Turistik Beklentilerin İtme ve Çekme Stratejileri Bakımından Değerlendirilmesi

Pazarlama literatüründe beklenti tüketicinin ürün ya da hizmetin performansını değerlendirmek ya da memnuniyetini belirlemek için kullandığı bir kıyaslama aracı olarak görülmektedir. Turizm sektöründe turistik beklentilerin karşılanması ise turizm işletmelerinin rekabet avantajı elde etmeleri ve turistik ürünlerini daha etkili pazarlayabilmeleri için en etkili stratejidir. Ancak turizm işletmeleri, müşteri beklentileri ile ilgili sistematik ve niteliksel birtakım yaklaşımlara ihtiyaç duymaktadır. Bu bakımdan bu çalışmanın amacı turistlerin beklentilerinin oluşumunda etkili olan unsurları saptamak, turistik beklentilerin neler olduğunu belirlemek ve bu doğrultuda sektördeki otoritelere birtakım önerilerde bulunmaktır. Bu amaçla bu çalışmada müşteri beklentileri öncelikle kavramsal olarak değerlendirilmiş, sonrasında ise beklenti türlerine ve müşteri beklentilerinin bileşenlerine yer verilmiştir. Ayrıca turist beklentilerinin ölçümünde kullanılan yöntemler ve turizm literatüründe turist beklentileri ile ilgili yapılan araştırmalar değerlendirilmiştir.

Anahtar Kelimeler:

Tüketici Beklentileri, Beklentilerin Onaylanması Kuramı, Turist Beklentileri, İtme ve Çekme Stratejileri

Evaluation of Touristic Expectations in terms of Push and Pull Strategies

The Expectation is defined by the marketing literature as a tool used by consumers to evaluate the performance of products or services or to determine their satisfaction with them. Meeting tourist needs and expectations is the most effective strategy that can be employed by tourism companies to gain a competitive advantage and to market their products more effectively. Tourism companies, however, need systematic and qualitative approaches to assess customer expectations. In this context, the aim of this study is to investigate what kind of expectations tourists have and what factors play a role in the development of those expectations. For this purpose, this study firstly conceptualizes customer expectations and addresses the types of expectations and components of customer expectations. It then focuses on research on tourist expectations and discusses the methods used to assess tourist expectations and makes suggestions to tourism authorities based on the results.

Keywords:

Customer Expectations, Expectancy-Disconfirmation Paradigm, Tourist Expectations, Push and Pull Strategies,

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