The Effect of Experiential Marketing Practices on Diversity Search Intent in Food Beverage Businesses
Abstract
Bu araştırma yiyecek içecek işletmelerini kullanan bireylerin deneyimsel pazarlama uygulamalarının çeşitlilik arama niyeti üzerindeki etkisini belirlemek amacıyla yapılmıştır. Araştırma evrenini Van ilindeki yiyecek içecek işletmelerini ziyaret eden müşteriler oluşturmaktadır. Araştırmanın örneklem yöntemi, tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme olmaktadır. Çalışma nicel araştırma yöntemlerinden anket tekniğinin yiyecek içecek işletmelerini deneyimlemiş katılımcılara uygulanması ile gerçekleştirilmiş ve online bir anket hazırlanarak katılımcıların deneyimleri anket sonuçlarının analizleri ile SPSS paket programında analiz edildikten sonra yorumlanmıştır. Deneyimsel pazarlama uygulamalarının temel amacı; tüketicilerin isteklerine ve ihtiyaçlarına uygun şekilde değer oluştururken çeşitlilik arama niyetini en aza indirmektir. Araştırma sonucunda deneyimsel pazarlama uygulamaları ile çeşitlilik arama niyeti arasında negatif yönlü anlamlı bir ilişki tespit edilmiştir.
This research was conducted to determine the effect of experiential marketing practices of individuals using food and beverage businesses on their diversity seeking intention. The research population consists of customers visiting food and beverage businesses in Van. The sampling method of the research is easy sampling, one of the non-random sampling methods. The study was carried out by applying the survey technique, one of the quantitative research methods, to the participants who had experienced food and beverage businesses, and an online survey was prepared and the experiences of the participants were interpreted after the analysis of the survey results and the SPSS package program. The main purpose of experiential marketing practices is to minimize the intention of seeking diversity while creating value in accordance with the wishes and needs of consumers. As a result of the research, a negative significant relationship was determined between experiential marketing practices and the intention to seek diversity.
This research was conducted to determine the effect of experiential marketing practices of individuals using food and beverage businesses on their diversity seeking intention. The research population consists of customers visiting food and beverage businesses in Van. The sampling method of the research is easy sampling, one of the non-random sampling methods. The study was carried out by applying the survey technique, one of the quantitative research methods, to the participants who had experienced food and beverage businesses, and an online survey was prepared and the experiences of the participants were interpreted after the analysis of the survey results and the SPSS package program. The main purpose of experiential marketing practices is to minimize the intention of seeking diversity while creating value in accordance with the wishes and needs of consumers. As a result of the research, a negative significant relationship was determined between experiential marketing practices and the intention to seek diversity.
Description
Keywords
Turizm, İşletme, Deneyimsel pazarlama, Pazarlama, Yiyecek içecek hizmetleri, Yiyecek içecek işletmeleri, Çeşitlendirme, Çeşitlilik, İşletmeler, Tourism, Business Administration, Experiential marketing, Marketing, Food and beverage services, Food and beverage operations, Diversification, Diversity, Businesses
Turkish CoHE Thesis Center URL
WoS Q
Scopus Q
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93