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The Role of Knowledge for the Positioning of a Destination to Culturally Different Markets

Year 2007, Volume: 18 Issue: 2, 161 - 169, 01.12.2007

Abstract

Destinations are faced today with the challenge of having to position themselves in an increasingly mompetitive environment to poten tial tourists from different cultures. In this regard, knowledge management is an important tool for the development of destinations. Organizations need to obtain information that can be used to distinguish between different tourists, and to use this knowledge to establish strategies to access these diverse markets. The present study aims at illustrating how information can be used for destination develop­ment. The focus of the paper is on the need to distinguish between diverse markets and to evaluate statistical information obtained at the destination by taking into account the cultural diversity of the tourists. The study is based on a questionnaire distributed to Chinese and Russian tourists returning from their visits to Turkey. The results determine that there is a difference between the Chinese and the Russian in relation to their perceptions of the Turkish host community, and other variables such as the use of information sources. These findings are evaluated in relation to determining how knowledge management may assist tourism organizations to plan for the future, to set train­ing priorities for their human agents and to develop knowledge based support systems. Moreover, the research also points to different strategies for Turkey to access the Chinese and Russian markets.

References

  • Alvarez, M. D. ve Korzay, M. (2004). The Image of the Host Community and Its Impact on Satisfaction and Post-/ Purchase Behavior. İçinde The Role of Education in Quality Destination Management: Proceedings of the WTO Educati­on Council Conference in Beijing, China, 23 October 2003. Madrid: World Tourism Organization
  • Anastasopoulos, P. G. (1992). Tourism Attitude Change: Greek Tourists Visiting Turkey, Annals of Tourism Research, 19 (4): 629-642
  • Anastasopoulos, P.G., Korzay, M., Pizam, A. ve Var, T. (1994). Influence of Tourism on Attitude Change: Turkish Tou­rists Visiting Greece. 2994 CHRIE conference, Palm Spring, CA, July 27-30
  • Avrupa Seyahat Komisyonu ve BMDTÖ (2005). City Tourism and Culture: European Experience. Research Group of the Euro­pean Travel Commission and the United Nations World Tourism Organization
  • Bahra, N. (2001). Rekabetçi Bilgi Yönetimi. Basingtoke: Palgrave
  • Baysan, S. K. (2001). Perceptions of the Environmental Impacts of Tourism:. A Comparative Study of the Attitudes of Ger­man, Russian and Turkish Tourists in Kemer, Antalya, Tourism Geographies, 3 (2): 218-235
  • Buhalis, D. (2000). Marketing the Competitive Destination of the Future, Tourism Management, 21 (1): 97-116
  • Buhalis, D. (1999). Information Technology for Small and Medi­um-Sized Tourism Enterprises: Adaptation and Benefits, Information Technology & Tourism, 2 (2): 79-95
  • Coathup, D.C. (1999). Dominant Actors in International Tou­rism, International Journal of Contemporary Hospitality Ma­nagement, 11 (2/3): 69-72
  • Connell, J. (2005). Toddlers, Tourism and Tobermory: Destina­tion marketing issues and television-induced tourism, Tourism Management, 26 (5): 763-776
  • Cooper, CD. (2006). Bilgi yönetimi ve Turizm, Turizm Araştırma­sı Bilgileri, 33 (1): 47-64
  • Dorfman, P.W., Hanges, P.J. ve Brodbeck, F.C. (2004). Leaders­hip and Cultural Variation. İçinde House, R.J., Hanges, P.J., Mansour, J., Dorfman, P.W. ve Gupta, V. (Editörler), Culture, Leadership and Organizations: The Globe Study of 62 Societies, Thousand Oaks, CA: Sage Publications
  • Fishman, T.C. (2005). China, INC. Simon & Schuster
  • Frost, W. (2006). Bravehear-ed Ned Kelly: Historic Films, Herita­ge Tourism and Destination Image, Tourism Management, 27 :247-254
  • Hall, E.T. (1959). The Silent Language. New York: Anchor
  • Heung, V.C.S. ve Lam, T. (2003). Customer Complaint Beha­viour Towards Hotel Restaurant Services, International Journal of Contemporary Hospitality Management, 15 (5): 283-289
  • Hofstede, G. (1980). Culture's Consequences: International Dif­ferences in Work-Related Values. Beverly Hills, CA: Sage Publications
  • Jafari, J., Pizam, A. ve Przeclawski, K. (1990). A Sociocultural Study of Tourism as a Factor of Change, Annals of Tourism Research, 17 (3): 469-472 Johns, N. ve Mattson, J. (2005) Destination Development Thro­ugh Entrepreneurship: a Comparison of two Cases, Tou­rism Management, 26 (4): 605-616
  • Kabasakal, H. ve Bodur, M. (2004). Humane Orientation in Societies, Organizations, and Leader Attributes. İçinde House, R.J., Hanges, P.J., Mansour, J., Dorfman, P.W. ve Gupta, V. (Editörler), Culture, Leadership and Organizati­ons: The Globe Study of 62 Societies. Thousand Oaks, CA: Sage Publications
  • Korzay, M. ve Alvarez, M. D. (2005). Japanese Tourists and Tur­kish Host Community Interaction: Relationship to the To­urists Satisfaction with the Visit, Anatolia: An International Journal of Tourism and Hospitality Research, 16 (2): 176-193
  • Lewis, R. D. (2006). When Cultures Collide - Leading Accross Cul­tures, Nicholos Brealey International. Boston, London
  • Milman, A., Reichel A. ve Pizam A. (1990). The Impact of Tou­rism on Ethnic Attitudes: The Israeli-Egyptian Case, Jour­nal of Travel Research, 29 (2): 45-49
  • Mohsin, A. (2005). Tourist attitudes and destination marketing the case of Australia's Northern Territory and Malaysia, Tourism Management, 26 (5): 723-732
  • Pizam, A., Milman, A. ve Jafari J. (1991). Influence of Tourism on Attitudes: US Students Visiting the USSR, Tourism Mana­gement, 12 (1): 47-54
  • Pyo, S., Uysal, M. ve Chang, H, (2002). Knowledge Discovery in Database for Tourist Destinations, Journal of Travel Rese­arch, 40 (2): 396-403
  • Reisinger, Y. ve Turner, W. L. (2003). Cross - Cultural Behaviour in Tourism: Concepts and Analysis. Oxford, Massachusetts: Butterworth & Heineman
  • Richardson, S. L. ve Crompton, J. (1988). Vacation Patterns of French and English Canadians, Annals of Tourism Rese­arch, 15 (3): 430-435
  • Ritchie, J.R.B. ve Crouch, G.I. (2003). The Competitive Destination. CABI Publishing
  • Seaton, A.V. ve Bennett, M.M. (1996). Marketing Tourism Product. Croatia: Thomson Learning
  • Ryan, C. ve Mo, X. (2001). Chinese Visitors to New Zealand - Demographics and Perceptions, Journal of Vacation Mar­keting, 8 (1): 13-27
  • Strauss, B. ve Mang, P. (1998). "Cultural Shocks" in Intercultural Service Encounters, Journal of Services Marketing, 13 (4/5): 329-346
  • Üner, M.M., Güçer, E. ve Taşçı, A. (2006). Türkiye Turizminde Yükselen Destinasyon Olarak İstanbul Şehrinin İmajı, Anatolia: Turizm Araştırmalar Dergisi, 17 (2): 189-201
  • Yarcan, Ş. ve İnelmen, K. (2006). Perceived Image of Turkey by US-Citizen Cultural Tourists, Anatolia: An International Jo­urnal of Tourism and Hospitality Research, 17 (2): 305-328
  • Zhang, H.Q. ve Heung, C.S. (2002). The Emergence of the Main­land Chinese Outbound Travel Market and Its Implicati­ons for Tourism Marketing, Journal of Vacation Marketing, 8 (1): 7-12

Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü

Year 2007, Volume: 18 Issue: 2, 161 - 169, 01.12.2007

Abstract

Varış noktaları, daha rekabetçi hale gelen ortamda, kendilerini farklı kültürlerden gelen potansiyel turistlere göre konumlandırma zorluğu ile karşı karşıya kalmaktadır. Bu açıdan bilgi yönetimi, varış noktasının gelişimi için önemli bir araçtır. Kurumların farklı turistleri ayırt etmek için bilgi edinmelerini ve bilgiyi, stratejiler geliştirirken farklı pazarlara ulaşmada kullanmalarını sağlar. Çalışma, varış noktasının gelişiminde bilginin nasıl kullanılabileceğini belirlemiştir. Araştırma, farklı pazarları ayırt etme ve turistlerin kültürel farklılıklarını dikkate alarak, varış noktasından elde edilen istatistiksel bilgileri değerlendirme gereksinimi üzerine odaklanmaktadır. Türkiye gezilerinden geri dönen Çinli ve Rus turistlerle ankete dayalı bir ön çalışma yapılmıştır. Sonuçlar, Çinlilerin ve Rusların, ev sahibi Türk toplumu ile ilgili algıları ve bilgi kaynaklarının kullanımı gibi değişkenler açısından birbirinden farklı olduğunu ortaya koymaktadır. Bulgular, bilgi yönetiminin turizm organizasyonlarını gelecek için plan yapma, iş görenleri için eğitim önceliklerini saptama ve bilgi tabanlı sistemlerin geliştirmesi açısından değerlendirilmiştir. Araştırma, Türkiye'nin Çin ve Rus pazarlarına erişimi için farklı stratejilere gereksinimi olduğunu belirlemiştir.

References

  • Alvarez, M. D. ve Korzay, M. (2004). The Image of the Host Community and Its Impact on Satisfaction and Post-/ Purchase Behavior. İçinde The Role of Education in Quality Destination Management: Proceedings of the WTO Educati­on Council Conference in Beijing, China, 23 October 2003. Madrid: World Tourism Organization
  • Anastasopoulos, P. G. (1992). Tourism Attitude Change: Greek Tourists Visiting Turkey, Annals of Tourism Research, 19 (4): 629-642
  • Anastasopoulos, P.G., Korzay, M., Pizam, A. ve Var, T. (1994). Influence of Tourism on Attitude Change: Turkish Tou­rists Visiting Greece. 2994 CHRIE conference, Palm Spring, CA, July 27-30
  • Avrupa Seyahat Komisyonu ve BMDTÖ (2005). City Tourism and Culture: European Experience. Research Group of the Euro­pean Travel Commission and the United Nations World Tourism Organization
  • Bahra, N. (2001). Rekabetçi Bilgi Yönetimi. Basingtoke: Palgrave
  • Baysan, S. K. (2001). Perceptions of the Environmental Impacts of Tourism:. A Comparative Study of the Attitudes of Ger­man, Russian and Turkish Tourists in Kemer, Antalya, Tourism Geographies, 3 (2): 218-235
  • Buhalis, D. (2000). Marketing the Competitive Destination of the Future, Tourism Management, 21 (1): 97-116
  • Buhalis, D. (1999). Information Technology for Small and Medi­um-Sized Tourism Enterprises: Adaptation and Benefits, Information Technology & Tourism, 2 (2): 79-95
  • Coathup, D.C. (1999). Dominant Actors in International Tou­rism, International Journal of Contemporary Hospitality Ma­nagement, 11 (2/3): 69-72
  • Connell, J. (2005). Toddlers, Tourism and Tobermory: Destina­tion marketing issues and television-induced tourism, Tourism Management, 26 (5): 763-776
  • Cooper, CD. (2006). Bilgi yönetimi ve Turizm, Turizm Araştırma­sı Bilgileri, 33 (1): 47-64
  • Dorfman, P.W., Hanges, P.J. ve Brodbeck, F.C. (2004). Leaders­hip and Cultural Variation. İçinde House, R.J., Hanges, P.J., Mansour, J., Dorfman, P.W. ve Gupta, V. (Editörler), Culture, Leadership and Organizations: The Globe Study of 62 Societies, Thousand Oaks, CA: Sage Publications
  • Fishman, T.C. (2005). China, INC. Simon & Schuster
  • Frost, W. (2006). Bravehear-ed Ned Kelly: Historic Films, Herita­ge Tourism and Destination Image, Tourism Management, 27 :247-254
  • Hall, E.T. (1959). The Silent Language. New York: Anchor
  • Heung, V.C.S. ve Lam, T. (2003). Customer Complaint Beha­viour Towards Hotel Restaurant Services, International Journal of Contemporary Hospitality Management, 15 (5): 283-289
  • Hofstede, G. (1980). Culture's Consequences: International Dif­ferences in Work-Related Values. Beverly Hills, CA: Sage Publications
  • Jafari, J., Pizam, A. ve Przeclawski, K. (1990). A Sociocultural Study of Tourism as a Factor of Change, Annals of Tourism Research, 17 (3): 469-472 Johns, N. ve Mattson, J. (2005) Destination Development Thro­ugh Entrepreneurship: a Comparison of two Cases, Tou­rism Management, 26 (4): 605-616
  • Kabasakal, H. ve Bodur, M. (2004). Humane Orientation in Societies, Organizations, and Leader Attributes. İçinde House, R.J., Hanges, P.J., Mansour, J., Dorfman, P.W. ve Gupta, V. (Editörler), Culture, Leadership and Organizati­ons: The Globe Study of 62 Societies. Thousand Oaks, CA: Sage Publications
  • Korzay, M. ve Alvarez, M. D. (2005). Japanese Tourists and Tur­kish Host Community Interaction: Relationship to the To­urists Satisfaction with the Visit, Anatolia: An International Journal of Tourism and Hospitality Research, 16 (2): 176-193
  • Lewis, R. D. (2006). When Cultures Collide - Leading Accross Cul­tures, Nicholos Brealey International. Boston, London
  • Milman, A., Reichel A. ve Pizam A. (1990). The Impact of Tou­rism on Ethnic Attitudes: The Israeli-Egyptian Case, Jour­nal of Travel Research, 29 (2): 45-49
  • Mohsin, A. (2005). Tourist attitudes and destination marketing the case of Australia's Northern Territory and Malaysia, Tourism Management, 26 (5): 723-732
  • Pizam, A., Milman, A. ve Jafari J. (1991). Influence of Tourism on Attitudes: US Students Visiting the USSR, Tourism Mana­gement, 12 (1): 47-54
  • Pyo, S., Uysal, M. ve Chang, H, (2002). Knowledge Discovery in Database for Tourist Destinations, Journal of Travel Rese­arch, 40 (2): 396-403
  • Reisinger, Y. ve Turner, W. L. (2003). Cross - Cultural Behaviour in Tourism: Concepts and Analysis. Oxford, Massachusetts: Butterworth & Heineman
  • Richardson, S. L. ve Crompton, J. (1988). Vacation Patterns of French and English Canadians, Annals of Tourism Rese­arch, 15 (3): 430-435
  • Ritchie, J.R.B. ve Crouch, G.I. (2003). The Competitive Destination. CABI Publishing
  • Seaton, A.V. ve Bennett, M.M. (1996). Marketing Tourism Product. Croatia: Thomson Learning
  • Ryan, C. ve Mo, X. (2001). Chinese Visitors to New Zealand - Demographics and Perceptions, Journal of Vacation Mar­keting, 8 (1): 13-27
  • Strauss, B. ve Mang, P. (1998). "Cultural Shocks" in Intercultural Service Encounters, Journal of Services Marketing, 13 (4/5): 329-346
  • Üner, M.M., Güçer, E. ve Taşçı, A. (2006). Türkiye Turizminde Yükselen Destinasyon Olarak İstanbul Şehrinin İmajı, Anatolia: Turizm Araştırmalar Dergisi, 17 (2): 189-201
  • Yarcan, Ş. ve İnelmen, K. (2006). Perceived Image of Turkey by US-Citizen Cultural Tourists, Anatolia: An International Jo­urnal of Tourism and Hospitality Research, 17 (2): 305-328
  • Zhang, H.Q. ve Heung, C.S. (2002). The Emergence of the Main­land Chinese Outbound Travel Market and Its Implicati­ons for Tourism Marketing, Journal of Vacation Marketing, 8 (1): 7-12
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Meral Korzay This is me

Maria D. Alvarez This is me

Publication Date December 1, 2007
Published in Issue Year 2007 Volume: 18 Issue: 2

Cite

APA Korzay, M., & Alvarez, M. D. (2007). Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü. Anatolia: Turizm Araştırmaları Dergisi, 18(2), 161-169.
AMA Korzay M, Alvarez MD. Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü. Anatolia: Turizm Araştırmaları Dergisi. December 2007;18(2):161-169.
Chicago Korzay, Meral, and Maria D. Alvarez. “Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü”. Anatolia: Turizm Araştırmaları Dergisi 18, no. 2 (December 2007): 161-69.
EndNote Korzay M, Alvarez MD (December 1, 2007) Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü. Anatolia: Turizm Araştırmaları Dergisi 18 2 161–169.
IEEE M. Korzay and M. D. Alvarez, “Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü”, Anatolia: Turizm Araştırmaları Dergisi, vol. 18, no. 2, pp. 161–169, 2007.
ISNAD Korzay, Meral - Alvarez, Maria D. “Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü”. Anatolia: Turizm Araştırmaları Dergisi 18/2 (December 2007), 161-169.
JAMA Korzay M, Alvarez MD. Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü. Anatolia: Turizm Araştırmaları Dergisi. 2007;18:161–169.
MLA Korzay, Meral and Maria D. Alvarez. “Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü”. Anatolia: Turizm Araştırmaları Dergisi, vol. 18, no. 2, 2007, pp. 161-9.
Vancouver Korzay M, Alvarez MD. Bilginin Farklı Kültüre Göre Bir Varış Noktasının Konumlandırılmasındaki Rolü. Anatolia: Turizm Araştırmaları Dergisi. 2007;18(2):161-9.