THE MEDIATING ROLE OF HEDONIC AND UTILITARIAN MOTIVES IN THE EFFECT OF TOURIST EXPERIENCE ON STORYTELLING: THE CASE OF CAPPADOCİA

Murat Kemerci; Şükran Karaca

Article Details

THE MEDIATING ROLE OF HEDONIC AND UTILITARIAN MOTIVES IN THE EFFECT OF TOURIST EXPERIENCE ON STORYTELLING: THE CASE OF CAPPADOCİA

Authors:

Murat Kemerci | Şükran Karaca

Publisher:

Erciyes University

Main Topics:

Rekreasyon | Tatil ve Turizm Coğrafyası | Kültürel Miras Turizmi | Ziyaretçi ve İzleyici Çalışmaları

Journal:

Erciyes Akademi Vol.38 Issue 4, pp.952-974

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001335924

pISSN:

2757-7031

Keywords:

Abstract:

 Tourism destinations are making an intensive effort to improve their service quality and offer unique experiences by keeping up with the ever-changing demands and expectations of tourists. Tourists combine the satisfaction they experience in the destinations they visit with cognitive and emotional elements and convey their knowledge, experience and traditions to others through storytelling. Therefore, it is important for the sector that tourists experience satisfaction as a result of their experiences and convey this satisfaction to others. In this context, the aim of the study is to examine the mediating role of hedonic and utilitarian motives in the effect of tourist experience on storytelling. The universe of the study consists of tourists visiting the CappadociaNevşehir destination, and the sample consists of domestic tourists aged 18 and over who visited the Cappadocia destination in 2023. In this context, data were obtained from 591 people who preferred the Cappadocia destination between August and October 2023 using the online survey technique and convenience sampling method. In the analysis of the obtained data, reliability and validity analyses, normality test, multiple regression analysis were performed using the SPSS program; and mediation analyses were performed using the SPSS Process Macro add-on. As a result of the analyses, it was found that utilitarian and hedonic motives had a partial mediation effect on the effect of tourist experience on storytelling. At the same time, it was determined that the sub-dimensions of tourist experience such as hedonism, participation, local culture, knowledge and innovation had a positive effect on storytelling, while renewal and meaningfulness experiences had no effect. Various suggestions were made to the stakeholders in line with the findings obtained.

 Tourism destinations are making an intensive effort to improve their service quality and offer unique experiences by keeping up with the ever-changing demands and expectations of tourists. Tourists combine the satisfaction they experience in the destinations they visit with cognitive and emotional elements and convey their knowledge, experience and traditions to others through storytelling. Therefore, it is important for the sector that tourists experience satisfaction as a result of their experiences and convey this satisfaction to others. In this context, the aim of the study is to examine the mediating role of hedonic and utilitarian motives in the effect of tourist experience on storytelling. The universe of the study consists of tourists visiting the CappadociaNevşehir destination, and the sample consists of domestic tourists aged 18 and over who visited the Cappadocia destination in 2023. In this context, data were obtained from 591 people who preferred the Cappadocia destination between August and October 2023 using the online survey technique and convenience sampling method. In the analysis of the obtained data, reliability and validity analyses, normality test, multiple regression analysis were performed using the SPSS program; and mediation analyses were performed using the SPSS Process Macro add-on. As a result of the analyses, it was found that utilitarian and hedonic motives had a partial mediation effect on the effect of tourist experience on storytelling. At the same time, it was determined that the sub-dimensions of tourist experience such as hedonism, participation, local culture, knowledge and innovation had a positive effect on storytelling, while renewal and meaningfulness experiences had no effect. Various suggestions were made to the stakeholders in line with the findings obtained.

 Tourism destinations are making an intensive effort to improve their service quality and offer unique experiences by keeping up with the ever-changing demands and expectations of tourists. Tourists combine the satisfaction they experience in the destinations they visit with cognitive and emotional elements and convey their knowledge, experience and traditions to others through storytelling. Therefore, it is important for the sector that tourists experience satisfaction as a result of their experiences and convey this satisfaction to others. In this context, the aim of the study is to examine the mediating role of hedonic and utilitarian motives in the effect of tourist experience on storytelling. The universe of the study consists of tourists visiting the CappadociaNevşehir destination, and the sample consists of domestic tourists aged 18 and over who visited the Cappadocia destination in 2023. In this context, data were obtained from 591 people who preferred the Cappadocia destination between August and October 2023 using the online survey technique and convenience sampling method. In the analysis of the obtained data, reliability and validity analyses, normality test, multiple regression analysis were performed using the SPSS program; and mediation analyses were performed using the SPSS Process Macro add-on. As a result of the analyses, it was found that utilitarian and hedonic motives had a partial mediation effect on the effect of tourist experience on storytelling. At the same time, it was determined that the sub-dimensions of tourist experience such as hedonism, participation, local culture, knowledge and innovation had a positive effect on storytelling, while renewal and meaningfulness experiences had no effect. Various suggestions were made to the stakeholders in line with the findings obtained.

 Turizm destinasyonları turistlerin sürekli değişen istek ve beklentilerine ayak uydurarak hizmet kalitelerini yükseltmek ve benzersiz deneyimler sunabilmek için yoğun bir çaba içerisindedir. Turistler ziyaret ettikleri destinasyonlarda yaşadıkları deneyimler sonrası oluşan memnuniyet ile bilişsel ve duygusal unsurları birleştirerek bilgi, deneyim ve gelenekleri hikâye anlatıcılığı yoluyla başkalarına aktarmaktadırlar. Dolayısıyla turistlerin yaşadıkları deneyimler sonucu memnuniyet yaşamaları ve bu memnuniyeti başkalarına iletmeleri sektör için önem arz etmektedir. Bu bağlamda çalışmanın amacı, turist deneyiminin hikâye anlatıcılığına etkisinde hedonik ve faydacı güdülerin aracılık rolünün incelenmesidir. Çalışmanın evrenini Kapadokya Nevşehir destinasyonunu ziyaret eden turistler, örneklemini ise 2023 yılında Kapadokya destinasyonunu ziyaret etmiş 18 yaş ve üzeri yerli turistler oluşturmaktadır. Bu kapsamda Kapadokya destinasyonunu Ağustos-Ekim 2023 tarihleri arasında tercih eden 591 kişiden çevrimiçi anket tekniği ve kolayda örnekleme yöntemi ile veriler elde edilmiştir. Elde edilen verilerin analizinde SPSS programı aracılığıyla güvenirlik ve geçerlik analizleri, normallik testi, çoklu regresyon analizi; SPSS Process Makro eklentisiyle de aracılık analizleri yapılmıştır. Yapılan analizler sonucunda; turist deneyiminin hikâye anlatıcılığına etkisinde faydacı ve hedonik güdülerin kısmî aracılık etkisinin olduğu bulgusuna ulaşılmıştır. Aynı zamanda turist deneyimi alt boyutlarından hazcılık, katılım, yerel kültür, bilgi ve yenilik deneyimlerinin hikâye anlatıcılığı üzerinde pozitif, yenilenme ve anlamlılık deneyimlerinin ise herhangi bir etkisinin olmadığı tespit edilmiştir. Elde edilen bulgular doğrultusunda paydaşlara çeşitli önerilerde bulunulmuştur.

Article Details

THE MEDIATING ROLE OF HEDONIC AND UTILITARIAN MOTIVES IN THE EFFECT OF TOURIST EXPERIENCE ON STORYTELLING: THE CASE OF CAPPADOCİA

Authors:

Murat Kemerci | Şükran Karaca

Publisher:

Erciyes University

Main Topics:

Rekreasyon | Tatil ve Turizm Coğrafyası | Kültürel Miras Turizmi | Ziyaretçi ve İzleyici Çalışmaları

Journal:

Erciyes Akademi Vol.38 Issue 4, pp.952-974

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001335924

pISSN:

2757-7031

Tourist experience

Hedonic motive

Utilitarian motive

StorytellingTurist deneyimi

Hedonik güdü

Faydacı güdü

Hikâye anlatıcılığı

Issues

Article Details

Authors: Murat Kemerci | Şükran Karaca

Publisher: Erciyes University

Main Topics: Rekreasyon | Tatil ve Turizm Coğrafyası | Kültürel Miras Turizmi | Ziyaretçi ve İzleyici Çalışmaları

Journal: Erciyes Akademi Vol.38 Issue 4, pp.952-974

Document Type: Article

Publication Date: 12/2024

Document Language: Turkish

Document ID (Org No.): 2001335924

pISSN: 2757-7031

Issues

Authors:

Murat Kemerci | Şükran Karaca

Publisher:

Erciyes University

Main Topics:

Rekreasyon | Tatil ve Turizm Coğrafyası | Kültürel Miras Turizmi | Ziyaretçi ve İzleyici Çalışmaları

Journal:

Erciyes Akademi Vol.38 Issue 4, pp.952-974

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001335924

pISSN:

2757-7031