Cilt 5 Sayı 3 (2017): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

ETKİNLİK PAZARLAMASI İLE ÖĞRENCİLERİ ÇEKME: ÜNİVERSİTELERDE GİRİŞİMCİLİK ETKİNLİĞİNE YÖNELİK BİR ÖRNEK

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  • Alev KOÇAK ALAN,
  • Ebru TÜMER KABADAYI,
  • Cansu KÖKSAL
Alev KOÇAK ALAN
Gebze Technical University
Biyografi
Ebru TÜMER KABADAYI
Gebze Technical University
Biyografi
Cansu KÖKSAL
Gebze Technical University
Biyografi
DOI: https://doi.org/10.15295/bmij.v5i3.128

Yayınlanmış 2017-12-19

Anahtar Kelimeler

  • Etkinlik Pazarlaması,
  • Etkinlik İmajı,
  • Etkinlik Memnuniyeti,
  • Tekrar ziyaret etme niyeti,
  • Üniversite Etkinlikleri

Nasıl Atıf Yapılır

KOÇAK ALAN, A., TÜMER KABADAYI, E., & KÖKSAL, C. (2017). ETKİNLİK PAZARLAMASI İLE ÖĞRENCİLERİ ÇEKME: ÜNİVERSİTELERDE GİRİŞİMCİLİK ETKİNLİĞİNE YÖNELİK BİR ÖRNEK. Business & Management Studies: An International Journal, 5(3), 586–604. https://doi.org/10.15295/bmij.v5i3.128

Özet

Etkinlik pazarlamasının artan önemine dayanarak, bu çalışmada, Türkiye'nin önde gelen üniversitelerinden birinin ev sahipliğini yaptığı girişimcilik etkinliğinin üniversite öğrencilerine olan etkisi araştırılmıştır. Bu bağlamda, öğrencilerin memnuniyetlerini ve tekrar ziyaret etme niyetlerini, etkinlik imajının üç farklı unsurunun (etkinlik yaratıcılığı, etkinlik uygunluğu, etkinlik yeterliliği) etkili olduğu ileri sürülmüştür. Araştırma iki gün boyunca girişimcilik etkinliğine katılan 468 öğrenciye uygulanmıştır. Analizler için, yapısal eşitlik modellemesi yöntemi kullanılmıştır. (I) Etkinlik imajı boyutlarının (yaratıcılığın, uygunluğun ve yeterliliğin) öğrencilerin memnuniyeti üzerinde etkili olduğu ve (ii), tekrar ziyaret etme niyetlerinde, öğrencilerin memnuniyetinin başlıca itici güç olduğu saptanmıştır. Sonuçlar, gelecek araştırmalar ve yönetsel sonuçlar kapsamında ele alınmıştır.

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