Turkiye Klinikleri Journal of Sports Sciences

.: ORIGINAL RESEARCH
Alışveriş Merkezi Yöneticilerinin Alışveriş Rekreasyonu Etkinliklerine Yönelik Görüşlerinin İncelenmesi: Nitel Araştırma
Examination of Shopping Center Managers' Views on Shopping Recreation Activities: Qualitative Research
Aylin İLKAY UYSALa , Kerem Yıldırım ŞİMŞEKb , Elif MAMAŞc
aBartın Üniversitesi Spor Bilimleri Fakültesi, Rekreasyon Bölümü, Bartın, Türkiye
bEskişehir Teknik Üniversitesi Spor Bilimleri Fakültesi, Rekreasyon Bölümü, Eskişehir, Türkiye
cİstanbul Topkapı Üniversitesi Spor Bilimleri Fakültesi, Rekreasyon Bölümü, İstanbul, Türkiye
Turkiye Klinikleri J Sports Sci. 2024;16(3):317-26
doi: 10.5336/sportsci.2024-104692
Article Language: TR
Full Text
ÖZET
 Amaç: Son yıllarda, ticari amaçlı rekreasyonel etkinliklerin gelişimine en önemli katkıyı alışveriş merkezleri vermektedir. Alışveriş merkezleri, sunmuş oldukları rekreasyonel etkinlik fırsatları ile aile yaşantısına girmiş durumdadır. Ancak alışveriş rekreasyonu ile ilgili bilimsel bilginin yetersizliği, alışveriş merkezi yönetiminin etkinlikleri satın alma kriterleri ve düzenlenen rekreatif etkinlikler ile ilgili sorunların belirsizliği söz konusudur. Bu bağlamda araştırmanın amacı, alışveriş merkezi yöneticilerinin rekreatif etkinliklere yönelik görüşlerini incelemektir. Gereç ve Yöntemler: Araştırmanın evrenini Türkiye'nin Eskişehir ilindeki alışveriş merkezleri oluşturmaktadır. Belirlenen evrenin içerisinde, amaçlı örnekleme yöntemlerinden biri olan ölçüte dayalı örnekleme tekniği ile ziyaretçi sayısı en yüksek olan ve etkinlik düzenleyen 3 alışveriş merkezi seçilmiştir. Araştırma, nitel araştırma yöntemlerinden biri olan durum çalışması olarak tasarlanmıştır. Alışveriş merkezi yöneticilerinin, rekreatif etkinliklere yönelik görüşlerinin incelenmesine ilişkin veri toplamak için araştırmacılar tarafından geliştirilen yarı yapılandırılmış görüşme formu kullanılmıştır. Araştırma verilerinin analizi için içerik analizi tekniğinden yararlanılmıştır. Bulgular: Analiz sonucunda, alışveriş merkezi yöneticilerinin rekreatif etkinliklere yönelik görüşleri incelendiğinde; farkındalık eksikliği, müşterinin keyifli zaman geçirmesi, ticari amaç, kapı giriş sayısı, kiracıların cirosunu artırma, bütçe, faydalı etkinlik, yaş aralığı, fazla katılımcı sayısı ve teklif-sonuç uyuşmazlığı kodları ön plana çıkmaktadır. Sonuç: Sonuç olarak, alışveriş merkezi yöneticilerinin rekreatif etkinliklere yönelik görüşleri incelenmiş ve alışveriş merkezi yöneticilerinin rekreasyonel etkinliklere yönelik farkındalıkları, rekreasyon etkinliklerini neden yaptıkları, etkinliği satın alma kriterleri ve etkinlikler ile ilgili temel sorunlarının ne olduğu tespit edilmiştir.

Anahtar Kelimeler: Alışveriş merkezi; alışveriş rekreasyonu; yönetici; etkinlik
ABSTRACT
 Objective: In recent years, shopping centers have made the most important contribution to the development of commercial recreational activities. Shopping centers have entered family life with the recreational activity opportunities they offer. However, there is a lack of scientific knowledge about shopping recreation, shopping center management's criteria for purchasing activities and uncertainty about the problems related to organized recreational activities. In this context, the aim of this study is to examine the views of shopping center managers towards recreational activities. Material and Methods: The population of the research consists of shopping centers in Eskişehir, Türkiye. Within the determined universe, 3 shopping centers with the highest number of visitors and organizing activities were selected with the criterion-based sampling technique, which is one of the purposeful sampling methods. The research was designed as a case study, which is one of the qualitative research methods. A semi-structured interview form developed by the researchers was used to collect data on the views of shopping center managers on recreational activities. Content analysis technique was used to analyze the research data. Results: As a result of the analysis, when the opinions of shopping center managers on recreational activities are examined, the codes of lack of awareness, customer having a pleasant time, commercial purpose, number of door entrances, increasing the turnover of tenants, budget, useful activity, age range, high number of participants and offer-result incompatibility come to the fore. Conclusion: As a result, the opinions of shopping center managers on recreational activities were examined and it was determined that shopping center managers' awareness of recreational activities, why they do recreational activities, criteria for purchasing the activity and what their main problems are related to the activities.

Keywords: Shopping mall; shopping recreation; manager; activity
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