A research on the effect of the country image on memorable tourism experience in the context of some demographic variables

Didem Kutlu; Hasan  Ayyildiz

doi:10.5281/zenodo.7706198

Autores

Didem Kutlu Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University, Turkey. https://orcid.org/0000-0003-3354-5202
Hasan Ayyildiz Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University, Turkey. https://orcid.org/0000-0003-1954-6719

DOI:

https://doi.org/10.5281/zenodo.7706198

Palavras-chave:

Imagem do país, Experiência, Memorável turismo de experiência (MTE)

Resumo

Com a economia mundial se desenvolvendo com base na experiência, as empresas estão tentando criar experiências únicas para se diferenciar. A transformação dessas experiências em uma experiência turística memorável (MTE) não afeta apenas a satisfação do cliente, mas também afeta positivamente a imagem do país que é a impressão dos consumidores sobre o país. Portanto, este estudo pretende encontrar o efeito da imagem do país no MTE e revelar quais dimensões da imagem do país afetam o MTE. Além disso, será investigado o efeito de fatores demográficos na percepção da imagem do país. O estudo foi realizado com 707 turistas internacionais que visitaram Antalya, um conhecido destino da Turquia, durante os meses de maio a outubro de 2018. Como resultado da análise de regressão hierárquica, o efeito da imagem do país no MTE foi parcialmente suportado e revelou-se que o MTE teve um efeito positivo nas dimensões hedonismo, novidade, cultura local e significado. Em relação ao segundo objetivo, foi encontrada uma diferença significativa entre o estado civil, as faixas etárias e a escolaridade dos turistas internacionais e a percepção da imagem do país. Devido ao impacto da imagem do país no MTE, os formuladores de políticas precisam fazer melhorias contínuas no contexto de fatores políticos, tecnológicos e ambientais.

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Biografia do Autor

Didem Kutlu, Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University, Turkey.

Ph.D. in Social Sciences / Business Marketing (2020). Master’s in Social Sciences / Business Marketing (2014). Graduation in Tourism and Hotel Management (1999). Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University. CV: https://avesis.akdeniz.edu.tr/didemkutlu/. Research interest (according to publications) is destination image, tourism experience, electronic word of mouth, and travel agency studies.

Hasan Ayyildiz, Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University, Turkey.

Ph.D. in Marketing (2000). Master’s in Marketing (1994). Graduation in Faculty of Political Sciences, Economics (1991). Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University. CV: https://avesis.ktu.edu.tr/ayyildiz. Member of Marketing and Marketing Research Association. Publication Committee Member of Journal of Marketing Theory and Practice. Advisory Committee Member of Global Journal of Economics and Business Studies. Research Areas: Social and Human Sciences, Business, Marketing, Strategic Marketing and Brand Management, Entrepreneurship and Innovation Management.

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