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Experiential Aspects of Balloon Tourism within the Context of Destination Marketing

Year 2019, Volume: 14 Issue: 3, 793 - 810, 31.12.2019
https://doi.org/10.17153/oguiibf.511003

Abstract






Günümüzün rekabetçi pazar
koşullarında, bölgeyi ziyaret eden turistlere hatırlanabilir ve eşsiz destinasyon
deneyimleri yaşatmak, turizmde önemli bir avantaj haline gelmiştir. Sosyal ve
psikolojik ihtiyaçlar ile turist motivasyonları değerlendirildiğinde balon
turlarının konumlandırma ve farklılaşma stratejilerinde destinasyonlar
açısından önemli olduğu ortaya çıkmaktadır. Bu bağlamda çalışmanın amacı,
turist değerlendirmelerine odaklanılarak macera turizmi kapsamında balon turu
deneyiminin boyutlarını ortaya çıkarmaktır. Nitel araştırma yöntemini
benimseyen çalışma kapsamında balon deneyimi yaşayan turistlere ait
Tripadvisor'da yer alan yorumlar içerik analizine tabi tutulmuştur. Bulgular,
balon deneyiminin eğitsel, estetik, eğlence ve kaçış olmak üzere dört
boyuttan meydana geldiğini ortaya koymuştur. Boyutlar, Pine & Gilmore
(1999) tarafından geliştirilen 4E deneyim modeline uyum gösterirken, ‘estetik
ve eğlence’ boyutları balon deneyiminin öne çıkan boyutları olmuştur.




References

  • Allan, Mamoon (2016), ‘‘Place Attachment and Tourist Experience in the Context of Desert Tourism–The Case of Wadi Rum.’’ Czech Journal of Tourism, Vol. 5, No. 1: 35-52.
  • Baker, Julie (1986), ‘‘The Role Of The Environment In Marketing Services: The Consumer Perspective.’’ The services challenge: Integrating For Competitive Advantage, Vol. 1, No. 1: 79-84.
  • Baudrillard, Jean (1998), The Consumer Society: Myths And Structures. (C. Turner, Trans.) Association with Theory Culture & Society: SAGE Publications Ltd.
  • Beckman, Eric; Whaley, Jeremy E.; Kim, Youn-Kyung (2017), Motivations and Experiences Of Whitewater Rafting Tourists On The Ocoee River, USA, International Journal of Tourism Research, Vol. 19, No. 2: 257-267.
  • Beedie, Paul (2003), ‘‘Mountain Guiding and Adventure Tourism: Reflections on the Choreography of The Experience.’’ Leisure Studies, Vol. 22, No. 2: 147-167.
  • Buckley, Ralf (2006), Adventure Tourism, UK: CAB International.
  • Chhetri, Prem; Arrowsmith, Colin; Jackson, Mervyn (2004), ‘‘Determining Hiking Experiences In Nature-Based Tourist Destinations’’, Tourism Management, Vol: 25, No. 1: 31-43.
  • Dimmock, Kay (2009), ‘‘Finding Comfort in Adventure: Experiences of Recreational Scuba Divers’’, Leisure Studies, Vol. 28, No. 3: 279-295.
  • Greenwood, Chris and Yeoman, Ian (2007), ‘‘What Will Activity And Adventure Tourism Look Like In 2015?’’, Visit Scotland Research Bulletin, Scotland: the Scottish Tourism Industry.
  • Güzel, Fatma Özlem (2014), ‘‘The Dimensions Of Tour Experience, Emotional Arousal, And Post-Experience Behaviors: A Research on Pamukkale in Turkey’’, Procedia-Social and Behavioral Sciences, Vol. 150: 521-530.
  • Güzel, Fatma Özlem; Papatya, Nurhan (2012), ‘‘The Dance Of The Emotional Searches With Marketing: The Experience Marketing A Conceptual Analysis’’, Journal of Business Research, Vol. 4, No. 4: 109-125.
  • Haahti, Annti; Komppula, Raija (2006), Experience Design in Tourism, in Buhalis, D. and C. Costa (Eds.), UK: Tourism Business Frontiers, Elsevier Ltd.
  • Holbrook, Morris B. (1994), The Nature Of Customer Value: An Axiology Of Services In The Consumption Context, In Service Quality: New Directions In Theory And Practice, Roland Rust and Richard L. Oliver (Ed.), Thousand Oaks: SAGE Publications.
  • Hosany, Sameer; Witham, Mark (2010), ‘‘Dimensions of Cruisers’ Experiences, Satisfaction and Intention to Recommend’’, Journal of Travel Research, Vol. 49, No. 3: 351-364.
  • Kotler, Philip (1984), ‘‘Dream Vacations, The Booming Market For Designed Experiences’’, The Futurist, Vol. 18, No. 5: 7-13.
  • Lasalle, Diana; Britton, Terry A. (2003), Priceless: Turning Ordinary Products into Extraordinary Experiences, USA: Harvard Business School Press.
  • Lin, Kuo-Ming, Chang, Chia-Ming, Lin, Zen-Pin, Tseng, Ming-Lng and Lan, Lawrence W. (2009), ‘‘Application of Experiential Marketing Strategy To Identify Factors Affecting Guests’ Leisure Behavior In Taiwan Hot-Spring Hotel’’, WSEAS Transactions On Business and Economics, Vol. 6, No. 5: 229-240.
  • Lindstrom, Martin (2007), Duyular ve Marka, İstanbul: Optimist Publications.
  • Mcdermott, Lisa (2004), ‘‘Exploring Intersections of Physicality and Female‐Only Canoeing Experiences’’, Leisure Studies, Vol. 23, No. 3: 283-301.Mchugh, Mary L. (2012), ‘‘Interrater-reliability: The Kappa Statistic’’, Biochemia Medica, Vol. 22, No. 3: 276-282.
  • Oh, Haemoon, Fiore; A. Marie; Jeoung, Miyoung (2007), ‘‘Measuring Experience Economy Concepts: Tourism Applications’’, Journal of Travel Research, Vol. 46, No. 2: 119-132.
  • Otto, Julie; Ritchie, JR Brent (1996), ‘‘The Service Experience in Tourism’’, Tourism Management, Vol. 17, No. 3: 165–174.
  • Pine, B. Joseph; Gilmore, James H. (1999), The Experience Economy, Boston: Harvard Business Review Press.
  • Prahalad, Coimbatore Krishna; Ramaswamy, Venkat (2005), The Future of Competition; Co-Creating Unique Value with Customers, USA: Harvard Business School Press.
  • Prayag, Girish Hosany; Sameed; Odeh, Khaled (2013), ‘‘The Role of Tourists' Emotional Experience and Satisfaction in Understanding Behavioral Intentions’’, Journal of Destination Marketing and Management, http://dx.doi.org/10.1016/j.jdmm.2013.05.001i, 17.03.2014.
  • Prayag, Girish, Hosany, Sameer, Muskat, Birgit, and Chiappa, Giacomo D. (2017), Understanding The Relationships Between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, And Intention To Recommend. Journal of Travel Research, 56(1), 41–54.
  • Sanders, Elizabeth (2005), ‘‘Information, Inspiration and Co-Creation’’, The 6th International Conference of the European Academy of Design. March 29-31 2005, University of the Arts, Bremen, Germany.
  • Schmitt, Bernd, H. (1999), ‘‘Experiential Marketing’’, Journal of Marketing Management, Vol. 15, No. 1: 53-67.
  • Schreyer, Richard; Roggenbuck, Joseph W. (1978), ‘‘The Influence of Experience Expectations on Crowding Perceptions and Social‐Psychological Carrying Capacities‘‘, Leisure Sciences, Vol. 1, No. 4: 373-394.
  • Shaw, Colin (2005), Revolutionize Your Customer Experience, USA: Palgrave Macmillian Publishers.
  • Smith, Stephen L. (1994), ‘‘The Tourism Product’’, Annals of Tourism Research, Vol. 21, No. 3: 582-595.
  • Smith, Shaun; Wheeler, Joe (2002), Managing the Customer Experience, UK: Prentice Hall Financial Times.
  • Sundbo, Jon; Darmer, Per (2008), Creating Experiences In The Experience Economy, USA: Edward Elgar Publishing Inc.
  • Cheng, Tien-Ming; Tsaur, Sheng-Hshiung (2012),‘‘The Relationship between Serious Leisure Characteristics and Recreation Involvement: A Case Study of Taiwan’s Surfing Activities’’, Leisure Studies, Vol. 31, No. 1: 53-68.
  • Toffler, Alvin (1970), Future Shock, USA: Pan Ameri¬can Copyright.
  • Townsend, Dabney (1997), An Introduction to Aesthetics.Malden: Blackwell.
  • Turley Lou W.; Milliman Ronald E. (2000), ‘‘Atmospheric Effects on Shopping Behavior: A Review Of the Experimental Evidence’’, Journal of Business Research, Vol. 49, No. 2:193–211.
  • Varley, Peter Justin (2011), ‘‘Sea Kayakers at The Margins: The Liminoid Character of Contemporary Adventures’’, Leisure Studies, Vol. 30, No.1: 85-98.
  • Volo, Serena (2010), Conceptualizing Experience: A Tourist Based Approach, Marketing of Tourism Experience, in Scott, N., Laws, E. and Boksberger, P., (Eds.) Marketing of Tourism Experiences, USA: Routledge Publication.
  • Weber, Karin (2001), ‘‘Outdoor Adventure Tourism: A Review of Research Approaches’’, Annals of Tourism Research, Vol. 28, No. 2: 360-377.
  • Williams, Alistair (2006), ‘‘Tourism and Hospitality Marketing: Fantasy, Feeling and Fun’’, International Journal of Contemporary Hospitality Management, Vol. 18, No. 6, 482-495.
  • Yuan, Yi-Hua Erin; Wu, Chihkang Kenny (2008), ‘‘Relationships among Experiential Marketing, Experiential Value, and Customer Satisfaction’’, Journal of Hospitality and Tourism Research, Vol. 32, No. 3: 387-410.
  • Adventure Tourism Market Report, (2013), ‘‘Adventure Travel Trade Association & the George Washington University’’, http://files.adventuretravel.biz/docs/research/adventure-tourism-market-study-2013-web.pdf (Accessed: 15.08.2017).
  • ATDI, (2016). ‘‘Adventure Tourism Development Index: An Adventure Travel Scorecard, International Institute of Tourism’’, https://www.adventuretravel.biz/research/2016-adventure-tourism-development-index/ (Accessed: 15.08.2017).
  • UNWTO, (2014), ‘‘Global Report on Adventure Tourism, World Tourism Organization, Spain’’,http://cf.cdn.unwto.org/sites/all/files/pdf/final_1global_report_on_adventure_tourism.pdf (Accessed: 15.08.2017).
  • http://www.vilnius-tourism.lt/wp-content/uploads/2015/07/Wanderlust2015.pdf(Accessed: 15.08.2017).

Destinasyon Pazarlaması Bağlamında Balon Turizminin Deneyimsel Yönleri

Year 2019, Volume: 14 Issue: 3, 793 - 810, 31.12.2019
https://doi.org/10.17153/oguiibf.511003

Abstract






In today’s’ competitive tourism
markets, offering the memorable and unique destination experiences became an
important advantage. Considering the concept of the social and psychological
needs, and motivations, it is clear that balloon tours are important in
positioning and differentiation strategies of destinations. The aim of the
study is to determine the dimensions of the balloon tour experiencein context
of the adventure tourism. A qualitative research methodology is embraced and
the reviews on Tripadvisor were analyzed with content analysis. The findings
have revealed that the balloon experience has been classified in four
dimensions (educational, esthetic, entertainment, escapist). The findings
conform to the 4E experience framework developed by Pine & Gilmore (1999).
The esthetic and entertainment dimensions are leading realms of balloon
experience.




References

  • Allan, Mamoon (2016), ‘‘Place Attachment and Tourist Experience in the Context of Desert Tourism–The Case of Wadi Rum.’’ Czech Journal of Tourism, Vol. 5, No. 1: 35-52.
  • Baker, Julie (1986), ‘‘The Role Of The Environment In Marketing Services: The Consumer Perspective.’’ The services challenge: Integrating For Competitive Advantage, Vol. 1, No. 1: 79-84.
  • Baudrillard, Jean (1998), The Consumer Society: Myths And Structures. (C. Turner, Trans.) Association with Theory Culture & Society: SAGE Publications Ltd.
  • Beckman, Eric; Whaley, Jeremy E.; Kim, Youn-Kyung (2017), Motivations and Experiences Of Whitewater Rafting Tourists On The Ocoee River, USA, International Journal of Tourism Research, Vol. 19, No. 2: 257-267.
  • Beedie, Paul (2003), ‘‘Mountain Guiding and Adventure Tourism: Reflections on the Choreography of The Experience.’’ Leisure Studies, Vol. 22, No. 2: 147-167.
  • Buckley, Ralf (2006), Adventure Tourism, UK: CAB International.
  • Chhetri, Prem; Arrowsmith, Colin; Jackson, Mervyn (2004), ‘‘Determining Hiking Experiences In Nature-Based Tourist Destinations’’, Tourism Management, Vol: 25, No. 1: 31-43.
  • Dimmock, Kay (2009), ‘‘Finding Comfort in Adventure: Experiences of Recreational Scuba Divers’’, Leisure Studies, Vol. 28, No. 3: 279-295.
  • Greenwood, Chris and Yeoman, Ian (2007), ‘‘What Will Activity And Adventure Tourism Look Like In 2015?’’, Visit Scotland Research Bulletin, Scotland: the Scottish Tourism Industry.
  • Güzel, Fatma Özlem (2014), ‘‘The Dimensions Of Tour Experience, Emotional Arousal, And Post-Experience Behaviors: A Research on Pamukkale in Turkey’’, Procedia-Social and Behavioral Sciences, Vol. 150: 521-530.
  • Güzel, Fatma Özlem; Papatya, Nurhan (2012), ‘‘The Dance Of The Emotional Searches With Marketing: The Experience Marketing A Conceptual Analysis’’, Journal of Business Research, Vol. 4, No. 4: 109-125.
  • Haahti, Annti; Komppula, Raija (2006), Experience Design in Tourism, in Buhalis, D. and C. Costa (Eds.), UK: Tourism Business Frontiers, Elsevier Ltd.
  • Holbrook, Morris B. (1994), The Nature Of Customer Value: An Axiology Of Services In The Consumption Context, In Service Quality: New Directions In Theory And Practice, Roland Rust and Richard L. Oliver (Ed.), Thousand Oaks: SAGE Publications.
  • Hosany, Sameer; Witham, Mark (2010), ‘‘Dimensions of Cruisers’ Experiences, Satisfaction and Intention to Recommend’’, Journal of Travel Research, Vol. 49, No. 3: 351-364.
  • Kotler, Philip (1984), ‘‘Dream Vacations, The Booming Market For Designed Experiences’’, The Futurist, Vol. 18, No. 5: 7-13.
  • Lasalle, Diana; Britton, Terry A. (2003), Priceless: Turning Ordinary Products into Extraordinary Experiences, USA: Harvard Business School Press.
  • Lin, Kuo-Ming, Chang, Chia-Ming, Lin, Zen-Pin, Tseng, Ming-Lng and Lan, Lawrence W. (2009), ‘‘Application of Experiential Marketing Strategy To Identify Factors Affecting Guests’ Leisure Behavior In Taiwan Hot-Spring Hotel’’, WSEAS Transactions On Business and Economics, Vol. 6, No. 5: 229-240.
  • Lindstrom, Martin (2007), Duyular ve Marka, İstanbul: Optimist Publications.
  • Mcdermott, Lisa (2004), ‘‘Exploring Intersections of Physicality and Female‐Only Canoeing Experiences’’, Leisure Studies, Vol. 23, No. 3: 283-301.Mchugh, Mary L. (2012), ‘‘Interrater-reliability: The Kappa Statistic’’, Biochemia Medica, Vol. 22, No. 3: 276-282.
  • Oh, Haemoon, Fiore; A. Marie; Jeoung, Miyoung (2007), ‘‘Measuring Experience Economy Concepts: Tourism Applications’’, Journal of Travel Research, Vol. 46, No. 2: 119-132.
  • Otto, Julie; Ritchie, JR Brent (1996), ‘‘The Service Experience in Tourism’’, Tourism Management, Vol. 17, No. 3: 165–174.
  • Pine, B. Joseph; Gilmore, James H. (1999), The Experience Economy, Boston: Harvard Business Review Press.
  • Prahalad, Coimbatore Krishna; Ramaswamy, Venkat (2005), The Future of Competition; Co-Creating Unique Value with Customers, USA: Harvard Business School Press.
  • Prayag, Girish Hosany; Sameed; Odeh, Khaled (2013), ‘‘The Role of Tourists' Emotional Experience and Satisfaction in Understanding Behavioral Intentions’’, Journal of Destination Marketing and Management, http://dx.doi.org/10.1016/j.jdmm.2013.05.001i, 17.03.2014.
  • Prayag, Girish, Hosany, Sameer, Muskat, Birgit, and Chiappa, Giacomo D. (2017), Understanding The Relationships Between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, And Intention To Recommend. Journal of Travel Research, 56(1), 41–54.
  • Sanders, Elizabeth (2005), ‘‘Information, Inspiration and Co-Creation’’, The 6th International Conference of the European Academy of Design. March 29-31 2005, University of the Arts, Bremen, Germany.
  • Schmitt, Bernd, H. (1999), ‘‘Experiential Marketing’’, Journal of Marketing Management, Vol. 15, No. 1: 53-67.
  • Schreyer, Richard; Roggenbuck, Joseph W. (1978), ‘‘The Influence of Experience Expectations on Crowding Perceptions and Social‐Psychological Carrying Capacities‘‘, Leisure Sciences, Vol. 1, No. 4: 373-394.
  • Shaw, Colin (2005), Revolutionize Your Customer Experience, USA: Palgrave Macmillian Publishers.
  • Smith, Stephen L. (1994), ‘‘The Tourism Product’’, Annals of Tourism Research, Vol. 21, No. 3: 582-595.
  • Smith, Shaun; Wheeler, Joe (2002), Managing the Customer Experience, UK: Prentice Hall Financial Times.
  • Sundbo, Jon; Darmer, Per (2008), Creating Experiences In The Experience Economy, USA: Edward Elgar Publishing Inc.
  • Cheng, Tien-Ming; Tsaur, Sheng-Hshiung (2012),‘‘The Relationship between Serious Leisure Characteristics and Recreation Involvement: A Case Study of Taiwan’s Surfing Activities’’, Leisure Studies, Vol. 31, No. 1: 53-68.
  • Toffler, Alvin (1970), Future Shock, USA: Pan Ameri¬can Copyright.
  • Townsend, Dabney (1997), An Introduction to Aesthetics.Malden: Blackwell.
  • Turley Lou W.; Milliman Ronald E. (2000), ‘‘Atmospheric Effects on Shopping Behavior: A Review Of the Experimental Evidence’’, Journal of Business Research, Vol. 49, No. 2:193–211.
  • Varley, Peter Justin (2011), ‘‘Sea Kayakers at The Margins: The Liminoid Character of Contemporary Adventures’’, Leisure Studies, Vol. 30, No.1: 85-98.
  • Volo, Serena (2010), Conceptualizing Experience: A Tourist Based Approach, Marketing of Tourism Experience, in Scott, N., Laws, E. and Boksberger, P., (Eds.) Marketing of Tourism Experiences, USA: Routledge Publication.
  • Weber, Karin (2001), ‘‘Outdoor Adventure Tourism: A Review of Research Approaches’’, Annals of Tourism Research, Vol. 28, No. 2: 360-377.
  • Williams, Alistair (2006), ‘‘Tourism and Hospitality Marketing: Fantasy, Feeling and Fun’’, International Journal of Contemporary Hospitality Management, Vol. 18, No. 6, 482-495.
  • Yuan, Yi-Hua Erin; Wu, Chihkang Kenny (2008), ‘‘Relationships among Experiential Marketing, Experiential Value, and Customer Satisfaction’’, Journal of Hospitality and Tourism Research, Vol. 32, No. 3: 387-410.
  • Adventure Tourism Market Report, (2013), ‘‘Adventure Travel Trade Association & the George Washington University’’, http://files.adventuretravel.biz/docs/research/adventure-tourism-market-study-2013-web.pdf (Accessed: 15.08.2017).
  • ATDI, (2016). ‘‘Adventure Tourism Development Index: An Adventure Travel Scorecard, International Institute of Tourism’’, https://www.adventuretravel.biz/research/2016-adventure-tourism-development-index/ (Accessed: 15.08.2017).
  • UNWTO, (2014), ‘‘Global Report on Adventure Tourism, World Tourism Organization, Spain’’,http://cf.cdn.unwto.org/sites/all/files/pdf/final_1global_report_on_adventure_tourism.pdf (Accessed: 15.08.2017).
  • http://www.vilnius-tourism.lt/wp-content/uploads/2015/07/Wanderlust2015.pdf(Accessed: 15.08.2017).
There are 45 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Özlem Güzel 0000-0003-0081-3530

İlker Şahin 0000-0002-0516-4675

Publication Date December 31, 2019
Submission Date January 9, 2019
Published in Issue Year 2019 Volume: 14 Issue: 3

Cite

APA Güzel, Ö., & Şahin, İ. (2019). Experiential Aspects of Balloon Tourism within the Context of Destination Marketing. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 14(3), 793-810. https://doi.org/10.17153/oguiibf.511003