Destinasyonu Yerinde Ziyaret Etme Eğilimi Bakımından Sanal Turların Virtualrooming Olarak Değerlendirilmesi: Bir Karma Yöntem Çalışması (Evaluation of Virtual Tours as Virtualrooming in Terms of the Tendency to Visit the Destination on Site: A Mixed Method Study)
DOI:
https://doi.org/10.21325/jotags.2024.1442Keywords:
Virtual tour, Online guided virtual tour, Tour guiding, Mixed methods research, VirtualroomingAbstract
In this study, quantitative and qualitative data were collected in parallel within the scope of the convergent parallel design of mixed method research in order to provide a holistic perspective on virtual tours and their use in the context of tour guiding through online guided virtual tours, which is considered a new application that has become massive with the pandemic. The data of the study were obtained from 464 participants by applying a questionnaire adapted from the Technology Acceptance Model in the quantitative phase and from 22 participants in the qualitative phase through interviews. According to the findings of the study, it was determined that the acceptance level of the participants in online guided virtual tours, is high, the users who experience the virtual tour increase the tendency to visit the destination on site, these virtual tours are found to be easy to use, the perceived usefulness is high, the willingness to pay a fee is seen in the participants who participate in these virtual tours, and the fact that they are organized with a real tour guide is at a distinctive level. In the light of the findings, the concept of “virtualrooming” was introduced as a new concept adapted to virtual tours based on the concepts of webrooming and showrooming, which are widely known in the field of marketing. The concept of virtualrooming, which was introduced to the tourism literature for the first time with this study, is defined as visiting the destination on site after the virtual tour experience.
References
Akış Roney, S. (2018). Turizm: Bir Sistemin Analizi. (2. Baskı). Ankara: Detay Yayıncılık.
Al-Adwan, A. S., Li, N., Al-Adwan, A., Abbasi, G. A., Albelbisi, N. A., & Habibi, A. (2023). Extending the technology acceptance model (TAM) to Predict University Students’ intentions to use metaverse-based learning platforms. Education and Information Technologies, 1-33. https://doi.org/10.1007/s10639-023-11816-3
Altunışık, R. (2022a). Örnekleme ve Örnekleme Süreci. Altunışık, R., Boz, H., Gegez, E., Koç, E., Sığrı, Ü., Yıldız, E. & Yüksel, A. (Ed.). Sosyal Bilimlerde Araştırma Yöntemleri. İçinde (s. 129-184). Ankara: Seçkin Yayıncılık.
Altunışık, R. (2022b). Sosyal Bilimlerde Ölçek Geliştirme ve Değerlendirme Süreci. Altunışık, R., Boz, H., Gegez, E., Koç, E., Sığrı, Ü., Yıldız, E. & Yüksel, A. (Ed.). Sosyal Bilimlerde Araştırma Yöntemleri. İçinde (s. 225-274). Ankara: Seçkin Yayıncılık.
Başkale, H. (2016). Nitel Araştırmalarda Geçerlik, Güvenirlik ve Örneklem Büyüklüğünün Belirlenmesi. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi, 9(1), 23-28.
Blaer, M. (2023). Interactive webcam travel: supporting wildlife tourism and conservation during COVID-19 lockdowns. Information Technology & Tourism, 1-23. https://doi.org/10.1007/s40558-023-00242-3
Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Buhalis, D. (1998). Strategic use of information technologies in the tourism industry. Tourism Management, 19(5), 409-421. https://doi.org/10.1016/S0261-5177(98)00038-7
Buhalis, D. (2000). Tourism and information technologies: Past, present and future. Tourism Recreation Research, 25(1), 41-58. https://doi.org/10.1080/02508281.2000.11014899
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S. and Hofacker, C. (2019), Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506. https://doi.org/10.1108/JOSM-12-2018-0398
Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724. https://doi.org/10.1016/j.tourman.2023.104724
Cenni, I., & Vásquez, C. (2022). Early adopters’ responses to a virtual tourism product: Airbnb’s online experiences. International Journal of Culture, Tourism and Hospitality Research, 16(1), 121-137. https://doi.org/10.1108/IJCTHR-12-2020-0289
Cheng, L. K., & Huang, H. L. (2022). Virtual tourism atmospheres: The effects of pleasure, arousal, and dominance on the acceptance of virtual tourism. Journal of Hospitality and Tourism Management, 53, 143-152. https://doi.org/10.1016/j.jhtm.2022.10.002
Cho, Y. H., & Fesenmaier, D. R. (2000). A conceptual framework for evaluating effects of a virtual tour. In Information and Communication Technologies in Tourism 2000: Proceedings of the International Conference in Barcelona, Spain, 2000 (pp. 314-323). Vienna: Springer Vienna. https://doi.org/10.1007/978-3-7091-6291-0_28
Creswell, J. W. & Plano Clark, V. L. (2020). Karma Yöntem Araştırmaları: Tasarımı ve Yürütülmesi. (Çev. Ed. Y. Dede & S. D. Beşir). Ankara: Anı Yayıncılık.
Creswell, J. W. (2017). Araştırma Deseni: Nitel, Nicel ve Karma Yöntem Yaklaşımları (Çev. Ed. S. B. Demir). Ankara: Eğiten Kitap.
Creswell, J. W. (2019). Karma Yöntem Araştırmalarına Giriş. (Çev. Ed. M. Sözbilir). Ankara: Pegem Akademi.
Creswell, J. W. (2021). Nitel Araştırma Yöntemleri: Beş Yaklaşıma Göre Nitel Araştırma ve Araştırma Deseni. (6. Baskı). (Çev. Ed. S. B. Demir & M. Bütün). Ankara: Siyasal Kitabevi.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319–339. https://doi.org/10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
Dybsand, H. N. H. (2022). ‘The next best thing to being there’–participant perceptions of virtual guided tours offered during the COVID-19 pandemic. Current Issues in Tourism, 1-14. https://doi.org/10.1080/13683500.2022.2122417
El-Said, O., & Aziz, H. (2022). Virtual Tours a Means to an End: An Analysis of Virtual Tours’ Role in Tourism Recovery Post COVID-19. Journal of Travel Research, 61(3), 528–548. https://doi.org/10.1177/0047287521997567
Galí, N. (2022). Impacts of COVID-19 on local tour guides, Journal of Tourism and Cultural Change, 20(6), 788-805, https://doi.org/10.1080/14766825.2022.2046016
Goeldner, C. R. & Ritchie, J. R. B. (2023). Turizm: İlkeler, Uygulamalar ve Felsefeler. (Çev. Ed. A. Tayfun). Ankara: Nobel Akademik Yayıncılık.
Gyimóthy, S., Braun, E., & Zenker, S. (2022). Travel-at-home: Paradoxical effects of a pandemic threat on domestic tourism. Tourism Management, 93. https://doi.org/10.1016/j.tourman.2022.104613
Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116-128. https://doi.org/10.1002/jtr.2038
Inayatullah, S. (1995). Rethinking tourism: unfamiliar histories and alternative futures. Tourism Management, 16(6), 411-415. https://doi.org/10.1016/0261-5177(95)00048-S
Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26. https://doi.org/10.3102/0013189X033007014
Johnson, R. B., Onwuegbuzie, A. J., & Turner, L. A. (2007). Toward a definition of mixed methods research. Journal of Mixed Methods Research, 1(2), 112-133. https://doi.org/10.1177/1558689806298224
Karasar, N. (2019). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayıncılık.
Kim, T. G., Lee, J. H. & Law, R. (2008). An empirical examination of the acceptance behaviour of hotel front office systems: An extended technology acceptance model. Tourism Management, 29(3), 500-513. https://doi.org/10.1016/j.tourman.2007.05.016
Kotler, P., Kartajaya, H. & Setiawan, I. (2020). Pazarlama 4.0: Gelenekselden Dijitale Geçiş. (Çev. N. Özata). İstanbul: Optimist Kitap.
Kotler, P., Kartajaya, H. & Setiawan, I. (2023). Pazarlama 5.0: İnsan İçin Teknoloji. (Çev. T. Gezer). (4. Baskı). İstanbul: MediaCat Kitapları.
Kurniasari, K. K., Ayu, J. P., & Octavanny, V. (2022). Understanding Tourists’ Motivation in Virtual Tour. International Journal of Applied Sciences in Tourism and Events, 6(1), 31-41. https://doi.org/10.31940/ijaste.v6i1.31-41
Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Communications of The Association for İnformation Systems, 12(1), 50. https://doi.org/10.17705/1CAIS.01250
Lu, J., Xiao, X., Xu, Z., Wang, C., Zhang M. & Zhou, Y. (2022) The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic, Current Issues in Tourism, 25:3, 441-457, https://doi.org/10.1080/13683500.2021.1959526
Marangunić, N. & Granić, A. (2015). Technology Acceptance Model: A Literature Review from 1986 to 2013. Universal Access in the Information Society, 14(1), 81-95. https://doi.org/10.1007/s10209-014-0348-1
Marks, P. (2020). Virtual collaboration in the age of the coronavirus. Communications of the ACM, 63(9), 21–23. https://doi.org/10.1145/3409803
Mastroberardino, P., Calabrese, G., Cortese, F., & Petracca, M. (2021). New perspectives of experiential tourism: an exploratory analysis of live virtual tours during the COVID-19 outbreak. The TQM Journal. https://doi.org/10.1108/TQM-06-2021-0164.
Mirzaei, R., Sadin, M. & Pedram, M. (2023), Tourism and COVID-19: changes in travel patterns and tourists' behavior in Iran. Journal of Tourism Futures, 9(1), 49-61. https://doi.org/10.1108/JTF-01-2021-0017
Nazli, M. (2022). Tourist guides facing the impacts of the pandemic COVID-19, Current Issues in Tourism, 25(12), 1866-1870. https://doi.org/10.1080/13683500.2021.1997943
Onwuegbuzie, A. J., & Leech, N. L. (2007). A call for qualitative power analyses. Quality & Quantity: International Journal of Methodology, 41(1), 105–121. https://doi.org/10.1007/s11135-005-1098-1
Osman A., Wahab N. A., Ismail M. H. 2009. Development and Evaluation of an Interactive 360 Virtual Tour for Tourist Destinations. Journal of Information Technology Impact, 9 (3), 173–82. https://www.researchgate.net/publication/268730854
Pencarelli T (2020) The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3):455– 476. https://doi.org/10.1007/s40558-019-00160-3
Pestek, A. & Sarvan, M. (2021), Virtual reality and modern tourism. Journal of Tourism Futures, 7(2), 245-250. https://doi.org/10.1108/JTF-01-2020-0004
Plano Clark, V. L. & Ivankova, N. V. (2018). Karma Yöntemler Araştırması: Alana Yönelik Bir Kılavuz. (Çev. Ed. Ö. Çokluk Bökeoğlu). Ankara: Nobel Yayıncılık.
Poon, A. (1988). Tourism and information technologies. Annals of Tourism Research, 15(4), 531-549. https://doi.org/10.1016/0160-7383(88)90048-5
Prabowo, R. R. (2022). The implementation of 4C in guided virtual tour: Case study Jakarta good guide. Media Wisata, 20(2), 315-331. http://jurnal.ampta.ac.id/index.php/MWS/article/view/392
Repo, R. & Pesonen, J. (2022). Identifying the Main Service Elements for Customer-Oriented Live Guided Virtual Tours. Stienmetz, J.L., Ferrer-Rosell, B., Massimo, D. (Eds), Information and Communication Technologies in Tourism 2022 In 213-225. ENTER 2022. Springer. DOI: 10.1007/978-3-030-94751-4_19
Rodrigues, V., Eusébio, C., & Breda, Z. (2023). Enhancing sustainable development through tourism digitalisation: a systematic literature review. Information Technology & Tourism, 25(1), 13-45. https://doi.org/10.1007/s40558-022-00241-w
Schwab, K. (2023). Dördüncü Sanayi Devrimi. (Çev. Zülfü Dicleli). İstanbul: Optimist Kitap.
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015
Stipanuk, D. M. (1993). Tourism and technology: interactions and implications. Tourism Management, 14(4), 267-278. https://doi.org/10.1016/0261-5177(93)90061-O
Sümer, N. (2000). Yapısal Eşitlik Modelleri: Temel Kavramlar ve Örnek Uygulamalar. Türk Psikoloji Yayınları, 3(6), s. 49-74. http://www.nebisumer.com/wp-content/uploads/2015/03/SumerN.2000.YEM_TPY.pdf
Teddlie, C. & Tashakkori, A. (2020). Karma Yöntem Araştırmalarının Temelleri. (Çev. Ed. Y. Dede & S. B. Demir). (2. Baskı). Ankara: Anı Yayıncılık.
Toraman, S. (2021). Karma Yöntemler Araştırması: Kısa Tarihi, Tanımı, Bakış Açıları ve Temel Kavramlar. Nitel Sosyal Bilimler, 3 (1), 1-29. https://doi.org/10.47105/nsb.847688
Uca, S. & Karahan, S. (2022). Çevrimiçi Rehberli Sanal Turlara Katılan Ziyaretçi Deneyimleri: Airbnb Örneği. Journal of Hospitality and Tourism Issues, 4 (2), 108-122. https://doi.org/10.51525/johti.1199153
Venkatesh, V. & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., M. Morris, G. Davis, & F. Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
Verma, S., Warrier, L., Bolia, B., & Mehta, S. (2022). Past, present, and future of virtual tourism-a literature review. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100085
Viana-Lora, A., Domènech, A. & Gutiérrez, A. (2023), COVID-19 and tourist mobility at destinations: a literature review and emerging research agenda. Journal of Tourism Futures, 9(1), 21-34. https://doi.org/10.1108/JTF-04-2021-0090
Weiler, B. & Black, R. (2015). The Changing Face of the Tour Guide: One-Way Communicator to Choreographer to Co-Creator of the Tourist Experience. Tourism Recreation Research, 40(3), 364-378. https://doi.org/10.1080/02508281.2015.1083742
Wong, I. A., Lin, S. K., Lin, Z. C., & Xiong, X. (2022). Welcome to stay-at-home travel and virtual attention restoration. Journal of Hospitality and Tourism Management, 51, 207-217. https://doi.org/10.1016/j.jhtm.2022.03.016
Wright, D.W.M. (2023), Travel and the climate crisis: exploring COVID-19 impacts and the power of stories to encourage change. Journal of Tourism Futures, 9(1), 116-135. https://doi.org/10.1108/JTF-03-2020-0043
Yamada, N. & Matsuda, M. (2023). Not the Same as Real Experience! – a qualitative inquiry into how participants make sense of their online tours. Tourism Recreation Research, 1-15. https://doi.org/10.1080/02508281.2023.2212352
Yang, T., Lai, I. K. W., Fan, Z. B., & Mo, Q. M. (2021). The impact of a 360° virtual tour on the reduction of psychological stress caused by COVID-19. Technology in Society, 64, 101514. https://doi.org/10.1016/j.techsoc.2020.101514
Yazıcıoğlu, Y. & Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
Yıldırım, A. & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. (10. Baskı). Ankara: Seçkin Yayıncılık.
Zhang, J. & Qiu, H. (2022). Window to the destination: tourists’ local experience via “online experiences” on airbnb amid the pandemic. İçinde 310-315. Stienmetz, J.L., Ferrer-Rosell, B., Massimo, D. (Eds), Information and Communication Technologies in Tourism 2022. ENTER 2022. Springer. DOI:10.1007/978-3-030-94751-4_28
Zhang, S. N., Li, Y. Q., Ruan, W. Q., & Liu, C. H. (2022). Would you enjoy virtual travel? The characteristics and causes of virtual tourists’ sentiment under the influence of the COVID-19 pandemic. Tourism Management, 88, 104429. https://doi.org/10.1016/j.tourman.2021.104429
Zheng, C., Chen, Z., Zhang, Y., & Guo, Y. (2022). Does Vivid Imagination Deter Visitation? The Role of Mental Imagery Processing in Virtual Tourism on Tourists’ Behavior. Journal of Travel Research, 61(7), 1528–1541. https://doi.org/10.1177/00472875211042671
Zhu, J. & Cheng, M. (2022). The rise of a new form of virtual tour: Airbnb peer-to-peer online experience. Current Issues in Tourism, 25(22), 3565-3570. https://doi.org/10.1080/13683500.2021.2016662
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
