Pazarlama Karması Elemanlarının Destinasyona Yönelik Davranışsal Niyet Üzerindeki Etkisi: Safranbolu Örneği

Bu araştırmanın amacı, pazarlama karması elemanlarının Safranbolu’yu ziyaret eden turistlerin davranışsal niyetleri üzerindeki etkisini ortaya koymaktır. Nicel olarak tasarlanan bu araştırmada anket tekniği kullanılmıştır. Örnekleme yöntemi olarak ise tesadüfi olmayan örnekleme yöntemlerinden biri olan kolayda örnekleme yöntemi tercih edilmiştir. Anket formları 511 yerli turiste yüz yüze ortamda uygulanmıştır. Elde edilen veriler sonucunda, katılımcıların destinasyonda sunulan ürün ve hizmetleri yeterli buldukları, bu destinasyonu tekrar ziyaret etmek istedikleri ve ürün ve hizmetlerin fiyatlarını makul buldukları belirlenmiştir. Bunun yanı sıra, katılımcılar Safranbolu’ya yapılan paket turların yeterli olduğunu, çalışanların niteliklerini önemsediklerini ve yerel halkı misafirperver bulduklarını ifade etmişlerdir. Araştırmanın amacını belirlemeye yönelik yapılan regresyon analizi sonucunda, ürün ve insan değişkenlerinin destinasyona yönelik davranışsal niyetleri olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler:

Safranbolu, Pazarlama Karması, Davranışsal Niyet

The Influence of Marketing Mix Elements on Behavioral Intentions Towards The Destination: The Case of Safranbolu

The aim of this research is to reveal the influence of marketing mix elements on the behavioral intentions of tourists visiting Safranbolu. Questionnaire technique was used in this research, which was designed as quantitative. Convenience sampling method, which is one of the non-random sampling methods, was preferred as the sampling method. Questionnaire forms were implemented to 511 domestic tourists in a face-to-face environment. As a result of the data obtained, it was determined that the participants found the products and services offered in the destination sufficient, they wanted to visit this destination again, and they found the prices of the products and services reasonable. Moreover, the participants stated that the package tours to Safranbolu are sufficient, they care about the qualifications of the employees and they find the local people hospitable. As a result of the regression analysis to determine the purpose of the research, it was determined that the product and human variables positively affected the behavioral intentions towards the destination.

Keywords:

Marketing Mix, Behavioral Intentions, Safranbolu,

PDF

___

Ajzen, I. (2004). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Aktaş, G. (2007). Turizmde destinasyon pazarlaması. İçöz, O. (Ed.), Genel Turizm içinde. Ankara: Turhan Kitabevi.
Anderson, E.W., Fornell, C. & Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58, 53-66.
Awaritefe, O. D. (2004). Motivation and other considerations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3), 303–330.
Booms, B. H. & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In Donnelly, J. H. and George, W. R. (Eds.), Marketing of Services (pp. 47-51). Chicago: American Marketing Association.
Boulding, W., Kalra, A., Staelin, R. & Zeithaml, V. A.(1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Çakıcı, C., Atay, L. & Harman, S., (2008). İstanbul’da faaliyet gösteren seyahat acentalarının pazarlama karmaları üzerine bir araştırma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 7(13), 69-87.
Cao, C. & Chen, J. (2011). An empirical analysis of the relationship among service quality, customer satisfaction and loyalty of high speed railway based on structural equation model. Canadian Social Science, 7(4), 67-73.
Cronin, J. J. Jr. & Taylor, S. A. (1994). Measuring service quality-a reexamination and extension. Journal of Marketing, 56(3), 55-68.
Davras, Ö. & Uslu, A. (2019). Destinasyon seçimini belirleyen faktörlerin destinasyon memnuniyeti üzerindeki etkisi: Fethiye’de İngiliz turistler üzerinde bir araştırma. Manas Sosyal Araştırmalar Dergisi, 8(1), 679-696.
Duman, T. & Mattila, A. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311-323.
Field, A. P. (2000). Discovering Statistics Using SPSS for Windows (Chapter 1). London: Sage.
Goodrich, J. N. (1978). The relationship between preferences for and perceptions of vacation destinations: application of a choice model. Journal of Travel Research, 17, 8-13.
Güven, E. Ö. & Sarıışık, M. (2014). Konaklama hizmetlerinde davranışsal niyeti etkileyen hizmet kalitesi boyutları. İşletme Bilimi Dergisi, 2(2), 21-51.
İçöz, O. (2001). Turizm İşletmelerinde Pazarlama, İlkeler ve Uygulamalar. Ankara: Turhan Kitabevi.
Koçoğlu, C. M. (2019). Algılanan müşteri değerinin müşteri tatmini ve davranışsal niyetler üzerindeki etkisi: butik otel işletmelerinde bir araştırma. Journal of Recreation and Tourism Research, 6(1), 39-55.
Lai, L. H. & Graefe, A. R. (2000). Identifying market potential and destination choice factors of Taiwanese overseas traveler. Journal of Hospitality and Leisure Marketing, 6(4), 45–65.
Lee, C. F., Huang, H. I. & Chen, W. C. (2010). The determinants of honeymoon destination choice—The case of Taiwan. Journal of Travel & Tourism Marketing, 27(7), 676-693.
Lin, J. S. C. & Hsieh, P. L. (2005). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23(3), 1597-1615.
Liu, C., Marchewka, J.T., Lu, J. & Yu, C.S. (2005). Beyond concern: a privacy-trustbehavioral intention model of electronic commerce. Information & Management, 42, 289-304.
Loo, P. T. & Leung, R. (2016). A service failure framework of hotels in Taiwan: Adaptation of 7Ps marketing mix elements. Journal of Vacation Marketing, 24(1), 1-22.
Manirochanaa, N., Juneadb, J. & Jamnongchobc, A. (2021). Relationships between service quality, service marketing mix, and behavioral ıntention: consumers’ perspectives on short-term accommodation service for tourism in Thailand. Turkish Journal of Computer and Mathematics Education, 12(8), 2991-2999.
Matejka, J. K. (1973). Critical factors in vacation area selection. Arkansas Business and Economic Review, 6, 17-19.
Mayo, E. J. (1973). Regional images and regional travel destination. In Proceedings of The Fourth Annual Conference of TTRA (pp. 211-217). Salt Lake City UT Travel and Tourism Research Association.
McGehee, G. N., Murphy, L. L. & Uysal, M. (1996). The Australian international pleasure travel market: motivations from a gendered perspective. The Journal of Tourism Studies, 7(1), 45–57.
Middleton, V. T. C. (1997). Marketing in Travel and Tourism. Great Britain: The Bath Pres.
Morrison, A. M. (2010). Hospitality & Travel Marketing. USA: Delmar, Cengage Learning.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill.
Özer, Ö. (2012). Destinasyon Tercihinde pazarlama karması bileşenlerinin rolü: Dalyan örneği. İşletme Araştırmaları Dergisi, 4(1), 163-182.
Rafiq, M. & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix. Marketing Intelligence & Planning, 13(9), 4–15.
Sangpikul, A. (2008). Travel motivations of Japanese senior tavellers to Thailand. International Journal of Tourism Research, 10(1), 81–94.
Scherer, R., Wiebe, F. A., Luther, D. C. & Adams, J. S. (1988). Dimensionality of coping: factor stability using the ways of coping questionnaire. Psychological Report, 62, 763-770.
Scott, D., Schewe, C. D. & Frederick, D. G. (1978). A multi-brand/multi-attribute model of tourist state choice. Journal of Travel Research, 17, 23-29.
Van Waterschoot, W. & Van Den Bulte, C. (1992). The 4P classification of the marketing mix revisited. Journal of Marketing, 56(4), 83–93.
Wirtz, J., Chew, P. & Lovelock, C. (2013). Essentials of Services Marketing. Singapore: Pearson Education South Asia Pte Ltd.
Yang, Z. & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Yoon, Y. & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, 45–56.
Yousefi, M. & Marzuki, A. (2012). Travel motivations and the influential factors: the case of Penang, Malaysia. Anatolia: An International Journal of Tourism and Hospitality Research, 23(2), 169–176.
Yüksel, A. & Yüksel F. (2004). Turizmde Bilimsel Araştırma Yöntemleri. Ankara: Turhan Kitapevi.
Zeithaml, V. A. & Bitner, J. (1996). Service Marketing. Singapore: McGraw-Hill International Edition.
Zeithaml, V. A. & Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus across the Firm. New York: McGraw-Hill.
Zeithaml, V. A., Berry, L. L. & Parasuaraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 1-46.