002-9538-1621
Türkiye


Hacı Mehmet YILDIRIM (Sorumlu Yazar)
ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, SEYAHAT İŞLETMECİLİĞİ VE TURİZM REHBERLİĞİ BÖLÜMÜ
0000-0003-0718-7296
Türkiye


Murat AKSU
ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ
0000-0001-9881-4739
Türkiye

Yayımlanma Tarihi 31 Aralık 2018
Yayınlandığı Sayı Yıl 2018, Cilt 16, Sayı 4

Kaynak Göster

Bibtex @araştırma makalesi { yead413545, journal = {Yönetim ve Ekonomi Araştırmaları Dergisi}, issn = {2148-029X}, eissn = {2148-029X}, address = {}, publisher = {Bandırma Onyedi Eylül Üniversitesi}, year = {2018}, volume = {16}, pages = {36 - 53}, doi = {10.11611/yead.413545}, title = {THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY}, key = {cite}, author = {Diker, Oğuz and Yıldırım, Hacı Mehmet and Aksu, Murat} }
APA Diker, O. , Yıldırım, H. M. & Aksu, M. (2018). THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY . Yönetim ve Ekonomi Araştırmaları Dergisi , 16 (4) , 36-53 . DOI: 10.11611/yead.413545
MLA Diker, O. , Yıldırım, H. M. , Aksu, M. "THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY" . Yönetim ve Ekonomi Araştırmaları Dergisi 16 (2018 ): 36-53 <https://dergipark.org.tr/tr/pub/yead/issue/41852/413545>
Chicago Diker, O. , Yıldırım, H. M. , Aksu, M. "THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY". Yönetim ve Ekonomi Araştırmaları Dergisi 16 (2018 ): 36-53
RIS TY - JOUR T1 - THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY AU - Oğuz Diker , Hacı Mehmet Yıldırım , Murat Aksu Y1 - 2018 PY - 2018 N1 - doi: 10.11611/yead.413545 DO - 10.11611/yead.413545 T2 - Yönetim ve Ekonomi Araştırmaları Dergisi JF - Journal JO - JOR SP - 36 EP - 53 VL - 16 IS - 4 SN - 2148-029X-2148-029X M3 - doi: 10.11611/yead.413545 UR - https://doi.org/10.11611/yead.413545 Y2 - 2018 ER -
EndNote %0 Yönetim ve Ekonomi Araştırmaları Dergisi THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY %A Oğuz Diker , Hacı Mehmet Yıldırım , Murat Aksu %T THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY %D 2018 %J Yönetim ve Ekonomi Araştırmaları Dergisi %P 2148-029X-2148-029X %V 16 %N 4 %R doi: 10.11611/yead.413545 %U 10.11611/yead.413545
ISNAD Diker, Oğuz , Yıldırım, Hacı Mehmet , Aksu, Murat . "THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY". Yönetim ve Ekonomi Araştırmaları Dergisi 16 / 4 (Aralık 2018): 36-53 . https://doi.org/10.11611/yead.413545
AMA Diker O. , Yıldırım H. M. , Aksu M. THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY. Yönetim ve Ekonomi Araştırmaları Dergisi. 2018; 16(4): 36-53.
Vancouver Diker O. , Yıldırım H. M. , Aksu M. THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY. Yönetim ve Ekonomi Araştırmaları Dergisi. 2018; 16(4): 36-53.
IEEE O. Diker , H. M. Yıldırım ve M. Aksu , "THE USE OF IMPORTANCE- PERFORMANCE ANALYSIS (IPA) IN EVALUATING BOZCAADA DESTINATION’S SERVICE QUALITY", Yönetim ve Ekonomi Araştırmaları Dergisi, c. 16, sayı. 4, ss. 36-53, Ara. 2019, doi:10.11611/yead.413545