Aktif Spor Turizmi Etkinliklerinde Organizatörün Algılanan Kaynak Yatırımının, Etkinlik Tatmini ve Tekrar Satın Alma Davranışına Etkisi

Aktif spor turizmi etkinlikleri sürdürülebilir olduğunda ev sahibi toplumu özellikle ekonomik, anlamda etkilemektedir. Bu tarz etkinliklerin sürdürülebilir olması için hetorojen özelliğe sahip spor turistlerinin tüketim davranışlarını inceleyen kuramsal temelli modellerin geliştirilesine ihtiyaç duyulmaktadır. Bundan dolayı bu araştırmada kaynak kuramı dikkate alınarak spor turistlerinin bakış açısından organizatörün algılanan kaynak yatırımı, etkinlik tatmini ve tekrar satın alma davranışı arasındaki ilişkiyi inceleyen kuramsal modelin test edilmesi amaçlanmıştır. Araştırma verileri 6. Eskişehir Dans Festivaline katılan kolayda örnekleme yöntemi ile seçilen 405 aktif spor turistinden elde edilmiştir. Veriler yüz yüze görüşme tekniği kullanılarak anket aracılığı ile toplanmıştır. Anketin birinci bölümünde Organizatörün Algılanan Kaynak Yatırımı Ölçeğine, ikinci bölümünde etkinlik tatminini ve tekrar satın alma davranışını değerlendiren ifadelere yer verilmiştir. Üçüncü bölüm kişisel bilgileri değerlendiren sorulardan oluşmaktadır. Veriler yapısal eşitlik modellemesinin temel metodolojik ilkeleri doğrultusunda ölçüm ve yapısal model olarak iki aşamalı yaklaşımla analiz edilmiştir. Ölçüm modeli geçerli ve güvenilir sonuçlar ortaya koymuştur. Yapısal model analizi sonucunda, aktif spor turistlerinin algıladıkları kaynak yatırımının etkinlik tatmini üzerinde anlamlı etkiye sahip olduğu tespit edilmiştir. Ayrıca etkinlik tatmininin aktif spor turistlerinin tekrar satın alma davranışı üzerinde doğrudan bir etkisinin olduğu gözlemlenmiştir. Araştırma sonucu elde edilen veriler, kaynak kuramı temelli aktif spor turistlerinin tüketim davranışları ile ilgili literatüre önemli katkı sağlamaktadır. Bununla birlikte, organizatörlerin aktif spor turistlerinin tüketim davranışlarının anlaşılmasında kuramsal temeli olan stratejik bilgiler ortaya koymaktadır.

The Effect of Organizer's Perceived Resource Investment on Event Satisfaction and Repurchase Behavior in Active Sports Tourism Events

Active sport tourism events affect the host society in an economic sense when they are sustainable. To sustain such events, theoretical models need to be developed to examine the consumption behavior of sport tourists who have heterogeneous characteristics. Therefore, it is aimed to test the theoretical model examining the relationship between perceived resource investment of the event organizer, event satisfaction and repurchase behavior, according to resource investment theory in this study. The research data were obtained from 405 active sport tourists who participated in the 6th Eskisehir Dance Festival, selected by the convenience sampling method. Data were collected through a questionnaire using face to face interview technique. In the first part of the questionnaire, the Organizers' Perceived Resource Investment Scale was included. The second part consisted of the statements evaluating event satisfaction and repurchase behavior. In the last part, there were items examing demographic information. The data were analyzed with the two-stage approach as measurement and structural model in line with the basic methodological principles of structural equation modeling. The measurement model revealed valid and reliable results. As a result of the structural model analysis, it was determined that the resource investment perceived by active sports tourists had a significant effect on event satisfaction. As a result of the structural model analysis, it was determined that the resource investment perceived by active sports tourists had a significant effect on event satisfaction. Also, it has been observed that event satisfaction has a direct effect on the repurchase behavior of active sports tourists. The data obtained from the research contribute to the literature about the consumption behavior of active sports tourists based on resource investment theory. Besides, it provides the organizers' strategic information which is the theoretical basis for understanding the consumption behavior of active sports tourists.

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Kaynak Göster

Journal of Tourism and Gastronomy Studies
  • ISSN: 2147-8775
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013

12.7b7.3b

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