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Festival Ziyaretçilerinin Sosyal Fayda, Sosyal Maliyet ve Memnuniyet Algısının Gelecekteki Katılım Niyeti Üzerindeki Etkisi: Gönen Alışveriş Festivali Örneği

Year 2021, Volume: 10 Issue: 3, 2443 - 2472, 30.09.2021
https://doi.org/10.15869/itobiad.912761

Abstract

Festivaller, düzenlendiği bölgelerde yerel turizmin canlanmasında, ekonomik ve kültürel faaliyetlerin gelişmesinde yerel halka, ziyaretçi ve katılımcı firmalara önemli faydalar sağlamaktadır. Bu açıdan değerlendirildiğinde, festivallerin sürdürülebilirliklerinin sağlanabilmesi aynı zamanda bu etkinliklerden elde edilen faydanın da devamlılığının sağlanmasında önemli bir rol oynamaktadır. Bu araştırma, toplumsal fayda, toplumsal maliyet, memnuniyet değişkenlerinin festivallere katılım sağlayan bireylerin gelecekteki katılım niyetleri üzerindeki etkisini incelemeyi amaçlamaktadır. Bu çalışmada, 2019 yılında ilki gerçekleştirilen Gönen Alışveriş Festivali örnek olay olarak ele alınmış olup, ziyaretçiler açısından festivalin değerlendirilmesi amacıyla festivalin gerçekleştiği bölgede basit rasgele örneklem yöntemi kullanılarak, festivale katılan 207 kişi ile yüz yüze anket gerçekleştirilmiştir. Araştırmanın amacına uygun olarak iki araştırma modeli kurgulanmış, birinci modelde toplumsal fayda, toplumsal maliyet ve memnuniyet bağımsız değişkenlerinin gelecekteki katılım niyeti üzerindeki etkileri, ikinci modelde ise, toplumsal fayda ve toplumsal maliyet değişkenlerinin gelecekte katılım niyeti üzerindeki etkileri çoklu regresyon analizi ile incelenmiştir. Yapılan analiz sonuçlarına göre birinci modelde, toplumsal fayda, toplumsal maliyet ve memnuniyet değişkenlerinin gelecekte katılım niyeti üzerinde bir neden sonuç ilişkisi bulunmamıştır. İkinci modelde ise, toplumsal faydanın gelecekte katılım niyeti üzerinde pozitif etkisi, toplumsal maliyet değişkeninin ise negatif etkisi olduğu görülmektedir. Çalışmadan elde edilen sonuçlar, gelecekte yapılması planlanan festival organizasyonlarının düzenlenmesinde organizatörlere yol göstermesinin yanında, pazarlama literatürüne de katkı sağlayacağı düşünülmektedir.

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The Effect of The Perception of Social Benefit, Social Cost And Satisfaction of Festival Visitors on Future Participation Intention: The Case of Gönen Shopping Festival

Year 2021, Volume: 10 Issue: 3, 2443 - 2472, 30.09.2021
https://doi.org/10.15869/itobiad.912761

Abstract

Festivals provide significant benefits to the local people, visitors and participating companies in the revival of local tourism and the development of economic and cultural activities in the regions where they are organized. From this point of view, ensuring the sustainability of festivals also plays an important role in ensuring the continuity of the benefit obtained from these events. This study aims to examine the effects of social benefit, social cost, and satisfaction variables on the future participation intentions of individuals participating in festivals. In this study, Gönen Shopping Festival, the first of which was held in 2019, was considered as a case study, and in order to evaluate the festival in terms of visitors, a face-to-face questionnaire was conducted with 207 people participating in the festival, using the simple random sampling method in the region where the festival took place. In accordance with the purpose of the study, two research models were constructed, in the first model, the effects of social benefit, social cost and satisfaction independent variables on future participation intention, and in the second model, the effects of social benefit and social cost variables on the intention to participate in the future were examined using multiple regression analysis. According to the analysis results, in the first model, a cause-effect relationship was not found on the future participation intention of social benefit, social cost and satisfaction variables. In the second model, it is seen that social benefit has a positive effect on the intention to participate in the future, while the social cost variable has a negative effect. The results obtained from the study are thought to contribute to the marketing literature as well as guiding the organizers in the organization of future festival organizations.

References

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  • Arcodia, C., ve Whitford, M. (2007). Festival attendance and the development of social capital. Paper presented at the Journal of Convention & Event Tourism.
  • Atçı, D., Unur, K., ve Gürsoy, D. (2016). The Impacts of Hosting Major Sporting Events: Resident's Perceptions of the Mediterranean Games 2013 in Mersin. International Review of Management and Marketing, 6(1).
  • Attanasi, G., Casoria, F., Centorrino, S., ve Urso, G. (2013). Cultural investment, local development and instantaneous social capital: A case study of a gathering festival in the South of Italy. The Journal of Socio-Economics, 47, 228-247.
  • Backman, K. F., Backman, S. J., Uysal, M., ve Sunshine, K. M. (1995). Event tourism: An examination of motivations and activities. Festival Management and Event Tourism, 3(1), 15-24.
  • Báez, A., ve Devesa, M. (2014). Segmenting and profiling attendees of a film festival. International Journal of Event and Festival Management.
  • Baker, D. A., ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
  • Ballantyne, J., Ballantyne, R., ve Packer, J. (2014). Designing and managing music festival experiences to enhance attendees’ psychological and social benefits. Musicae scientiae, 18(1), 65-83.
  • Besculides, A., Lee, M. E., ve McCormick, P. J. (2002). Residents' perceptions of the cultural benefits of tourism. Annals of Tourism Research, 29(2), 303-319.
  • Bob, U., ve Swart, K. (2009). Resident perceptions of the 2010 FIFA Soccer World Cup stadia development in Cape Town. Paper presented at the Urban Forum.
  • Burbank, M. J., Heying, C. H., ve Andranovich, G. (2000). Antigrowth politics or piecemeal resistance? Citizen opposition to Olympic-related economic growth. Urban affairs review, 35(3), 334-357.
  • Chen, C. F., ve Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
  • Chen, Y., Lehto, X. Y., ve Cai, L. (2013). Vacation and well-being: A study of Chinese tourists. Annals of Tourism Research, 42, 284-310.
  • Cohen, S. (2004). Social relationships and health. American psychologist, 59(8), 676.
  • Cudny, W., Korec, P., ve Rouba, R. (2012). Residents’ perception of festivals-a case study of Lodz. Sociologia, 44(6), 704–728.
  • De Bres, K., ve Davis, J. (2001). Celebrating group and place identity: A case study of a new regional festival. Tourism Geographies, 3(3), 326-337.
  • Del Barrio, M. J., Devesa, M., ve Herrero, L. C. (2012). Evaluating intangible cultural heritage: The case of cultural festivals. City, Culture and Society, 3(4), 235-244.
  • Delamere, T. A., Wankel, L. M., ve Hinch, T. D. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, Part I: Item generation and purification of the measure. Event management, 7(1), 11-24.
  • Derrett, R. (2003). Festivals & regional destinations: How festivals demonstrate a sense of community & place. Rural Society, 13(1), 35-53.
  • Dick, A. S., ve Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
  • Diener, E., Oishi, S., ve Lucas, R. E. (2003). Personality, culture, and subjective well-being: Emotional and cognitive evaluations of life. Annual review of psychology, 54(1), 403-425.
  • Diener, E., ve Suh, E. (1997). Measuring quality of life: Economic, social, and subjective indicators. Social indicators research, 40(1-2), 189-216.
  • Diener, E., ve Suh, E. M. (2000). Culture and Subjective Well-being. Massachusetts: The MIT Press.
  • Dolan, P., ve Metcalfe, R. (2012). Measuring subjective wellbeing: Recommendations on measures for use by national governments. Journal of social policy, 41(2), 409-427.
  • Dwyer, L., Mellor, R., Mistilis, N., ve Mules, T. (2000). A framework for evaluating and forecasting the impacts of special events. In J. Allen, R. Harris, L. K. Jago, & A. J. Veal (Eds.), Events beyond 2000: Setting the agenda (pp. 31-45). Sydney: Australian Centre for Event Management.
  • Ferdinand, N., ve Williams, N. L. (2013). International festivals as experience production systems. Tourism management, 34, 202-210.
  • Fredline, L., Raybould, M., Jago, L., ve Deery, M. (2005). Triple bottom line event evaluation: A proposed framework for holistic event evaluation. Paper presented at the International Event Research Conference, Sydney, Australia: Australian Centre for Event Management.
  • Getz, D. (1993). Festivals and special events. In M. A. Khan, O. M. D., & V. T. (Eds.), Encyclopedia of hospitality and tourism (pp. 789–810). New York, NY: Van Nostrand Reinhold.
  • Getz, D. (2005). Event Management & Event Tourism (2nd ed.). New York, NY: Cognizant Communication Corporation.
  • Gotham, K. F. (2011). Resisting urban spectacle: The 1984 Louisiana World Exposition and the Contradictions of Mega Events. Urban Studies, 48(1), 197-214.
  • Grunwell, S. (2007). Film festivals: An empirical study of factors for success. Event management, 11(4), 201-210.
  • Grunwell, S., Ha, I. S., ve Martin, B. S. (2008). A comparative analysis of attendee profiles at two urban festivals. Paper presented at the Journal of Convention & Event Tourism.
  • Gursoy, D., Bonn, M. A., ve Chi, C. G. (2010). An examination of general, nondestination-specific versus destination-specific motivational factors. Journal of Hospitality Marketing & Management, 19(4), 340-357.
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There are 98 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Orhan Duman 0000-0002-8983-5949

Fatih Şahin 0000-0002-4760-4413

İnci Merve Altan 0000-0002-6269-7726

Publication Date September 30, 2021
Published in Issue Year 2021 Volume: 10 Issue: 3

Cite

APA Duman, O., Şahin, F., & Altan, İ. M. (2021). Festival Ziyaretçilerinin Sosyal Fayda, Sosyal Maliyet ve Memnuniyet Algısının Gelecekteki Katılım Niyeti Üzerindeki Etkisi: Gönen Alışveriş Festivali Örneği. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 10(3), 2443-2472. https://doi.org/10.15869/itobiad.912761

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