Cüneyt Yenal KESBİÇ, Ozan BAHAR, Ercan BALDEMİR, Mustafa İNCİ

Muğla deniz turizminde hizmet niteliğinin piyasa fiyatı üzerindeki etkileri: hedonik fiyatlandırma modeli

Hedonik Fiyatlandırma Modeli ile heterojen bir malı oluşturan karakteristiklerin her bi- rinin fiyat üzerindeki etkisi tahmin edilmektedir. Bu tahminler, Modelde, heterojen bir malın fiyatının, onu oluşturan farklı niteliklerin piyasa fiyatları toplamını oluşturduğu varsayımından hareketle yapılmaktadır. Bu bağlamda, çalışmada Muğla’daki turistik destinasyonlarda yaz aylarında verilen hizmetlerin fiyatlarındaki farklılıklar ve söz ko- nusu fiyat farklılıklarının nedenleri, otellerin vermiş oldukları hizmetlerin niteliği ve pa- ket tur fiyatları ilişkisi bağlamında hedonik fiyatlandırma modeli kurulmak suretiyle in- celenmiş ve verilen her bir hizmetin niteliğinin otel fiyatlarına nasıl yansıdığı belirlen- miştir. Böylece, özellikle deniz ve kıyı turizmine yönelik turistik destinasyonlarda, tu- rizmi canlandırma yolundaki önerileri ve verilen hizmetlerin niteliğini geliştirmek müm- kün olacaktır. Muğla ili deniz ve kıyı turizminde faaliyet gösteren 147 dört yıldızlı otele ilişkin pa- ket tur fiyat ve otel özellikleri, destinasyonlardaki tur acentelerinden elde edilmiştir. Analizler, hedonik fiyatlandırma modelinde sıklıkla benimsenen doğrusal ve logarit- mik doğrusal fonksiyonlar kullanılarak gerçekleştirilmiştir. Logaritmik-doğrusal mode- le göre otelin tam pansiyon hizmet vermesine kıyasla sırasıyla yarım pansiyon, oda ve kahvaltı ve self-servis hizmet vermesi, paket tur fiyatı üzerinde en fazla etkiye sa- hip olan değişkenlerdir. Otelin güzellik salonuna sahip olması da paket tur fiyatını et- kileyen önemli değişkenlerden biridir.

The effects of service quality on market price in Muğla sea tourism: hedonic pricing models

The affect of each characteristic of a heterogeneous good on its price can be estima- ted by Hedonic Price Models. This estimates depends on the assumption of the mo- del that the price of a heterogeneous good is the sum of the prices of the characte- ristics constituting that good. In this respect, the relation between the price differen- ces in the services provided in touristic destinations in Mugla, the reasons of these differences, the quality of the services of the hotels, and the prices of package tours has been analyzed constructing a hedonic pricing model, determining how the quality of each service is reflected on the hotel prices. Accordingly, the model enables us to improve the suggestions on vitalizing the sun and beach tourism in our touristic pla- ces in the light of the relation between the quality and prices of the services provided. 147 observations of 4 star hotels price and qualities have been obtained through a questionnaire from tour agencies which have operations in sun and beach tourism. The analyses have been carried out by linear and logarithmic-linear functional forms, which are frequently used in Hedonic Price Models. Respectively, the variables, which were services in the form of half-board, bed and breakfast and self-service rather than full-board in the hotel, affects the packet tour prices most in respect of the logarithmic linear model. The other important variable that affects pocket tour was beauty parlour.

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