The aim of this paper is to reveal the influence of servicescape of hotel businesses on the emotional states and behavioural responses of guests. Data collected from 211 participants, was tested by using Regression Analysis to determine the interaction among identified variables (servicescape, emotional states and behavioural responses). It was found that the servicescape component had a positive effect on behavioural responses, and emotional states of guests played a mediating role between servicescape and behavioural response components. It is important to determine what kind of emotional states along with the influence of servicescape result in behavioural changes in hotels. Hence, determining the emotional states that individuals experience in hotels will make it possible to design a servicescape by considering those emotional states.
Ürünün adaptasyonu firmaların hedef pazarlarındaki yerel tüketicilerin ihtiyaçlarını, tercihlerini ve değerlerini karşılamak amacıyla geliştirdikleri tutarlı ve planlı faaliyetler bütünü olarak tanımlanabilir. İhracat performansı firmaların uluslararası pazarlamadaki faaliyetleriyle ile ilgili karar verme aşamasında bir basamak olarak görülmektedir. Aynı zamanda ihracat performansı firmaların ihracat faaliyetlerindeki başarısını ölçen bir faktör olarak da kabul edilmektedir. Bu çalışmanın amacı, ürün adaptasyonu ile firmaların ihracat performansı arasındaki ilişkiyi tespit etmektir. Bu çalışmada, Türkiye genelinde mobilya, hazır giyim ve deri sektörü üzerinde faaliyet gösteren firmaların ürün adaptasyonu ile ihracat performansı arasındaki ilişki değerleri ölçülerek, bu iki faktör arasındaki ilişkiyi gösteren bir model oluşturulmuştur. Bu model PASWStatistics20 programı kullanılarak değerlendirilmiştir. Verilerin analizinde Ki-kare testi ve regresyon analizi kullanılmış, aynı zamanda tanımlayıcı soruların analizi de yapılmıştır. Analiz sonuçlarına göre; ürün adaptasyonu ile ihracat performansı arasında anlamlı ve pozitif ilişki bulunmuştur. Ürün adaptasyonuna gidildiğinde ihracat performansının arttığı görülmektedir.
The development of technology and transportation facilities allow people for weekend getaways. Nowadays, instead of waiting for longer holidays, people can experience different cultures and history, attend sport events, visit friends or do shopping in a different city during a short time length. This is a rapidly increasing trend in both Europe and the rest of the world which mobilized local officials; thus, city marketing, urban tourism and finally the most recent concept of learning regions all have gained importance. The purpose of this study is to examine the relationship among learning regions, urban tourism and regional economic development in the light of relevant literature. Today, countries, regions and cities are trying to unveil and share their unique local wealth in order to show up at the international arena. In this respect, through branding and marketing of a region (city, town) by restructuring it, regional development will have great benefits. This study will also provide guidelines for local authorities in particular.
Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a theater or visual art. Service here; to put on the stage is to create unforgettable moments and memories for customers. Today consumers are looking for features that address to their emotions and feelings. In this sense, experience takes the place of the functional value by providing mental, emotional, cognitive, behavioral and relational values. Consumption experience, is composing the focal point of the experiential approach, creating fantasies, emotions and entertainment. From this point they entered rivalry and began branding in cities. Therefore, all the dynamics of the city is necessary to make a difference by staging features that the experiential marketing has revealed. With which properties cities must be at the forefront, they should be identified and tried to be marketed. Experiential marketing will create an unforgettable experience by making the biggest help for city branding. By taking experiential marketing, the study will attempt to evaluate its effect to city branding with making conceptual analysis in the theoretical structure framework.
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