SANAL SEYAHAT DENEYİMİNDEKİ DUYU VE BİLGİ KALİTESİNİN ZİYARET NİYETİ ÜZERİNE ETKİLERİ

Yıl 2022, Cilt: 19 Sayı: "21. Uluslararası İşletmecilik Kongresi" Özel Sayısı, 137 - 153, 27.10.2022

Mehmet Şükrü Akdoğan , Duran Kuru

https://doi.org/10.33437/ksusbd.1133724

Öz

COVID-19 salgınının çok süratli yayılmasıyla pandemiye dönüşmesi, dünya çapında seyahat kısıtlamalarının yaşanmasına neden olmuş ve insanlar evlerine kapanmak zorunda kalmışlardır. Bu dönemde fiziksel olarak temas etmeyi gerektiren veya diğer insanlarla bir arada bulunmayı zorunlu kılan ürün ya da hizmet sunan işletmeler, özellikle turizm sektöründe faaliyet gösteren işletmeler, COVID-19 pandemisinden en çok etkilenenlerin başında gelmektedir. Bu etkileri azaltmak için birçok turizm işletmesi, hedef kitlelerine evlerinde bir destinasyonu deneyimleyecekleri sanal seyahat turları geliştirmeye başlamışlardır. Bu bağlamda çalışmada sanal seyahat deneyiminin sahip olduğu bilgi kalitesi ve algılanan duyunun sanal deneyim yaşayanlarda oluşturduğu memnuniyetin, gerçek dünyada o destinasyonu ziyaret etme niyetlerine etkilerini araştırmak amaçlanmıştır. Araştırmanın ana kütlesi, sanal seyahat deneyimi yaşayan bireylerden oluşmaktadır. Ana kütleyi oluşturan bireyler arasından kolayda örnekleme yöntemiyle 564 kişiye ulaşılmış, 172 kişi sanal seyahat deneyimi yaşamadıklarını belirttikleri ya da 18 yaşından küçük oldukları için araştırma dışı bırakılmış ve 392 kişi araştırmaya dâhil edilmiştir. Araştırmada çevrimiçi (online) anket uygulaması ile elde edilen verilere istatistiki bir paket programıyla faktör, korelasyon ve regresyon analizleri uygulanmıştır. Analiz sonuçlarında; sanal dünyada bir destinasyon deneyiminden algılanan sanal seyahat duyusunun ve bilgi kalitesinin, sanal gerçeklik seyahatiyle ilgili memnuniyet üzerinde pozitif yönlü, güçlü ve anlamlı bir etkisinin olduğu bulunmuştur. Sanal gerçeklik seyahatinden oluşan bu memnuniyetin de, ziyaret niyeti üzerinde pozitif yönlü, nispeten güçlü ve anlamlı bir etkisinin olduğu tespit edilmiştir.

Anahtar Kelimeler

Sanal seyahat deneyimi, duyu, bilgi kalitesi, ziyaret niyeti.

THE EFFECTS OF SENSE AND INFORMATION QUALITY IN VIRTUAL TRAVEL EXPERIENCE ON VISIT INTENTION

Öz

The rapid spread of the COVID-19 epidemic and its transformation into a pandemic caused travel restrictions around the world and people had to stay in their homes. In this period, businesses that offer product or service that require physical contact or make it compulsory to be together with other people, especially businesses operating in the tourism sector, are among the most affected by the COVID-19 pandemic. In order to reduce these effects, many tourism businesses have started to develop virtual travel tours for their target audience to experience a destination at home. In this context, it is aimed to investigate the effects of the information quality of the virtual travel experience and the satisfaction created by the perceived sense of the virtual travel experience on the intentions of visiting that destination in the real world. The population of the research consists of individuals who have virtual travel experience. Among the individuals constituting the population, 564 people were reached by convenience sampling method, 172 people were excluded because they stated that they did not have a virtual travel experience or because they were under the age of 18, and 392 people were included in the study. In the research, factor, correlation, and regression analyzes were applied with a statistical package program to the data obtained by the online survey application. In the results of the analysis, it was found that the sense of virtual travel and the quality of information perceived from a destination experience in the virtual world have a positive and significant effect on satisfaction with virtual reality travel. It has been determined that this satisfaction, which consists of virtual reality travel, has a positive and relatively strong significant effect on visit intention.

Anahtar Kelimeler

Virtual travel experience, sense, information quality, visit intention.

Kaynakça

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