YERLİ TURİSTLERİN DENEYİMLEME KALİTESİNİN UNUTULMAZ TURİZM DENEYİMİNE ETKİSİNİN İNCELENMESİ: KAPADOKYA BÖLGESİ ÖRNEĞİ
Author :
DOI : 10.29228/SOBIDER.57287
Year-Number: 2022-56
Yayımlanma Tarihi: 2022-02-12 23:04:00.0
Language : İngilizce
Konu : Turizm
Abstract
Deneyim kalitesi, insanların bir turizm aktivitesine katılmaları sonucunda yaşamış oldukları faydalar ve sonuçlarıdır. Unutulmaz turizm deneyimi ise, bu aktiviteye katılımdan sonra yaşanan deneyimlerin olumlu bir şekilde hatırlanması ve zihinde tekrar canlandırılmasıdır. Bu doğrultuda deneyim kalitesinin çıktıları unutulmaz turizm deneyimi üzerinde önemli etki yaratmaktadır. Bu çalışmada, Kapadokya bölgesini ziyaret eden yerli turistlerin deneyim kalitesinin unutulmaz tatil deneyimlerine etkisinin ölçülmesi amaçlanmıştır. Amaca uygun olarak, nicel araştırma yöntemlerinden anket tekniği kullanılarak, 416 yerli turiste yüz yüze anket uygulanmıştır. Uygulanan anket formu üç bölümden oluşmaktadır. Birinci bölümde, katılımcıların sosyoekonomik ve demografik özelliklerini belirlemeye yönelik sorular yer almaktadır. İkinci bölümde, 9 maddeden oluşan deneyim kalitesi ölçeği, üçüncü bölümde ise unutulmaz turizm deneyimleri belirlemeye yönelik 20 madde bulunmaktadır. Veri toplama işlemi, 10 Haziran ve 24 Ekim 2022 tarihleri arasında Kapadokya bölgesinde yapılmıştır. Elde edilen veriler SPSS Statistics 25.0 programı kullanılarak analiz edilmiştir. Verilerin analizinde, tanımlayıcı istatistikler, korelasyon, basit ve çoklu doğrusal regresyon analizi kullanılmıştır. Yapılan analiz sonuçlarına göre deneyim kalitesinin eğitici, eğlendirici ve kaçış boyutlarının unutulmaz turizm deneyimini olumlu yönde etkilediği belirlenmiştir.
Keywords
Abstract
Experience quality is the benefits and consequences that people experience as a result of participating in a tourism activity. Memorable tourism experience, on the other hand, is the positive recall and mental re-enactment of the experiences after participating in this activity. In this direction, the outputs of the experience quality have a significant impact on the memorable tourism experience. In this study, it is aimed to measure the effect of the experience quality of domestic tourists visiting the Cappadocia region on their memorable holiday experiences. In accordance with the purpose, a face-to-face questionnaire was applied to 416 domestic tourists by using the questionnaire technique, which is one of the quantitative research methods. The applied questionnaire consists of three parts. In the first part, there are questions to determine the socioeconomic and demographic characteristics of the participants. In the second part, there is an experience quality scale consisting of 9 items, and in the third part, there are 20 items to determine memorable tourism experiences. Data collection was carried out in the Cappadocia region between June 10 and October 24, 2021. The obtained data were analyzed using SPSS Statistics 25.0 program. In the analysis of the data, descriptive statistics, correlation, simple and multiple linear regression analysis were used. According to the results of the analysis, it was determined that the educational, entertaining and escape dimensions of the experience quality positively affect the memorable tourism experience.
Keywords
- SERVQUAL, which is a service quality scale, has been criticized for not including emotionaland holistic factors that express the entire service experience quality (Fick & Ritchie 1991: 9).These criticisms constitute a starting point for investigating the quality of experience. Thequality of experience can be expressed as the mental, physical and social impact that affects thepersonal pleasure that the individual can reach within the living conditions. There are manyfactors that affect the quality of experience. Individual characteristics, social variables,economic variables, environmental variables are shown as examples (Solunoğlu & Yayla, 2019:23).
- It is known that the quality of experience occurs in three stages. The first is the expectationrelated to tourism, the second is the experience, and the third is the reflection of the experienceto the pindividual (Jennings, 2006). In addition, while describing the quality of experiencing, itfocused on how individuals personally evaluate their experiences and how they feel(Csikszentmihalyi & LeFevre, 1989). Tourists may encounter completely new elements ofexperience at every stage of their experience, or they may change their ideas based on their pastexperiences. They can impose new cognitive and emotional meanings on their new experience.Since the tourist also decides for their future vacation or the experience they want to live, themost effective one at this stage is the second stage where the action is activated (Aho, 2001; Eryılmaz & Öksüz, 2021).
- Evaluation of experience quality takes place holistically rather than attribution-based. Theevaluation process is closely related to the meaning that the consumer attributes to the situationand takes place internally (inside) rather than external (service environment). In other words, itevaluates the consumer experience emotionally (Chen & Chen, 2010). According to theemotions of the visitors as a result of their trips, it is determined whether they are willing toparticipate in tourism activities or not. Or, it is said that the experience is determined accordingto the perceptions of the visitors in their areas of interest. The quality of experience is examinedin three dimensions: desire to learn, sense of escape and fun. The dimension of the desire tolearn includes the information and education that the visitor has during the trip. The feeling ofescape is evaluated as the visitor's being affected by their participation in the activities withinthe trip. The entertainment dimension also expresses the feeling and satisfaction that the visitorgets by observing that they are not only affected by the activity (Oh et al., 2007). In line withthis information, experience quality can be expressed as the emotional decisions of customers about all their experiences (Chang& Horng, 2010).
- Memorable Tourism ExperienceIt is very difficult to understand and interpret instant experiences in tourism activities. For thisreason, tourism experiences are mostly associated with memorable tourism experiences, whichexpress the storage of memories of individuals based on their personal experiences in long-termmemory. Memorable tourism experiences are defined as a phenomenon that is positivelyremembered and reenacted in the mind, based on individuals' evaluation of their pastexperiences after an event has occurred (Kim, 2017:2-10). McCormick, Ritchie, and Kim (2010)defined the positive recallability of a trip after it took place as an memorable tourismexperience. According to another definition, memorable tourism experience is activities relatedto past personal travels that are strong enough to enter into long-term memory (Larsen, 2007,15). There are various factors in the formation of an memorable holiday experience. Thesefactors, according to Ballantyne et al. (2011:773), are obtained in 4 different themes as1)stimulant effects (visual, auditory, olfactory and taste sensations) 2) emotional intimacy(persons' feelings) 3) transformational response (people's thoughts) and finally 4) behavioralresponse (people's feelings). As a result, they argue that the stimulating effects that appeal tothe 4 senses of the people, the feelings of the people about the event and the environment, andthe changing thoughts and behaviors in the face of the events they experience will make anexperience memorable. According to Kim et al., (2010), it ensures that the holiday experience ofthe visitors is felt and remembered as an memorable experience. Hedonism, novelty, localculture, relief, meaningfulness, participation and knowledge are important factors that affect the formation of an memorable tourism experience.
- Tung and Ritchie (2011) stated that an memorable tourism experience can be remembered bothpositively and negatively. In this direction, businesses and destination managers who succeed inoffering different, enriched and memorable experiences to individuals will not only enable theseindividuals to return to the destination, but also increase the possibility of gaining newindividuals thanks to them (Kim, 2017: 2-10). The experience economy approach put forwardby Pine and Gilmore (1998) reveals that memorable tourism experiences are important factorsthat increase destination revenues. Therefore, in terms of sustainability and competitiveadvantage in tourism, it becomes more important to transform the positive feelings created bytouristic products and services on tourists into memorable tourism experiences (Kim et al.,2012). However, it is thought that the types of experiences of individuals participating indifferent types of tourism differ (Sato et al., 2018). It is not easy to design and presentmemorable experiences for tourists, as memorable tourism experiences are personal and have adifferent effect on each individual (Akşit Aşık & Kutsynska, 2019:1008). Elements such asphotographs of tourists with the groups they act with during the experience, interesting eventsand memories they experience create an memorable tourism experience for tourists (Torres,2016). A tourist's experience is influenced not only by the tangible products and servicesexperienced, but also by the degree to which the experience is memorable (Cornelisse,2014:104). After a luxury stay in the Bahamas, an exciting time in Las Vegas, or a family-friendly visit to Disney World, all that remains for the tourist is the memory of that experience(Braun-LaTour, Grinley & Loftus, 2006). Similarly, Torres (2016:2146) states that pictures,souvenirs, stories told, and most importantly, memories will be extensions of a travelexperience, and states that tourists will re-live the experience again, in a way, thanks to the re-envisioning of the experience in their minds. Therefore, the only thing left for tourists after atrip, except perhaps a few souvenirs or photographs, is the memories of that experience (Sthapit and Coudounaris, 2017:1)
- Experience quality is the benefits and outcomes that people experience as a result ofparticipating in a tourism activity. Memorable tourism experience is expressed as an experiencethat is remembered and recalled after participating in this activity. In this direction, it is aimed toexamine the effect of experience quality on memorable tourism experience. Quantitativeresearch method was applied in the study and questionnaire technique was used as a datacollection tool. Research data were obtained from volunteer participants who were selected byconvenience sampling method and who visited the Cappadocia region at least once. The questionnaire application was carried out between June 10 and October 24, 2021.
- The universe of the research, whose main purpose is to determine the effect of experiencequality dimensions on memorable tourism experience, consists of tourists who have visited theCappadocia region once. The main reason for determining Cappadocia as the application area ofthe study is that it has a unique geographical structure among tourism destinations that hostmany domestic and international tourists throughout the year. Since it is not possible to reachthe entire universe in terms of cost and time, it was decided to take a sample. Museums andruins affiliated to the Provincial Directorate of Culture and Tourism in Nevşehir reachedapproximately 3.8 million visits in 2019 (Nevşehir İl Kültür ve Turizm Müdürlüğü, 2020).Altunışık et al. (2010) states that a sample size of 384 is sufficient for population sizes of100,000 and above. However, at least 416 people were reached in case of possible errors and deviations that may arise later.
- In this study, quantitative research method was used. The data required for the analyzes werecollected using the questionnaire technique. Research data were collected through aquestionnaire consisting of three parts. In the first part, the personal information form consistsof 6 questions created to determine the socioeconomic and demographic characteristics of theparticipants. In the second part, the "Quality of Experience" scale consisting of 9 items and 3dimensions, adapted to Turkish by Yıldız et al. (2019), was used and in the third part, the“Memorable Tourism Experience” scale, which consists of 20 items and 6 dimensions, adaptedinto Turkish by Aydın (2019) was used. A 5-point Likert rating (1 = Strongly Disagree; 5 =Totally Agree) was used in the scales. High scores for all positive items indicate a high level of agreement with the statements.
- 2001-4000 167 40,1Male 194 46,6 4001-6000 156 37,5 Age
- In Table 4, the results of the correlation analysis regarding the relationship between theparticipants' perceptions of experience quality and their memorable tourism experienceperceptions are given. According to the results of the Pearson moments-product correlationanalysis, it was found that there was a positive and significant relationship (r=0.753; p<.05)between the participants' perceptions of experience quality and their memorable tourismexperience perceptions. Based on the resulting correlation coefficient of r=0.753, it can be saidthat the relationship is high (Büyüköztürk, 2009:32). Based on this result, it can be stated that asthe experience quality of Cappadocia visitors increases, their perception of memorable tourismexperience also increases. On the other hand, when the relationship between the quality ofexperience and the sub-dimensions of the memorable tourism experience scales is examined, itcan be said that there are positive relations between all dimensions. When we look at the highestcorrelation result between the dimensions, it is the relationship between the memorable tourismexperience sub-dimension "local culture" and the experience quality sub-dimension "escape" dimension (r=0.66; p<.05).
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