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    Cohesion in cycling neo-tribes: a netnographic approach
    (Routledge Journals, Taylor & Francis Ltd, 2022) Asan, Kubra; Chi, Christina Geng-qing; Yolal, Medet
    People come together and create new communities around their special interests. Although the members of these communities, defined as neo-tribes, have highly individualistic, fluid and reflexive identities, they share 'an intense sense of us', in other words, cohesion. This study presents a netnographic examination of two different cycling communities in Turkey to explain the concept of cohesion in neo-tribes. The results of the study indicate that the neo-tribe members express their cohesion under the themes of acting together, entertaining together, collaboration, appreciation, shared values and shared concerns. This study allows for a better understanding of the cycling community and provides important insights to developing cycling for leisure, recreation and tourism purposes.
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    Öğe
    Festival Katılımcılarının Deneyim Temelli Sınıflandırılması
    (2020) Asan, Kubra; Yolal, Medet
    Festivaller işletme, katılımcı ve yerel halka kazandırdığı sosyal, ekonomik ve kültürel faydalar nedeniyle yükselen bir trende sahiptir. Artan festival sayısı ve çeşitliliği rekabet ortamı yarattığından, tüketici yönelimli pazarlama stratejilerine göre festival katılımcıları üzerinde pazar bölümlendirme çalışmaları yapmak organizatörler için fayda sağlayacaktır. Buradan hareketle çalışmada deneyim ekonomileri yaklaşımı kapsamında incelenen festival deneyimleri temel alınarak festival katılımcıları üzerinde bir bölümlendirme araştırması yapılması amaçlanmıştır. Bu amaçla Türkiye’de Sinop kentinde gerçekleşen Kuzeyfest Rock Müzik Festivali örneğinde bir alan araştırması yürütülmüştür. Anket tekniğiyle toplanan veriler üzerinde, faktör analizi, kümeleme analizi, ki-kare ve t-test analizi uygulanmıştır. Analiz sonucunda katılımcıların, deneyimleri ve çeşitli sosyo-demografik özellikleri kapsamında “aktif deneyimciler” ve “pasif deneyimciler” olmak üzere iki gruba anlamlı bir şekilde ayrılabildiği görülmüştür. Buna göre genç, bekar ve öğrenci oldukları görülen pasif deneyimciler, daha çok eğlence deneyimi yaşarken; eğitim düzeyi yüksek, çalışma hayatında yer alan ve yaş ortalaması nispeten yüksek olan aktif deneyimcilerin daha çok eğitim ve kaçış deneyimi yaşadığı sonucuna ulaşılmıştır.
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    Öğe
    Prosumer Neo-Tribes: An Ethnography of Recreational Cycling Communities
    (Mehmet Akif Ersoy Univ, 2024) Asan, Kuebra; Yolal, Medet
    In postmodern community studies, a neo-tribal theoretical framework has been proposed to elucidate recreational and touristic communities, positing that neo-tribes coalesce around shared consumer experiences. This study diverges by examining the productive functions of recreational and tourist communities through the lens of prosumerism. The study investigates two distinct recreational cycling tribes in T & uuml;rkiye using ethnographic methods and participatory observations. The findings highlight that these cycling tribes play active roles in organizing events, developing visitor experiences and destinations, and generating both economic and social benefits. This study introduces the concept of prosumer tribes within the leisure and tourism literature, supported by empirical evidence. It offers implications for policymakers and businesses seeking to understand and harness the prosumer dynamics within recreational cycling communities.
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    The effect of event experience on subjective well-being through perceived event benefit in neo-tribes
    (Elsevier, 2023) Asan, Kubra; Darvishmotevali, Mahlagha; Altinay, Levent; Yolal, Medet
    Using the neotribe approach, this study investigates the mediatory effect of group activities' perceived individual and community benefits on the relationship between the experience economy and subjective well-being. In-dividuals who were both participants and residents of the annual event of a local cycling community known as a neotribe were examined. The data gathered through the survey were analysed using SmartPLS structural equation modelling. The study results reveal that educational and aesthetic experiences positively affect perceived community benefits. However, individual benefits are positively affected by educational and escape experiences. It was also observed that community benefits affect subjective well-being through perceived indi-vidual benefits. The study accordingly points out that community benefits would serve the subjective well-being of members in group events to the extent that they create individual benefits. From the practical perspective, it is suggested that the event policymakers should focus on developing all types of experience economy in the events to maximize both individual and community benefits.
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    Travel influencers and influencer marketing in tourism
    (Edward Elgar Publishing Ltd., 2022) Asan, Kubra; Yolal, Medet
    Social media influencers, with their characteristics such as credibility, expertise, enthusiasm, connectivity, or centrality, easily influence numerous people and create content. The advantages provided by influencers have brought out the concept of influencer marketing. Influencer marketing is an approach that identifies and targets influencers in a market. In the case of tourism, it is observed that travelers who share their travels on social media have a number of followers. These travelers create content that provides information and images about destinations, routes, tour packages, events, and the services provided by tourism businesses. In this regard, travel influencers can be seen as marketing partners in tourism. This chapter aims to explain travel influencers and influencer marketing in tourism. The chapter starts with explanations about the concepts of influencers and influencer marketing. Further, the chapter aims to shed light on influencer marketing and its application in tourism. The chapter also provides a case study of travel influencers in cycling tourism as a niche tourism type. © Dogan Gursoy and Rahul Pratap Singh Kaurav 2022.
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    Understanding cycling neo-tribes: a non-western context
    (Routledge Journals, Taylor & Francis Ltd, 2023) Asan, Kubra; Yolal, Medet; Chi, Christina G.
    This study employed ethnographical methodology to delineate issues related to cycling communities in a non-western context through the theoretical lens of neo-tribe. In-depth interviews and participatory observations were conducted in two cycling communities in Turkey, an emerging pro-cycling country. As a result of thematic analysis, the characteristics of the studied communities are explained under the following themes: states of emotional being, symbols and rituals, ethic codes, identities, and lifestyle. The findings revealed that the studied communities have tribal characteristics similar to the Western cycling cases, such as friendship, belonging, and collective enthusiasm. Meanwhile, differences of the communities from the Western cases were identified, such as more intense emotionality and stronger need for physical security and safe space. Implications for businesses and professionals that promote cycling for leisure, recreation and tourism purposes in Turkey were drawn based on the findings.