Animasyon Aktivitelerinde Deneyim Kalitesinin Otel İşletmelerinin İmajı, Konukların Değer Algısı ve Tekrar Satın Alma Niyetine Etkisi

Amaç – Bu çalışmada, animasyon aktivitelerinde deneyim kalitesinin konukların tekrar satın alma niyeti üzerindeki etkisinin belirlenmesi amaçlanmıştır. Belirlenen amaç doğrultusunda, animasyon aktivitelerinde deneyim kalitesinin, konukların değer algılarına ve otel işletmelerinin imajı üzerindeki etkisi de tespit edilmiştir. Ayrıca animasyon aktiviteleri ile tekrar satın alma niyeti arasındaki ilişkiye algılanan değer ve otel imajının aracılık rolü incelenmiştir. Yöntem – Veri toplama aracı olarak, kapsamlı bir literatür taraması sonucunda oluşturulan anket formu kullanılmıştır. Animasyon aktivitelerinde deneyim kalitesinin ölçülmesinde, “kapılma, sürpriz, katılım, eğlence, eğitim” boyutlarını esas alan yaklaşım benimsenmiştir. Araştırma evrenini, Antalya’da deniz kenarında faaliyet gösteren beş yıldızlı otellerde konaklayan misafirler oluşturmaktadır. Tabakalı örnekleme yöntemi kullanılarak, 28 farklı milliyetten toplam 1086 katılımcının anket formu analiz edilmiştir. Bulgular ve Tartışma – Araştırma modelinde yer alan hipotezler, yapısal eşitlik modeli uygulamaları kullanılarak test edilmiştir. Yapısal eşitlik modeli testi sonucunda, animasyon aktivitelerinde deneyim kalitesinin konukların tekrar satın alma niyetini doğrudan etkilemediği, ancak değer algıları ve otel işletmelerinin imajı üzerinde pozitif yönde etkisi olduğu tespit edilmiştir. Ayrıca araştırma sonuçları, algılanan değer ve otel imajının; animasyon aktivitelerinde deneyim kalitesi ile tekrar satın alma niyeti arasındaki ilişkide “tam aracılık” rolü üstlendiğini göstermektedir.

The Impact of Experience Quality of Animation Activities on Hotel Corporate Image, Perceived Value and Repurchase Intention

Purpose – The purpose of this research is to investigate the impact of experience quality of animation activities on repurchase intention. In accordance with this purpose; the effects of experience quality of animation activities on the perceived value and corporate image were tested. Additionally, the mediation effects of perceived value and hotel corporate image on the among experience quality of animation activities, repurchase intention were tested. Design/methodology/approach – A self-administered questionnaire developed after a comprehensive literature review was used as a data collection instrument. The Immersion, surprise, participation, entertainment and education dimensions were used in measuring experience quality of animation activities. Guests staying at five stars hotel located nearby the sea in Antalya comprise the target population of this study. Five stars hotel guests visiting the Antalya was surveyed using stratified sampling methods, a total of 1086 questionnaires from 28 different countries was analyzed. Findings and Discussion – The hypotheses in the research model were tested using Structural Equation Modelling (SEM). The structural model results indicate that experience quality of animation activities have not a positive influence on repurchase intention, but have a positive influence on perceived value and corporate image of hotels. Furthermore, the study revealed that perceived value and hotel corporate image represents a “full mediator” on the relationship between experience quality of animation activities and repurchase intention.

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