PurposeThis study analyzes the desires and behavioral intentions of tourists within the scope of perception of COVID-19 and nonpharmaceutical intervention during the COVID-19 pandemic.Design/methodology/approachThe population of the research consists of people on a touristic trip in Turkey. Because of the pandemic, questionnaire data was collected online between 25 April and 15 May 2020. The research was carried out with 712 questionnaire forms. The data obtained were analyzed by structural equation modeling in the SM-PLS statistics program.FindingsPerception of COVID-19 significantly and positively affects NPI and negatively and significantly affects desire. Perception of COVID-19 and NPI do not have a significant positive/negative effect on behavioral intention. Finally, desire has a significantly positive effect on behavioral intention.Research limitations/implicationsSince the research has limitations in terms of time, cost, accessibility and control difficulties, the entire population could not be reached. The study was carried out with only 712 tourists traveling in Turkey.Practical implicationsThe obtained results will impact, particularly the decisions taken in Turkey's tourism sector. Moreover, if tourism companies know the decisions of the consumers during the pandemic process, they can use the appropriate marketing techniques.Social implicationsThe result may give an idea about the decision-making process of the consumers on traveling during the pandemic. In this way, psychologically different research can be developed.Originality/valueThere has not been any study made in Turkey that investigated the context of the current research model. Therefore, this research is original.

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Purpose This paper aims to determine the effects of hedonic shopping value on discounted product purchasing intention. Design Methodology Approach The population of the research consists of consumers who have wanted to benefit from “Magnificent Friday” campaigns or similar campaigns of big shopping malls in Gaziantep between the November 15, 2019 and the December 31, 2019. Out of non-probability sampling methods, convenience sampling method was used in this research. Sample number was determined as 425. To test the hypotheses, Smart partial least squares 3 statistics program was used, and the evaluation of the hypotheses was conducted by using the bootstrapping technique. Findings Analyses show that innovation (β = 0.150, p < 0.001), entertainment (β = 0.192, p < 0.001), praise from others (β = 0.234, p < 0.001), escaping reality (β = 0.274, p < 0.001) and social interaction (β = 0.183, p < 0.001) dimensions of hedonic shopping value positively affect discounted product purchasing intention. Accordingly, H1, H2, H3, H4 and H5 were accepted. Research Limitations Implications Because the research has time, cost, accessibility and control limitations, the whole population was not reached. The research was only carried out on the data collected from 425 consumers in Gaziantep who benefited from or want to benefit from Magnificent Friday campaign or similar campaigns. Practical Implications During discount season when shopping activities are more intense, consumers tend to focus more on the entertainment value and suitability. Because consumers see these seasons as seasons to buy gifts, their interests in and purchasing intention toward products and shops increase. During discount seasons such as Magnificent Friday or New Year’s, businesses may take advantage of consumers who have a tendency for hedonic shopping. Originality Value This research studied the effect of hedonic shopping value on purchasing intention and contributed to the literature in this aspect. There have been no studies in national literature hat studied hedonic shopping with such an extent, and there have also been no studies focusing on Magnificent Friday campaigns. For this reason, this research is original in these aspects and thought to contribute to the literature.

PurposeThis study aims to measure the effect of augmented reality (AR) on immersive experiences, place satisfaction, user engagement and perceived authenticity.Design/methodology/approachThe population of the research consists of museum visitors visiting the Sakip Sabanci Museum in Turkey, which provides an interactive experience to the audience using AR technology via iPads. The data were collected both online and offline. The research was carried out with 397 questionnaire forms. The hypotheses were tested through smart partial least squares (PLS) 3.FindingsImmersive experience positively affects place satisfaction, user engagement and perceived authenticity. It was also concluded that user engagement and perceived authenticity mediated the relationship between immersive experience and place satisfaction.Research limitations/implicationsThe entire universe could not be reached, as the study had limitations in terms of time, cost, accessibility and control difficulties. Therefore, the study was carried out with 397 visitors who visited the Sakip Sabanci Museum (SSM) in Turkey and used AR technology.Practical implicationsThe study emphasized the importance of AR in cultural tourism. The interactions of museum visitors with AR can be greatly enhanced by immersive experiences. Expanding AR to provide different experiences can increase the number of visitors.Originality/valueAlthough there are recent studies on AR, it seems insufficient to investigate and empirically examine this subject in the context of museums. No studies conducted in Turkey have investigated the current topic of this study. Conducting this research in Turkey with the proposed research model will make the topic easier to understand, proving the study's originality.

The research was carried out to determine the effect of attitude towards green behavior on green image, green customer satisfaction and green customer loyalty. The universe of the study consists of customers who have visited green hotels in Turkey. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was used to test the hypotheses that were aimed to be measured in the research. According to the results of the analysis, the attitude towards green behavior is on the green image; the green image has also been found to have a positive effect on green customer satisfaction and green customer loyalty. In addition, as a result of the analysis, it was determined that green customer satisfaction positively affected green customer loyalty.