Araştırma Makalesi
The Use of Importance Performance Analysis (IPA) to Measure Visitor Satisfaction: Canakkale Battles Gallipoli Historical Area Sample
Öz
The aim of this study is to determine the importance and performance
levels of the services offered to the visitors who visited the Çanakkale
Battles Gallipoli Historical Area, which is an important place in Turkish and
world history, and to reveal the satisfaction of the visitors and their
thoughts after the visit. In this context, data were collected from 356
visitors who visited Çanakkale Battles Gallipoli Historical Area. As a result
of the analysis; the level of knowledge of the guide, cleaning of the martyrdom
and the environment, well-maintained martyrdom, easy and convenient
transportation are at the keep up the good work quadrant. In addition to the
number of toilets in the area, the hygiene of existing toilets and the quality
of food and beverages are at the possible overkill quadrant. Finally, it has
been concluded that the performance of the products and services offered in the
field is a positive relationship between satisfaction with the visit and the
suggestion.
Anahtar Kelimeler
Visitor Satisfaction Importance-Performance Analysis Çanakkale Battles Gallipoli Historical Area
Kaynakça
- Albayrak, T. ve Caber, M. (2011), ‘Önem-Performans Analizi: Destinasyon Yönetimine Dair Bir Örnek’, Ege Akademik Bakış, 11(4), ss.627-638.
- Atabay, M., Erat, M. ve Çobanoğlu, H. (2009), Çanakkale Şehitlikleri, İstanbul: Türkiye İş Bankası Kültür Yayınları.
- Baloglu, S. ve Love, C. (2003), ‘Association Meeting Planners' Perceived Performance of Las Vegas’ , Journal of Convention & Exhibition Management, 5(1), ss.13-27.
- Baloglu, S., Pekcan, A., Chen, S. L., ve Santos, J. (2004), ‘The relationship between destination performance, overall satisfaction, and behavioral intention for distinct segments’, Journal of Quality Assurance in Hospitality & Tourism, 4(3-4), ss.149-165.
- Blešić, I., Popov-Raljić, J., Uravić, L., Stankova, U., Djeri, L., Pantelića, M. ve Armenskia, T. (2014), ‘An Importance-Performance Analysis of Service Quality in Spa Hotels’, Economic Research-Ekonomska Istraživanja, 27(1), ss.483–495.
- Brennan, M. ve Esslemont, D. (1994), ‘The Accuracy of the Juster Scale for Predicting Purchase Rates of Branded, Fast-Moving Consumer Goods’, Marketing Bulletin, 5, ss.47–53.
- Buhalis, D. (2000), Marketing the Competitive Destination of the Future, Tourism Management, 21, ss.97-116.
- Caber, M., Albayrak, T., ve Loiacono, E. T. (2013), The classification of extranet attributes in terms of their asymmetric influences on overall user satisfaction: an introduction to asymmetric impacteperformance analysis, Journal of Travel Research, 52(1), ss.106-116.
- Chen, K. Y. (2014), Improving importance-performance analysis: the role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels, Tourism Management, 40, ss.260-272.
- Cheng, Q., Guo, J., ve Ling, S. (2013), Fuzzy importance-performance analysis of visitor satisfaction for theme park: the case of Fantawild Adventure in Taiwan, China, Current Issues in Tourism, 19(9), ss.895-912.
- Chu, R. K.S. ve Choi, T. (2000), ‘An Importance-Performance Analysis of Hotel Selection Factors in The Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers’, Tourism Management 21, ss.363-377.
- Cvelbar, L. K. ve Dwyer, L. (2013), ‘An Importance–Performance Analysis of Sustainability Factors for Long-Term Strategy Planning in Slovenian Hotels’, Journal of Sustainable Tourism, 21(3), ss.487–504.
- Çanakkale Savaşları Gelibolu Tarihi Alan Başkanlığı İstatistikleri, http://catab.kulturturizm.gov.tr/TR-196179/2016-yili-istatistikleri.html, 01.10.2018.
- Çanakkale Savaşları Gelibolu Tarihi Alan Başkanlığı Kurulması Hakkında Kanun. Resmi Gazete (Sayı: 6546).http://www.resmigazete.gov.tr/eskiler/2014/06/20140628-10.htm, 01.10.2018.
- De Nisco, A., Riviezzo, A., ve Napolitano, M. R. (2015), An importance-performance analysis of tourist satisfaction at destination level: Evidence from Campania (Italy), European Journal of Tourism Research, 10, ss.64-75.
- Demir, S. S., Kozak, M. ve Correia, A. (2014), Modelling Consumer Behavior: An Essay with Domestic Tourists in Turkey, Journal of Travel & Tourism Marketing, 31(3), ss.303-312.
- Deng, J., ve Pierskalla, C. D. (2018), Linking Importance–Performance Analysis, Satisfaction, and Loyalty: A Study of Savannah, GA, Sustainability, 10(3), ss.1-17.
- Deng, W. (2007), ‘Using a Revised Importance–Performance Analysis Approach: The case of Taiwanese Hot Springs Tourism’, Tourism Management, 28, ss.1274–1284.
- Deng, W., Kuo, Y. ve Chen, W. (2008), ‘Revised Im¬portance-Performance Analysis: Three-Factor Theory and Benchmarking’, The Service Industries Journal, 28 (1), ss.37- 51.
- Engel, J. F. Blackwell, R. M. ve Miniard, I. (1993), Consumer Behavior. International Edition, Orlando: The Dryden Press.
- Ford, J. B., Joseph, M. ve Joseph, B. (1999), ‘Importance-Performance Analysis as a Strategic Tool for Service Marketers: The Case of Service Quality Perceptions of Business Students in New Zealand and The USA’, The Journal of Services Marketing, 13(2), ss.171-186.
- Fornell, C. (1992), A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56 (1), ss.6–21.
- Hall, J., Lockstone, L., Basarin, J. Ve Shaw, R. (2008), ‘Battlefield Tourism in Turkey: An Empirical Analysis of British Ex-Colonial Event Attendance’, Proceedings of the Academy of Marketing Conference, The Robert Gordon University, 1-8, Aberdeen, Scotland.
- Hudson, S. ve Shephard, G.W. H. (1998), ‘Measuring Service Quality at Tourist Destinations: An Application of Importance-Performance Analysis to an Alpine Ski Resort’, Journal of Travel & Tourism Marketing, 7(3), ss.61-77.
- Iacobucci, D., Ostrom, A., ve Grayson, K. (1995), ‘Distinguishing service quality and customer satisfaction:The voice of the consumer’, Journal of Consumer Psychology, 4(3), ss.277–303.
- Juster, F. T. (1964), Anticipation and Purchases: An Analysis of Consumer Behaviour, USA: National Bureau of Economic Research Princeton University Press.
- Kuo, C. M., Chen, L. C., ve Lin, S. Y. (2010), ‘Exploring the relationship between hotel-based service attribute importance and customer satisfaction at international conferences in Taiwan’, Journal of Convention & Event Tourism, 11(4), ss.293-313.
- Lai, I.K.W. ve Hitchcock, M. (2015), ‘Importance-Performance Analysis in Tourism: A Framework for Researchers’, Tourism Management, 48, ss.242-267.
- Leong, C. C. (2008), ‘An Importance-Performance Analysis to Evaluate Airline Service Quality: The Case Study of a Budget Airline in Asia’, Journal of Quality Assurance in Hospitality & Tourism, 8(3), ss.39-59.
- Martilla, J. A. ve James J. C. (1977), ‘Importance-Performance Analysis’, Journal of Marketing, 41(1), ss.77-79.
- Matzler, K., Sauerwein, E. ve Heischmidt, K. (2003), ‘Importanceperformance analysis revisited: the role of the factor structure of customer satisfaction’, The Service Industries Journal, 23 (2), ss.112-129.
- Milman, A., Li, X., Wang, Y., ve Yu, Q. (2012), ‘Examining the guest experience in themed amusement parks: preliminary evidence from China’, Journal of Vacation Marketing, 18(4), ss.313-325.
- Murdy, S. and Pike, S. (2012), ‘Perceptions of Visitor Relationship Marketing Opportunities by Destination Marketers: An Importance-Performance Analysis’, Tourism Management, 33, ss.1281-1285.
- Murphy, P., Pritchard, M. P. ve Smith, B. (2000), ‘The Destination Product and Its Impact on Traveler Perceptions’, Tourism Management, 21(1), ss.43-52.
- Obonyo, G. O., Ayieko, M. A., ve Kambona, O. O. (2012), ‘An importance-performance analysis of food service attributes in gastro-tourism development in Western Tourist Circuit, Kenya’, Tourism and Hospitality Research, 12(4), ss.188-200.
- Perl, Y., ve Israeli, A. A. (2011), ‘Crisis management in the travel agency sector: a case study’, Journal of Vacation Marketing, 17(2), ss.115-125.
- Sever, I. (2015), ‘Importance-Performance Analysis: A Valid Management Tool?’, Tourism Management, 48, ss.43-53.
- Sheng, X., Simpson, P. M., ve Siguaw, J. A. (2014), ‘U.S. winter migrants' park community attributes: an importance-performance analysis’, Tourism Management, 43, ss.55-67.
- Sorensson, A., ve von Friedrichs, Y. (2013), ‘An importance-performance analysis of sustainable tourism: a comparison between international and national tourists’, Journal of Destination Marketing & Management, 2(1), ss.14-21.
- Taplin, R. H. (2012), ‘The value of self-stated attribute importance to overall satisfaction’, Tourism Management, 33(2), ss.295-304.
- Tekin, Ö. A., Kalkan, G. ve Duman, H. (2014), ‘Hizmet Kalitesinin Önem-Performans Analizi ile Ölçülmesi: Üniversite Sosyal Tesislerinin Konaklama Üniteleri Üzerinde Bir Uygulama’, Uluslararası Sosyal Araştırmalar Dergisi, 7(31), ss.751-770.
- Tzeng, G. H. ve Chang, H. F. (2011), ‘Applying Importance-Performance Analysis as a Service Quality Measure in Food Service Industry’, Journal of Technology Management & Innovation, 6(3), ss.106-115.
- Whitfield, J., ve Webber, D. J. (2011). ‘Which exhibition attributes create repeat visitation?’, International Journal of Hospitality Management, 30(2), ss.439-447.Wong, M. S., Hideki, N. ve George, Philip. (2011), ‘The Use of Importance-Performance Analysis (IPA) in Evaluating Japan's E-government Services’, Journal of Theoretical and Applied Electronic Commerce Research, 6(2), ss.17-30.
- Yıldırım, M. ve Tayfun, A. (2010), ‘Turistlerin tüketim davranışları kültüre/milliyete göre farklılık gösterir mi? Alman ve Rus turistler üzerine bir araştırma’, İşletme Araştırmaları Dergisi, 2(2), ss.43-64.
- Yoon, Y., ve Uysal, M. (2005), ‘An examination of the effects of motivation and satisfaction on destination loyalty: a structural model’, Tourism Management, 26(1), ss.45-56.
- Zhang, H. Q. ve Chow, I. (2004), ‘Application of Importance-Performance Model in Tour Guides’ Performance: Evidence From Mainland Chinese Outbound Visitors in Hong Kong’, Tourism Management, 25, ss.81–91.
Ziyaretçi Memnuniyetinin Ölçülmesinde Önem Performans Analizinin (ÖPA) Kullanılması: Çanakkale Savaşları Gelibolu Tarihi Alanı Örneği
Öz
Bu çalışmanın amacı
Türk ve dünya tarihinde önemli bir yeri olan Çanakkale Savaşları Gelibolu
Tarihi Alanı’nda sunulan hizmetlerin ziyaretçiler açısından önem ve performans
düzeylerini belirlemek, ziyaretçilerin memnuniyetlerini ve ziyaret sonrası
düşüncelerini ortaya koymaktır. Bu bağlamda Çanakkale Savaşları Gelibolu Tarihi
Alanı’nı ziyaret eden 356 kişiden anket yoluyla veriler elde edilmiştir.
Yapılan analizler sonucunda; alanda hizmet veren rehberin bilgi düzeyinin,
şehitliklerin ve çevrenin temizliğinin, şehitliklerin bakımlı olmasının,
ulaşımın kolay ve rahat olmasının korunması gereken unsurlar olduğu; alanda
bulunan tuvaletlerin sayısının yanı sıra var olan tuvaletlerin hijyeni ve
alanda satılan yiyecek içeceklerin kalitesinin de yoğunlaşılması gereken
hususlar olduğu tespit edilmiştir. Son olarak alanda sunulan ürün ve
hizmetlerin performansı ile ziyaretten memnuniyet ve başkalarına tavsiye etme
arasında pozitif bir ilişki olduğu sonucuna ulaşılmıştır.
Anahtar Kelimeler
Ziyaretçi memnuniyeti önem performans analizi Çanakkale Savaşları Gelibolu Tarihi Alanı
Kaynakça
- Albayrak, T. ve Caber, M. (2011), ‘Önem-Performans Analizi: Destinasyon Yönetimine Dair Bir Örnek’, Ege Akademik Bakış, 11(4), ss.627-638.
- Atabay, M., Erat, M. ve Çobanoğlu, H. (2009), Çanakkale Şehitlikleri, İstanbul: Türkiye İş Bankası Kültür Yayınları.
- Baloglu, S. ve Love, C. (2003), ‘Association Meeting Planners' Perceived Performance of Las Vegas’ , Journal of Convention & Exhibition Management, 5(1), ss.13-27.
- Baloglu, S., Pekcan, A., Chen, S. L., ve Santos, J. (2004), ‘The relationship between destination performance, overall satisfaction, and behavioral intention for distinct segments’, Journal of Quality Assurance in Hospitality & Tourism, 4(3-4), ss.149-165.
- Blešić, I., Popov-Raljić, J., Uravić, L., Stankova, U., Djeri, L., Pantelića, M. ve Armenskia, T. (2014), ‘An Importance-Performance Analysis of Service Quality in Spa Hotels’, Economic Research-Ekonomska Istraživanja, 27(1), ss.483–495.
- Brennan, M. ve Esslemont, D. (1994), ‘The Accuracy of the Juster Scale for Predicting Purchase Rates of Branded, Fast-Moving Consumer Goods’, Marketing Bulletin, 5, ss.47–53.
- Buhalis, D. (2000), Marketing the Competitive Destination of the Future, Tourism Management, 21, ss.97-116.
- Caber, M., Albayrak, T., ve Loiacono, E. T. (2013), The classification of extranet attributes in terms of their asymmetric influences on overall user satisfaction: an introduction to asymmetric impacteperformance analysis, Journal of Travel Research, 52(1), ss.106-116.
- Chen, K. Y. (2014), Improving importance-performance analysis: the role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels, Tourism Management, 40, ss.260-272.
- Cheng, Q., Guo, J., ve Ling, S. (2013), Fuzzy importance-performance analysis of visitor satisfaction for theme park: the case of Fantawild Adventure in Taiwan, China, Current Issues in Tourism, 19(9), ss.895-912.
- Chu, R. K.S. ve Choi, T. (2000), ‘An Importance-Performance Analysis of Hotel Selection Factors in The Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers’, Tourism Management 21, ss.363-377.
- Cvelbar, L. K. ve Dwyer, L. (2013), ‘An Importance–Performance Analysis of Sustainability Factors for Long-Term Strategy Planning in Slovenian Hotels’, Journal of Sustainable Tourism, 21(3), ss.487–504.
- Çanakkale Savaşları Gelibolu Tarihi Alan Başkanlığı İstatistikleri, http://catab.kulturturizm.gov.tr/TR-196179/2016-yili-istatistikleri.html, 01.10.2018.
- Çanakkale Savaşları Gelibolu Tarihi Alan Başkanlığı Kurulması Hakkında Kanun. Resmi Gazete (Sayı: 6546).http://www.resmigazete.gov.tr/eskiler/2014/06/20140628-10.htm, 01.10.2018.
- De Nisco, A., Riviezzo, A., ve Napolitano, M. R. (2015), An importance-performance analysis of tourist satisfaction at destination level: Evidence from Campania (Italy), European Journal of Tourism Research, 10, ss.64-75.
- Demir, S. S., Kozak, M. ve Correia, A. (2014), Modelling Consumer Behavior: An Essay with Domestic Tourists in Turkey, Journal of Travel & Tourism Marketing, 31(3), ss.303-312.
- Deng, J., ve Pierskalla, C. D. (2018), Linking Importance–Performance Analysis, Satisfaction, and Loyalty: A Study of Savannah, GA, Sustainability, 10(3), ss.1-17.
- Deng, W. (2007), ‘Using a Revised Importance–Performance Analysis Approach: The case of Taiwanese Hot Springs Tourism’, Tourism Management, 28, ss.1274–1284.
- Deng, W., Kuo, Y. ve Chen, W. (2008), ‘Revised Im¬portance-Performance Analysis: Three-Factor Theory and Benchmarking’, The Service Industries Journal, 28 (1), ss.37- 51.
- Engel, J. F. Blackwell, R. M. ve Miniard, I. (1993), Consumer Behavior. International Edition, Orlando: The Dryden Press.
- Ford, J. B., Joseph, M. ve Joseph, B. (1999), ‘Importance-Performance Analysis as a Strategic Tool for Service Marketers: The Case of Service Quality Perceptions of Business Students in New Zealand and The USA’, The Journal of Services Marketing, 13(2), ss.171-186.
- Fornell, C. (1992), A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56 (1), ss.6–21.
- Hall, J., Lockstone, L., Basarin, J. Ve Shaw, R. (2008), ‘Battlefield Tourism in Turkey: An Empirical Analysis of British Ex-Colonial Event Attendance’, Proceedings of the Academy of Marketing Conference, The Robert Gordon University, 1-8, Aberdeen, Scotland.
- Hudson, S. ve Shephard, G.W. H. (1998), ‘Measuring Service Quality at Tourist Destinations: An Application of Importance-Performance Analysis to an Alpine Ski Resort’, Journal of Travel & Tourism Marketing, 7(3), ss.61-77.
- Iacobucci, D., Ostrom, A., ve Grayson, K. (1995), ‘Distinguishing service quality and customer satisfaction:The voice of the consumer’, Journal of Consumer Psychology, 4(3), ss.277–303.
- Juster, F. T. (1964), Anticipation and Purchases: An Analysis of Consumer Behaviour, USA: National Bureau of Economic Research Princeton University Press.
- Kuo, C. M., Chen, L. C., ve Lin, S. Y. (2010), ‘Exploring the relationship between hotel-based service attribute importance and customer satisfaction at international conferences in Taiwan’, Journal of Convention & Event Tourism, 11(4), ss.293-313.
- Lai, I.K.W. ve Hitchcock, M. (2015), ‘Importance-Performance Analysis in Tourism: A Framework for Researchers’, Tourism Management, 48, ss.242-267.
- Leong, C. C. (2008), ‘An Importance-Performance Analysis to Evaluate Airline Service Quality: The Case Study of a Budget Airline in Asia’, Journal of Quality Assurance in Hospitality & Tourism, 8(3), ss.39-59.
- Martilla, J. A. ve James J. C. (1977), ‘Importance-Performance Analysis’, Journal of Marketing, 41(1), ss.77-79.
- Matzler, K., Sauerwein, E. ve Heischmidt, K. (2003), ‘Importanceperformance analysis revisited: the role of the factor structure of customer satisfaction’, The Service Industries Journal, 23 (2), ss.112-129.
- Milman, A., Li, X., Wang, Y., ve Yu, Q. (2012), ‘Examining the guest experience in themed amusement parks: preliminary evidence from China’, Journal of Vacation Marketing, 18(4), ss.313-325.
- Murdy, S. and Pike, S. (2012), ‘Perceptions of Visitor Relationship Marketing Opportunities by Destination Marketers: An Importance-Performance Analysis’, Tourism Management, 33, ss.1281-1285.
- Murphy, P., Pritchard, M. P. ve Smith, B. (2000), ‘The Destination Product and Its Impact on Traveler Perceptions’, Tourism Management, 21(1), ss.43-52.
- Obonyo, G. O., Ayieko, M. A., ve Kambona, O. O. (2012), ‘An importance-performance analysis of food service attributes in gastro-tourism development in Western Tourist Circuit, Kenya’, Tourism and Hospitality Research, 12(4), ss.188-200.
- Perl, Y., ve Israeli, A. A. (2011), ‘Crisis management in the travel agency sector: a case study’, Journal of Vacation Marketing, 17(2), ss.115-125.
- Sever, I. (2015), ‘Importance-Performance Analysis: A Valid Management Tool?’, Tourism Management, 48, ss.43-53.
- Sheng, X., Simpson, P. M., ve Siguaw, J. A. (2014), ‘U.S. winter migrants' park community attributes: an importance-performance analysis’, Tourism Management, 43, ss.55-67.
- Sorensson, A., ve von Friedrichs, Y. (2013), ‘An importance-performance analysis of sustainable tourism: a comparison between international and national tourists’, Journal of Destination Marketing & Management, 2(1), ss.14-21.
- Taplin, R. H. (2012), ‘The value of self-stated attribute importance to overall satisfaction’, Tourism Management, 33(2), ss.295-304.
- Tekin, Ö. A., Kalkan, G. ve Duman, H. (2014), ‘Hizmet Kalitesinin Önem-Performans Analizi ile Ölçülmesi: Üniversite Sosyal Tesislerinin Konaklama Üniteleri Üzerinde Bir Uygulama’, Uluslararası Sosyal Araştırmalar Dergisi, 7(31), ss.751-770.
- Tzeng, G. H. ve Chang, H. F. (2011), ‘Applying Importance-Performance Analysis as a Service Quality Measure in Food Service Industry’, Journal of Technology Management & Innovation, 6(3), ss.106-115.
- Whitfield, J., ve Webber, D. J. (2011). ‘Which exhibition attributes create repeat visitation?’, International Journal of Hospitality Management, 30(2), ss.439-447.Wong, M. S., Hideki, N. ve George, Philip. (2011), ‘The Use of Importance-Performance Analysis (IPA) in Evaluating Japan's E-government Services’, Journal of Theoretical and Applied Electronic Commerce Research, 6(2), ss.17-30.
- Yıldırım, M. ve Tayfun, A. (2010), ‘Turistlerin tüketim davranışları kültüre/milliyete göre farklılık gösterir mi? Alman ve Rus turistler üzerine bir araştırma’, İşletme Araştırmaları Dergisi, 2(2), ss.43-64.
- Yoon, Y., ve Uysal, M. (2005), ‘An examination of the effects of motivation and satisfaction on destination loyalty: a structural model’, Tourism Management, 26(1), ss.45-56.
- Zhang, H. Q. ve Chow, I. (2004), ‘Application of Importance-Performance Model in Tour Guides’ Performance: Evidence From Mainland Chinese Outbound Visitors in Hong Kong’, Tourism Management, 25, ss.81–91.
Toplam 46 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 15 Mart 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 16 Sayı: 1 |
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