BİR DENEYİMİ UNUTULMAZ KILAN UNSURLAR NEDİR? UNUTULMAZ TURİZM DENEYİMİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Günümüzün küresel pazarında rekabet gün geçtikçe artmakta, rekabet avantajı elde etmek zorlaşmaktadır. Hızlı değişim ve yeniliklerin yaşandığı günümüzde işletmeler bu gelişmelere ayak uydurmak durumundadır. Zira günümüz tüketicisi için nihai üründen ziyade, yaşanılan ürün ve hizmet deneyimi satın alma karar sürecinde belirleyici hale gelmektedir. Bu noktada taklit edilmesi, ikamesi zor olan ve tüketiciler tarafından arzu edilen, onların beklentilerine cevap verebilen deneyimsel ortamların yaratılması rekabet avantajı açısından oldukça önem arz etmektedir. Ancak dünyada ve turist profilinde meydana gelen gelişmeler ve değişiklikler, turistlerin beklentilerinin de farklılaşmasına neden olmaktadır. Turistlerin ihtiyaçlarının giderilmesi dışında farklılık arayışı, kendini değerli hissetme, yenilenme, yeni kültürler ve insanlar tanıma gibi benzersiz deneyimler yaşamaya yönelik eğilimleri, bir deneyimi eşsiz ve unutulmaz kılan unsurlar üzerine odaklanılmasına sebebiyet vermektedir. Literatür incelendiğinde tüketici, ziyaretçi, turist ve seyahat deneyimi üzerine çok sayıda çalışmanın yer aldığı görülmekle birlikte, “Unutulmaz Turizm Deneyimi” kavramı bu alanda oldukça yeni bir araştırma konusu olarak yer almaktadır. Bu kavramla ilgili yabancı literatürdeki çalışmalar incelendiğinde bir literatür birikiminin oluştuğunu belirtmek mümkün olmakta ancak, yerli literatürde oldukça sınırlı sayıda çalışmanın yer aldığı görülmektedir. Dolayısıyla bu çalışmanın amacı, uluslararası ve ulusal literatürün kapsamlı bir değerlendirmesini yaparak mevcut akademik yazına katkıda bulunmak ve yeni bir kavram olan unutulmaz turizm deneyimi olgusunu kapsam ve içerik açısından değerlendirmektir. Bu anlamda söz konusu bulguların ve değerlendirmelerin turizm işletmecilerine ve destinasyon yöneticilerine, turistlerin karar verme süreçlerinde göz önünde bulundurdukları unsurların anlaşılması açısından yol göstereceği öngörülmektedir.

WHAT MAKES AN EXPERIENCE MEMORABLE? A CONCEPTUAL EVALUATION OF MEMORABLE TOURISM EXPERIENCE

Competition in today's global market is increasing day by day, competitive advantage is difficult to achieve. In the world where rapid changes and innovations are experienced, enterprises have to keep up with these developments. Because, the product and service experience that is experienced rather than the final product for today's consumer becomes decisive in the purchasing decision making process. At this point, the creation of experiential environments that are difficult to imitate and substitution, and which are desirable by consumers, capable of responding to their expectations are of great importance in terms of competitive advantage. However, occured developments and changes in the world and in the tourist profile, it also causes changes in the expectations of tourists. Except for satisfying the needs of tourists, the tendency to live memorable experiences such as the search for difference, feeling valued, renewal, new cultures and people recognition, it gives cause for a focus on the elements that make an experience unique and memorable. When the literature is examined, while it is seen that there are many studies on consumer, visitor, tourist and travel experience, the concept of "Memorable Tourism Experience" ranks as pretty new research topic in this field. When the studies in the foreign literature related to this concept are examined, it is possible to state that a literature accumulation is formed, but it is seen that there are pretty limited number of studies in the domestic literature. Hence, the aim of this study is to contribute to the current academic literature by making a comprehensive evaluation of international and national literature and to evaluate the phenomenon of memorable tourism experience that is a new concept in terms of scope and content. In this sense, it is foreseen that mentioned findings and evaluations will guide tourism operators and destination managers in terms of understanding the factors that tourists consider in decision-making processes.

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