Turizm pazarlaması ve yönetim faaliyeti olan festivaller, festivalin düzenlendiği destinasyonlara olumlu katkılar sağlamayı hedefleyen ekonomik, sosyal ve kültürel etkinliklerdir. Bu çalışmada 2019 yılında ilki gerçekleştirilen Gönen Alıveriş Festivali örnek olay olarak ele alınmış, festivallerin toplumsal faydaları ve toplumsal maliyetleri ile paydaşların festivale katılma motivasyonları, festivalden memnuniyet ve sadakat düzeylerinin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda festival paydaşlarından 105 adet işletmeyle yüz yüze ve ana kütlenin tamamına ulaşılarak tamsayım anket yöntemiyle kullanılmıştır. Araştırmanın amacına uygun olarak kurulan araştırma modeli ve gerçekleştirilen istatistiki analiz sonuçlarına göre, toplumsal fayda değişkeninin memnuniyet üzerinde olumlu bir etkisi olduğu; toplumsal maliyet ve motivasyon değişkenlerinin ise memnuniyet üzerinde istatistiki açından anlamlı bir etkisinin olmadığı görülmüştür. Ayrıca toplumsal fayda ve motivasyon değişkenlerinin sadakat üzerinde olumlu, toplumsal maliyet değişkeninin ise sadakat üzerinde olumsuz bir etkisinin olduğu sonucuna varılmıştır. Çalışmanın, gelecekte organize edilecek çeşitli festival ve etkinliklere, belirtilen değişkenler çerçevesinde çizdiği yol haritasıyla rehberlik etmesi, turizm, pazarlama ve halkla ilişkiler faaliyetleriyle ilişkili literatüre katkı sağlaması hedeflenmektedir.
Festivals, which are tourism marketing and management activities are economical, social and cultural events aimed at making positive contributions to destinations. In this study, Gönen Shopping Festival, which was held for the first time in 2019, was considered as a sample event, and it was aimed to determine the social benefits and social costs of the festivals, the motivations of the stakeholders to participate in the festival, and the festival satisfaction and festival. For this purpose, face-to-face and complete count were conducted with 105 companies that are the stakeholders of the festival. According to the research model established in accordance with the purpose and the statistical analysis results, the social benefit variable has a positive effect on satisfaction, while the social cost and motivation variables have no statistically significant effect on satisfaction. In addition, it was concluded that social benefit and motivation variables have a positive effect on loyalty, and social cost variables have a negative effect on loyalty. It is aimed that the study will guide the festivals to be organized in the future with the road map drawn within the framework of the specified variables and will contribute to the literature related to tourism and marketing activities.
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