The Effect of Narrative Transportation on Storytelling: The Mediation Role of Memorable Tourism Experiences

Year 2021, Volume: 32 Issue: 2, 159 - 170, 01.12.2021

Büşra Kaya , Murat Gümüş

https://doi.org/10.17123/atad.780607

Cited By: 1

Abstract

The aim of this research is to examine memorable tourism experiences through the effect of narrative transportation to storytelling. Nowadays, it has become very important to create memorable tourism experiences in the context of experiential marketing with postmodernism. Therefore, both the use of stories as a means of creating a memorable experience and whether this created experience is re-narration as a story will be shown. The research was prepared as a quantitative method and causal screening model. The population of the paper is the domestic tourists in Turkey who have joined a package tour program. A total of 250 valid questionnaires were obtained from the respondents. The obtained data were analyzed by conducting factor analysis (EFA and CFA), reliability, regression, and mediating effect analyses. The results show that memorable tourism experience has a mediating effect on the effect of narrative transportation on storytelling.

Keywords

Memorable tourism experiences, Narrative transportation, Storytelling, Turkey

Anlatıya Dahil Olmanın Hikâye Anlatıcılığına Etkisi: Unutulmaz Turizm Deneyimlerinin Aracı Rolü

Abstract

Bu araştırmanın amacı anlatıya ulaşımın hikâye anlatıcılığına etkisinde unutulmaz turizm deneyimlerinin aracılık etkisini incelemektir. Günümüzde, postmodernizm ile deneyimsel pazarlama bağlamında unutulmaz turizm deneyimleri yaratmak oldukça önemli hale gelmiştir. Bu nedenle, hem hikâyelerin unutulmaz bir deneyim yaratma aracı olarak kullanılıp kullanılamayacağı hem de yaratılan bu deneyimin yeniden hikâyeleştirilerek anlatılıp anlatılmadığı bulgular sonucu tartışılacaktır. Araştırma, nicel yöntem ve nedensel tarama modeli ile gerçekleştirilmiştir. Araştırmanın çalışma evrenini, Türkiye’de yaşayan ve paket tur programlarına katılım sağlamış olan yerli turistler oluşmaktadır. Katılımcılardan toplam 250 geçerli veri elde edilmiştir. Elde edilen bu veriler; faktör analizi (AFA ve DFA), güvenirlik, regresyon ve aracılık etkisi analizleri yapılarak değerlendirilmiştir. Yapılan analizler sonucunda, anlatıya ulaşımın hikâye anlatıcılığı üzerindeki etkisinde, unutulmaz turizm deneyiminin aracı rolü ortaya koyulmuştur.

Keywords

Anlatıya ulaşım, Hikâye anlatıcılığı, Unutulmaz turizm deneyimi, Türkiye

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