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The Effect of Memorable Tourism Experiences on Behavioral Intentions through Social Media Sharing Behavior and Overall Satisfaction

Yıl 2022, Cilt: 11 Sayı: 2, 744 - 762, 28.04.2022
https://doi.org/10.33206/mjss.955642

Öz

With the development of globalization and technology, consumer behavior is changing rapidly. This change is increasing the competitive pressures on the hospitality and tourism industry to meet the expectations of demanding consumers who focus on more intellectual, wealthy and personal experiences. As a result, destinations and service providers are dragged into new searches. For this reason, in order to meet the changing market demands, it is necessary to provide unique and memorable experiences to the consumers and provide overall satisfaction. Social media is a medium where these experiences are shared and it has an impact on tourist behavior. In line with this scope, the aim of the study is to examine the effects of memorable tourism experiences on behavioral intentions through social media sharing behavior and overall satisfaction. Quantitative research approach has been preferred as a research method. The data are analyzed by a statistical program and Partial Least Squares Structural Equation Modeling (PLS-SEM). According to the research results, memorable tourism experiences affect behavioral intentions through social media sharing behavior and overall satisfaction. According to the results of the research, some suggestions are presented to the practitioners and future researchers. 

Kaynakça

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  • Ayazlar, G. ve Arslan, Ayazlar, R. (2017). A cross-cultural ınvestigation of tourists’memorable experiences between two nationalities. Almatourism- Journal of Tourism, Culture and Territorial Development, 8(15), 136-151.
  • Ayeh, J. K., Au, N. ve Law, R. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers’attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
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  • Baumgartner, H. ve Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research. International Journal of Research in Marketing, 13(2), 139–61.
  • Baym, N. K. (2010). Personal connections in the digital age. Cambridge, UK: Polity.
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  • Bødker, M. ve Browning, D. (2012). Beyond destinations: exploring tourist technology design spaces through local-tourist interactions. Digital Creativity, 23(34), 204-224.
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Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi

Yıl 2022, Cilt: 11 Sayı: 2, 744 - 762, 28.04.2022
https://doi.org/10.33206/mjss.955642

Öz

Küreselleşme ve teknolojinin gelişmesiyle birlikte tüketici davranışları da hızla değişmektedir. Yaşanan bu değişim daha entelektüel, varlıklı, kişisel deneyimlere odaklanan talepkar tüketicinin beklentilerinin karşılanması için konaklama ve turizm endüstrisi üzerindeki rekabet baskılarını artırmaktadır. Bunun sonucu olarak destinasyonlar ve hizmet sağlayıcıları yeni arayışlara sürüklenmektedir. Bu sebeple, değişen pazar taleplerinin karşılanabilmesi için tüketicilere eşsiz ve unutulmaz deneyimlerin sunulması ve genel memnuniyetin sağlaması gerekmektedir. Sosyal medya bu deneyimlerin paylaşıldığı bir mecra olup, turist davranışlar üzerinde bir etkiye sahiptir. Bu kapsam doğrultusunda çalışmanın amacı, unutulmaz turizm deneyimlerinin sosyal medya paylaşım davranışı ve genel memnuniyet aracılığıyla davranışsal niyetlere etkisini incelemektir. Araştırma yöntemi olarak nicel araştırma yaklaşımı tercih edilmiştir. Veriler istatistik programı ve en küçük kareler yöntemi, yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma sonucuna göre unutulmaz turizm deneyimleri sosyal medya paylaşım davranışı ve genel memnuniyet aracılığıyla davranışsal niyetleri etkilemektedir. Araştırma sonuçlarına göre uygulayıcılara ve gelecekteki araştırmacılara bazı öneriler sunulmuştur.

Kaynakça

  • Ahmed, Z. U. (1991). The influence of the components of a state’s tourist image on product positioning strategy.” Tourism Management, 12, 331-340.
  • Akkuş, G. ve Güllüce, A. C. (2016). Effect of memorable tourism experiences to destination competitiveness: Winter tourist–oriented research, American International Journal of Social Science, 5(4), 65- 84.
  • Ali, F. K. R. ve Hussain, K. (2016). “Influence of experiences on memories, satisfaction and behavioral ıntentions: a study of creative tourism. Journal of Travel and Tourism Marketing, 33(1), 85-100.
  • Aliman, N. K., Hashim, S. M., Wahid, S. D. M. ve Harudin, S. (2016). Tourists’satisfaction with a destination: an investigation on visitors to Langkawi Island, International Journal of Marketing Studies, 8(3), 173-188.
  • Altunel, M. C. ve Erkut, B. (2015). Cultural tourism in ıstanbul: the mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing Management, 4(4), 213-221.
  • Anderson, E. W., Fornell C. ve Lehmann D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. The Journal of Marketing, 58(3), 53-66.
  • Arsal, I. (2008). The influence of electronic word-of-mouth in an online travel community on travel decisions: A case study (Doctoral dissertation). Available from ProQuest Dissertations and Theses database. (UMI No. 3316293).
  • Ayazlar, G. ve Arslan, Ayazlar, R. (2017). A cross-cultural ınvestigation of tourists’memorable experiences between two nationalities. Almatourism- Journal of Tourism, Culture and Territorial Development, 8(15), 136-151.
  • Ayeh, J. K., Au, N. ve Law, R. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers’attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
  • Bagozzi, R. P. (1980). Causal models in marketing. New York: John Wiley ve Sons.
  • Bagozzi, R. P. ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1):74-94.
  • Ballantyne, R., Packer, J. ve Sutherland, L. (2011). Visitors’memories of wildlife tourism. Tourism Management, 32(4), 770–779.
  • Baumgartner, H. ve Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research. International Journal of Research in Marketing, 13(2), 139–61.
  • Baym, N. K. (2010). Personal connections in the digital age. Cambridge, UK: Polity.
  • Benckendorff, P. J., Sheldon, P. J. ve Fesenmaier, D. R. (2014). Tourism ınformation technology (2nd Edition). CABİ Tourism Texts.
  • Berger, J. ve Schwartz, E. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.
  • Bigné, J. E., Sánchez, M. I. ve Sánchez, J. (2001). Tourism ımage, evaluation variables and after-purchase behaviour: ınter-relationship. Tourism Management, 22(6), 607-616.
  • Boavida-Portugal, I., Ferreira, C. ve Rocha, J. (2015). Where to vacation? An agent-based approach to modelling tourist decision-making process. Current Issues in Tourism, 00(0), 1-18.
  • Bødker, M. ve Browning, D. (2012). Beyond destinations: exploring tourist technology design spaces through local-tourist interactions. Digital Creativity, 23(34), 204-224.
  • Chandralal, L. ve Valenzuela, F. (2013). “Exploring memorable tourism experiences: antecedents and behavioural outcomes. ” Journal of Economics, Business and Management, 1(2), 177-181.
  • Chen, H. ve Rahman, I. (2017). Cultural tourism: an analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 153-163.
  • Cina, C. (1989). Creating an effective customer satisfaction program. Journal of Consumer Marketing, 6(4), 31-40.
  • Clark, G. ve Chabrel, M. (2007). Measuring ıntegrated rural tourism. Tourism Geographies, 9, 371-386.
  • Cohen, J. E. (1988). Statistical power analysis for the behavioral sciences, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
  • Collins, Kreiner, N. ve Zins, Y. (2011). Tourists and souvenirs: changes through time, space, and meaning. Journal of Heritage Tourism, 6(1), 17-27.
  • Cornelisse, M. (2018). Understanding memorable tourism experiences: A case study. Research in Hospitality Management, 8(2), 93-99.
  • Coudounaris, D. N. ve Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions, Psychology Marketing, 34(12), 1084-1093.
  • Daniela, M. A. (2011). Fundamental theories on consumer behaviour: an overview of the ınfluences ımpacting consumer behaviour, ovidius. University Annals, Economic Sciences Series, XI(2), 837-841.
  • Dedeoğlu, B. B., Taheri, B., Okumus, F. ve Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954, 1-16.
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  • Mahdzar, M., Shuib, A., Ramachandran, S., Afandi, S. H. M. (2015). The role of destination attributes and memorable tourism experience in understanding tourist revisit ıntentions. American-Eurasian J. Agric. and Environ. Sci. 15, Tourism and Environment, Social and Management Sciences, 32-39.
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  • Yu, C. P. Chang, W. C. ve Ramanpong, J. (2019). Assessing visitors’memorable tourism experiences (mtes) in forest recreation destination: a case study in xitou nature education area. Forests, 10(8), 1-15.
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Toplam 103 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Ayşe Arslan 0000-0001-5459-0147

Güntekin Şimşek 0000-0003-3068-8267

Erken Görünüm Tarihi 28 Nisan 2022
Yayımlanma Tarihi 28 Nisan 2022
Gönderilme Tarihi 21 Haziran 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 11 Sayı: 2

Kaynak Göster

APA Arslan, A., & Şimşek, G. (2022). Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi. MANAS Sosyal Araştırmalar Dergisi, 11(2), 744-762. https://doi.org/10.33206/mjss.955642
AMA Arslan A, Şimşek G. Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi. MJSS. Nisan 2022;11(2):744-762. doi:10.33206/mjss.955642
Chicago Arslan, Ayşe, ve Güntekin Şimşek. “Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı Ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi”. MANAS Sosyal Araştırmalar Dergisi 11, sy. 2 (Nisan 2022): 744-62. https://doi.org/10.33206/mjss.955642.
EndNote Arslan A, Şimşek G (01 Nisan 2022) Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi. MANAS Sosyal Araştırmalar Dergisi 11 2 744–762.
IEEE A. Arslan ve G. Şimşek, “Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi”, MJSS, c. 11, sy. 2, ss. 744–762, 2022, doi: 10.33206/mjss.955642.
ISNAD Arslan, Ayşe - Şimşek, Güntekin. “Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı Ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi”. MANAS Sosyal Araştırmalar Dergisi 11/2 (Nisan 2022), 744-762. https://doi.org/10.33206/mjss.955642.
JAMA Arslan A, Şimşek G. Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi. MJSS. 2022;11:744–762.
MLA Arslan, Ayşe ve Güntekin Şimşek. “Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı Ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi”. MANAS Sosyal Araştırmalar Dergisi, c. 11, sy. 2, 2022, ss. 744-62, doi:10.33206/mjss.955642.
Vancouver Arslan A, Şimşek G. Unutulmaz Turizm Deneyimlerinin Sosyal Medya Paylaşım Davranışı ve Genel Memnuniyet Aracılığıyla Davranışsal Niyetlere Etkisi. MJSS. 2022;11(2):744-62.

MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)     


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