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Covid-19 Sürecinde Türkiye'deki Marinaların Hizmet Kalitelerinin Web Siteleri Aracılığıyla Değerlendirilmesi

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Abstract

ÖZET: Hizmet kalitesi, işletmelerin müşterilerine sunmayı vaad ettiklerini hatasız ve eksiksiz olarak gerçekleştirmesi, aynı zamanda müşteri beklentilerinin karşılanabilme yeteneğidir ve buna bağlı olarak müşteri tarafından algılanan performans ve müşterinin tatmin edilme düzeyidir. Son yıllarda hizmet sektöründe gerçekleşen yüksek rekabet ve müşterilerin daha bilinçli hale gelmesiyle sunulan hizmet kalitesine verilen önemi de arttırmıştır. Kısa sürede dünyaya yayılan Koronavirüs (COVID-19) tüm dünyada olduğu gibi Türkiye’de de turizm hareketlerini olumsuz yönde etkilemeye devam etmektedir. Salgın nedeniyle, tüm faaliyetlerin durma noktasına gelmesi, deniz turizmi ve bu alanda faaliyet gösteren işletmeleri de derinden etkilenmiştir. Türkiye’de kriz ortamına giren turizm sektöründe, normalleşme süreciyle beraber turizm faaliyetleri başlamış olsa da değişen turist satın alma davranışlarına bağlı olarak deniz turizmi kapsamında yat turizmine yoğun bir talep olduğu gözlemlenmiştir. Turizm hareketleri içinde seyahat merkezinde deniz ve çevresi dinlenme ve eğlence faaliyetlerini kapsayan deniz turizmi dâhilindeki yat turizmi, Türkiye’de halen istenilen düzeye ulaşamamış olsa da turizm açısından önemli bir potansiyele sahiptir. Bu potansiyelin arttırılabilmesi için Türkiye yat turizmi destinasyonları ve marinalara yönelik bilgilerin hedef kitleye etkili biçimde ulaştırılması gereklidir. İşletmelerin vazgeçilmezi haline gelen internet ve web siteleri, firma ve müşterileri arasındaki bağların oluşmasına katkı sağlamakta ve önemli bir bilgi kaynağı oluşturmaktadır. Turizm sektöründe, internet ve web sitelerinin pazarlama iletişimi faaliyetlerinde sıkça kullanıldığı bilinmektedir. Bu bağlamda marina web sitelerinde sunulan bilgi ve görseller marinalarda verilen hizmetleri vurgulayarak yat sahiplerinin marina tercihlerini etkileyebilecek bir potansiyele sahiptir. Araştırmanın amacı, yat turizmi tercihini etkileyen bir kriter olan marina hizmetlerinin marina web sitelerinde görsel ve dilsel ifadelerle yansıtılma düzeylerini boylamsal olarak karşılaştırmaktır. Veriler 2015 ve 2020 yıllarında toplanmış ve SERVQUAL ölçeği temel alınarak değerlendirilerek karşılaştırılmıştır. Elde edilen bulgular marinaların Pandemi sonrası döneme iyi hazırlandıkları ve web sitelerinde sunmakta oldukları hizmetlerini kaliteli bir şekilde yansıttıkları yönündedir. Buna karşılık COVİD 19 özelindeki sağlık ve fiziksel mesafe tedbirlerine yönelik uygulamalara az sayıdaki marina web sitesinde rastlanması önemli bir eksiklik olarak dikkat çekmiştir. Anahtar kelimeler: Deniz Turizmi, Yat Turizmi, Marinalar, Web Sitesi, Hizmet Kalitesi, SERVQUAL **** ABSTRACT: Service quality is the faultless and complete fulfillment of what businesses promise to offer their customers. It is also the ability to meet customer expectations and, accordingly, the performance perceived by the customer and the satisfaction level of the customer. The high competition in the service sector in recent years and the awareness of the customers have increased the importance given to the service quality. The Coronavirus (COVID-19) which appeared in Wuhan city of China's spread around the world, continues to negatively affect the world tourism activites. Almost all touristic activities came to a halt, also sea tourism and businesses operating in this field were also deeply affected. Although Turkish tourism is experiencing crisis, with normalization process after June 2020, an intense demand for yacht tourism as a result of changing behavior of tourists. The Yacht tourism which can be considered in sea tourism still have not reached the desired level in In order to reach Turkey's yacht tourism potential information about destinations for yacht tourism should effectively be conveyed to the target audience. Internet and websites, contribute to the formation of connections between companies and their customers. Within this context, the information and visuals presented on the marina websites have the potential to influence the marina preferences of the yacht owners. The aim of the research is to compare the visual and verbal expressions of web sites of the marinas for services, which acts as a criterion affecting the choices in yacht tourism. It is a longitudinal research. The data were collected in 2015 and 2020 and compared based on the SERVQUAL scale. The findings show that the marinas are well prepared for the post-Pandemic period and reflect the services they offer on their websites in a high quality manner. On the other hand, it has seen that an important deficiency related with health and physical distance measures specific to COVID 19 exist only on a small number of marina websites. Key words: Sea Tourism, Yacht Tourism, Marinas, Web Sites, Service Quality, SERVQUAL
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