Doğa ve macera turizminde rekreasyonel akışın tekrar satın alma niyetine etkisi: Marka evangelizminin aracı rolü
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Tarih
2025
Yazarlar
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Yayıncı
Alanya Alaaddin Keykubat Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
DOĞA VE MACERA TURİZMİNDE REKREASYONEL AKIŞIN TEKRAR SATIN ALMA NİYETİNE ETKİSİ: MARKA EVANGELİZMİNİN ARACI ROLÜ Mustafa KAYA Rekreasyon Ana Bilim Dalı Alanya Alaaddin Keykubat Üniversitesi, Lisansüstü Eğitim Enstitüsü Ağustos, 2025 (110 sayfa) Bu araştırmanın amacı, doğa ve macera turizmi kapsamında aktivite tatiline katılan bireylerin rekreasyonel akış deneyimi ile tekrar satın alma niyeti arasındaki ilişkide marka evangelizminin aracılık rolünü incelemek ve bu değişkenlerin çeşitli demografik faktörlere göre nasıl farklılık gösterdiğini belirlemektir. İlişkisel tarama modeli ile desenlenen araştırmanın evrenini doğa ve macera turizmi kapsamında aktivite tatili programlarından hizmet alan bireyler oluşturmaktadır. Örneklemi ise kolayda örnekleme yöntemiyle seçilen 289'u kadın, 324'ü erkek toplam 613 birey oluşturmuştur. Araştırmada "Kişisel Bilgi Formu", "Rekreasyonel Akış Deneyimi Ölçeği", "Marka Evangelizmi Ölçeği" ve "Tekrar Satın Alma Niyeti Ölçeği" kullanılmıştır. Veriler, bağımsız gruplar t-testi, tek yönlü varyans analizi (ANOVA), Pearson korelasyon analizi ve Hayes Process Model 4 aracılık analizi ile çözümlenmiştir. Elde edilen bulgular, kadınların marka evangelizmi ve tekrar satın alma niyeti düzeylerinin erkeklere göre anlamlı biçimde daha yüksek olduğunu ortaya koymuştur. Evli bireylerin bekarlara göre bu iki değişkende daha yüksek ortalamalara sahip olduğu; lise mezunlarının ise her üç ölçekte de lisans ve lisansüstü mezunlara göre daha yüksek puan aldığı belirlenmiştir. Katılımcıların refah düzeyi yükseldikçe rekreasyonel akış ve marka evangelizmi puanları da artış göstermektedir. Ayrıca etkinliğe katılım süresi ve sıklığı arttıkça, özellikle tekrar satın alma niyeti puanlarının anlamlı biçimde yükseldiği gözlemlenmiştir. Düzenli fiziksel aktiviteye katılan bireyler, akış deneyimi, marka evangelizmi ve tekrar satın alma eğilimleri açısından daha yüksek düzeyde değerlere sahiptir. Korelasyon bulguları, rekreasyonel akış deneyimi ile marka evangelizmi ve tekrar satın alma niyeti arasında pozitif yönlü ilişkiler olduğunu göstermektedir. Aracılık analizi ise marka evangelizminin, akış deneyimi ile tekrar satın alma niyeti arasındaki ilişkide kısmi bir aracı rol üstlendiğini ortaya koymuştur. Bu sonuç, deneyim temelli aktivitelerin yalnızca anlık hazla sınırlı kalmadığını; duygusal bağlılık ve davranışsal sadakate dönüşme potansiyeli taşıdığını göstermektedir. Anahtar Sözcükler: Rekreasyonel akış deneyimi, marka evangelizmi, tekrar satın alma niyeti, doğa ve macera turizmi, aktivite tatili.
ABSTRACT FLOW EXPERIENCE AND REPURCHASE INTENTION IN ADVENTURE TOURISM: THE MEDIATING ROLE OF BRAND EVANGELISM Mustafa KAYA Department of Recreation Graduate School of Alanya Alaaddin Keykubat University August, 2025 (110 pages) The aim of this research is to examine the mediating role of brand evangelism in the relationship between recreational flow experience and repurchase intention among individuals participating in activity holidays within the scope of nature and adventure tourism. It also aims to explore how these variables differ according to various demographic characteristics. The study was designed using a correlational survey model. The population consists of individuals who have received services from activity holiday programs in nature and adventure tourism. The sample comprised 613 individuals (289 female and 324 male), selected through a convenience sampling method. Data were collected through a "Personal Information Form", "Recreational Flow Experience Scale", "Brand Evangelism Scale", and "Repurchase Intention Scale". Analyses were conducted using independent samples t-test, one-way ANOVA, Pearson correlation analysis, and Hayes' Process Model 4 for mediation analysis. The findings revealed that female participants scored significantly higher than males in brand evangelism and repurchase intention, while no significant gender difference was found in recreational flow experience. Married participants showed higher scores in brand evangelism and repurchase intention compared to single participants. High school graduates had significantly higher scores on all three scales compared to undergraduate and postgraduate degree holders. Regarding wealth level, participants who perceived themselves as having a high level of wealth scored higher in recreational flow and brand evangelism, while no significant difference was found in repurchase intention. Longer participation duration and higher participation frequency were associated with higher repurchase intention. Additionally, participants engaging in physical activity more frequently scored higher across all three variables. Positive and significant correlations were found between recreational flow experience, brand evangelism, and repurchase intention. Mediation analysis showed that brand evangelism partially mediated the relationship between recreational flow experience and repurchase intention. In conclusion, the findings suggest that recreational flow experiences contribute to repurchase intention both directly and indirectly through brand evangelism. Moreover, demographic characteristics influence these relationships at varying levels. Keywords: Recreational flow experience, brand evangelism, repurchase intention, nature and adventure tourism, activity holiday.
ABSTRACT FLOW EXPERIENCE AND REPURCHASE INTENTION IN ADVENTURE TOURISM: THE MEDIATING ROLE OF BRAND EVANGELISM Mustafa KAYA Department of Recreation Graduate School of Alanya Alaaddin Keykubat University August, 2025 (110 pages) The aim of this research is to examine the mediating role of brand evangelism in the relationship between recreational flow experience and repurchase intention among individuals participating in activity holidays within the scope of nature and adventure tourism. It also aims to explore how these variables differ according to various demographic characteristics. The study was designed using a correlational survey model. The population consists of individuals who have received services from activity holiday programs in nature and adventure tourism. The sample comprised 613 individuals (289 female and 324 male), selected through a convenience sampling method. Data were collected through a "Personal Information Form", "Recreational Flow Experience Scale", "Brand Evangelism Scale", and "Repurchase Intention Scale". Analyses were conducted using independent samples t-test, one-way ANOVA, Pearson correlation analysis, and Hayes' Process Model 4 for mediation analysis. The findings revealed that female participants scored significantly higher than males in brand evangelism and repurchase intention, while no significant gender difference was found in recreational flow experience. Married participants showed higher scores in brand evangelism and repurchase intention compared to single participants. High school graduates had significantly higher scores on all three scales compared to undergraduate and postgraduate degree holders. Regarding wealth level, participants who perceived themselves as having a high level of wealth scored higher in recreational flow and brand evangelism, while no significant difference was found in repurchase intention. Longer participation duration and higher participation frequency were associated with higher repurchase intention. Additionally, participants engaging in physical activity more frequently scored higher across all three variables. Positive and significant correlations were found between recreational flow experience, brand evangelism, and repurchase intention. Mediation analysis showed that brand evangelism partially mediated the relationship between recreational flow experience and repurchase intention. In conclusion, the findings suggest that recreational flow experiences contribute to repurchase intention both directly and indirectly through brand evangelism. Moreover, demographic characteristics influence these relationships at varying levels. Keywords: Recreational flow experience, brand evangelism, repurchase intention, nature and adventure tourism, activity holiday.
Açıklama
01.03.2026 tarihine kadar kullanımı yazar tarafından kısıtlanmıştır.
Anahtar Kelimeler
Spor, Sports
