Öz Bu araştırmanın amacı; algılanan otel imajının turistlerin davranışsal niyetleri (tekrar ziyar... more Öz Bu araştırmanın amacı; algılanan otel imajının turistlerin davranışsal niyetleri (tekrar ziyaret etme niyeti ve tavsiye) üzerindeki etkisini belirlemektir. Araştırmanın evreni, 2017 yılı Haziran ve Ağustos ayları arasında Marmaris'teki beş yıldızlı otellerde konaklayan yabancı turistlerden oluşmaktadır. Araştırmada 403 yabancı turistten veri toplanmıştır. Toplanan verilerin analizinde yüzde sıklık gibi betimsel analizlerden faydalanılmıştır. Ayrıca araştırmada yer alan değişkenler arasındaki nedensellik ilişkileri, Yapısal Eşitlik Modelleme Tekniği (YEM) kullanılarak analiz edilmiştir. Araştırma sonucunda, algılanan otel imajının davranışsal niyetler (tekrar ziyaret etme niyeti ve tavsiye) üzerinde etkili olduğu sonucuna ulaşılmıştır. Bununla birlikte araştırmada, algılanan otel imajının turistlerin tavsiye etme niyetleri üzerinde daha fazla etkili olduğu ortaya çıkmıştır. Abstract The purpose of this research; the influence of the perceived hotel image on the behavioral intentions of the tourists (intention to visit and recommendation). The universe of the study consists of foreign tourists staying in five star hotels in Marmaris between June and August 2017. Data were collected from 403 foreign tourists. In the analysis of the obtained data, descriptive analyzes such as percentage frequency were used. In addition, the causality relationships between the variables in the research were analyzed by using Structural Equation Modeling Technique. As a result of the research, it is concluded that the perceived image of the hotel is influential on behavioral intentions (intention to visit and advice). However, in the research, the perceived image of the hotel appeared more effective on the intention of tourists to recommend. 1. GİRİŞ İnsanlar, yaşamlarını sürdürdükleri yerlerden başka bir yerlere dinlenme, spor, kültürel, dini, iş, politik ve sağlık amaçlı ziyaretlerinde konaklama ihtiyacı duyarlar. İnsanlar konaklama ihtiyaçlarını gittikleri bölgedeki konaklama işletmeleri içerisinde en yaygın ve en eski olan otel işletmeleri ile temin ederler. Günümüzde otel işletmelerinin sayıca artmış olması, insanların otel tercihlerini de etkilemektedir. İnsanların otel tercihinde zihinlerinde oluşan otel imajı da etkili olmaktadır. İnsanların zihinlerindeki otel imajının oluşumunda otelin çevresi, çalışanlar, otelin sunduğu hizmet ve erişilebilirlik etkili olabilmektedir. Algılanan otel imajı, bireylerin oteli tekrar ziyaret etmelerini etkileyebildiği gibi, oteli başkalarına tavsiye etmeyi de etkileyebilmektedir. Alanyazında otel imajı ile ilgili teorilerin ilkini 1996 yılında LeBlanc ve Nguyen "An examination of the factors that signal hotel image to travellers" adlı çalışma ile incelemişlerdir. 2000 yılında Kandampully ve Suhartanto otel imajının, rekabetçi ortamda seçeneklerin artmasının, ve hizmet kalitesinin gelişmesi gibi etmenlerin tüketicilerin zihninde farklı bir izlenim oluşturarak, tüketici tercihlerini etkilediğini ortaya çıkarmışlardır. 2012 yılında Zhang ve Mao, tüketicilerin çevirimiçi olarak görüş belirtmesinin otelin imajını ve tüketicilerin otel seçimini etkilediğini belirlemişlerdir. Alanyazın incelendiğinde otel imajı ile ilgili yapılan çalışmalarda insanların otel seçiminde, algılanan otel imajını oluşturan alt boyutlardan (fiziksel çevre, personel kalitesi, hizmet kalitesi, kurumsal kimlik ve erişilebilirlik) etkilendiği görülmektedir. Ajzen (1991), davranış ve niyet kavramlarını ele alarak davranışsal niyet tanımının bugünkü haline gelmesine öncülük etmiştir. Anderson vd (1994, 55) davranışsal niyeti, memnuniyetin bir çıktısı olarak tanımlamıştır. Liu vd.'ne (2005, 300) göre davranışsal niyet, tekrar satın alma, tekrar ziyaret, başkalarına tavsiye etme ve olumlu yorum yapma ile ilgili pozitif bir ilişki içindedir. Han vd.'ne (2009, 520) göre Bu makale, Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü bünyesinde, Melih BAŞ tarafından hazırlanan ve Doç. Dr. Savaş ARTUĞER danışmanlığında yürütülen ve jüri tarafından başarılı bulunan yüksek lisans tezinden yararlanılarak hazırlanmıştır
İstanbul Öz Bu araştırmanın amacı; restoranlardaki atmosferik unsurların müşteri memnuniyeti üzer... more İstanbul Öz Bu araştırmanın amacı; restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerindeki etkisini belirlemektir. Araştırmanın evrenini, İstanbul ilinin Bahçelievler ve Bakırköy ilçelerinde faaliyet gösteren 1.sınıf restoranlara 1 Şubat-31 Mart 2018 tarihleri arasında giden Türk müşteriler oluşturmaktadır. Araştırmada 357 restoran müşterisinden veri toplanmıştır. Toplanan verilerin analizinde yüzde sıklık gibi betimsel analizlerden faydalanılmıştır. Ayrıca araştırmada yer alan değişkenler arasındaki nedensellik ilişkileri, Yapısal Eşitlik Modelleme Tekniği (YEM) kullanılarak analiz edilmiştir. Araştırma sonucunda, restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerinde etkili olduğu ortaya çıkmıştır. Restoran estetiği, aydınlatma, masa düzeni ve hizmet personelinin müşterilerin memnuniyetleri üzerinde anlamlı bir etkisinin olduğu, restoran ambiyansının ve oturma düzeninin ise anlamlı bir etkisinin olmadığı ortaya çıkmıştır. Araştırma sonuçlarına göre hizmet personeli, müşterilerin memnuniyetlerini etkileyen en önemli hizmet atmosferi olarak bulunmuştur. Keywords Abstract Atmospheric elements Customer satisfaction Restaurant İstanbul The aim of this research; to determine the influence of restaurant atmospherics on customer satisfaction. The population of the research consists of Turkish customers who eat in 1st class restaurants in Istanbul, Bahçelievler and Bakırköy between February and March 2018. Data were collected from 357 restaurant customers. In the analysis of the data collected, descriptive analyzes such as percentage frequency were utilized. In addition, the causality relations among the variables included in the study were analyzed by using the Structural Equation Modeling Technique (SEM). As a result of the research, it has been found that atmospheric factors in restaurants are effective on customer satisfaction. Restaurant aesthetics, lighting, table setting and service personnel have a significant effect on customer satisfaction, restaurant ambience and layout has no significant effect. According to the research results, the most important atmospheric factor affecting customer satisfaction is determined as service personnel. * Sorumlu Yazar. E-posta: [email protected] (D. Fidan) **Bu makale, Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü bünyesinde, Dilek FİDAN tarafından hazırlanan ve Doç. Dr. Savaş ARTUĞER danışmanlığında yürütülen yüksek lisans tezinden üretilmiştir.
Öz Bu araştırmanın amacı; yabancı turistlerin çekici seyahat motivasyonlarının tekrar ziyaret etm... more Öz Bu araştırmanın amacı; yabancı turistlerin çekici seyahat motivasyonlarının tekrar ziyaret etme niyetlerine etkisini belirlemektir. Araştırmanın evreni, Muğla'nın Marmaris ilçesini 2017 yılı Haziran ile Ağustos ayları arasında ziyaret eden yabancı turistlerden (İngiliz, Danimarkalı, Rus, İsviçreli, Alman, Hollandalı ve diğer milliyetler) oluşmaktadır. Bu bağlamda toplam 407 yabancı turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma, faktör analizi, güvenirlik analizi, korelasyon ve regresyon analizlerden faydalanılmıştır. Araştırmadan elde edilen sonuçlara göre, çekici seyahat motivasyonlarının yabancı turistlerin tekrar ziyaret etme niyetlerini etkilediği ortaya çıkmıştır. Turistlerin tekrar ziyaret etme niyetlerini etkileyen en önemli çekici faktörün fiyat unsuru olduğu ortaya çıkmıştır. Diğer bir ifadeyle Marmaris'in ucuz bir şehir ve ucuz konaklama imkânlarının olması, yabancı turistlerin Marmaris'i tekrar ziyaret etmelerinde etkili olacaktır. Anahtar Kelimeler: Seyahat motivasyonu, çekici faktörler, tekrar ziyaret etme niyeti, Marmaris. Abstract The aim of this study is to determine influence of pull motivations on tourists' revisit intentions. The population of the research consisted of foreign tourists visiting Marmaris district during between June and August 2017. Data was obtained from a total of 407 foreign tourists for the application. data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. According to the results of the study, it was found that pull motivations factors affect the intention of foreign tourists to revisit intentions. It has been revealed that the most important pull factor affecting the revisit intention of tourists is the price element. In other words, Marmaris is a cheap city and cheap accommodation facilities will be effective for foreign tourists visiting Marmaris again.
The objective of this study is to determine the impact of destination image (cognitive and affect... more The objective of this study is to determine the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The sample group of the study is comprised of Arab tourists who visited Istanbul in January-April 2016. Data was obtained from a total of 385 Arab tourists for the application. Descriptive analyses such as percentage, frequency as well as statistical tests such as factor analysis (confirmatory), reliability analysis were used in the analysis of the obtained data. Furthermore, Structural Equation Model (SEM) was used to analyze the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The study concluded that cognitive image did have an impact on the intention of Arab tourists to revisit Istanbul, however affective image was not effective in terms of intent to revisit.
Özet Bu araştırmada, otel işletmelerinde müşteriler için önemli olan atmosferik unsurların belirl... more Özet Bu araştırmada, otel işletmelerinde müşteriler için önemli olan atmosferik unsurların belirlenmesi ve bu unsurların müşterilerin demografik özelliklerine göre farklılık gösterip göstermediğinin ortaya çıkartılması amaçlanmıştır. Araştırmanın örneklem gurubu, 2014 Haziran ile Eylül ayları arasında Bodrumdaki 5 yıldızlı otellerde konaklayan yerli ve yabancı turistlerden oluşmaktadır. Uygulama için toplam 467 turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma gibi betimsel analizlerden, faktör analizi, güvenirlik analizi, t-testi ve varyans analizi gibi istatistiksel testlerden faydalanılmıştır. Araştırma sonucunda, 5 yıldızlı otel müşterileri için en önemli olan atmosferik unsurlar; " mekânsal tasarım " ve " işaretler ve sanat eserleri " olarak ortaya çıkmıştır. Diğer bir ifadeyle, 5 yıldızlı otel işletmelerinde konaklayan müşteriler, otellerde mekansal tasarım, araç gereçler, mobilyalar, işaretler, sanat eserleri ve dekor gibi atmosferik unsurlara önem vermektedirler. Abstract This research aims to determine the atmospheric elements which are important for customers in hotels and reveal whether these elements differ according to demographic characteristics. The sample consists of foreign and domestic tourists who lodge in five-star-hotels in Bodrum. The research was conducted from June to September in 2014. 467 data were gained for analyses. Descriptive analyses which are average and standard deviation and statistical analyses which are factor analysis, reliability analysis, t-test and variance analysis were utilized to analyse the obtained data. It was revealed that the most important atmospheric elements in five-star-hotels are " spatial layout " and " signs and artefacts ". In other words, the five-star-hotels' customers give importance to atmospheric elements like spatial layout, tools, furniture, signs, artefacts and decoration.
The aim of this study was to examine the impact the destination image of Alanya district which is... more The aim of this study was to examine the impact the destination image of Alanya district which is a district of Antalya, one of the main tourism centers in Turkey had on establishing destination loyalty. The sampling group of the study consists of tourists who visited Alanya district of Antalya between the months of June and August in 2012. A survey containing scales pertaining to destination image and destination loyalty was used as a data collection tool for the application and the collected data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. The study concluded that there was a positive and strong affiliation between the destination image which was reported as positive in general by the participants and destination loyalty and that cognitive image had a greater impact on establishing destination loyalty than affective image.
The objective of this study is to determine the impact of destination image (cognitive and affect... more The objective of this study is to determine the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The sample group of the study is comprised of Arab tourists who visited Istanbul in January-April 2016. Data was obtained from a total of 385 Arab tourists for the application. Descriptive analyses such as percentage, frequency as well as statistical tests such as factor analysis (confirmatory), reliability analysis were used in the analysis of the obtained data. Furthermore, Structural Equation Model (SEM) was used to analyze the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The study concluded that cognitive image did have an impact on the intention of Arab tourists to revisit Istanbul, however affective image was not effective in terms of intent to revisit.
İşletme Araştırmaları Dergisi / Journal of Business Research-Türk, 2014
Özet Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkar... more Özet Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya'nın Alanya ilçesini 2013 yılı Haziran ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak Aaker'in (1997) geliştirdiği marka kişiliği ölçeği ve destinasyon imajını ölçen anket kullanılmış olup, toplam 395 turistten veri elde edilmiştir. Elde edilen verilerin analizinde yüzde, frekans gibi betimsel analizlerden, faktör analizi (doğrulayıcı ve açıklayıcı), güvenirlik analizi gibi istatistiksel testlerden yararlanılmıştır. Bununla birlikte destinasyon imajı ile destinasyon kişiliği arasındaki ilişki, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Araştırma sonucunda, duygusal imaj ile destinasyon kişiliği arasında negatif yönlü ve çok zayıf bir ilişki olduğu, buna karşın bilişsel imaj ile destinasyon kişiliği arasında ise pozitif yönlü ve kuvvetli bir ilişki olduğu belirlenmiştir. Bununla birlikte araştırmada, Aaker'in (1997) 5 boyuttan oluşan marka kişiliği ölçeği 4 boyut olarak bulunmuştur. Bu boyutlar; heyecan verici, sert, yeterlilik ve samimiyet olarak belirlenmiştir.
The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed by Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM)
At the conclusion of the study there appeared to be negative and very weak
relationship between affective image and destination personality while the relationship
between cognitive image and destination personality appeared to be positive and
strong. In addition Aaker’s (1997) 5 dimensional brand personality grading turned out
to be 4 dimensions. These dimensions were determined as excitement, ruggedness,
competence and sincerity.
The objective of this study was to determine the reasons why foreign tourists travelling to Istan... more The objective of this study was to determine the reasons why foreign tourists travelling to Istanbul for cultural purposes prefer all inclusive package tours. The sample group consisted of foreign tourists who visited Istanbul on an all inclusive package tour between May and July of 2013. Data were obtained from 397 tourists for the study by using a survey to measure the preference for all inclusive package tours. Descriptive analyses such as mean, standard deviation as well as statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the obtained data. The study revealed that the main reasons why foreign tourists coming to Istanbul preferred all inclusive package tours were tour arrangements & service quality, attractions, hotels & airlines. In other words it was evident that when foreign tourists preferred all inclusive package tours when coming to Istanbul they prioritized issues such as the experience of the travel agency, its reputation and the service quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.
It is evident that the risk element has a significant impact on the intention of tourists to trav... more It is evident that the risk element has a significant impact on the intention of tourists to travel as well as on their destination selection criteria. Therefore, the determination of risk perception particularly for a destination will be beneficial for the management of that destination. The objective of this study is to reveal the risk perceptions of foreign tourists visiting Marmaris district of Muğla province which is one of the major tourism centers in Turkey and determine the impact these risks have on their intention to revisit the area. The sampling group of the study consisted of foreign tourists visiting Marmaris district during June and August in 2014. Data was obtained from a total of 387 foreign tourists for the application. The study revealed that the risk perception of tourists in Marmaris was minimal. Furthermore, it was determined that the perceived highest risk involved financial risks while the lowest risk was perceived in terms of socio-psychological dimensions. The study revealed that the risks (socio-psychological risk, time risk, physical risks, financial risks and performance risk) perceived by tourists during their holiday in Marmaris did have an impact on their intentions to visit again. . Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan.
The objective of this study was to determine the reasons why foreign tourists travelling to Istan... more The objective of this study was to determine the reasons why foreign tourists travelling to Istanbul for cultural purposes prefer all inclusive package tours. The sample group consisted of foreign tourists who visited Istanbul on an all inclusive package tour between May and July of 2013. Data were obtained from 397 tourists for the study by using a survey to measure the preference for all inclusive package tours. Descriptive analyses such as mean, standard deviation as well as statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the obtained data. The study revealed that the main reasons why foreign tourists coming to Istanbul preferred all inclusive package tours were tour arrangements & service quality, attractions, hotels & airlines. In other words it was evident that when foreign tourists preferred all inclusive package tours when coming to Istanbul they prioritized issues such as the experience of the travel agency, its reputation and the service quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.
Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılmas... more Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya'nın Alanya ilçesini 2013 yılı Haziran ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak Aaker'in (1997) geliştirdiği marka kişiliği ölçeği ve destinasyon imajını ölçen anket kullanılmış olup, toplam 395 turistten veri elde edilmiştir. Elde edilen verilerin analizinde yüzde, frekans gibi betimsel analizlerden, faktör analizi (doğrulayıcı ve açıklayıcı), güvenirlik analizi gibi istatistiksel testlerden yararlanılmıştır. Bununla birlikte destinasyon imajı ile destinasyon kişiliği arasındaki ilişki, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir.
The purpose of this study was to determine the factors which influence the tipping propensity of ... more The purpose of this study was to determine the factors which influence the tipping propensity of customers in a la carte restaurants of hotels. The sample group of the study consists of tourists who were accommodated at 5 star hotels in the center of Antalya province between July and September of 2012. A questionnaire taken from a study carried out by which measured the tipping propensities of restaurant customers was used as a data collection tool for the application and data was obtained from a total of 583 tourists. Descriptive analyses such as arithmetical average and standard deviation and statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the collected data. The study revealed that the most important factors influencing the tipping propensity of the participants dining at a la carte restaurants of 5 star hotels were transactionalisation and product quality. The other results of the study revealed that the element of presentability had a more influential impact on the tipping propensity of individuals with high income levels. Product quality had more impact on the tipping propensity of individuals in young age groups than on the tipping propensities of middle-aged (adult) groups. Value for money has a greater impact on the tipping propensities of Swiss and British customers. In addition, customers in the high level income group are more influenced in their tipping propensities by value for money.
The aim of this study is to determine what motivated agritourists of Turkish origin to participat... more The aim of this study is to determine what motivated agritourists of Turkish origin to participate in agritourism in Turkey. In line with this target a survey has been carried out with 196 Turkish agritourists who participated in agritourism in Turkey. Agritourist motivation scale was used as a tool to collect data for the application and an online survey link was dispatched to the e-mail addresses of the agritourists to be filled between January and March of 2013. Arithmetical average, standard deviation, factor analysis and reliability analysis were used in the study. The results of the study revealed that Turkish agritourists had participated in agritourism for reasons such as to enjoy scenery, life and mental relaxation. In other words agritourists participated in agritourism in order to relax physically or mentally and be in touch with nature.
The aim of this study was to examine the impact the destination image of Alanya district which is... more The aim of this study was to examine the impact the destination image of Alanya district which is a district of Antalya, one of the main tourism centers in Turkey had on establishing destination loyalty. The sampling group of the study consists of tourists who visited Alanya district of Antalya between the months of June and August in 2012. A survey containing scales pertaining to destination image and destination loyalty was used as a data collection tool for the application and the collected data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. The study concluded that there was a positive and strong affiliation between the destination image which was reported as positive in general by the participants and destination loyalty and that cognitive image had a greater impact on establishing destination loyalty than affective image.
Öz Bu araştırmanın amacı; algılanan otel imajının turistlerin davranışsal niyetleri (tekrar ziyar... more Öz Bu araştırmanın amacı; algılanan otel imajının turistlerin davranışsal niyetleri (tekrar ziyaret etme niyeti ve tavsiye) üzerindeki etkisini belirlemektir. Araştırmanın evreni, 2017 yılı Haziran ve Ağustos ayları arasında Marmaris'teki beş yıldızlı otellerde konaklayan yabancı turistlerden oluşmaktadır. Araştırmada 403 yabancı turistten veri toplanmıştır. Toplanan verilerin analizinde yüzde sıklık gibi betimsel analizlerden faydalanılmıştır. Ayrıca araştırmada yer alan değişkenler arasındaki nedensellik ilişkileri, Yapısal Eşitlik Modelleme Tekniği (YEM) kullanılarak analiz edilmiştir. Araştırma sonucunda, algılanan otel imajının davranışsal niyetler (tekrar ziyaret etme niyeti ve tavsiye) üzerinde etkili olduğu sonucuna ulaşılmıştır. Bununla birlikte araştırmada, algılanan otel imajının turistlerin tavsiye etme niyetleri üzerinde daha fazla etkili olduğu ortaya çıkmıştır. Abstract The purpose of this research; the influence of the perceived hotel image on the behavioral intentions of the tourists (intention to visit and recommendation). The universe of the study consists of foreign tourists staying in five star hotels in Marmaris between June and August 2017. Data were collected from 403 foreign tourists. In the analysis of the obtained data, descriptive analyzes such as percentage frequency were used. In addition, the causality relationships between the variables in the research were analyzed by using Structural Equation Modeling Technique. As a result of the research, it is concluded that the perceived image of the hotel is influential on behavioral intentions (intention to visit and advice). However, in the research, the perceived image of the hotel appeared more effective on the intention of tourists to recommend. 1. GİRİŞ İnsanlar, yaşamlarını sürdürdükleri yerlerden başka bir yerlere dinlenme, spor, kültürel, dini, iş, politik ve sağlık amaçlı ziyaretlerinde konaklama ihtiyacı duyarlar. İnsanlar konaklama ihtiyaçlarını gittikleri bölgedeki konaklama işletmeleri içerisinde en yaygın ve en eski olan otel işletmeleri ile temin ederler. Günümüzde otel işletmelerinin sayıca artmış olması, insanların otel tercihlerini de etkilemektedir. İnsanların otel tercihinde zihinlerinde oluşan otel imajı da etkili olmaktadır. İnsanların zihinlerindeki otel imajının oluşumunda otelin çevresi, çalışanlar, otelin sunduğu hizmet ve erişilebilirlik etkili olabilmektedir. Algılanan otel imajı, bireylerin oteli tekrar ziyaret etmelerini etkileyebildiği gibi, oteli başkalarına tavsiye etmeyi de etkileyebilmektedir. Alanyazında otel imajı ile ilgili teorilerin ilkini 1996 yılında LeBlanc ve Nguyen "An examination of the factors that signal hotel image to travellers" adlı çalışma ile incelemişlerdir. 2000 yılında Kandampully ve Suhartanto otel imajının, rekabetçi ortamda seçeneklerin artmasının, ve hizmet kalitesinin gelişmesi gibi etmenlerin tüketicilerin zihninde farklı bir izlenim oluşturarak, tüketici tercihlerini etkilediğini ortaya çıkarmışlardır. 2012 yılında Zhang ve Mao, tüketicilerin çevirimiçi olarak görüş belirtmesinin otelin imajını ve tüketicilerin otel seçimini etkilediğini belirlemişlerdir. Alanyazın incelendiğinde otel imajı ile ilgili yapılan çalışmalarda insanların otel seçiminde, algılanan otel imajını oluşturan alt boyutlardan (fiziksel çevre, personel kalitesi, hizmet kalitesi, kurumsal kimlik ve erişilebilirlik) etkilendiği görülmektedir. Ajzen (1991), davranış ve niyet kavramlarını ele alarak davranışsal niyet tanımının bugünkü haline gelmesine öncülük etmiştir. Anderson vd (1994, 55) davranışsal niyeti, memnuniyetin bir çıktısı olarak tanımlamıştır. Liu vd.'ne (2005, 300) göre davranışsal niyet, tekrar satın alma, tekrar ziyaret, başkalarına tavsiye etme ve olumlu yorum yapma ile ilgili pozitif bir ilişki içindedir. Han vd.'ne (2009, 520) göre Bu makale, Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü bünyesinde, Melih BAŞ tarafından hazırlanan ve Doç. Dr. Savaş ARTUĞER danışmanlığında yürütülen ve jüri tarafından başarılı bulunan yüksek lisans tezinden yararlanılarak hazırlanmıştır
İstanbul Öz Bu araştırmanın amacı; restoranlardaki atmosferik unsurların müşteri memnuniyeti üzer... more İstanbul Öz Bu araştırmanın amacı; restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerindeki etkisini belirlemektir. Araştırmanın evrenini, İstanbul ilinin Bahçelievler ve Bakırköy ilçelerinde faaliyet gösteren 1.sınıf restoranlara 1 Şubat-31 Mart 2018 tarihleri arasında giden Türk müşteriler oluşturmaktadır. Araştırmada 357 restoran müşterisinden veri toplanmıştır. Toplanan verilerin analizinde yüzde sıklık gibi betimsel analizlerden faydalanılmıştır. Ayrıca araştırmada yer alan değişkenler arasındaki nedensellik ilişkileri, Yapısal Eşitlik Modelleme Tekniği (YEM) kullanılarak analiz edilmiştir. Araştırma sonucunda, restoranlardaki atmosferik unsurların müşteri memnuniyeti üzerinde etkili olduğu ortaya çıkmıştır. Restoran estetiği, aydınlatma, masa düzeni ve hizmet personelinin müşterilerin memnuniyetleri üzerinde anlamlı bir etkisinin olduğu, restoran ambiyansının ve oturma düzeninin ise anlamlı bir etkisinin olmadığı ortaya çıkmıştır. Araştırma sonuçlarına göre hizmet personeli, müşterilerin memnuniyetlerini etkileyen en önemli hizmet atmosferi olarak bulunmuştur. Keywords Abstract Atmospheric elements Customer satisfaction Restaurant İstanbul The aim of this research; to determine the influence of restaurant atmospherics on customer satisfaction. The population of the research consists of Turkish customers who eat in 1st class restaurants in Istanbul, Bahçelievler and Bakırköy between February and March 2018. Data were collected from 357 restaurant customers. In the analysis of the data collected, descriptive analyzes such as percentage frequency were utilized. In addition, the causality relations among the variables included in the study were analyzed by using the Structural Equation Modeling Technique (SEM). As a result of the research, it has been found that atmospheric factors in restaurants are effective on customer satisfaction. Restaurant aesthetics, lighting, table setting and service personnel have a significant effect on customer satisfaction, restaurant ambience and layout has no significant effect. According to the research results, the most important atmospheric factor affecting customer satisfaction is determined as service personnel. * Sorumlu Yazar. E-posta: [email protected] (D. Fidan) **Bu makale, Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü bünyesinde, Dilek FİDAN tarafından hazırlanan ve Doç. Dr. Savaş ARTUĞER danışmanlığında yürütülen yüksek lisans tezinden üretilmiştir.
Öz Bu araştırmanın amacı; yabancı turistlerin çekici seyahat motivasyonlarının tekrar ziyaret etm... more Öz Bu araştırmanın amacı; yabancı turistlerin çekici seyahat motivasyonlarının tekrar ziyaret etme niyetlerine etkisini belirlemektir. Araştırmanın evreni, Muğla'nın Marmaris ilçesini 2017 yılı Haziran ile Ağustos ayları arasında ziyaret eden yabancı turistlerden (İngiliz, Danimarkalı, Rus, İsviçreli, Alman, Hollandalı ve diğer milliyetler) oluşmaktadır. Bu bağlamda toplam 407 yabancı turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma, faktör analizi, güvenirlik analizi, korelasyon ve regresyon analizlerden faydalanılmıştır. Araştırmadan elde edilen sonuçlara göre, çekici seyahat motivasyonlarının yabancı turistlerin tekrar ziyaret etme niyetlerini etkilediği ortaya çıkmıştır. Turistlerin tekrar ziyaret etme niyetlerini etkileyen en önemli çekici faktörün fiyat unsuru olduğu ortaya çıkmıştır. Diğer bir ifadeyle Marmaris'in ucuz bir şehir ve ucuz konaklama imkânlarının olması, yabancı turistlerin Marmaris'i tekrar ziyaret etmelerinde etkili olacaktır. Anahtar Kelimeler: Seyahat motivasyonu, çekici faktörler, tekrar ziyaret etme niyeti, Marmaris. Abstract The aim of this study is to determine influence of pull motivations on tourists' revisit intentions. The population of the research consisted of foreign tourists visiting Marmaris district during between June and August 2017. Data was obtained from a total of 407 foreign tourists for the application. data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. According to the results of the study, it was found that pull motivations factors affect the intention of foreign tourists to revisit intentions. It has been revealed that the most important pull factor affecting the revisit intention of tourists is the price element. In other words, Marmaris is a cheap city and cheap accommodation facilities will be effective for foreign tourists visiting Marmaris again.
The objective of this study is to determine the impact of destination image (cognitive and affect... more The objective of this study is to determine the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The sample group of the study is comprised of Arab tourists who visited Istanbul in January-April 2016. Data was obtained from a total of 385 Arab tourists for the application. Descriptive analyses such as percentage, frequency as well as statistical tests such as factor analysis (confirmatory), reliability analysis were used in the analysis of the obtained data. Furthermore, Structural Equation Model (SEM) was used to analyze the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The study concluded that cognitive image did have an impact on the intention of Arab tourists to revisit Istanbul, however affective image was not effective in terms of intent to revisit.
Özet Bu araştırmada, otel işletmelerinde müşteriler için önemli olan atmosferik unsurların belirl... more Özet Bu araştırmada, otel işletmelerinde müşteriler için önemli olan atmosferik unsurların belirlenmesi ve bu unsurların müşterilerin demografik özelliklerine göre farklılık gösterip göstermediğinin ortaya çıkartılması amaçlanmıştır. Araştırmanın örneklem gurubu, 2014 Haziran ile Eylül ayları arasında Bodrumdaki 5 yıldızlı otellerde konaklayan yerli ve yabancı turistlerden oluşmaktadır. Uygulama için toplam 467 turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma gibi betimsel analizlerden, faktör analizi, güvenirlik analizi, t-testi ve varyans analizi gibi istatistiksel testlerden faydalanılmıştır. Araştırma sonucunda, 5 yıldızlı otel müşterileri için en önemli olan atmosferik unsurlar; " mekânsal tasarım " ve " işaretler ve sanat eserleri " olarak ortaya çıkmıştır. Diğer bir ifadeyle, 5 yıldızlı otel işletmelerinde konaklayan müşteriler, otellerde mekansal tasarım, araç gereçler, mobilyalar, işaretler, sanat eserleri ve dekor gibi atmosferik unsurlara önem vermektedirler. Abstract This research aims to determine the atmospheric elements which are important for customers in hotels and reveal whether these elements differ according to demographic characteristics. The sample consists of foreign and domestic tourists who lodge in five-star-hotels in Bodrum. The research was conducted from June to September in 2014. 467 data were gained for analyses. Descriptive analyses which are average and standard deviation and statistical analyses which are factor analysis, reliability analysis, t-test and variance analysis were utilized to analyse the obtained data. It was revealed that the most important atmospheric elements in five-star-hotels are " spatial layout " and " signs and artefacts ". In other words, the five-star-hotels' customers give importance to atmospheric elements like spatial layout, tools, furniture, signs, artefacts and decoration.
The aim of this study was to examine the impact the destination image of Alanya district which is... more The aim of this study was to examine the impact the destination image of Alanya district which is a district of Antalya, one of the main tourism centers in Turkey had on establishing destination loyalty. The sampling group of the study consists of tourists who visited Alanya district of Antalya between the months of June and August in 2012. A survey containing scales pertaining to destination image and destination loyalty was used as a data collection tool for the application and the collected data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. The study concluded that there was a positive and strong affiliation between the destination image which was reported as positive in general by the participants and destination loyalty and that cognitive image had a greater impact on establishing destination loyalty than affective image.
The objective of this study is to determine the impact of destination image (cognitive and affect... more The objective of this study is to determine the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The sample group of the study is comprised of Arab tourists who visited Istanbul in January-April 2016. Data was obtained from a total of 385 Arab tourists for the application. Descriptive analyses such as percentage, frequency as well as statistical tests such as factor analysis (confirmatory), reliability analysis were used in the analysis of the obtained data. Furthermore, Structural Equation Model (SEM) was used to analyze the impact of destination image (cognitive and affective image) on the intention of Arab tourists to revisit Istanbul. The study concluded that cognitive image did have an impact on the intention of Arab tourists to revisit Istanbul, however affective image was not effective in terms of intent to revisit.
İşletme Araştırmaları Dergisi / Journal of Business Research-Türk, 2014
Özet Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkar... more Özet Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya'nın Alanya ilçesini 2013 yılı Haziran ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak Aaker'in (1997) geliştirdiği marka kişiliği ölçeği ve destinasyon imajını ölçen anket kullanılmış olup, toplam 395 turistten veri elde edilmiştir. Elde edilen verilerin analizinde yüzde, frekans gibi betimsel analizlerden, faktör analizi (doğrulayıcı ve açıklayıcı), güvenirlik analizi gibi istatistiksel testlerden yararlanılmıştır. Bununla birlikte destinasyon imajı ile destinasyon kişiliği arasındaki ilişki, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir. Araştırma sonucunda, duygusal imaj ile destinasyon kişiliği arasında negatif yönlü ve çok zayıf bir ilişki olduğu, buna karşın bilişsel imaj ile destinasyon kişiliği arasında ise pozitif yönlü ve kuvvetli bir ilişki olduğu belirlenmiştir. Bununla birlikte araştırmada, Aaker'in (1997) 5 boyuttan oluşan marka kişiliği ölçeği 4 boyut olarak bulunmuştur. Bu boyutlar; heyecan verici, sert, yeterlilik ve samimiyet olarak belirlenmiştir.
The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed by Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM)
At the conclusion of the study there appeared to be negative and very weak
relationship between affective image and destination personality while the relationship
between cognitive image and destination personality appeared to be positive and
strong. In addition Aaker’s (1997) 5 dimensional brand personality grading turned out
to be 4 dimensions. These dimensions were determined as excitement, ruggedness,
competence and sincerity.
The objective of this study was to determine the reasons why foreign tourists travelling to Istan... more The objective of this study was to determine the reasons why foreign tourists travelling to Istanbul for cultural purposes prefer all inclusive package tours. The sample group consisted of foreign tourists who visited Istanbul on an all inclusive package tour between May and July of 2013. Data were obtained from 397 tourists for the study by using a survey to measure the preference for all inclusive package tours. Descriptive analyses such as mean, standard deviation as well as statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the obtained data. The study revealed that the main reasons why foreign tourists coming to Istanbul preferred all inclusive package tours were tour arrangements & service quality, attractions, hotels & airlines. In other words it was evident that when foreign tourists preferred all inclusive package tours when coming to Istanbul they prioritized issues such as the experience of the travel agency, its reputation and the service quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.
It is evident that the risk element has a significant impact on the intention of tourists to trav... more It is evident that the risk element has a significant impact on the intention of tourists to travel as well as on their destination selection criteria. Therefore, the determination of risk perception particularly for a destination will be beneficial for the management of that destination. The objective of this study is to reveal the risk perceptions of foreign tourists visiting Marmaris district of Muğla province which is one of the major tourism centers in Turkey and determine the impact these risks have on their intention to revisit the area. The sampling group of the study consisted of foreign tourists visiting Marmaris district during June and August in 2014. Data was obtained from a total of 387 foreign tourists for the application. The study revealed that the risk perception of tourists in Marmaris was minimal. Furthermore, it was determined that the perceived highest risk involved financial risks while the lowest risk was perceived in terms of socio-psychological dimensions. The study revealed that the risks (socio-psychological risk, time risk, physical risks, financial risks and performance risk) perceived by tourists during their holiday in Marmaris did have an impact on their intentions to visit again. . Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan.
The objective of this study was to determine the reasons why foreign tourists travelling to Istan... more The objective of this study was to determine the reasons why foreign tourists travelling to Istanbul for cultural purposes prefer all inclusive package tours. The sample group consisted of foreign tourists who visited Istanbul on an all inclusive package tour between May and July of 2013. Data were obtained from 397 tourists for the study by using a survey to measure the preference for all inclusive package tours. Descriptive analyses such as mean, standard deviation as well as statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the obtained data. The study revealed that the main reasons why foreign tourists coming to Istanbul preferred all inclusive package tours were tour arrangements & service quality, attractions, hotels & airlines. In other words it was evident that when foreign tourists preferred all inclusive package tours when coming to Istanbul they prioritized issues such as the experience of the travel agency, its reputation and the service quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.
Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılmas... more Bu araştırmada, destinasyon imajı ile destinasyon kişiliği arasındaki ilişkinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya'nın Alanya ilçesini 2013 yılı Haziran ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak Aaker'in (1997) geliştirdiği marka kişiliği ölçeği ve destinasyon imajını ölçen anket kullanılmış olup, toplam 395 turistten veri elde edilmiştir. Elde edilen verilerin analizinde yüzde, frekans gibi betimsel analizlerden, faktör analizi (doğrulayıcı ve açıklayıcı), güvenirlik analizi gibi istatistiksel testlerden yararlanılmıştır. Bununla birlikte destinasyon imajı ile destinasyon kişiliği arasındaki ilişki, Yapısal Eşitlik Modeli (YEM) ile analiz edilmiştir.
The purpose of this study was to determine the factors which influence the tipping propensity of ... more The purpose of this study was to determine the factors which influence the tipping propensity of customers in a la carte restaurants of hotels. The sample group of the study consists of tourists who were accommodated at 5 star hotels in the center of Antalya province between July and September of 2012. A questionnaire taken from a study carried out by which measured the tipping propensities of restaurant customers was used as a data collection tool for the application and data was obtained from a total of 583 tourists. Descriptive analyses such as arithmetical average and standard deviation and statistical tests such as factor analysis, reliability analysis, t-test and variance analysis were used to analyze the collected data. The study revealed that the most important factors influencing the tipping propensity of the participants dining at a la carte restaurants of 5 star hotels were transactionalisation and product quality. The other results of the study revealed that the element of presentability had a more influential impact on the tipping propensity of individuals with high income levels. Product quality had more impact on the tipping propensity of individuals in young age groups than on the tipping propensities of middle-aged (adult) groups. Value for money has a greater impact on the tipping propensities of Swiss and British customers. In addition, customers in the high level income group are more influenced in their tipping propensities by value for money.
The aim of this study is to determine what motivated agritourists of Turkish origin to participat... more The aim of this study is to determine what motivated agritourists of Turkish origin to participate in agritourism in Turkey. In line with this target a survey has been carried out with 196 Turkish agritourists who participated in agritourism in Turkey. Agritourist motivation scale was used as a tool to collect data for the application and an online survey link was dispatched to the e-mail addresses of the agritourists to be filled between January and March of 2013. Arithmetical average, standard deviation, factor analysis and reliability analysis were used in the study. The results of the study revealed that Turkish agritourists had participated in agritourism for reasons such as to enjoy scenery, life and mental relaxation. In other words agritourists participated in agritourism in order to relax physically or mentally and be in touch with nature.
The aim of this study was to examine the impact the destination image of Alanya district which is... more The aim of this study was to examine the impact the destination image of Alanya district which is a district of Antalya, one of the main tourism centers in Turkey had on establishing destination loyalty. The sampling group of the study consists of tourists who visited Alanya district of Antalya between the months of June and August in 2012. A survey containing scales pertaining to destination image and destination loyalty was used as a data collection tool for the application and the collected data were analyzed by benefiting from statistical techniques such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and regression analysis. The study concluded that there was a positive and strong affiliation between the destination image which was reported as positive in general by the participants and destination loyalty and that cognitive image had a greater impact on establishing destination loyalty than affective image.
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The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed by Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM)
At the conclusion of the study there appeared to be negative and very weak
relationship between affective image and destination personality while the relationship
between cognitive image and destination personality appeared to be positive and
strong. In addition Aaker’s (1997) 5 dimensional brand personality grading turned out
to be 4 dimensions. These dimensions were determined as excitement, ruggedness,
competence and sincerity.
quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.
The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed by Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM)
At the conclusion of the study there appeared to be negative and very weak
relationship between affective image and destination personality while the relationship
between cognitive image and destination personality appeared to be positive and
strong. In addition Aaker’s (1997) 5 dimensional brand personality grading turned out
to be 4 dimensions. These dimensions were determined as excitement, ruggedness,
competence and sincerity.
quality of the tour. Furthermore it was determined that in their preference for all inclusive package tours foreign tourists also underlined the importance of historical and cultural attractions as well as natural attractions, the quality of hotels and the amenities they provided.