Akış durumu, algılanan değer ve destinasyon sadakati arasındaki ilişkilerin incelenmesi: Yürüyüş deneyimi örneği

Günümüz pazarlama koşullarında işletmeler yüksek değer sunabilmek için, ürünlerini deneyimlerle farklılaştırarak ve deneyimleri yöneterek rekabet üstünlüğü elde edebilmektedir. Bu araştırmada, deneyimlerin turistik ürünün temel bir bileşeni olduğu ve akış durumunun da turistik deneyimlerin çoğunda yaşanabileceği ön kabulünden yola çıkılarak, yürüyüş deneyimi özelinde bir tasarım gerçekleştirilmiştir. Araştırmanın temel amacı, deneyimdeki akış durumu, deneyimin algılanan değeri ve destinasyon sadakati arasındaki ilişkilerin tespit edilerek incelenmesidir. Bu amacı gerçekleştirebilmek için öncelikle literatüre dayalı olarak veri toplama aracı oluşturulmuş ve sonrasında Kapadokya bölgesi’nde yer alan Göreme Tarihi Milli Parkı sınırları içerisinde bireysel ve grup halinde yürüyüş yapan yerli ve yabancı turistlerden veri toplanmıştır. Toplamda analize elverişli 425 veri formu elde edilmiştir. Elde edilen veriler yapısal eşitlik modellemesi ile analiz edilmiş ve yürüyüşteki akış durumunun, yürüyüşün algılanan değerini ve destinasyon sadakatini pozitif etkilediği belirlenmiştir. Ayrıca, yürüyüşün algılanan değerinin de destinasyon sadakatine pozitif anlamlı bir etkisi tespit edilmiştir. Bu bulguların, konuyla ilgili literatürdeki boşluğun doldurulmasında önemli bir teorik katkı niteliği taşıdığı ifade edilebilir. Bunun yanı sıra, araştırma bulgularından hareketle, turistik deneyimleri tasarlayan işletme ve destinasyon yöneticilerine, turistlerde daha fazla akış yaratabilecek deneyimler oluşturma konusuna odaklanmaları önerilmiştir.

Examining the relations among flow state, perceived value and destination loyalty: The case of hiking experience

In today's marketing environment, businesses are able to achieve competitive advantage mostly by differentiating their products with experiences and managing those experiences in order to offer high value. In this study it’s assumed that the core product of tourism is experience and in the most of touristic experiences the flow state occurs. The study was designed in the context of a hiking experience. The main objective of the research was to examine the relations between flow state in hiking, perceived value and destination loyalty. Based on research objective and on the literature review, questionnaires were designed and used to collect data. Data were collected from local and foreign hiking groups and individual hikers at Göreme Historical National Park in Turkey’s Cappadocia region. A total of 425 respondents contributed data to the study in a usable format. By applying structural equation modelling, it was found that the flow state in hiking has a strong positive effect on perceived value and on destination loyalty. Besides that, it was also found that perceived value of hiking has a positive effect on destination loyalty. Based on these findings, it can be stated that this research brings an important theoretical contribution to filling the gap in the literature on the subject. Furthermore, business and destination managers who design experiences are advised to focus on providing experiences that can create more flow for tourists.

Keywords:

Flow, Perceived Value, Destination Loyalty Hiking, Experience,

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