Turkiye Klinikleri Journal of Sports Sciences

.: ORIGINAL RESEARCH
Organizatörün Algılanan Kaynak Yatırımı, Katılımcının Kaynak Yatırımı ve Sadakat Arasındaki İlişki: Uluslararası Antalya Maratonuna Yönelik Bir Araştırma
The Relationship Between Organizers Perceived Resource Investment, Participant's Resource Investment, and Loyalty: A Study for the International Antalya Marathon
Hüseyin ÇEVİKa, Kerem Yıldırım ŞİMŞEKa
aEskişehir Teknik Üniversitesi Spor Bilimleri Fakültesi, Rekreasyon Bölümü, Eskişehir, TÜRKİYE
Turkiye Klinikleri J Sports Sci. 2020;12(2):201-11
doi: 10.5336/sportsci.2019-72191
Article Language: TR
Full Text
ÖZET
 Amaç: Sayısı her geçen gün giderek artan maraton etkinlikleri, son yılların popüler rekreasyonel spor alternatifleri arasında yer almaktadır. Bu tarz etkinlikler, her zaman aynı destinasyonda düzenlendiğinde ev sahibi topluma ekonomik, kültürel ve toplumsal anlamda önemli katkılar sağlamakta, ayrıca sadık etkinlik katılımcıları ile sürdürülebilir hâle gelmektedir. Sadık katılımcıların oluşmasında farklı yapıların etkisi bilinse de kaynak değişimi gibi farklı kuramların etkisi pek fazla incelenmemiştir. Dolayısıyla bu araştırmada, kaynak değişim kuramına göre organizasyonun algılanan kaynak yatırımı, katılımcı kaynak yatırımı ve sadakat arasındaki ilişkinin incelenmesi amaçlanmıştır. Gereç ve Yöntemler: Araştırmaya, uygun örnekleme yöntemi ile seçilen 12. Uluslararası Runatolia Antalya Maratonuna katılan 228 kişi dahil edilmiştir. Veriler katılımcı bakış açısından kaynak yatırımını değerlendiren, Organizasyonun Algılanan Kaynak Yatırımı Ölçeği (OAKYÖ) ve Katılımcı Kaynak Yatırımı Ölçeği (KKYÖ) ile sadakat ve demografik sorulardan oluşan anket aracılığı ile toplanmıştır. Veriler yapısal eşitlik modelinin temel metodolojik ilkeleri doğrultusunda analiz edilmiştir. Bulgular: Analiz sonucunda, kaynak değişim modeli Uluslararası Antalya Maratonu katılımcılarında geçerli ve güvenilir sonuçlar ortaya koymuştur. Bununla birlikte organizasyonun algılanan kaynak yatırımı, katılımcı kaynak yatırımı üzerinde anlamlı bir etki göstermiştir. Katılımcı kaynak yatırımı ise sadakat üzerinde anlamlı ve doğrudan bir etki ortaya koymuştur. Sonuç: Maraton etkinliklerinin devamlılığında katılımcılar önemli rol oynamaktadır. Katılımcılar ile kurulan bağ, etkinliğin ve etkinlik ile ilişkili etkilerin sürdürülebilir olmasına katkı sağlamaktadır. Bu bağın kurulması veya güçlendirilmesine organizatör ve katılımcı arasında değiştirilen kaynaklar etki etmektedir.

Anahtar Kelimeler: Rekreasyon; etkinlik, kaynak yatırımı, sadakat
ABSTRACT
 Objective: The number of marathon events are increasing day by day. These events are among the popular recreational sports alternatives of recent years. When such events are always organized in the same destination, they make significant contributions to the host society in economic, cultural and social terms. These contributions become sustainable with loyal event participants. Although the effect of different structures on the formation of loyal participants is known, the effect of different theories such as resource exchange has not been studied much. Therefore, in this study, it is aimed to investigate the relationship between organizers' received resource investments and participants' resource investments, and loyalty, according to the resource exchange theory. Material and Methods: A total of 228 persons participated in the 12th International Runatolia Antalya Marathon selected by convenience sampling method were included to the study. The data were collected by Organizers' Perceived Resource Investments (OPRI), Participants Resource Investments (PRRI) and consumer loyalty scales. The data were analyzed in line with the main methodological principles of the structural equation model. Results: As a result of the analysis, the source exchange model has shown valid and reliable results in the International Antalya Marathon participants. However, the perceived resource investment of the organization showed a significant effect on the participant resource investment. On the other hand, participant resource investment has a significant and direct bit effect on loyalty. Conclusion: Participants have an important role in the continuousness of marathon events. The bond established with the participants contributes to the sustainability of the event and its associated impacts. The exchange of resources between the organizer and the participant is influenced by the establishment or strengthening of this bond.

Keywords: Recreation; event, resource investment, loyalty
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