KAPADOKYA BÖLGESİNDE YAŞANAN SICAK HAVA BALON DENEYİMİNİN DAVRANIŞSAL NİYETLER ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Dünyada ve turist profilinde meydana gelen değişiklikler, turistin ihtiyaçlarında ve dolayısıyla da turistik tüketim kavramlarında değişimi de beraberinde getirmiştir. Bu yeni anlayış, turizm pazarında deneyimsel pazarlama kapsamında değerlendirilmektedir. Deneyimsel pazarlama ise tüketicilere eşsiz unutulmaz deneyimler sunmak ve böylece rekabet avantajı elde etmek üzere yürütülen pazarlama faaliyetlerinin bütünü olarak tanımlanmaktadır. Kapadokya Bölgesi ve Dünya Miras Alanları, bölgede 1980’li yılların sonlarına doğru başlayan, turistik amaçlı sıcak hava balon turlarına ev sahipliği yapmaktadır. Bu turlar sayesinde turistlerin, özel mekânların üzerlerinde sıcak hava balonu turları yaparak, unutamayacakları eşsiz bir macera deneyimi yaşamaları sağlanmaktadır. Bu çalışmanın konusu, Kapadokya’da, sıcak hava balon deneyimi yaşayan turistlerin yaşadıkları bu deneyimin değerini belirlemek ve deneyim değerini davranışsal sonuçları açısından incelemektir. Araştırmada Tesadüfi Olmayan Örnekleme Yöntemlerinden Kolayda Örnekleme Yöntemi tercih edilmiştir. Sıcak hava balon turuna katılan, Çinli, Türk ve diğer milliyetlerden 406 ziyaretçiden veri toplanmıştır. Veriler Regresyon Analizine tabi tutulmuştur. Uygulama sonuçlarına göre; sıcak hava balon deneyim değerinin, turistlerin geleceğe yönelik davranışsal niyetleri üzerinde anlamlı ve güçlü bir etki oluşturduğu belirlenmiştir.

Anahtar Kelimeler:

Sıcak Hava Balonu, Kapadokya, Deneyim, Deneyim Değeri

THE EFFECTS OF HOT AIR BALLOON EXPERIENCES IN CAPPADOCIA REGION ON BEHAVIOURAL INTENTIONS

Alterations in the world and in the tourist profile have brought about changes both in tourists needs and tourist consumption. This new understanding is evaluated within the scope of experiential marketing in tourism. Experiential marketing is defined as the whole of marketing activities carried out in order to provide unforgettable experiences that are unique to consumers and thus to gain competitive advantage.The Cappadocia Region and World Heritage Sites host tourists with hot air balloon tours that began in the late 1980s in the region. Thanks to these tours, tourists can make hot air balloon tours over private spaces, providing a unique adventure experience that they can not forget. The purpose of this study is to determine the experience value of hot air balloon tours for the tourists within the context of behavioural intentions. Easy sampling method, which is one of the non-random sampling methods was chosen for the research. The data were collected from 406 visitors participated in the hot air balloon tour and were subjected to regression analysis. According to study results; it has been determined that the value of hot air balloon experience has a meaningful and powerful influence on behavioural intentions of tourists for the future.

Keywords:

Hot Air Balloon, Cappadocia, Experience, Experience Value.,

PDF

___

• ALBRECHT, K., (1992), Only Thing That Matters, Executive Excellence, 9, 7.
• ALTUNIŞIK, R., COŞKUN, R., BAYRAKTAROĞLU, S. ve YILDIRIM, E., (2007), Sosyal Bilimlerde Araştırma Yöntemleri, Sakarya Yayıncılık (Vol. 226), Sakarya.
• ANDERSSON, T. D., (2007), The Tourist in the Experience Economy, Scandinavian Journal of Hospitality and Tourism, 7 (1), 46–58. https://doi.org/10.1080/15022250701224035.
• ARNOULD, E. J. ve PRICE, L. L., (1993), River Magic: Extraordinary Experience and the Extended Service Encounter, Journal of Consumer Research, 20 (June), 24–45, https://doi.org/10.1086/209331.
• BADEMCİ, V., (2006), Tartışmayı Sonlandırmak: Cronbach’ın Alfa Katsayısı, İki Değerli [0, 1] Ölçümlenmiş Maddeler İle Kullanılabilir, Kazım Karabekir Eğitim Fakültesi Dergisi, 13, 438–446.
• BERRY, L. L., CARBONE, L. P. ve HAECKEL, S. H., (2002), Managing the total customer experience, MIT Sloan Management Review, 43 (3), 85.
• BONN, M. A., JOSEPH-MATHEWS, S. M., DAI, M., HAYES, S. and CAVE, J., (2007), Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor, Journal of Travel Research, 45 (3), 345–354, https://doi.org/10.1177/0047287506295947.
• CARLSON, R. A., (1997), Experienced cognition, Psychology Press.
• CARÙ, A. ve COVA, B., (2003), Revisiting Consumption Experience: A More Humble but Complete View of the Concept, Marketing Theory, 3 (2), 267–286, https://doi.org/10.1177/14705931030032004.
• CHANG, S. H. ve LIN, R., (2015), Building a Total Customer Experience Model: Applications for the Travel Experiences in Taiwan’s Creative Life Industry, Journal of Travel & Tourism Marketing, 8408 (September), 1–16, https://doi.org/10.1080/10548408.2014.908158.
• CHI, C. G. Q., (2010), An Examination of Destination Loyalty: Differences Between First-Time and Repeat Visitors, Journal of Hospitality & Tourism Research, 36 (1), 3–24, https://doi.org/10.1177/1096348010382235.
• CSIKSZENTMIHALYI, M., (1997), Finding Flow, New York: Perseus Book.
• ÇELTEK, E., (2010), Deneyimsel Pazarlama Unsurlarının Otellerin Bakış Açısı İle Değerlendirilmesi: Türkiye’deki 4 ve 5 Yıldızlı Otel İşletmelerinde Bir Uygulama, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
• DENZIN, N. K., (1992), Symbolic Interactionism and Cultural Studies: The Politics of Interpretation, John Wiley & Sons.
• FLUKER, M. R. ve TURNER, L. W., (2000), Needs, Motivations and Expectations of a Commercial Whitewater Rafting Experience, Journal of Travel Research, 38(4), 380–389, https://doi.org/10.1177/004728750003800406.
• GUPTA, S. ve VAJIC, M., (1999), The contextual and dialectical nature of experiences, New Service Development: Creating Memorable Experiences, 33–51.
• HOSANY, S. ve GILBERT, D., (2010), Measuring Tourists’ Emotional Experiences toward Hedonic Holiday Destinations, Journal of Travel Research, 49(4), 513–526, https://doi.org/10.1177/0047287509349267.
• HOSANY, S. ve WITHAM, M., (2010), Dimensions of Cruisers’ Experiences, Satisfaction and Intention to Recommend, Journal of Travel Research, 49 (3), 351–364, https://doi.org/10.1177/0047287509346859.
• KALAYCI, Ş., (2010), Faktör Analizi, Ed. Şeref Kalaycı, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri.
• KARAGÖZ, D. ve ÖZEL, Ç., (2013), Turizm Pazarlaması, (N. Kozak, Ed.) (Vol. 1), Eskişehir: Anadolu Üniversitesi.
• KIM, K., HALLAB, Z. ve KIM, J. N., (2012), The moderating effect of travel experience in a destination on the relationship between the destination image and the Intention to revisit, Journal of Hospitality Marketing & Management, 21 (5), 486–505, https://doi.org/10.1080/19368623.2012.626745.
• KOTLER, P., BOWEN, J. T. ve MAKENS, J. C., (2006), Marketing for Hospitality and Tourism: Pearson Education. Inc.
• MACKAY, K. J., FESENMAIER, D. R., (1997), Pictorial element of destination in image formation, Annals of Tourism Research, 24 (3), 537–565.
• MANNELL, R. C., (1984), A psychology for leisure research, Loisir et Société/Society and Leisure, 7 (1), 11–21.
• MASLOW, A. H., (1964), Religions, values and peak-experiences (Vol. 35), Ohio State University Press Columbus.
• MATHWICK, C., MALHOTRA, N. ve RIGDON, E., (2001), Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment, Journal of Retailing, 77 (1), 39–56, https://doi.org/10.1016/S0022-4359(00)00045-2.
• MCLELLAN, H., (2000), Experience design, Cyberpsychology and Behavior, 3 (1), 59–69.
• MOHR, K., BACKMAN, K. F., GAHAN, L. W. ve BACKMAN, S. J., (1993), An investigation of festival motivations and event satisfaction by visitor type, Festival Management and Event Tourism, 1 (3), 89–97.
• MOON, K. S., KIM, M., KO, Y. J., CONNAUGHTON, D. P. ve LEE, J. H., (2011), The Influence of Consumer’s Event Quality Perception on Destination Image, Managing Service Quality, 21 (3), 287–303. https://doi.org/10.1108/09604521111127974.
• MORRIS, B., HOLBROOK, E. C. H., (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun, Journal of Consumer Research, 9 (2), 132–140, https://doi.org/10.1086/208906.
• MOSSBERG, L., (2007), A Marketing Approach to the Tourist Experience, Scandinavian Journal of Hospitality and Tourism, 7 (1), 59–74, https://doi.org/10.1080/15022250701231915.
• MOSSBERG, L., (2008), Extraordinary Experiences through Storytelling, Scandinavian Journal of Hospitality and Tourism, 8 (3), 195–210, https://doi.org/10.1080/15022250802532443.
• NAEHYUN, J., SANGMOOK, L. ve HYUCKGI, L., (2013), The Effect of Experience Quality on Perceived Value, Satisfaction, Image and Behavioral Intention of Water Park Patrons: New versus Repeat Visitors, International Journal of Tourism Resource, (17), 82–95, https://doi.org/10.1002/jtr.
• O’SULLIVAN, E. L. ve SPANGLER, K. J., (1998), Experience marketing: Strategies for the new Millennium, Venture Publishing Inc.
• OH, H., FIORE, A. M. ve JEOUNG, M., (2007), Measuring Experience Economy Concepts: Tourism Applications, Journal of Travel Research, 46 (2), 119–132, https://doi.org/10.1177/0047287507304039.
• ORAL, S., ÇELİK, A., (2014), Deneyimsel Değer, Tüketici Tatmini ve Tüketici Sadakati Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16 (3), 469–497.
• PIKKEMAAT, B. ve WEIERMAIR, K., (2007), Innovation through cooperation in destinations: First results of an empirical study in Austria, Anatolia, 18 (1), 67–83.
• PINE, J. ve GILMORE, J. H., (1998), Welcome to the Experience Economy, Harvard Business Review, 76 (4), 97–105, https://doi.org/Article.
• PREBENSEN, N. K., WOO, E., CHEN, J. S. ve UYSAL, M., (2013), Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience, Journal of Travel Research, 52 (2), 253–264, https://doi.org/10.1177/0047287512461181.
• ROBERT, L. ve CHAMBERS, R., (2000), Marketing Leadership in Hospitality, New York.
• RODRIGUEZ, MOLINA, M. Á., FRÍAS-JAMILENA, D. M. ve CASTAÑEDA-GARCIA, J. A., (2012), The moderating role of past experience in the formation of a tourist destination’s image and in tourists’ behavioural intentions, Current Issues in Tourism, 3500 (May 2013), 1–21, https://doi.org/10.1080/13683500.2012.665045.
• SCHMITT, B., (1999), Experiential Marketing, Journal of Marketing Management, 15, 53–67, https://doi.org/10.1362/026725799784870496.
• SCHNEIDER, P. P. ve VOGT, C. A., (2012), Applying the 3M Model of personality and motivation to adventure travelers, Journal of Travel Research, 47287512451134.
• SHETH, J. N., NEWMAN B. I. ve GROSS, B. L., (1991), Why we buy what we buy: A theory of consumption values, Journal of Business Research, 22 (2), 159–170.
• THORNE, F. C., (1963), The clinical use of peak and nadir experience reports, Journal of Clinical Psychology, 19 (2), 248–250.
• TITZ, K., (2008), Experiential consumption: Affect-emotions-hedonism, Handbook of Hospitality Marketing Management, 324–352.
• TSAUR, S., CHIU, Y.ve WANG, C., (2007), The Visitors Behavioral Consequences of Experiential Marketing the Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo, Journal of Travel & Tourism Marketing, 21:1 (January 2014), 37–41, https://doi.org/10.1300/J073v21n01.
• TUCKER, H., (2010), Appropriations in the air: hot-air ballooning and changing tourism relationships, Intergraph: journal of Dialogic Anthropology, 3 (1), Retrieved from http://www.intergraph-journal.net/enhanced/home.htm.
• URIELY, N., (2005), The tourist experience, conceptual developments, Annals of Tourism Research, 32 (1), 199–216, https://doi.org/10.1016/j.annals.2004.07.008.
• VOLO, S., (2009), Conceptualizing Experience: A Tourist Based Approach, Journal of Hospitality Marketing & Management, 18 (2–3), 111–126, https://doi.org/10.1080/19368620802590134.
• WALLS, A. R. ve WANG, Y., (2011), Destination Marketing and Management Theories and Applications, In Y. Wang & A. Pizam (Eds.), Experiential Consumption and Destination Marketing (Vol. 2, pp. 82–98), Florida Üniversitesi, ABD.
• WANG, W., CHEN, J. S., FAN, L.ve LU, J., (2012), Tourist experience and Wetland parks: A case of Zhejiang, China, Annals of Tourism Research, 39 (4), 1763–1778, https://doi.org/10.1016/j.annals.2012.05.029.
• WILLIAMS, P. ve SOUTAR, G. N., (2009), Value, Satisfaction and Behavioral Intentions in an Adventure Tourism Context, Annals of Tourism Research, 36 (3), 413–438, https://doi.org/10.1016/j.annals.2009.02.002.
• WOOD, E. H.ve MASTERMAN, G., (2008), Event marketing: Measuring an experience? 7. Marketing Trends Congress, Venice, 1–27, Retrieved from http://www.escp-eap.eu/conferenc