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Journals / Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2019 / Cilt: 14 - Sayı: 3

Experiential Aspects of Balloon Tourism within the Context of Destination Marketing: A Qualitative Study

Destinasyon Pazarlaması Bağlamında Balon Turizminin Deneyimsel Yönleri: Nitel Bir Araştırma

F. Özlem Güzel
İlker Şahin
Pages
793–810
Publication Date
2022-10-18
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The esthetic and entertainmentdimensions are leading realms of balloon experience.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In today’s’ competitive tourism markets, offering thememorable and unique destination experiences becamean important advantage.
📊
Key Findings & Data:Considering the concept of thesocial and psychological needs, and motivations, it isclear that balloon tours are important in positioning anddifferentiation strategies of destinations.
💡
Conclusion & Impact:The esthetic and entertainmentdimensions are leading realms of balloon experience.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In today’s’ competitive tourism markets, offering thememorable and unique destination experiences becamean important advantage. Considering the concept of thesocial and psychological needs, and motivations, it isclear that balloon tours are important in positioning anddifferentiation strategies of destinations. The aim of thestudy is to determine the dimensions of the balloon tourexperiencein context of the adventure tourism. A qualitative research methodology is embraced and thereviews on Tripadvisor were analyzed with contentanalysis. The findings have revealed that the balloonexperience has been classified in four dimensions (educational, esthetic, entertainment, escapist). The findingsconform to the 4E experience framework developed byPine & Gilmore (1999). The esthetic and entertainmentdimensions are leading realms of balloon experience.

Özet

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.

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Cite This Article

Güzel, F. Ö., Şahin, İ. (2022). Experiential Aspects of Balloon Tourism within the Context of Destination Marketing: A Qualitative Study. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 14 - Sayı: 3, 793–810. https://ajindex.com/articles/505582

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