Tüketicilerin spor turizmi destinasyonlarına ilişkin kimlik ve imaj algılarının destinasyon sadakati üzerine etkileri (Türkiye'deki kayak merkezleri örneği)
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Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmada spor ve turizm arasındaki ilişkinin önemi, kış spor turizmi tüketicilerinin destinasyon kimliği ve destinasyon imajı algılarının, destinasyon sadakatine etkileri ve ilişkileri incelenmiştir. Araştırma kapsamında veri toplamak amacıyla katılımcılara iki bölümden oluşan bir anket uygulanmıştır. Anketin birinci bölümünde katılımcıların demografik özelliklerine ilişkin değerlendirmeler, ikinci bölümde ise imaj algılarına, kimlik algılarına ve sadakatlerine dair değerlendirmelerini ölçen ifadelere yer verilmiştir. Araştırma verileri online ve yüzyüze anket tekniği kullanılarak gerçekleştirilmiştir. Bu kapsamda 2022 Ocak, Şubat ve Mart aylarında betimsel bir desende tasarlanan, keşfedicilik niteliğine sahip araştırmanın anakütlesini Türkiye'deki 6 Kayak Merkezine (Palandöken, Erciyes, Uludağ, Ilgaz, Davraz, Ergan) kayak yapmak amacıyla gelen 18 yaş ve üstü yerli turistler oluşturmuştur. Türkiye Kayak Federasyonu tarafından kayak akademisi olarak belirlenen altı kayak merkezini ziyaret eden 455 kişiye kolayda örnekleme yoluyla anket uygulanmıştır. Araştırmaya 236 kadın, 219 erkek katılımcı iştirak etmiştir. Toplanan veriler SPSS 25.0 istatistik programı (Statistical Package for Social Sciences) aracılığıyla analiz edilmiştir. Verilerin analizinde, verisetinin dağılım özelliklerine bağlı olarak, katılımcıların değişkenler bağlamında oluşturdukları gruplar arasıdaki farklılaşmaları test etmek için varyans analizi (ANOVA) ve bağımsız örneklemler t-testi uygulanmıştır. Anlamlı ilişkiler için, varyans dağılımlarının homojenlik durumları ışığında uygun post-hoc testlerden yararlanılarak grup farklılıkları saptanmıştır. Araştırma değişkenleri ve değişkenlerin alt boyutları arasındaki ilişkileri test etmek amacıyla Pearson korelasyon testinden yararlanılmıştır. Bunun yanı sıra bağımsız değişkenlerin bağımlı değişken üzerindeki etkisini ölçmek için de basit doğrusal regresyon ve çoklu regresyon analizinden yararlanılmıştır. Yapılan analizlerde, istatistiksel anlamlılık düzeyi %95 belirlenmiştir. Analizler sonucunda Destinasyon kimliği ile destinasyon sadakati, destinasyon imajı ile destinasyon sadakati ve destinasyon kimliği ile destinasyon imajı arasında ilişki olduğu, destinasyon imajı ve destinasyon kimliğinin destinasyon sadakatini etkilediği sonucuna ulaşılmıştır. Ayrıca katılımcıların spor tercihine ve demografik özelliklerine göre destinasyon imajı, destinasyon kimliği ve destinasyon sadakati algılarının farklılık gösterdiği tespit edilmiştir. Anahtar Sözcükler: Kış sporları, Kış Spor turizmi, Destinasyon İmajı, Destinasyon Kimliği, Destinasyon Sadakati.
In this research, the importance of the relationship between sport and tourism, the effects and relationships of winter sports tourism consumers's perceptions of destination identity and destination image that effects on destination loyalty were examined. In order to collect data within the scope of the research, a questionnaire consisting of 2 parts was applied to the participants. In the first part of the questionnaire, evaluations of the demographic characteristics of the participants were included, and in the second part, statements aim to measuring their evaluations of image and identity perceptions and loyalty were included. The research data were carried out using online and face-to-face survey techniques. In this context, the population of the research, which was imagened in a descriptive design and has an exploratory quality, in January, February and March 2022, consisted of domestic tourists aged 18 and over who came to 6 Ski Centers in Turkey (Palandöken, Erciyes, Uludağ, Ilgaz, Davraz, Ergan) for ski. Questionnaire was applied to 455 people who visited six ski centers that announced as Ski Academies by the Turkish Ski Federation, by way of convenience sampling. 236 female and 219 male participants took part in the research. The collected data were analyzed by using the SPSS 25.0 statistical program (Statistical Package for Social Sciences). In the analysis of the data obtained as a result of the survey, analysis of variance (ANOVA) and independent samples t-test were applied to test the differences between the groups that included the participants in the context of the variables, depending on the distribution characteristics of the dataset. For meaningful relationships, group differences were determined using appropriate post-hoc tests in the light of the homogeneity of the variance distributions. Pearson correlation test was used to test the relationships between the study variables and the sub-dimensions of the variables. In addition, simple linear regression and multiple regression analysis were used to measure the effect of independent variables on the dependent variable. In all statistical analyzes within the scope of the research, the level of statistical significance was determined as 95%. As a result of the analyzes, it was concluded that there was a relationship between destination identity and destination loyalty, destination image and destination loyalty, and destination identity and destination image affect destination loyalty. In addition, it has been also determined that the perceptions of destination image, destination identity and destination loyalty differ according to the sport preferences and demographic characteristics of the participants. Keywords: Winter Sports, Winter Sports Tourism, Destination Image, Destination Identity, Destination Loyalty.
In this research, the importance of the relationship between sport and tourism, the effects and relationships of winter sports tourism consumers's perceptions of destination identity and destination image that effects on destination loyalty were examined. In order to collect data within the scope of the research, a questionnaire consisting of 2 parts was applied to the participants. In the first part of the questionnaire, evaluations of the demographic characteristics of the participants were included, and in the second part, statements aim to measuring their evaluations of image and identity perceptions and loyalty were included. The research data were carried out using online and face-to-face survey techniques. In this context, the population of the research, which was imagened in a descriptive design and has an exploratory quality, in January, February and March 2022, consisted of domestic tourists aged 18 and over who came to 6 Ski Centers in Turkey (Palandöken, Erciyes, Uludağ, Ilgaz, Davraz, Ergan) for ski. Questionnaire was applied to 455 people who visited six ski centers that announced as Ski Academies by the Turkish Ski Federation, by way of convenience sampling. 236 female and 219 male participants took part in the research. The collected data were analyzed by using the SPSS 25.0 statistical program (Statistical Package for Social Sciences). In the analysis of the data obtained as a result of the survey, analysis of variance (ANOVA) and independent samples t-test were applied to test the differences between the groups that included the participants in the context of the variables, depending on the distribution characteristics of the dataset. For meaningful relationships, group differences were determined using appropriate post-hoc tests in the light of the homogeneity of the variance distributions. Pearson correlation test was used to test the relationships between the study variables and the sub-dimensions of the variables. In addition, simple linear regression and multiple regression analysis were used to measure the effect of independent variables on the dependent variable. In all statistical analyzes within the scope of the research, the level of statistical significance was determined as 95%. As a result of the analyzes, it was concluded that there was a relationship between destination identity and destination loyalty, destination image and destination loyalty, and destination identity and destination image affect destination loyalty. In addition, it has been also determined that the perceptions of destination image, destination identity and destination loyalty differ according to the sport preferences and demographic characteristics of the participants. Keywords: Winter Sports, Winter Sports Tourism, Destination Image, Destination Identity, Destination Loyalty.
Açıklama
Anahtar Kelimeler
Ekonomi, Economics
