Tourism, Cumalıkızık, rural tourism, tourist satisfaction, sustainability, one-way ANOVA

Transkript

1 Uludag University, Faculty of Agriculture, Department of Agricultural Economics, Bursa, Turkey Tourism has become the largest and fastest growing industry in the world. As the tourism industry grows faster, the research on tourism grows as well, particularly in rural tourism. Tourist satisfaction becomes one of the considerable goals in every tourism research. The study seeks to determine the satisfaction level of visitors in the rural area. The study was conducted in Cumalıkızık village in the province Bursa, Turkey and open-ended questionnaires were used. SPSS 20 program was also used to analyze the data gathered. The findings revealed that some factors like destination (historical texture and natural beauties), perceived value (products), and expectations had influenced the level of satisfactions of the visitors positively and negatively. It was revealed that the overall satisfaction is high, 57.44% of the respondents stated that they were satisfied and 15.13% said they were not satisfied. whereas, 27.43% did not give responses about their total satisfaction. The findings also revealed an interesting result about the hypotheses. It revealed that there was no significant correlation between the monthly income and the repetition of visit (hypothesis 1); for hypothesis 2, it revealed that there was a significant relationship between the age and the repetition of the visit. Tourism, Cumalıkızık, rural tourism, tourist satisfaction, sustainability, one-way ANOVA Tourism has been selected as the focal service industry in this study because it is one of the fastest growing global industries with significant impacts on the world economies [1]. In the USA alone, there are approximately 67, 000 businesses valued at US$20 billion in the tour and activity space. This makes it the third largest segment of the travel industry after air and accommodation [2]. Tourism as an industry has a big impact to a country s economy. Generally, tourism creates employment for the people of the country, stimulates trade, income, and entrepreneurship especially in small business sectors, promotes cultural awareness and helps to preserve local culture and traditions. In Bursa, although its tourism sector is not at an adequate level to make a significant contribution to the city economy, there has been a serious increase in tourism investments and consequently, the sector's rejuvenation provided substantial economic inputs particularly its agro-tourism or eco-tourism in Cumalıkızık. Eco-tourism is a special tourism which emphasizes people s activity protecting environment but not damaging it, it is based on natural ecological system and society ecological system [3]. Consequently, tourism development in ecologically sensitive areas not only requires environmental resources for the production of tourism experiences, but also depends, in the long run, on the preservation of the ecological integrity of the place [4]. Cumalıkızık is listed among tourism destinations determined by the Ministry of Culture and Tourism. Cumalıkızık, in the village where the Ottomans first settled in Bursa, is one of the five red villages established on the northern skirts of Uludag. Cumalikızık, a 700-year-old Ottoman village, is a tradition attracting tourists as a cultural center [5]. Hence, this article aims to determine and evaluate the level of the satisfaction of visitors in Cumalıkızık, Bursa. In this study, a survey technique that is widely used in tourism research has been applied to measure the attitudes of visitors. The survey was conducted in Cumalıkızık village in the province of Bursa, Turkey. SPSS 20 program was also used to analyze the data gathered. In addition, independent sample t-test, One Way ANOVA, and Pearson correlation were presented. The sample size was determined by estimating a proportion formula used by Thompson, 2012 [30]. The computation were as follows:, where is the sample size, is the significance level (assumed to be 95%), is the probability of the situation being searched (assumed to be 50%), is the probability of the situation not being searched (1 ), and is the accepted error (assumed to be 5%). If is equal to 1, the equation 1 is transformed to the following 3433

2 equation: n= (t^2*pq)/e^2, using the formula; n = (t^2*pq)/e^ Hence, the minimum sample size is 384. For this study, 400 were used. Initially, 400 questionnaires were conducted but only 390 (97% response) were realized and used for analysis because 3% of the respondents were not able to finish the questionnaire. Descriptive and correlation were presented. The open-ended questions in the questionnaire were prepared to measure the satisfaction levels of the visitors. Therefore, the following questions were asked in addition to the demographic information of the participants; According to the gender distribution of respondents, the distribution of female participants (60%) was higher than the distribution of male participants (40%). When the average age of participants was considered, the dominant age group was 18 to 24 years (33.3%), followed by 25 to 34 year (23.3%), and 35 to 44 years (20%). The average age was determined as 37 years (std Deviation: 12.7). And when the educational status was examined, it was determined that the participants were intensively university graduates (66.7%), followed by high school graduates (20%). From here, it is possible to say that those visitors who participated in rural tourism have high educational status. Consequently, when we looked at the occupational positions of participants, 66.7% were paid employees, 13.3% were self-employed, and 13.3% were students. With regards to respondents monthly income, the largest group had a monthly income between 1,405 to 2,000TL (40%) or 395 to 563$ (based on August 10, 2017 dollar exchange rate of 1$ = 3.55TL), followed by 26.7% with monthly income of equal or lower 1,404 or 395$ (1,404TL is based on the current minimum wage of soldier), and those 2,001 to 3,000 TL or 563 to 845$. Based on the geographical distribution, 30% of the respondents live in Bursa province, while 26.7% live in Istanbul, and 13.3% live in Izmir. When the respondents were asked about what makes them visit the village, respondents gave some interesting responses. It was found that 25% of them heard the village name Cumalıkızık from the tv series Kınalı Kar (Hennaed Snow), followed by the same percentage of responses (12.5%) were for mission purposes, the village s information was acquired in the internet, for breakfast purposes, for sightseeing, and curious. According to this (relative to other answers), it can be pointed out that the majority of the visitors visited the village were under the influence of the mentioned index. Besides, we can also say that a breakfast culture is an important place in the country and the hospitality of the Turkish people were also effective in visiting the village. When the frequency of visit in the village was analyzed, it was determined that 36.7% of the respondents visited the region for the first time, whereas 13.4% and 16.7% visited third and fourth times, respectively. From here, it can be interpreted that majority of the respondents did not have previous experience with the Cumalıkızık village. Moreover, it can be interpreted also that the revisit of respondents visiting the village were quit high. With regards to what seasons the respondents planned their visit to the village, 50% of the respondents answered they planned their visit in summer, whereas 40% answered that they planned their visit during the spring. In addition, 53.3% of the respondents visited with their family, 36.7% visited with friends, and 10% visited with a tour guide. When the participants were asked whether the products sold in the locality represent the village, 38% thought that the products sold represent the village, while 62% do not. Among the respondents who thought the product sold do not represents the village were 52% of them thought that the stands established in the village had irrelevant products and they were opened for commercial purposes only. At the same time, 33.59% of the respondents were satisfied with the prices of the products sold, while 66.41% were not satisfied % of the participants who expressed their dissatisfaction commented that the prices of the products sold were expensive. A tour guide should be provided at least on weekends Shuttle service to reach the center The presence of information boards related to historical sites makes the visit more meaningful. Mapping system of Cumalıkızık should be provided Sale of Cumalıkızık s log-line products (Like T shirt, keys and etc.). Increasing food variety More historical textures during the visit Information about the local history Prohibition of marketing of non-local products Carrying out studies reflecting the tradition and culture of the village. Finally, the question of what can be done to increase the level of satisfaction with visitors has been asked, and the responses were presented in Table 1. It was found that 71.56% suggest that a tour guide should be given which can give information about the village at least on the weekends at specific time intervals. While, 69.23% suggested that a shuttle service should be provided to reach the village center. Whereas, 55.13% also suggested that the presence of 3434

3 information boards related to historical sites makes the visit more meaningful. To test the hypothesis that the income of male (M= , SD= ) and income of female (M= , SD= ) respondents were equal, an independent sample was performed (Table 4a-b). It is noted that the assumptions of homogeneity of was tested and satisfied via Levene s test, (388) = , = Hence, the p=0. Occupation Income assumed not assumed assumed not assumed Levene s test for equality of variance F Sig. t df Sig. (2- tailed).477>0.05, the null hypothesis was accepted. This means were not significantly different, so it can be assumed that were equal. The analysis results for t-test for equality of means, p= Hence, p>0.05 null hypothesis was accepted. Thus, statistically there was no significant difference between sex and income of the respondents. t-test for equality of Means Mean difference Std. Error difference 95% confidence interval of the difference Upper Lower Sum of Squares df Mean Square F Sig. Between groups Within groups Total Mean Difference (I) Age (J) Age (I-J) Std. Error Sig. 95% Confidence Interval Lower Upper Lower Upper Lower and above and above and above and above and above

4 On the other hand, to test the hypothesis that the income of male (M= , SD= ) and income of female (M= , SD= ) respondents were equal, an independent sample was performed (Table 5a-b). It is noted that the assumptions of homogeneity of was tested and satisfied via Levene s test, (388) = , = Hence, the p=0..477>0.05, the null hypothesis was accepted. This means were not significantly different, so it can be assumed that were equal. The analysis results for t-test for equality of means, p= Hence, p>0.05 null hypothesis was accepted. Thus, there was no statistically significant difference between sex and income of the respondents. To test the hypothesis that age category and number of visits is statistically different, test of homogeneity of were performed. It was found in Levene test that the p=0.821>0.05, hence the null hypothesis was accepted. Since the were homogeneous, in ANOVA table (Table 3), we found 58, , and Since, 0.05 the null hypothesis was accepted. As a result, the age category was not statistically different with regard to number of visits. Furthermore, in post hoc tests table (Table 4), each p value of each multiple comparison of age category were greater than α=0.05. Thus, each one of the age category have no significant difference between each comparison of age category with regards to number of visits. To test the relationship between the monthly income and number of visits (revisit) in the district, pearson correlations was performed (Table 5). Our hypothesis tests: H0: p = 0; H1: p 0. Our test falls into acceptance zone and we accept the null hypothesis. Our p value was p = 0.939, this means that the correlation coefficient was not significant. Whereas, the correlation coefficient was negative It can be interpreted that there was not significant relationship between the monthly income and number of visit of the respondents in the district. Correlations between income and number of visit Correlations between age and time spent Income Number of visit Income Number of visit Sig. ( tailed) Age Time spent Age Time spent Sig. ( tailed) Whereas, to test the relationship between age and time spent by the respondent in the district, pearson correlations was performed (Table 5). Our hypothesis tests: H0: p = 0; H1: p 0. Our test falls into acceptance zone and the null hypothesis rejected. Our p value was p = 0.668, this means that the correlation coefficient is significant. Whereas, the correlation coefficient was positive It can be interpreted that there was a significant relationship between age and time spent by the respondent in the district. Tourist satisfaction becomes one of the considerable goals in every tourism research. Many researchers have considered the definition of tourist satisfaction as one of the focal interest in tourism research. According to Rust and Oliver (1994) satisfaction is the degree to which one believes that an experience evokes positive feelings [6]. Similarly, Baker and Crompton (2000) clearly point out satisfaction as the tourist s emotional state after experiencing the trip [7]. However, study of Rodríguez del Bosque and San Martín (2008) argues satisfaction as the cognitive-affective state of an individual derived from the consumptive tourist experience [8]. In addition, according to Severt et al. (2007) tourist satisfaction as the extent of the tourist s fulfillment pleasure which occurred from the trip experience about a product or service feature that fulfills the tourist s desires, expectations and wants in association with the trip [9]. Satisfaction can be used as a measure to evaluate the products and services offered at the destination [10-13]. Kozak and Rimmington (2000) clearly pointed out that satisfaction is an excellent predictor of tourist behavior, often used in marketing and destination management. He claims that tourist satisfaction is important to successful destination marketing because it influences the choice of destination, the consumption of goods and services, and the decision to return [14]. Many researchers [12, 14-16] argued that an assessment of tourist satisfaction can help destination planners adjust their efforts on enhancing visitors travel experiences, shaping the quality of existing products and services, and changing the guideline for effective destination marketing strategy. In tourism, it can be argued that the tourist is satisfied when experiences go beyond the expectations. However, if the tourist feels displeasure, dissatisfaction will be the expected outcome [17, 18]. Expectation is considered as important antecedents of satisfaction [19, 20]. Expectation is an anticipation of the attributes of a product/experience [21]. Several researchers pointed out that satisfaction is an indirect function of disconfirmation of expectations and a direct function of consumer expectations [8, 23-24]. Destination is one of the critical antecedents of measuring satisfaction. Tourist satisfaction has been measured by summation of tourist evaluation of each 3436

5 destination attribute [14, 24]. Um et al. (2006) argued that satisfaction can be measured through the evaluation of the quality of destination performance, where tourists are satisfied with what they experience, that is, how they were treated and served at a destination [25]. Pizam et al. (1978) stated that it is important to measure consumer satisfaction with each attribute of the destination, because consumer (dis)satisfaction with one of the attributes leads to (dis)satisfaction with the overall destination [26]. It is logical to think that destination attributes can be accommodation, transport, tour staff, attractions, and product and services at the destination. Products and services offered at the destination can be used also as a destination attribute to measure satisfaction [27]. The work of PulidoFernández et al. (2016) for instance, pointed out that the higher the level of satisfaction with the tourism product consumed, the greater the likelihood that tourists will visit that destination again [28]. Level of satisfaction is one of the most dominant variables in explaining revisit intention in destination tourism. The study of Mostafavi Shirazi & Mat Som (2010) examined the effect of destination attributes on revisit intention in Penang. They found repeat visitation as an indicator of loyalty in tourist destination that is strongly affected by destination attributes [39]. In this study, we evaluated tourists level of satisfaction and determined some factors that have positive and negative impact on their satisfaction. Based on the research findings and analysis, some conclusions can be reached: First, Cumalıkızık s Hennaed Snow layout had attracted the visitors. Its historical texture and natural beauties made the respondents enjoy and satisfied with the visit. Majority of the respondents did not have previous experience with the village however revisit to village is reasonably high. Second, visitors visited the village through the influence of the TV series Hennaed Snow. Most of the respondents who visited the village did not say they visit to have breakfast. Third, there was lack of information about the village s history, tradition and culture, and lack of information boards where information could be gathered during the visit. Fourth, Products sold did not represent the village and the prices were expensive. And finally, most of the visitors suggested that a tour guide should be given who can give information about the village, at least on the weekends at specific time intervals, shuttle service to reach the center, and presence of information boards related to historical sites should be posted in every visible area so the visit can be more meaningful. Our study further revealed that factors like destination image, perceive value, expectation and other factors had a positive impact on the total satisfaction. In generel, total satisfaction of the participants were reasonably high in which 57.44% of the participants stated that they were satisfied with the visit and 15.13% said they were not satisfied, whereas, 27.43% did not give responses about their total satisfaction. Moreover, the hypotheses confirm that there is no significant correlation between the respondents monthly income and revisit intention in the village. However, it shown that there is a significant correlation between the respondents age and the hours spent in the village. In this regard, our study simply implied that local sustainability can be achieved if related institutions (like policy makers, local and provincial governments, private and public tourism sectors) do the necessary things from the mentioned issues. 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