A research on Fethiye Babadag commercial tandem paragliding participants within the scope of experiential tourism

Abstract

The tourism sector has continuously evolved and restructured due to technological, economic, and social transformations. Experiential tourism is an approach that takes tourists from being mere observers to placing them at the center of the experience, encouraging them to learn new things and personally develop during their travels. The study explores the perceptions of tourists who participate in paragliding regarding their experiences with adventure and experiential tourism. Paragliding involves uncertainty, risk, adrenaline, adventure, and experience, as opposed to the traditional understanding of travel as safe and guided. This study aims to uncover the relationships between risk, benefit, evaluation, co-creation, trust, satisfaction, and future intention among local and foreign tourists participating in paragliding activities within an experiential context. Therefore, the study examines the relationships of the experiential perceptions of tourists participating in paragliding. In the data collection phase, researchers conducted face-to-face questionnaires with 381 local and foreign tourists who experienced tandem paragliding activity in Fethiye Babadag. After eliminating incomplete or incorrectly filled surveys, 321 surveys were analyzed. The data were processed using SPSS 27 and AMOS 23 statistical package programs. The research focuses on the perceptions of paragliders’ experiential risk, benefits, value, co-creation, trust, satisfaction, and future intentions. Structural equation modeling was applied to examine these perceptions. The results suggest that there are positive correlations between various aspects of experiential tourism, such as benefits and satisfaction, benefits and trust, satisfaction and future intentions, and trust and future intentions. However, the study did not find any connection between experiential evolution and satisfaction, or between experiential evolution and trust. Similarly, there were no observed relationships between experiential co-creation and satisfaction, or between experiential co-creation and trust. Additionally, the study revealed that risk perception does not impact satisfaction and that trust does not influence risk perception. These results align with the adventurous nature of paragliding.

Management implications

Paragliding is a thrilling sport that offers participants a unique and adrenaline-filled experience. The study results provide insights for tourism operators, particularly those involved in adventure and experiential tourism. In today's experience-driven economy, the insights gained from those who take part in this activity are extremely valuable to the tourism sector. Research findings have provided valuable insights into the impact of paragliding on participants' overall experience.

Tourism operators should prioritize providing clear and transparent information about the risks and safety measures associated with paragliding. This transparency helps participants make informed decisions and can enhance their overall satisfaction. Understanding these insights, particularly for providers such as pilots, travel agencies, tour operators, and site managers, can help the industry create exceptional paragliding experiences.

The study's results showed that participants' perception of risk did not have a negative impact on their satisfaction. This indicates that individuals engaging in risk-involved activities like paragliding consciously acknowledge the risks and that these risks do not diminish their overall satisfaction. Within the tourism sector, providing customers with precise and transparent information can help them better comprehend the risks and make informed decisions about participating in such activities. Specifically, in paragliding, the perception of managed risk may significantly contribute to overall satisfaction.

The study's findings indicate that enhancing the experiential value of paragliding activities influences participant satisfaction and trust. Therefore, businesses should focus on improving the quality of the paragliding experience through high-quality services and engaging experiences. By emphasizing unique and meaningful experiences, operators can increase tourist interest and contribute to the local economy. Strategic marketing and promoting paragliding as part of experiential tourism can further attract tourists seeking authentic and memorable experiences. Focusing on these areas can lead to higher satisfaction, trust, and future intentions for participation by tourists. In the tourism industry, providing customers with more precise and transparent information can encourage them to fully understand the risks and make informed decisions to participate in such activities.

Local, national, and international regulations related to paragliding activities should be organized from a managerial perspective. These regulations encompass licensing, certifications, operational standards, and training programs for staff and customers. Regularly updating and certifying instructors will help maintain high safety standards. Regular inspection and maintenance of equipment ensure safety standards. Decision-makers should implement a strict protocol for the repair and replacement of gear.

Conducting thorough risk assessments is essential for all paragliding activities. Emergency response plans should be practiced. Regular drills must be available to prepare for potential incidents. Customer experience, customer education, personalized experiences, and customer feedback are considerable issues with marketing, operational efficiency, financial management, sustainability, and community engagement. Addressing these managerial implications can ensure safe, efficient, and profitable operations for a paragliding business because they provide customers with a memorable and enjoyable experience.