BİR DENEYİMİ UNUTULMAZ KILAN UNSURLAR NEDİR? UNUTULMAZ TURİZM DENEYİMİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2019, Cilt: 21 Sayı: 2, 661 - 682, 31.12.2019

Seda Demir , Elif Ülker Demirel

https://doi.org/10.26468/trakyasobed.532082

Cited By: 7

Öz

Günümüzün küresel
pazarında rekabet gün geçtikçe artmakta, rekabet avantajı elde etmek
zorlaşmaktadır. Hızlı değişim ve yeniliklerin yaşandığı günümüzde işletmeler bu
gelişmelere ayak uydurmak durumundadır. Zira günümüz tüketicisi için nihai üründen ziyade, yaşanılan ürün ve
hizmet deneyimi satın alma karar sürecinde belirleyici hale gelmektedir. Bu
noktada taklit edilmesi, ikamesi zor olan ve tüketiciler tarafından arzu
edilen, onların beklentilerine cevap verebilen deneyimsel ortamların
yaratılması rekabet avantajı açısından oldukça önem arz etmektedir. Ancak dünyada
ve turist profilinde meydana gelen gelişmeler ve değişiklikler, turistlerin
beklentilerinin de farklılaşmasına neden olmaktadır. Turistlerin ihtiyaçlarının
giderilmesi dışında farklılık arayışı, kendini değerli hissetme, yenilenme,
yeni kültürler ve insanlar tanıma gibi benzersiz deneyimler yaşamaya yönelik
eğilimleri, bir deneyimi eşsiz ve unutulmaz kılan unsurlar üzerine
odaklanılmasına sebebiyet vermektedir. Literatür incelendiğinde tüketici,
ziyaretçi, turist ve seyahat deneyimi üzerine çok sayıda çalışmanın yer aldığı
görülmekle birlikte, “Unutulmaz Turizm Deneyimi” kavramı bu alanda oldukça yeni
bir araştırma konusu olarak yer almaktadır. Bu kavramla ilgili yabancı literatürdeki çalışmalar
incelendiğinde bir literatür birikiminin oluştuğunu belirtmek mümkün olmakta
ancak, yerli literatürde oldukça sınırlı sayıda çalışmanın yer aldığı
görülmektedir. Dolayısıyla bu çalışmanın amacı, uluslararası ve ulusal literatürün kapsamlı bir
değerlendirmesini yaparak mevcut akademik yazına katkıda bulunmak ve yeni bir
kavram olan unutulmaz turizm deneyimi olgusunu kapsam ve içerik açısından
değerlendirmektir. Bu anlamda söz konusu bulguların ve değerlendirmelerin turizm
işletmecilerine ve destinasyon yöneticilerine, turistlerin karar verme
süreçlerinde göz önünde bulundurdukları unsurların anlaşılması açısından yol
göstereceği öngörülmektedir.

Anahtar Kelimeler

Turist, Turizm, Deneyim, Turizm Deneyimi, Unutulmaz Turizm Deneyimi

WHAT MAKES AN EXPERIENCE MEMORABLE? A CONCEPTUAL EVALUATION OF MEMORABLE TOURISM EXPERIENCE

Öz

Competition in today's
global market is increasing day by day, competitive advantage is difficult to
achieve. In the world where rapid changes and innovations are experienced,
enterprises have to keep up with these developments. Because, the product and service
experience that is experienced rather than the final product for today's
consumer becomes decisive in the purchasing decision making process. At this
point, the creation of experiential environments that are difficult to imitate
and substitution, and which are desirable by consumers, capable of responding
to their expectations are of great importance in terms of competitive
advantage. However, occured developments and changes in the world and in the
tourist profile, it also causes changes in the expectations of tourists. Except
for satisfying the needs of tourists, the tendency to live memorable
experiences such as the search for difference, feeling valued, renewal, new
cultures and people recognition, it gives cause for a focus on the elements
that make an experience unique and memorable. When the literature is examined,
while it is seen that there are many studies on consumer, visitor, tourist and
travel experience, the concept of "Memorable Tourism Experience"
ranks as pretty new research topic in this field. When the studies in the
foreign literature related to this concept are examined, it is possible to
state that a literature accumulation is formed, but it is seen that there are
pretty limited number of studies in the domestic literature. Hence, the aim of
this study is to contribute to the current academic literature by making a
comprehensive evaluation of international and national literature and to
evaluate the phenomenon of memorable tourism experience that is a new concept
in terms of scope and content. In this sense, it is foreseen that mentioned
findings and evaluations will guide tourism operators and destination managers
in terms of understanding the factors that tourists consider in decision-making
processes.

Anahtar Kelimeler

Tourist, Tourism, Experience, Tourism Experience, Memorable Tourism Experience

Kaynakça

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