Aktif Spor Turizmi Etkinliklerinde Organizatörün Algılanan Kaynak Yatırımının, Etkinlik Tatmini ve Tekrar Satın Alma Davranışına Etkisi (The Effect of Organizer's Perceived Resource Investment on Event Satisfaction and Repurchase Behavior in Active Spor

Yazarlar

  • Hüseyin ÇEVİK
  • Kerem Yıldırım ŞİMŞEK

DOI:

https://doi.org/10.21325/jotags.2020.552

Anahtar Kelimeler:

Spor turizmi- Kaynak yatırımı- Tatmin- Dans festivali

Özet

Aktif spor turizmi etkinlikleri sürdürülebilir olduğunda ev sahibi toplumu özellikle ekonomik, anlamda etkilemektedir. Bu tarz etkinliklerin sürdürülebilir olması için hetorojen özelliğe sahip spor turistlerinin tüketim davranışlarını inceleyen kuramsal temelli modellerin geliştirilesine ihtiyaç duyulmaktadır. Bundan dolayı bu araştırmada kaynak kuramı dikkate alınarak spor turistlerinin bakış açısından organizatörün algılanan kaynak yatırımı, etkinlik tatmini ve tekrar satın alma davranışı arasındaki ilişkiyi inceleyen kuramsal modelin test edilmesi amaçlanmıştır. Araştırma verileri 6. Eskişehir Dans Festivaline katılan kolayda örnekleme yöntemi ile seçilen 405 aktif spor turistinden elde edilmiştir. Veriler yüz yüze görüşme tekniği kullanılarak anket aracılığı ile toplanmıştır. Anketin birinci bölümünde Organizatörün Algılanan Kaynak Yatırımı Ölçeğine, ikinci bölümünde etkinlik tatminini ve tekrar satın alma davranışını değerlendiren ifadelere yer verilmiştir. Üçüncü bölüm kişisel bilgileri değerlendiren sorulardan oluşmaktadır. Veriler yapısal eşitlik modellemesinin temel metodolojik ilkeleri doğrultusunda ölçüm ve yapısal model olarak iki aşamalı yaklaşımla analiz edilmiştir. Ölçüm modeli geçerli ve güvenilir sonuçlar ortaya koymuştur. Yapısal model analizi sonucunda, aktif spor turistlerinin algıladıkları kaynak yatırımının etkinlik tatmini üzerinde anlamlı etkiye sahip olduğu tespit edilmiştir. Ayrıca etkinlik tatmininin aktif spor turistlerinin tekrar satın alma davranışı üzerinde doğrudan bir etkisinin olduğu gözlemlenmiştir. Araştırma sonucu elde edilen veriler, kaynak kuramı temelli aktif spor turistlerinin tüketim davranışları ile ilgili literatüre önemli katkı sağlamaktadır. Bununla birlikte, organizatörlerin aktif spor turistlerinin tüketim davranışlarının anlaşılmasında kuramsal temeli olan stratejik bilgiler ortaya koymaktadır.

 

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Yayınlanmış

2023-02-13

Nasıl Atıf Yapılır

ÇEVİK, H., & ŞİMŞEK, K. Y. (2023). Aktif Spor Turizmi Etkinliklerinde Organizatörün Algılanan Kaynak Yatırımının, Etkinlik Tatmini ve Tekrar Satın Alma Davranışına Etkisi (The Effect of Organizer’s Perceived Resource Investment on Event Satisfaction and Repurchase Behavior in Active Spor. Journal of Tourism & Gastronomy Studies, 8(1), 355–370. https://doi.org/10.21325/jotags.2020.552