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The aim of the study is to contribute to the body of knowledge with a different and richer approach, by evaluating the competitiveness of the Cappadocia Region, which has a culture-oriented single or limited product variety, with a comparative and holistic approach from the perspective of visitors and stakeholders.

This research, designed on the basis of the Cappadocia Region to make original and rich contributions to the literature on destination competitiveness, has the characteristics of a field study based on collecting and analyzing raw data through scales. For this purpose, research was conducted with 401 visitors and 277 tourism stakeholders. Data was analyzed using t-tests to compare two groups and the two-way analysis of variance (ANOVA) to compare more than two groups. Cronbach's alpha analysis, nomological validity and a pilot test were conducted for validity and reliability. In addition, descriptive statistics and normality test were used in addition to the exploratory factor analyses.

Because of the research, it was seen that the competitiveness perceptions of the participants in the region differed and that the region has many strengths such as natural beauties, accommodation facilities and a positive image. However, it was determined that the competitiveness perceptions of visitors who have more touristic experiences in the region have increased in parallel with their touristic experiences. It was established that the competitiveness perceptions of the stakeholders who have comprehensive knowledge of the managerial problems and the destination competitiveness components of the region are generally lower than the visitors.

This study provides some practical implications for touristic destinations based on the research area. In order for destinations to survive in a fierce competitive environment and strengthen their competitive position, it is very important to analyze and evaluate consumers' needs and requests correctly, reveal existing differences, and use resources effectively. In addition to strengthening the image of the destination and adopting a sustainable and innovative approach, the integrated tour programs that offer touristic activities in nearby cities can be diversified with nature and adventure activities.

It is seen that studies that have been conducted with a comparative and holistic approach with data obtained from both visitors and stakeholders are quite limited. In addition, most of these studies have been conducted on destinations that are widely preferred such as mass tourism but which are less competitive than alternative tourism examples. Therefore, this study has a broad perspective and strong implications for destination competitiveness.

This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the destination. This study further examines the moderating role of tour guide competency in the relationship patterns concerned.

Empirical data were collected via a survey from 420 foreign tourists who visited Cappadocia and participated in guided cultural tours. Partial least squares-structural equation modeling was used for data analysis.

Study results reveal that the effects of quality, emotional, monetary and social value perceptions of tourists gained through cultural tour experiences on their overall satisfaction levels and the effects of overall satisfaction on recommendation and revisit intention are positive and significant. Furthermore, the moderating role of tour guide competency is significant and positive in the relationships between quality value and satisfaction and between satisfaction and revisit intention.

This study offers a critical analysis of discoveries concerning the pivotal role of tour guide competency within the cultural tour experience.

The purpose of this study is to develop a useful, effective and comprehensive approach to facilitate the evaluation of hotel websites.

The paper examines the literature evaluating e-commerce sites, particularly that is focused on hotel, tourism and travel. Moreover, 5 criteria and 19 sub-criteria are identified, and a two-step method is proposed for the assessment of hotel websites whereby the global weights of the proposed criteria are determined by the fuzzy analytic hierarchy process, and hotel websites are ranked through the fuzzy technique for order preference by similarity to ideal situation.

The results show that the leading criteria to effectively evaluate hotel websites are trust and information quality and that the most important sub-criteria are special discounts, assurance and reservation information.

This research offers practical advice to increase understanding of the determinants of an effective hotel website so that appropriate strategies can be developed to convert a website visitor into a customer.

The study aims to contribute to businesses operating in the tourism sector which seeks to increase the effectiveness of their websites by identifying criteria and proposing a methodology for hotel website evaluation.

This study aims to provide a systematic review of the literature on destination competitiveness. It explores research themes and approaches, and outlines an agenda for future research.

One hundred and eighty-three journal articles on destination competitiveness published in English since 2010 were collected. Content analysis was performed.

The authors found that sustainable development and smart tourism were popular themes related to destination competitiveness. Recent studies still relied heavily on Ritchie and Crouch’s (2000) model or Dwyer and Kim’s (2003) model. The authors also offer constructive insights for future research, proposing that research seek more input from residents, take an advanced integrated approach between supply and demand, adopt more core theories, focus on less researched types of destinations, explore the further contribution of smart tourism and adopt a negative lens to study the antecedents and consequences of destination competitiveness. The adoption of a longitudinal study approach is also suggested.

This paper contributes to the literature because of the scope of its review and perspective of discussion. Previous review papers have only focused on the factors and indicators of tourism destination competitiveness in different settings. We extend our literature review to research themes and approaches, and make suggestions for future research directions.

本研究对目的地竞争力相关的文献进行了系统性回顾, 以探讨研究主题、方法和未来议程。

本研究收集了自2010年以来以英文发表的183 篇关于目的地竞争力的期刊文章, 并进行了内容分析。

我们发现可持续发展和智慧旅游是与目的地竞争力相关的热门主题。近期的研究仍然主要依赖Ritchie 和Crouch（2000）的模型或Dwyer和Kim（2003）的模型。我们为未来的研究提供了建设性的意见, 建议研究寻求更多居民的意见, 采取进阶的供给与需求的综合方法, 采用更多的核心理论, 关注较少研究过的目的地类型, 探索智慧旅游的进一步贡献, 并采用反向的视角来研究目的地竞争力的前因和后果。我们还建议采用纵向研究的方法。

本研究在评论的范围和讨论的角度对文献作出了贡献。以往的文献综述性文章只关注不同环境下的旅游目的地竞争力的因素和指标。我们在回顾研究主题、方法和对未来研究的建议等方面进行了扩展。

Se recopilaron ciento ochenta y tres artículos de revistas sobre la competitividad de los destinos publicados en inglés desde 2010. Se realizó un análisis de contenido.

Este estudio presenta una revisión sistemática de la bibliografía sobre la competitividad de los destinos. Se analizan temas y enfoques de investigación y se presenta una agenda para futuras investigaciones.

Se constató que el desarrollo sostenible y el turismo inteligente eran temas populares relacionados con la competitividad de los destinos. Los estudios recientes siguen basándose en gran medida en el modelo de Ritchie y Crouch (2000) o en el de Dwyer y Kim (2003). Se presentan ideas constructivas para futuras investigaciones, proponiendo que las investigaciones se centren en más aportaciones de los residentes, adopten un enfoque integrado avanzado entre la oferta y la demanda, se basen en mayor medida en las teorías fundamentales, se centren en tipos de destinos menos investigados, exploren la contribución adicional del turismo inteligente y adopten una óptica negativa para estudiar los antecedentes y las consecuencias de la competitividad de los destinos. También se sugiere la adopción de un enfoque de estudio longitudinal.

Este trabajo contribuye a la literatura por el alcance de su revisión y la perspectiva de la discusión. Los trabajos de revisión anteriores sólo se han centrado en los factores e indicadores de la competitividad de los destinos turísticos en diferentes entornos. Se amplía la revisión de la literatura a temas y enfoques de investigación, y se plantean sugerencias para futuras direcciones de investigación.

This paper aims to explore the determinants and implications of travel motivations of international tourists visiting the Cappadocia destination.

The quantitative research method focusing on numerical data was used to test the proposed hypotheses, and the survey technique has been used to collect data. The research participants consisted of 363 international tourists visiting the Cappadocia region/Turkey and spending at least one night there. Confirmatory factor analysis was performed using the AMOS 22 package program to ensure the scales’ construct validity. Then, the structural equation model was established to test the study’s hypothesis, and these hypotheses were tested with the help of path analysis.

As determinants of travel motivations, while electronic word of mouth (eWOM) has a positive effect on travel motivation dimensions, the impact of travel risk perception is negative. Moreover, from the dimensions of travel motivations, novelty/learning and socialization positively affect destination loyalty. However, the influences of escape and relaxation and self-development are meaningless. Besides that, travel risk perception strongly impacts eWOM.

Destination managers and practitioners must maintain a higher level of tourist motivation and reduce tourists’ travel risk perception levels to improve destination competitiveness by constituting a more loyal customer profile. Moreover, eWOM platforms should be used efficiently.

This study points to a functional multidimensional model that contributes to the literature and guides destination managers and practitioners. The proposed framework of determinants and consequences of tourists’ travel motivation can also be applied in other service contexts.

In this study, the effects of negative tourism impacts, length of residency and nativity on support for tourism development were examined.

Because understanding the attitudes of local people toward tourism support is complex, this study employed both symmetric (PLS-SEM) and asymmetric (fsQCA) approaches from a holistic perspective. A total of 336 individuals from Cappadocia, one of Turkey's most prominent tourist destinations, were surveyed.

According to the symmetric method results, respondents' negative perceptions of tourism negatively affect attitudes toward tourism support. Native-born status acts as a moderating variable in the relationship between attitudes toward tourism support and the negative economic impacts of tourism. On the other hand, this study shows that the complex interactions of nativity and the negative impacts of tourism directly affect local people's attitudes toward tourism support.

This study revealed that practitioners should adopt a comprehensive perspective to understand the attitudes of local people toward tourism support.

This study, in addition to the findings obtained via the symmetric method, reveals the complex interaction of the negative impacts of tourism, thus providing a roadmap to improve local people's attitudes toward tourism support by using asymmetric modeling.

The main purpose of the study is to determine the mediating role of trait anxiety in the relationship between hotel managers’ perceptions of digital competence in the Cappadocia Region and their perceptions of job insecurity.

In this study, which is based on quantitative research, a cross-sectional design was used. The seven-item digital competence scale, four-item job insecurity scale and 20-item trait anxiety scale were used to measure the level of digital competence, job insecurity and trait anxiety of hotel managers. The convenience sampling method was used in the research, and 337 questionnaires were completed by senior and junior managers who agreed to participate in the research. To test the mediating role of trait anxiety, Andrew F. Hayes’ views on the contemporary approach were taken as a basis.

The analysis results showed that digital competence had the opposite effect on job insecurity. Similarly, digital competence had the opposite effect on the level of trait anxiety. The level of trait anxiety affected the perception of job insecurity in a linear direction. As a result of the bootstrapping test, it was found that the indirect effect of trait anxiety on the relationship between digital competence and job insecurity was significant.

The study was unable to collect data from hotels that were closed during the COVID-19 pandemic due to restrictions. Therefore, one of the limitations of the study was that it did not reach the entire population. Another limitation of the study was that the questionnaires were addressed to hotel managers in the Cappadocia Region.

Hotel managers’ digital skills are considered to contribute to the tourism industry by organizing and determining business strategies, work processes and employee skills. In addition, when hiring hotel managers, it is essential to ensure that they have certain skills such as compatibility with the digital age, openness to innovation and the ability to adapt the employees working in their team to the age, which helps to improve the competitiveness of the hotel industry with the world and ensure the continuity of this situation.

The research addressed the variables of digital competence, job insecurity and trait anxiety and collected data from hotel managers in the Cappadocia Region using a survey technique. There were few studies that addressed these variables, and the mediating effect of trait anxiety was revealed based on the contemporary approach.

Tourist guides undertake many versatile roles as a requirement of their profession. The realisation of these roles also affects the performance of the guide. Findings obtained from empirical evidence on the effects of the tour guide's performance on memorable tourism experiences and the intention to revisit the Cappadocia region shed light on the importance of these elements on each other. Accordingly, the primary purposes of this research are to measure the effect of tourist guides' performance on memorable tourism experiences and the impact of memorable tourism experiences on revisit intention (RVI). For these purposes, the survey technique obtained data from 569 domestic and foreign tourists who participated in guided tours in the Cappadocia region. According to the results of the research, it has been observed that the performance of the tourist guide influences the memorable tourism experience, and the memorable tourism experience affects RVI. In light of the results, suggestions to tourism stakeholders and researchers are listed.

This study provides insights on the perceptions of residents in destinations offering different tourism products at different levels of tourism development.

A total of 1,122 valid responses were gathered through surveys from the residents of three unique destinations, with different levels of tourism development. Non-parametric tests were performed since the data was gathered on an ordinal scale and not distributed normally.

The tourism perceptions of the residents formed a five-factor structure, namely “socioecological negative”, “socioeconomic positive”, “socioecological development (wellbeing)”, “negative perceptions of tourism” and “tendency to become visitor”. All dimensions except for “socioeconomic positive” differed significantly by destinations in terms of level of tourism development or type of tourism product offered.

Residents' perceptions of tourism differ based on different tourism products and different levels of tourism development of destinations. The residents of the most mature destinations in terms of tourism development have the most negative perceptions of tourism.

Although there are studies investigating how residents' perceptions differ based on the level of tourism development of destinations, this study, with its holistic approach, aims to provide insights on how residents' perceptions of tourism differ based on the tourism products offered by different destinations. The selected destinations differ from each other in both their level of tourism involvement and products they offer, hence the originality of the current study with its unique contribution to the related body of knowledge.

The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’ preferred route in decision-making or obtaining information (i.e. central or peripheral routes) were also examined.

A theoretical model was developed and tested using partial least squares structural equation modeling (PLS-SEM). Moderating effects of central and peripheral routes were tested using PLS multi-group analysis. Data were collected from 478 tourists in Antalya, Turkey, a sea, sun and sand tourist destination.

Findings indicate that importance attached to participant sharing (IPS) and importance attached to non-participant sharing (INPS) are significant antecedents of tourists’ WPM intentions. Moderating effects of tourists’ preferred route in decision-making reveal that the effect of IPS on WPM intention is more influential for those with high central route preferences than those with low central route preferences. While the effects of INPS and IPS on WPM intention is more determinative for those with higher peripheral route preferences.

Although it is known by the practitioners that consumer-generated contents are important, this research suggests and supports that these contents trigger tourists to pay higher prices.

How WPM is motivated by others’ social media sharing was not very clear in the literature. Therefore, this research gap was addressed in part by examining the social media sharing structure in terms of whether others posted on organization-related sites or on personal sites.

标题探索可能性路线在用户生成内容和支付意愿关系中的作用

本研究旨在探讨社交媒体分享对旅游者在目的地的支付意愿（WPM）的影响。还考察了旅游者在决策或获取信息时偏好路线（即中心或外围路线）的调节效应。

本文利用偏最小二乘结构方程模型（PLS-SEM）建立了理论模型并进行了验证, 使用PLS多组分析法检验了中心和外围路线的调节作用。从土耳其安塔利亚的478名游客中收集了数据。安塔利亚是一个拥有海洋、阳光和沙滩的旅游胜地。

结果表明, 游客对参与式分享（IPS）的重视程度和对非参与式分享（INPS）的重视程度是游客支付意愿 (WPM) 的显著前因。旅游者偏好路线在决策中的调节效应表明, IPS对WPM意图的影响, 对中心路线偏好高的游客比中心路线偏好低的游客更为显著。而INPS和IPS对WPM意图的影响对周边路线偏好较高者更具决定性。

尽管用户生成内容的重要性广为从业人员了解, 但本研究表明, 这些内容还能促使游客支付更高的价格。

在现有文献中, 他人的社交媒体分享是如何激励产生WPM的还不是很清楚。因此, 本文通过考察社交媒体分享的结构来填补这一研究空白, 即考察他人的内容是发布在组织相关的网站上还是个人网站上。

关键词: 社交媒体分享, 精化可能性模型, 中心路线, 外围路线, 支付意愿

研究论文

El papel de las rutas ELM (modelo de probabilidad de elección) en la relación entre el contenido generado por usuarios y la disposición a pagar

El propósito de esta investigación es examinar el impacto de la compartición en redes sociales con la disposición de los turistas a pagar más (willness pay more: WPM) en los destinos. También se examinaron los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones u obtención de información (es decir, rutas centrales o periféricas).

Se desarrolló y probó un modelo teórico utilizando modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los efectos moderadores de las rutas centrales y periféricas se probaron mediante análisis multigrupo de PLS. Se recopilaron datos de 478 turistas en Antalya, Turquía, un destino turístico de mar, sol y arena.

Los resultados indican que la importancia atribuida a la compartición de los participantes (importance participant sharing: IPS) y la importancia atribuida al la compartición de los no participantes (importance no participant saharing: INPS) son antecedentes importantes de las intenciones de los WPM de los turistas. Los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones revelan que el efecto de IPS en la intención de WPM es más influyente para aquellos con altas preferencias de ruta central que aquellos con bajas preferencias de ruta central. Mientras que los efectos de INPS e IPS en la intención de WPM son más determinantes para aquellos con mayores preferencias de ruta periférica.

Aunque los profesionales saben que los contenidos generados por los consumidores son importantes, esta investigación sugiere y respalda que estos contenidos provocan que los turistas paguen precios más altos.

Al no estar clara en la literatura la relación de la WPM con la compartición en redes sociales y existir una brecha de investigación en este aspecto, este trabajo pretende abordar este tema, examinando la estructura de la compartición en redes sociales en términos de si otros publicaron en sitios relacionados con la organización o en sitios personales.

Compartición en redes sociales, Modelo de probabilidad de elección (ELM), Ruta Central, Ruta periférica, Disposición a pagar más

Trabajo de investigación