Browsing by Author "Yildiz, Erkan"

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    Effect of Festival Satisfaction on Destination Loyalty through Destination Overall Image: The Case of Alaçatı Herb Festival
    (ISTANBUL BUSINESS RESEARCH, 2024-12) Ozkan, Ayse Arslan; Yildiz, Erkan
    This study examines the relationships among festival success factors, festival satisfaction, destination image and destination loyalty. Based on the literature review, festival success factors were identified and a model was developed to measure the direct impact of these factors on destination loyalty and the impact of these factors through the overall image of the destination. Data were collected during the 11th Ala & ccedil;at & imath; Herb Festival held between March 24-27, 2022. The data obtained were analyzed with the structural equation modeling. According to the results of the study, the program, festival area, staff, souvenirs, and information dimensions of festival success factors affect festival satisfaction. The effects of convenience and food dimensions on festival satisfaction were statistically insignificant. The festival satisfaction and destination overall image variables have positive effects on destination loyalty, and the festival satisfaction variable has positive effects on the destination overall image. The destination overall images an integral partial mediating role in the relationship between festival satisfaction and destination loyalty.
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    The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude
    (2020) Ulker-Demirel, Elif; Yildiz, Erkan
    In recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to advertising and the digital platforms that offer ad-free content make it increasingly difficult for brands to reach audiences in a highly saturated advertising environment. In this environment, product placement remains essential in reaching the target audiences due to the advantages it offers to brands compared to traditional advertisements. The aim of this study, being distinctly different from previous research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand. Furthermore, it is aimed to investigate the serial mediating effect between these attitudinal constructs. The data obtained from 300 participants were analyzed with SmartPLS 3.2.8 using partial least squares path analysis (PLS-SEM). As a result, the attitude toward the actor, character, and movie has direct and indirect effects on product placement and attitude toward the brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the relationship between the attitude toward the actor, the character and the brand.