THE EFFECT OF SERVICE QUALITY COMPONENTS ON THE SATISFACTION AND LOYALTY VARIABLES OF CAMPING AREAS: A CASE OF GÍKăETEPE NATURAL PARK

Abstract

Author(s): ?lke BA?ARANG?L? Handan ├ľZT├ťRK

Nowadays, campsites have become important centers for working people, travelers or tourists to meet with nature, relieve stress and participate in recreational activities. Many local and foreign visitors prefer camping sites in the Trakya Region for day or weekend camps. Sometimes these camps last for months. It is important to compete in terms of achieving a certain quality level and meeting the standards that can meet the needs of the visitors in short or long term stays in the campsites. The purpose of this research is to evaluate the service quality components of camp sites which are important for tourism in terms of demographic variables and to examine the loyalty levels of visitors according to service quality components. Descriptive statistics, factor analysis, t-test, anova and regression analysis were used for analysis. Data were collected with the help of questionnaire and analyzed in SPSS 22.0 package program. The questionnaire forms were applied to 393 face-to-face in total according to easy sampling technique. In the results of the research, the perceived service quality components of the camp visitors were determined as Reliability, Empathy and Physical characteristics, respectively. When the factor averages are taken into consideration, it is seen that “Reliability” factor has the highest average. As a result of the analyzes, service quality components differ according to marital status, age, income and occupational variables. Identifying and correcting the deficiencies of these components will both benefit the increase of the satisfaction level of the camp visitors and create a competitive advantage for the camp operators

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