Deneyimleme Kalitesi, Algılanan Değer ve Memnuniyetin Müze Ziyaretçilerinin Tavsiye Etme Eğilimi Üzerindeki Etkisi1

Bu çalışma müze ziyaretinde bulunan yabancı turistlerin algıladıkları deneyimleme kalitesine odaklanmakta ve deneyimleme kalitesi, memnuniyet, algılanan değer ve tavsiye etme eğilimi değişkenleri arasındaki ilişkiyi incelemektedir. Oluşturulan müze turisti davranış modeli müze yöneticilerinin, planlamacılarının ve müzelerin pazarlanmasından sorumlu yetkililerin müze turisti davranışına ilişkin farkındalıklarının artmasına katkı sağlayabilecektir. Topkapı Sarayı Müzesi'ni ziyaret eden yabancı turistlerin katılımı ile gerçekleştirilen bu araştırmada 588 yabancı turistten bilgi toplanmıştır. Tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yönteminin tercih edildiği çalışmada, veri analizi aşamasının ilk ayağı olarak yabancı turistlerin sosyo-demografik özellikleri incelenmiştir. Yapısal eşitlik modellemesi kapsamında doğrulayıcı faktör analizi ve yol analizi sonuçlarına yer verilmiştir. Araştırma bulgularına göre deneyimleme kalitesinin memnuniyet, algılanan değer ve tavsiye etme eğilimi üzerinde ve memnuniyetin tavsiye etme eğilimi üzerinde istatistiksel açıdan olumlu yönde etkisinin olduğu görülmüştür.

The Effect of Experience Quality, Perceived Value and Satisfaction on the Recommendation Intention of Museum Visitors

This study focuses on experience quality of foreign tourists who visited museums and investigate the relationship between experience quality, perceived value, satisfaction and recommendation intentions. Setting a dynamic museum visitor behaviour model could increase the awareness of the museum managers, planners and the museum marketing supervisors to the behaviour of the museum visitors. The research was conducted with foreign tourists who visited to Topkapı Palace museum. The study was carried out with 588 foreign tourists. Convenience sampling which is a non-probability sampling method was used to select sampling units and as the first step of the data analysis process, socio-economic characteristics of sample was examined. Afterwards confirmatory factor analysis and path analysis were applied in the structural equation modelling framework. According to the research findings, positive effect of experience quality on satisfaction, perceived value and recommendation behaviour, positive effect of perceived value on satisfaction and positive effect of satisfaction on recommendation behaviour were determined.

PDF

___

Alzua, A., O'Leary, J. ve Morrison, A. (1988). Cultural and Heri- tage Tourism: Identifying Niches for International Trave- lers, The Journal of Tourism Studies, 9 (2): 2-13.
Anderson, E., Fornell, C. ve Lehmann, D. (1994). Customer Sa- tisfaction, Market Share and Profitability: Findings from Swedeni Journal of Marketing, 58 (3): 53-66.
Baker, D. ve Crompton, J. (2000). Quality, Satisfaction and Beha- vioral Intentions, Annals of Tourism Research, 27 (3): 785-804.
Berry, L., Carbone, L. ve Haeckel, S. (2002). Managing the Total Customer Experience, MIT Sloan Management Review, 43 (3): 1-6.
Berry, L., Wall, E. ve Carbone, L. (2006). Service Clues and Cus- tomer Assessment of the Service Experience: Lessons from Marketing, Academy of Management Perspectives, 20 (2): 43-57.
Black, G. (2005). The Engaging Museum, Developing Museums for Visitor Involvement. New York: Rutledge.
Campo-Martinez, S., Garau-Vadell, J. ve Martinez-Ruiz, M. (2010). Factors Influencing Repeat Visits to a Destination: The Influence of Group Composition, Tourism Manage- ment, 31 (6): 862-870.
Chang, H.-S., Chen, T.-Y. ve Tseng, C.-M. (2009). How Cause Re- lated Marketing Influence Customer Value in Banking In- dustry, Contemporary Management Research, 5 (4): 343-368.
Chang, H.H. ve Wang, H.-W. (2011). The Moderating Effect Of Customer Perceived Value On Online Shopping Behavio- ur, Online Information Review, 35 (3): 333 - 359.
Chang, T.-Y. ve Horng, S.-C. (2010). Conceptualizing and Me- asuring Experience Quality-the Customer's Perspective, The Service Industries Journal, 30 (14): 2401-2419.
Chen, C.-F. ve Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists, Tourism Management, 31 (1): 29-35.
Chen, C. F. ve Tsai, D. (2007). How Destination Image and Eva- luative Factors Affect Behavioral Intentions, Tourism Ma- nagement, 28 (4): 1115-1122.
Chi, C.-Q. ve Qu, H. (2008). Examining the Structural Relations- hips of Destination Image, Tourist Satisfaction and Desti- nation Loyalty: An Integrated Approach, Tourism Mana- gement, 29 (4): 624-636.
Churchill, G. (1979). A Paradigm for Developing Better Measu- res of Marketing Constructs, Journal of Marketing Research, 16 (1): 64-73.
Cole, S. ve Illum, S. (2006). Examining the Mediating Role of Festival Visitors' Satisfaction in the Relationship Between Service Quality and Behavioral Intentions, Journal of Vaca- tion Marketing, 12 (2): 160-173.
Cole, S. ve Scott, D. (2004). Examining the Mediating Role of Ex- perience Quality in a Model of Tourist Experience, Journal of Travel & Tourism Marketing, 16 (1): 79-90.
yoğun temposu göz önüne alındığında bu durum
Kao, Y.-F., Huang, L.-S. ve Wu, C.-H. (2008). Effects of Theatri- cal Elements on Experiential Quality and Loyalty Intenti- ons for Theme Parks, Asia Pacific Journal of Tourism Rese- arch, 13 (2): 163-174.
Kim, Y., Kim, M., Ruetzler, T. ve Taylor, J. (2010). An Examina- tion of Festival Attendees' Behavior Using SEM, Internati- onal Journal of Event and Festival Management, 1 (1): 86-95.
Klaus, P. ve Maklan, S. (2012). EXP: a Multiple-item Scale for Assessing Service Experience, Journal of Service Manage- ment, 23 (1): 5-33.
Lee, J. ve Beeler, C. (2007). The Relationships Among Quality, Satisfaction, and Future Intention for First-time and Re- peat Visitors in a Festival Setting, Event Management, 10 (4): 197-208.
Lee, S., Jeon, S. ve Kim, D. (2011). The Impact of Tour Quality and Tourist Satisfaction on Tourist Loyalty: The Case of Chinese Tourists in Korea, Tourism Management, 32 (5): 1115-1124.
Lee, C-K., Yoon, Y-S., ve Lee S-K. (2007). Investigating the Re- lationships Among Perceived Value, Satisfaction, and Re- commendations: The Case of The Korean DMZ, Tourism Management, 28 (1): 204-214.
McDougall, H. ve Levesque, T. (2000). Customer Satisfaction with Services: Putting Perceived Value into the Equation, Journal of Service Marketing, 14 (5): 392-410.
McKercher, B. (2002). Towards a Classification of Cultural Tou- rists, International Journal of Tourism Research, 4 (1): 29-38.
Meydan, C. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi. An- kara: Detay Yayıncılık.
Meyer, C. ve Schwager, A. (2007). Understanding Customer Ex- perience, Harvard Business Review, 85 (2): 116-126.
Mylonakis, J. ve Kendristakis, E. (2006). Evaluation of Museums Service Quality: A Research Study of Museums and Gal- leries Visitors' Satisfaction, Tourism and Hospitality Mana- gement, 12 (2): 37-54.
Nowacki, M. (2005). Evaluating a Museum as a Tourist Product Using SERVQUAL Method, Museum Management and Cu- ratorship, 20: 235-250.
Oh, H. (1999). Service Quality, Customer Satisfaction, and Cus- tomer Value - A Holistic Perspective, Hospitality Manage- ment, 18: 67-82.
Oliver, R. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision, Journal of Marke- ting Research, 17 (4): 460-469.
Oliver, R. (1999). Whence Consumer Loyalty?, Journal of Mar- keting, 63: 33-44.
Otto J. E. ve Ritchie, J. R. B. (1996). The Service Experience in To- urism, Tourism Management, 17 (3): 165-174.
Parasuraman, A., Zeithaml, V. ve Berry, L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Percepti- ons of Service Quality, Journal of Retailing, 64: 12-40.
Parasuraman, A., Zeithaml, V. ve Malhotra, A. (2005). E-S- QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, 7 (3): 213-234.
Petrick, J. (1999). An Examination of the Relationship between Golf Travelers' Satisfaction, Perceived value and Loyalty and Their Intentions to Revisit. (Yayımlanmamış Doktora Tezi) Clemson: Clemson Üniversitesi Lisansüstü Çalışma- lar Fakültesi. 33 (2): 440-455.
Uncles, M., Dowling, G. ve Hammond, K. (2003). Customer Lo- yalty and Customer Loyalty Programs, Journal of Consu- mer Marketing, 20 (4): 294-316.
Vargo, S. ve Lusch, R. (2004). Evolving to a New Dominant Lo- gic for Marketing, Journal of Marketing, 68 (1): 1-17.
Woodruff, R. (1997). Customer Value: The Next Source for Com- petitive Advantage, Journal of Academy of Marketing Scien- ce, 25 (2): 139-153.
Yoon, Y. (2002). Development of a Structural Model for Tourism Destination Competitiveness from Stakeholders' Perspec- tives. (Yayımlanmamış Doktora Tezi). Virginia: Virginia Po- liteknik Enstitüsü ve Devlet Universitesi Lisansüstü Ça- lışmalar Fakültesi.
Yoon, Y. ve Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model, Tourism Management, 26 (1): 45-56.
Yu, H. ve Fang, W. (2009). Relative Impacts from Product Qu- ality, Service Quality, and Experience Quality on Custo- mer Perceived Value and Intention to Shop For the Coffee Shop Market, Total Quality Management & Business Excel- lence, 20 (11): 1273-1285.
Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Market. Boston: Harvard Business School Yayınları.
Zeithaml, V. (1988). Consumer Perceptions of Price, Quality and Value: A Means-end Model and Syntheis of Evidence, Jo- urnal of Marketing, 52 (3): 2-22.
Zins, A. (2002). Consumption Emotions, Experience Quality and Satisfaction, Journal of Travel & Tourism Marketing, 12 (2- 3): 3-18. 1-34.