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Havaalanı Alışverişçileri ve Havaalanında Satın Almayı Etkileyen Durumsal Faktörler

Year 2016, Volume: 20 Issue: 1, 163 - 185, 30.06.2016

Ümran Ünder Özlem Atalık

Abstract

Havayolu sektöründe yaşanan serbestleşme, özelleşme ve küreselleşme gibi önemli yapısal değişimlere sebep olan
hareketlerin havaalanı sektörüne yansıması özelleştirme ile birlikte gelen ticarileşme olmuştur. Havaalanlarının
ticarileşmesi, havaalanı faaliyetlerine hem yönetim hem de pazarlama açısından bir paradigma kaymasını da
beraberinde getirmiştir. Havaalanlarının tek rolü yalnızca hava taşımacılığına hizmet etme olarak görülürken; yeni
bakış açısıyla havaalanları adeta birer alışveriş merkezi olarak görülmektedir. Geleneksel yönetim anlayışıyla işletilen
havaalanlarının yegâne müşterisi ve en önemli gelir sağlayıcısı havayolları iken, ticari havaalanı modeli ile
havaalanlarının müşteri portföyleri genişlemiştir. Perakendeciler için yeni bir dağıtım kanalı olarak ortaya çıkan
havaalanları, farklı milliyetlerden milyonlarca yolcunun giriş çıkış yaptığı uğrak bir mekân olmanın yanında seyahat
amacı gütmeyen farklı müşteri gruplarını da kendine çeken önemli bir alışveriş mekânı olma niteliği kazanmıştır. Bu
bağlamda bu araştırmada, havaalanı alışverişçilerine yönelik müşteri bölümlendirmesi, havaalanı alışverişçilerinin
satın alım davranışlarını etkileyen durumsal etkiler ve havaalanındaki plansız satın alımlara ilişkin kavramsal bir
çerçevenin sunulması amaçlanmıştır.

Keywords

Havaalanı alışverişçileri durumsal faktörler plansız satın alma

References

  • Amadeus (2012). Reinventing the Airport Ecosystem. www.amadeus.com/airportecosystem (Erişim tarihi: 19.12.2013).
  • Baron, S. ve Wass, K. (1996). Towards an understanding of airport shopping behaviour. The International Review of Retail, Distribution and Consumer Research, 7(3), 301-322.
  • Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11, 157-173.
  • Belk, R. W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157-174.
  • Bohl, P. (2014). The impact of airport shopping environments and dwell time on consumer spending. Vezetéstudomány/Budapest Management Review, 11, 11- 24.
  • Castillo-Manzano, J. I. (2010). Determinants of commercial revenues at airports: Lessons learned from spanish regional airports. Tourism Management, 31, 788- 797.
  • Crawford, G. ve Melewar, T. (2003). The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour, 3(1), 85-98.
  • Doganis, R. (1992). The airport business. New York: Routledge. Fernie, J. (1995). The coming of the fourth wave: new forms of retail out-of-town development. International Journal of Retail and Distribution Management, 23 (1), 4-11.
  • Freathy, P. ve O'Connell, F. (1999). Planning for profit: The commercialization of European airports. Long Range Planning, 32 (7), 587-597.
  • Freathy, P. ve O'Connell, F. (2000). Market segmentation in the European airport sector. Marketing Intelligence ve Planning, 18 (3), 102-111.
  • Freathy, P. ve O'Connell, F. (2012). Spending time, spending money: Passenger segmentation in an international airport. The International Review of Retail, Distribution and Consumer Research, 22 (4), 397-417.
  • Fuerst, F.; Gross, S. ve Klose, U. (2011). The sky is the limit? The determinants and constraints of European airports. Journal of Air Transport Management, 17, 278-283.
  • Geuens, M.; Brengman, M. ve S’Jegers, R. (2001). An exploratory study of grocery shopping motivations. European Advances in Consumer Research, 5, 135-140.
  • Geuens, M.; Vantomme, D. ve Brengman, M. (2004). Developing a typology of airport shoppers. Tourism Management, 25, 715-722.
  • Graham, A. (2009). How important are commercial revenues to today's airports? Journal of Air Transport Management, 15, 107-111.
  • Graham, A. (2014). Managing airports: An international perspective (4. baskı). New York: Routledge.
  • Han, H.; Kim, W. ve Hyun, S. S. (2014). Overseas travelers' decision formation for airport shopping behavior. Journal of Travel and Tourism Marketing, 31, 985- 1003.
  • Horn, C. (2010). Airports and territory : Emergence of a new strategic actor in the air transport system. Dresde: Universite Paris-Est; Technische Universitat. Kotler, P. ve Keller, K. L. (2012). Marketing management (14. baskı). New Jersey: Pearson.
  • Kuzudişli, C. (2012). Mağaza içerisinde geçirilen zamanla plansız satın alma arasındaki ilişki. Yayınlanmamış Yüksek Lisans Tezi. İstanbul: Yeditepe Üniversitesi Sosyal Bilimler Enstitüsü.
  • Lin, W-T. ve Chen, C-Y. (2013). Shopping satisfaction at airport duty-free stores: A cross-cultural comparison. Journal of Hospitality Marketing & Management, 22 (1), 47-77.
  • Lin, Y-H. ve Chen, C-F. (2013). Passengers’ shopping motivations and commercial activities at airports - The moderating effects of time pressure and impulse buying tendency. Tourism Management, 37, 427-434.
  • Livingstone, A. (2014). Passenger experience and their implications for airport retail environment design. Yayınlanmamış Doktora Tezi. Brisbane: Queensland University of Technology.
  • Livingstone, A.; Popovic, V.; Kraal, B. ve Kirk, P. (2012). Understanding the airport passenger landside retail experience. DRS 2012 Bangkok-Research: Uncertainty, Contradiction and Value. ( Ed: P. Israsena, J. Tangsantikul ve D. Durling). Bangkok: Chulalongkorn University.
  • Lu, J-L. (2014). Investigating factors that influence passengers' shopping intentiones at airports- Evidence from Taiwan. Journal of Air Transport Management, 35, 72-77.
  • McIntosh, I. B. (2003). Flying-related stress. Passenger behavior. (Ed: R. Bor). Aldershot: Ashgate Publishing, ss. 17-31.
  • Odabaşı, Y. ve Barış, G. (2011). Tüketici davranışı (11. baskı). İstanbul: MediaCat.
  • Omar, O. ve Kent, A. (2001). International airport influences on impulsive shopping: trait and normative approach. International Journal of Retail & Distribution Management, 29(5), 227-235.
  • Özdemir, Ş. (2013). Pazar bölümlendirme, hedef pazar seçimi ve konumlandırma. Pazarlama ilkeleri . (Ed: Ö. Torlak ve M. Özmen). Eskişehir: T.C. Anadolu Üniversitesi Yayını No: 3012, ss. 80-97.
  • Rowley, J. ve Slack, F. (1999). The retail experience in airport departure lounges: reaching for timelessness and placelessness. International Marketing Review, 17 (4/5), 373-375.
  • Sharma, A. ve Nanda, A. (2012). Impulse buying at airport terminals: A case of Indian consumers. Asian Journal of Management Research, 3 (1), 78-82.
  • Shaw, S. (2011). Airline marketing and management (7. Baskı). Oxfordshire: Ashgate. SITA- Integrated Information and Telecommunications Services (2012). Passenger selfservice survey highlights. Geneva: SITA/Air Transport World.
  • Strobach, D. (2009). Competition among airports and overlapping catchment areas: an application to the State of Baden-Württemberg. Airport Competition the European Experience, (Ed: P. Forsyth, D. Gillen, J. Müller ve H.-M. Niemeier). England: Ashgate, ss. 271-277.
  • Sulzmaier, S. (2001). Consumer-oriented business design: The case of airport management. New York: Physica-Verlag.
  • Thomas, D. (1997). Retail and leisure developments at London Gatwick. Commercial Airport, s. 38-41.
  • Torlak, Ö. (2013). Pazarlama yönetimi. Pazarlama Yönetimi. (Ed: B. Z. Erdoğan). Eskişehir: Anadolu Üniversitesi Web-Ofset, ss. 77-103.
  • Torres, E.; Domingueza, J.; Valdes, L. ve Aza, R. (2005). Passenger waiting time in an airport and expenditure carried out in the commercial area. Journal of Air Transport Management, 11, 373-377.
  • Transportation Research Board. (2011). Resource manual for airport in-terminal concessions. Federal Aviation Administration. Washington: Airport Cooperative Research Program.
  • Tuncer, B. ve Gavcar, E. (2014). Havalimanı terminal hizmet kalitesini etkileyen faktörlerin belirlenmesi. The Journal of Academic Social Science, 2 (7), 183- 211.
  • Tuncer, B. ve Isık, D. A. (2014). Havalimanı yolcularının satın alma davranışlarını incelemeye yönelik bir araştırma. Akademik Sosyal Araştırmalar Dergisi, 2 (8), 271-280.
  • Ulaştırma Denizcilik ve Haberleşme Bakanlığı (2013). Havayolu Çalışma Grup Rapor Özeti. Ulaştırma Denizcilik ve Haberleşme Şurası, Ankara: UDH Yayınları, 235-312.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in consumer research, 27, 179-185.

Year 2016, Volume: 20 Issue: 1, 163 - 185, 30.06.2016

Ümran Ünder Özlem Atalık

Abstract

References

  • Amadeus (2012). Reinventing the Airport Ecosystem. www.amadeus.com/airportecosystem (Erişim tarihi: 19.12.2013).
  • Baron, S. ve Wass, K. (1996). Towards an understanding of airport shopping behaviour. The International Review of Retail, Distribution and Consumer Research, 7(3), 301-322.
  • Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11, 157-173.
  • Belk, R. W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157-174.
  • Bohl, P. (2014). The impact of airport shopping environments and dwell time on consumer spending. Vezetéstudomány/Budapest Management Review, 11, 11- 24.
  • Castillo-Manzano, J. I. (2010). Determinants of commercial revenues at airports: Lessons learned from spanish regional airports. Tourism Management, 31, 788- 797.
  • Crawford, G. ve Melewar, T. (2003). The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour, 3(1), 85-98.
  • Doganis, R. (1992). The airport business. New York: Routledge. Fernie, J. (1995). The coming of the fourth wave: new forms of retail out-of-town development. International Journal of Retail and Distribution Management, 23 (1), 4-11.
  • Freathy, P. ve O'Connell, F. (1999). Planning for profit: The commercialization of European airports. Long Range Planning, 32 (7), 587-597.
  • Freathy, P. ve O'Connell, F. (2000). Market segmentation in the European airport sector. Marketing Intelligence ve Planning, 18 (3), 102-111.
  • Freathy, P. ve O'Connell, F. (2012). Spending time, spending money: Passenger segmentation in an international airport. The International Review of Retail, Distribution and Consumer Research, 22 (4), 397-417.
  • Fuerst, F.; Gross, S. ve Klose, U. (2011). The sky is the limit? The determinants and constraints of European airports. Journal of Air Transport Management, 17, 278-283.
  • Geuens, M.; Brengman, M. ve S’Jegers, R. (2001). An exploratory study of grocery shopping motivations. European Advances in Consumer Research, 5, 135-140.
  • Geuens, M.; Vantomme, D. ve Brengman, M. (2004). Developing a typology of airport shoppers. Tourism Management, 25, 715-722.
  • Graham, A. (2009). How important are commercial revenues to today's airports? Journal of Air Transport Management, 15, 107-111.
  • Graham, A. (2014). Managing airports: An international perspective (4. baskı). New York: Routledge.
  • Han, H.; Kim, W. ve Hyun, S. S. (2014). Overseas travelers' decision formation for airport shopping behavior. Journal of Travel and Tourism Marketing, 31, 985- 1003.
  • Horn, C. (2010). Airports and territory : Emergence of a new strategic actor in the air transport system. Dresde: Universite Paris-Est; Technische Universitat. Kotler, P. ve Keller, K. L. (2012). Marketing management (14. baskı). New Jersey: Pearson.
  • Kuzudişli, C. (2012). Mağaza içerisinde geçirilen zamanla plansız satın alma arasındaki ilişki. Yayınlanmamış Yüksek Lisans Tezi. İstanbul: Yeditepe Üniversitesi Sosyal Bilimler Enstitüsü.
  • Lin, W-T. ve Chen, C-Y. (2013). Shopping satisfaction at airport duty-free stores: A cross-cultural comparison. Journal of Hospitality Marketing & Management, 22 (1), 47-77.
  • Lin, Y-H. ve Chen, C-F. (2013). Passengers’ shopping motivations and commercial activities at airports - The moderating effects of time pressure and impulse buying tendency. Tourism Management, 37, 427-434.
  • Livingstone, A. (2014). Passenger experience and their implications for airport retail environment design. Yayınlanmamış Doktora Tezi. Brisbane: Queensland University of Technology.
  • Livingstone, A.; Popovic, V.; Kraal, B. ve Kirk, P. (2012). Understanding the airport passenger landside retail experience. DRS 2012 Bangkok-Research: Uncertainty, Contradiction and Value. ( Ed: P. Israsena, J. Tangsantikul ve D. Durling). Bangkok: Chulalongkorn University.
  • Lu, J-L. (2014). Investigating factors that influence passengers' shopping intentiones at airports- Evidence from Taiwan. Journal of Air Transport Management, 35, 72-77.
  • McIntosh, I. B. (2003). Flying-related stress. Passenger behavior. (Ed: R. Bor). Aldershot: Ashgate Publishing, ss. 17-31.
  • Odabaşı, Y. ve Barış, G. (2011). Tüketici davranışı (11. baskı). İstanbul: MediaCat.
  • Omar, O. ve Kent, A. (2001). International airport influences on impulsive shopping: trait and normative approach. International Journal of Retail & Distribution Management, 29(5), 227-235.
  • Özdemir, Ş. (2013). Pazar bölümlendirme, hedef pazar seçimi ve konumlandırma. Pazarlama ilkeleri . (Ed: Ö. Torlak ve M. Özmen). Eskişehir: T.C. Anadolu Üniversitesi Yayını No: 3012, ss. 80-97.
  • Rowley, J. ve Slack, F. (1999). The retail experience in airport departure lounges: reaching for timelessness and placelessness. International Marketing Review, 17 (4/5), 373-375.
  • Sharma, A. ve Nanda, A. (2012). Impulse buying at airport terminals: A case of Indian consumers. Asian Journal of Management Research, 3 (1), 78-82.
  • Shaw, S. (2011). Airline marketing and management (7. Baskı). Oxfordshire: Ashgate. SITA- Integrated Information and Telecommunications Services (2012). Passenger selfservice survey highlights. Geneva: SITA/Air Transport World.
  • Strobach, D. (2009). Competition among airports and overlapping catchment areas: an application to the State of Baden-Württemberg. Airport Competition the European Experience, (Ed: P. Forsyth, D. Gillen, J. Müller ve H.-M. Niemeier). England: Ashgate, ss. 271-277.
  • Sulzmaier, S. (2001). Consumer-oriented business design: The case of airport management. New York: Physica-Verlag.
  • Thomas, D. (1997). Retail and leisure developments at London Gatwick. Commercial Airport, s. 38-41.
  • Torlak, Ö. (2013). Pazarlama yönetimi. Pazarlama Yönetimi. (Ed: B. Z. Erdoğan). Eskişehir: Anadolu Üniversitesi Web-Ofset, ss. 77-103.
  • Torres, E.; Domingueza, J.; Valdes, L. ve Aza, R. (2005). Passenger waiting time in an airport and expenditure carried out in the commercial area. Journal of Air Transport Management, 11, 373-377.
  • Transportation Research Board. (2011). Resource manual for airport in-terminal concessions. Federal Aviation Administration. Washington: Airport Cooperative Research Program.
  • Tuncer, B. ve Gavcar, E. (2014). Havalimanı terminal hizmet kalitesini etkileyen faktörlerin belirlenmesi. The Journal of Academic Social Science, 2 (7), 183- 211.
  • Tuncer, B. ve Isık, D. A. (2014). Havalimanı yolcularının satın alma davranışlarını incelemeye yönelik bir araştırma. Akademik Sosyal Araştırmalar Dergisi, 2 (8), 271-280.
  • Ulaştırma Denizcilik ve Haberleşme Bakanlığı (2013). Havayolu Çalışma Grup Rapor Özeti. Ulaştırma Denizcilik ve Haberleşme Şurası, Ankara: UDH Yayınları, 235-312.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in consumer research, 27, 179-185.
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Ümran Ünder

Özlem Atalık

Publication Date June 30, 2016
Submission Date June 1, 2016
Published in Issue Year 2016 Volume: 20 Issue: 1

Cite

APA Ünder, Ü., & Atalık, Ö. (2016). Havaalanı Alışverişçileri ve Havaalanında Satın Almayı Etkileyen Durumsal Faktörler. Çukurova Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 20(1), 163-185.
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