Abstract

The aim of this paper is to explain the term "bleisure" and to find out to which degree the concept is known by the graduates of a tourism program held at Bucharest Academy of Economic Studies. Bleisure combines the words "business" and "leisure" and describes a new form of tourism: a business travel that is associated with leisure activities (spa, ski, golf, sightseeing etc.) and which can involve guests of the business traveller (e.g. his family). This association can bring a lot of benefits to all of those involved: bleisure travellers, their organizations, tourism services providers (particularly hotels) and, indirectly, local communities. The research undertaken proved that term "bleisure" is not known by graduates, regardless of their work experience, and highlights the importance of promoting the concept both in educational and business areas. Undoubtedly, the future of tourism will include bleisure, a concept that will become very soon widespread.
... It is possible to evaluate bleisure travel as a new type of tourism activity (Leiper, Witsel & Hobson, 2008), a new trend (Tala et al., 2011) and a new niche market. In the tourism literature, the recreational leisure time that business travelers can use during their travels is called "leisure", and the adaptation of this time by business people to their travels is called "bleisure". ...
... & Yazıcı Ayyıldız, 2020). With regard to Bleisure; "Bleisure as a new trend in tourism" (Tala et al., 2011); "turning business travelers into vacationers " (Kerr et al., 2012); "Business and leisure aspects of business travel (bleisure trend)" Kachniewska (2015); "Motivation and typologies in bleisure" (Lichy & McLeay, 2018); "VIP experiences in wellness tourism destinations for bleisure tourists" (Keadplang, 2018); "premises and consequences of bleisure in organizations " (Adhiatma et al., 2019), "bleisure "with tourist guidance" (Kasalak et al., 2019), "The effect of bleisure tourism on employee motivation and quality of life " (Sardést & Ivanauskas, 2019); "typebleisure as an opportunity in the ism market " (Alp & Yazıcı Ayyıldız, 2020); "bleisure tourism experience chain " (Chung et al., 2020) are the limited number of studies that have been done and were accessed. ...
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This research aimed to determine the perceptions of destination service quality and the intentions to revisit the destination of the participants who visited İstanbul within the scope of “bleisure” tourism, that is an innovative tourism type. İstanbul is one of the most demanded destinations in Turkey’s domestic and foreign tourism markets especially by the visitors who travel for the purpose of business, conventions, meetings and so on. 460 questionnaire forms prepared within this context were delivered to the participants who visited the destination between the period of 1 September 2018 and 30 January 2019, by face-to-face communication. As a result of the analyzes (SPSS); it was determined that the bleisure tourists evaluated the destination service quality under the dimensions of destination accommodation and food services, transportation services, general protection and cleanliness, tourist activities and attractions, level of hospitality and general tourist price and that all of the related dimensions affected tourists' intentions to revisit the destination. In addition, it was determined that the bleisure tourists visiting İstanbul were generally satisfied with the destination (90%) and that they intended to revisit the destination (86%). Keywords: Bleisure Tourist, Quality Perceptions, Travel Intention, İstanbul. Çalışmada Türkiye’nin iç ve dış turizm pazarlarında özellikle iş, kongre, toplantı vb. amaçlı ziyaretçiler tarafından en çok talep gören destinasyonlarından İstanbul’u yenilikçi bir turizm türü olan “bleisure” kapsamında ziyaret eden katılımcıların destinasyon hizmet kalitesi algılarının ve destinasyonu tekrar ziyaret niyetlerinin belirlenmesi amaçlanmıştır. Bu kapsamda hazırlanan 460 anket formu destinasyonu 1 Eylül 2018- 30 Ocak 2019 döneminde ziyaret eden katılımcılara yüz yüze iletişim kurularak ulaştırılmıştır. Yapılan analizler sonucunda (SPSS); bleisure turistlerin destinasyon hizmet kalitesini destinasyon konaklama ve yiyecek hizmetleri, ulaşım hizmetleri, genel korunmuşluk ve temizlik, turistik aktiviteler ve çekicilikler, misafirperverlik düzeyi ve genel turistik fiyat düzeyi boyutlarıyla değerlendirdikleri ve ilgili boyutların tümünün turistlerin destinasyonu tekrar ziyaret niyetlerine etki ettikleri belirlenmiştir. Ayrıca İstanbul destinasyonunu ziyaret eden bleisure turistlerin destinasyondan genel olarak memnun ayrıldıkları (%90) ve destinasyonu tekrar ziyaret etme niyetinde oldukları da (%86) tespit edilmiştir. Anahtar Kelimeler: Bleisure Turist, Kalite Algısı, Seyahat Niyeti, İstanbul.
... Contemporary tourists like to change their itinerary during the trip and to combine several purposes with travelling, such as business, leisure, entertainment and education. The result is what can be called "bleasure" and "edutainment" tourism (Tala et al., 2011;Kachniewska, 2014). The "postmodern tourists" look for the possibility to compose their tourism packages personally and to modify them during the trip according to their personal needs and interests (Kachniewska, 2011) thus becoming what Toffler defined "prosumers" (Toffler, 1970). ...
... Contemporary tourists like to change their itinerary during the trip and to combine several purposes with travelling, such as business, leisure, entertainment and education. The result is what can be called "bleasure" and "edutainment" tourism (Tala et al., 2011;Kachniewska, 2014). The "postmodern tourists" look for the possibility to compose their tourism packages personally and to modify them during the trip according to their personal needs and interests (Kachniewska, 2011) thus becoming what Toffler defined "prosumers" (Toffler, 1970). ...
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This paper seeks to focus on the idea of a user-centric context-aware digital system and its rationale in a process of tourism value creation. The purpose of the study is to offer an understanding of the context-aware applications in order to analyse their usefulness in tourism marketing. This is achieved through a literature review of existing research and the demonstration of several applications in travel and hospitality which might enrich the set of marketing tools adopted by tourism regions and enterprises.
... Contemporary tourists like to change their itinerary during the trip and to combine several purposes with travelling, such as business, leisure, entertainment and education. The result is what can be called "bleasure" and "edutainment" tourism (Tala et al., 2011;Kachniewska, 2014). The "postmodern tourists" look for the possibility to compose their tourism packages personally and to modify them during the trip according to their personal needs and interests (Kachniewska, 2011) thus becoming what Toffler defined "prosumers" (Toffler, 1970). ...
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This paper seeks to focus on the idea of a user-centric context-aware digital system and its rationale in a process of tourism value creation. The purpose of the study is to offer an understanding of the context-aware applications in order to analyse their usefulness in tourism marketing. This is achieved through a literature review of existing research and the demonstration of several applications in travel and hospitality which might enrich the set of marketing tools adopted by tourism regions and enterprises.
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Makale Kategorisi: Derleme Makalesi Araştırmada bleisure seyahatleri kavramsal olarak değerlendirmek, bu konuda yapılan çalışmaları derlemek ve bleisure seyahatlere katılanların motivasyon unsurlarını belirlemek amaçlanmaktadır. Bu çalışma kapsamında çeşitli illerin sanayi kollarında görev yapan ve ulusal veya uluslararası iş seyahatlerine katılan 18 iş insanı ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Görüşmelerden elde edilen veriler nitel araştırma analiz tekniklerinden olan içerik analizine tabi tutulmuştur. İçerik analizi sonucunda 'Bleisure Seyahat Motivasyonları', 'Bleisure Seyahatlerde Gerçekleştirilen Aktiviteler', 'Bleisure Seyahatlerin İş ve Yaşam Motivasyonuna Etkisi' ve 'Bleisure Seyahatlerin Şirketlere Faydası' olmak üzere 4 adet ana tema ve bu ana temaların altında 32 tane kod belirlenmiştir. Araştırmada iş insanlarının bleisure seyahatlere yönelten itici faktörler iş, yeni yerler görmek, yeni insanlar tanımak, dinlenmek, stres atmak, eğlenmek, çekici faktörler ise destinasyonların sahip olduğu kültürel miras, alışveriş ve yerel yiyecek ve içecekler olarak belirlenmiştir.
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The dynamic transformations in the area of structure and ways of the use of leisure time in the postmodernist society are an important social trend affecting the nature of the contemporary tourism, mainly in the field of business tourism. Combining the business and leisure aspects of travels (bleisuretrend) is not free of impact on travellers’ expectations as regards the offer of hotel facilities which pursuit acquiring and servicing events of the national or international scale.An aim of considerations is to characterise the bleisure trend, the issuing therefrom new expectations towards the offer of accommodation facilities as well as to analyse the selected examples of the adjustment of the network hotels’ offer to the needs of business events participants. For this purpose, the author used the subject literature (literature research), interviews with representatives of the hotel industry and professional organisers of congresses and conferences as well as an analysis of Internet sites of the hotel networks. The analysis findings confirm the preliminary hypothesis that the bleisuretrend is a significant interest of hotel networks and affects the formation of their market offer; however, that influence mainly relates to those facilities which are most strongly connected with the market for organisation of congresses, conferences and business tourism servicing.
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