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TÜRKİYE İÇ TURİZM PAZARINDA TÜKETİCİ DAVRANIININ ANALİZİ

Yıl 2003, Cilt: 4 Sayı: 1, 89 - 106, 01.01.2003

Erdoğan Koç

Öz

Bu makalede yeni gelişmekle beraber büyük bir büyüme ve pazar potansiyeline sahip olan Türkiye’deki iç turizm pazarında tüketici davranış ı analiz edilmektedir. Bilgilerin toplanması ve analizinde, geni bir doküman araştırmasına ilaveten, tüketiciler, seyahat acentası yöneticileri ve çalışanları ile mülakatlar, seyahat acentalarında üç gün süreli gözlemler ve tüketicilerle odak grubu çalışmaları yapılarak karşılaştırmalı bir değerlendirme özet olarak ortaya konulmaya çalışılmıtır. Çalışmanın temelde keşifsel nitelikte olması sebebiyle endüktif bir araştırma metodolojisi benimsenmiş ve kalitatif teknikler uygulanmıştır.

Anahtar Kelimeler

Türkiye iç turizm pazarı turist karar alma süreci turist güdülenmesi

Kaynakça

  • ARMAN, A. (1998) Yalnız tatile çıkmak isteyenler dernegi, Hurriyet Pazar - Eki, 5 July, p.2
  • ASSAEL, H. (1995) Consumer behavior and marketing action. Ohio, International Thompson Publishing.
  • BERKSOY, T. (1994) stanbul halkının hizmet sektörüne dönük talebi. Istanbul Chamber of Commerce, no. 26.
  • BROTHERTON, B. & HIMMETOGLU, B. (1997) Beyond destinations-special interest tourism. Anatolia : An International Journal of Tourism and Hospitality Research, 8, (3), pp. 11-30.
  • Capital Guide. (1999) Turkiye Profili, pp-9-35.
  • COHEN, E. (1972). Toward a sociology of international tourism. Social Research, 39, pp.164-82.
  • CRICK, M. (1989) Representation of international tourism in the social sciences : sun, sex, sights, savings and servility. Annual Review of Anthropology, 18, pp. 307-44.
  • CULLIGAN, K. (1992) Developing a model of holidaytaking behaviour. Leisure and Tourism Futures Conference Proceedings, London, The Henley Centre for Forecasting.
  • DIBB, S., SIMKIN, L., PRIDE, W.M., & FERREL, O.C. (1994) Marketing concepts and strategies. Boston, MA, Houghton and Mifflin.
  • DÜZGÜNO LU, E. & KARABULUT, E. (1999) Development of Turkish tourism past, present and future. stanbul, Turkiye Seyahat Acentaları Birligi
  • EKONOM ST (1998) Ekonomist Türkiye Yıllı ı. December 1998, stanbul, Ekonomist, pp. 96-101.
  • English Tourist Board (1994). The UK tourist : statistics 1993, ETB/NITB/STB/WTB.
  • EN S, B.M. & ROERING, K.J. (1981) The marketing of services : different product properties, similar marketing strategies. Proceedings, Services Conference, American Marketing Association.
  • ESMER, Y. (1999). Türkiye’de sosyal, siyasal, ekonomik degerler. stanbul, Türkiye Ekonomik ve Sosyal Etüdler Vakfı.
  • FLETCHER, J. (1995) Economics and forecasting – economic impact in Witt, S.F., & MOUTINHO, L. (eds.), Tourism marketing management handbook. Englewood Cliffs, NJ: Prentice Hall.
  • GOODALL, B. (1988a). Changing PatternsaAnd Structure of European Tourism in GOODALL, B. & ASHWORTH, G. (eds.), Marketing in the tourism industry – the promotion of destination regions. New York, Routledge.
  • GOODALL, B. (1988b). How tourists choose their holidays : an analytical framework in GOODALL, B. & ASHWORTH, G. (eds.), Marketing in the tourism industry – the promotion of destination regions. New York, Routledge.
  • GRABURN, N.H.H. (1989) Tourism : the sacred journey in SMITH, V.L. (ed.), Hosts and guests, the anthropology of tourism. Philedelphia, University of Philedelphia Press.
  • GÜRKAN, I. (1998) 1997 hanehalkı turizm ara tırması. Anatolia, 9 (September- December), pp. 69-70.
  • HACIO LU, N. (1996) Seyahat acentacılı ı ve tur operatörlü ü. Bursa, Uluda Üniversitesi.
  • SLAMO LU, A.H. (1995) Ba ımsız seyahat eden turistleri turlarla seyahat eden turistlerden ayıran ki ilik özellikleri. Pazarlama Dunyası, 9, (51), pp. 18-23.
  • JAFAR , J. (1987). Tourism models : the socio-cultural aspects. Tourism Management, 2, pp. 151-159.
  • KOÇ, E. (2000). The Role and potential of marketing communications in the Turkish domestic tourism market. unpublished PhD thesis, Oxford, Oxford Brookes University.
  • KOTLER, P. (1998) Marketing management : analysis, planning, implementation and control. New Jersey, Prentice Hall.
  • KOZAK, N., AKOGLAN, M. & KOZAK, M. (1996). Genel turizm – ilkeler, kavramlar. Ankara, Anatolia Yayıncılık.
  • KÖFTEO LU, K. (1998). Yerli turist bu yaz kral olacak. Ekonomist, 31 May, pp. 38-39.
  • KRIPPENDORF, J. (1987a). The holiday makers: understanding the impact of leisure and travel. Oxford, Heinemann Professional Publishing.
  • KRIPPENDORF, J. (1987b). Tourism in Asia and the Pacific. Tourism Management, June, pp. 137-9.
  • LEE, C. & NORMAN, W.C. (1996) An application of the family life cycle to understanding tourism behavior and attitudes. Leisure Research Symposium, October 23-27, Kansas City, MO.
  • MASLOW, A. (1954) Motivaton and personality. New York, Harper and Row.
  • MIDDLETON, V.T.C. (1998). Marketing in travel and tourism. Oxford, Butterworth and Heinemann.
  • OGILVY, D. (1983). Ogilvy on advertising. New York, Vintage Books.
  • PETER, P.P. & OLSON, C.J. (1996) Consumer behaviour and marketing strategy. Chicago, Irwin.
  • PLOG, S.C. (1974) Why destination areas rise and fall. The Cornell Hotel and Restaurant Administration Quarterly, February, pp. 55-58.
  • SEATON, A. V. (1996) The analysis of tourism demand : market segmentation’ in SEATON A.V. & BENNETT, M.M. (eds.), Marketing Tourism Products, Concepts, Issues, Cases. London, International Thompson Press.
  • SMITH, R. (1996) The UK short holiday market. in SEATON, A.V. & BENNETT, M.M. (eds.), Marketing Tourism Products, Concepts, Issues, Cases, London, International Thompson Press.
  • TEMPO. (1999) Türkiye’de ç Turizm Pazarı. Tempo, June, pp.35-39.
  • TRINITY RESEARCH (1989). The UK short break holiday market. Trinity Research.
  • Turkish State Institute of Statistics. (2000) Istatistiklerle Türkiye, Istanbul, Capital. (also www.die.org.tr)
  • Turkish State Institute of Statistics. (1999). Tourism statistics 1975-1999, Ankara.
  • Turkish State Institute of Statistics. (2003). Tourism statistics, [Internet] http.//www. die. gov.tr [Accessed : 16/01/2003].
  • TÜRSAB. (1998) 1997’den 1998’e Avrupa pazarı ve tur operatörlerinin de erlendirmeleri. TÜRSAB, 17, pp. 6-63.
  • TÜRSAB (1999). Yurtici seyahat pazarı ara tırması. TÜRSAB, 185 (June), pp. 34- 56.
  • TÜRSAB tourism statistics 1980-1999. TÜRSAB, stanbul.
  • TÜS AD. (1999) Türkiye’nin fırsat penceresi – demografik dönü üm ve izdü ümleri.
  • İstanbul, TÜS AD Yayınları.
  • UNITED NATIONS (1998). World human development roport-1997, New York.
  • WEBSTER, C. (1991) Influences upon customer expectations of services. The Journal of Services Marketing, 5, (1), pp.5-17.
  • WESTLVLAMMS EKONOMISCH STUDEBUREAU, AFDELING TOERISTISCH ONDERSOEK. (1986). T
  • oerristische Gedrangingen en Attitudes van de Belgen in 1985. Brussels : Reeks Vakntieodersoeken in Brotherton, B., and Himmetoglu, B. (1997)
  • Beyond Destinations-Special Interest Tourism, Anatolia: An International Journal of Tourism and Hospitality Research, 8, (3), pp. 11-30.
  • WILLIAMS, A.M., SHAW, G. (1992) Tourism research – a perspective The horrible babel of tongues. American Behavioural Scientist, 36, (2), pp. 133-144.
  • WITT, F.S.T., MOUTINHO, L. (1995). Tourism marketing and management handbook, Hertfordshire, Prentice Hall.
  • WORLD TOURISM ORGANISATION. (2002, 2003) http://www.world- tourism.org.
  • MINISTRY OF TOURISM. (2003) http://www.turizm.gov.tr
  • Country Reports, Turkey (1998). World travel and tourism council (WTTC) London. (http://www.wttc.org)
  • YARCAN, S., PEKÖZ, M. (1998). Seyahat i letmeleri. stanbul: Bo aziçi Üniversitesi.
  • YAVUZ, N., BALO LU, S., UYSAL, M. (1998). Market segmentation of european and Turkish travellers to North Cyprus. Anatolia : An International Journal of Tourism and Hospitality Research, 9, (1), pp. 4-18.
  • YIANNAKIS, A., GIBSON, H. (1992). Roles tourists play. Annals of Tourism Research, vol. 19., pp. 287-303.

AN ANALYSIS OF CONSUMER BEHAVIOUR IN THE TURKISH DOMESTIC TOURISM MARKET

Yıl 2003, Cilt: 4 Sayı: 1, 89 - 106, 01.01.2003

Erdoğan Koç

Öz

This paper is intended to provide an analysis of the consumer behaviour in the Turkish domestic tourism market: a market still in its "infancy" in comparison with many other countries, but with substantial growth potential. Based on a number of research methods, which were triangulated, ranging from interviews both with consumers and key informants, focus group studies, to observations at travel agencies, together with an extensive literature search, the consumer decision-making process is investigated. As the research is mainly exploratory, the research methodology is inductive and it rests on qualitative techniques.

Anahtar Kelimeler

Turkish Domestic Tourism Market Tourist Decision - Making Process Tourist Motives

Kaynakça

  • ARMAN, A. (1998) Yalnız tatile çıkmak isteyenler dernegi, Hurriyet Pazar - Eki, 5 July, p.2
  • ASSAEL, H. (1995) Consumer behavior and marketing action. Ohio, International Thompson Publishing.
  • BERKSOY, T. (1994) stanbul halkının hizmet sektörüne dönük talebi. Istanbul Chamber of Commerce, no. 26.
  • BROTHERTON, B. & HIMMETOGLU, B. (1997) Beyond destinations-special interest tourism. Anatolia : An International Journal of Tourism and Hospitality Research, 8, (3), pp. 11-30.
  • Capital Guide. (1999) Turkiye Profili, pp-9-35.
  • COHEN, E. (1972). Toward a sociology of international tourism. Social Research, 39, pp.164-82.
  • CRICK, M. (1989) Representation of international tourism in the social sciences : sun, sex, sights, savings and servility. Annual Review of Anthropology, 18, pp. 307-44.
  • CULLIGAN, K. (1992) Developing a model of holidaytaking behaviour. Leisure and Tourism Futures Conference Proceedings, London, The Henley Centre for Forecasting.
  • DIBB, S., SIMKIN, L., PRIDE, W.M., & FERREL, O.C. (1994) Marketing concepts and strategies. Boston, MA, Houghton and Mifflin.
  • DÜZGÜNO LU, E. & KARABULUT, E. (1999) Development of Turkish tourism past, present and future. stanbul, Turkiye Seyahat Acentaları Birligi
  • EKONOM ST (1998) Ekonomist Türkiye Yıllı ı. December 1998, stanbul, Ekonomist, pp. 96-101.
  • English Tourist Board (1994). The UK tourist : statistics 1993, ETB/NITB/STB/WTB.
  • EN S, B.M. & ROERING, K.J. (1981) The marketing of services : different product properties, similar marketing strategies. Proceedings, Services Conference, American Marketing Association.
  • ESMER, Y. (1999). Türkiye’de sosyal, siyasal, ekonomik degerler. stanbul, Türkiye Ekonomik ve Sosyal Etüdler Vakfı.
  • FLETCHER, J. (1995) Economics and forecasting – economic impact in Witt, S.F., & MOUTINHO, L. (eds.), Tourism marketing management handbook. Englewood Cliffs, NJ: Prentice Hall.
  • GOODALL, B. (1988a). Changing PatternsaAnd Structure of European Tourism in GOODALL, B. & ASHWORTH, G. (eds.), Marketing in the tourism industry – the promotion of destination regions. New York, Routledge.
  • GOODALL, B. (1988b). How tourists choose their holidays : an analytical framework in GOODALL, B. & ASHWORTH, G. (eds.), Marketing in the tourism industry – the promotion of destination regions. New York, Routledge.
  • GRABURN, N.H.H. (1989) Tourism : the sacred journey in SMITH, V.L. (ed.), Hosts and guests, the anthropology of tourism. Philedelphia, University of Philedelphia Press.
  • GÜRKAN, I. (1998) 1997 hanehalkı turizm ara tırması. Anatolia, 9 (September- December), pp. 69-70.
  • HACIO LU, N. (1996) Seyahat acentacılı ı ve tur operatörlü ü. Bursa, Uluda Üniversitesi.
  • SLAMO LU, A.H. (1995) Ba ımsız seyahat eden turistleri turlarla seyahat eden turistlerden ayıran ki ilik özellikleri. Pazarlama Dunyası, 9, (51), pp. 18-23.
  • JAFAR , J. (1987). Tourism models : the socio-cultural aspects. Tourism Management, 2, pp. 151-159.
  • KOÇ, E. (2000). The Role and potential of marketing communications in the Turkish domestic tourism market. unpublished PhD thesis, Oxford, Oxford Brookes University.
  • KOTLER, P. (1998) Marketing management : analysis, planning, implementation and control. New Jersey, Prentice Hall.
  • KOZAK, N., AKOGLAN, M. & KOZAK, M. (1996). Genel turizm – ilkeler, kavramlar. Ankara, Anatolia Yayıncılık.
  • KÖFTEO LU, K. (1998). Yerli turist bu yaz kral olacak. Ekonomist, 31 May, pp. 38-39.
  • KRIPPENDORF, J. (1987a). The holiday makers: understanding the impact of leisure and travel. Oxford, Heinemann Professional Publishing.
  • KRIPPENDORF, J. (1987b). Tourism in Asia and the Pacific. Tourism Management, June, pp. 137-9.
  • LEE, C. & NORMAN, W.C. (1996) An application of the family life cycle to understanding tourism behavior and attitudes. Leisure Research Symposium, October 23-27, Kansas City, MO.
  • MASLOW, A. (1954) Motivaton and personality. New York, Harper and Row.
  • MIDDLETON, V.T.C. (1998). Marketing in travel and tourism. Oxford, Butterworth and Heinemann.
  • OGILVY, D. (1983). Ogilvy on advertising. New York, Vintage Books.
  • PETER, P.P. & OLSON, C.J. (1996) Consumer behaviour and marketing strategy. Chicago, Irwin.
  • PLOG, S.C. (1974) Why destination areas rise and fall. The Cornell Hotel and Restaurant Administration Quarterly, February, pp. 55-58.
  • SEATON, A. V. (1996) The analysis of tourism demand : market segmentation’ in SEATON A.V. & BENNETT, M.M. (eds.), Marketing Tourism Products, Concepts, Issues, Cases. London, International Thompson Press.
  • SMITH, R. (1996) The UK short holiday market. in SEATON, A.V. & BENNETT, M.M. (eds.), Marketing Tourism Products, Concepts, Issues, Cases, London, International Thompson Press.
  • TEMPO. (1999) Türkiye’de ç Turizm Pazarı. Tempo, June, pp.35-39.
  • TRINITY RESEARCH (1989). The UK short break holiday market. Trinity Research.
  • Turkish State Institute of Statistics. (2000) Istatistiklerle Türkiye, Istanbul, Capital. (also www.die.org.tr)
  • Turkish State Institute of Statistics. (1999). Tourism statistics 1975-1999, Ankara.
  • Turkish State Institute of Statistics. (2003). Tourism statistics, [Internet] http.//www. die. gov.tr [Accessed : 16/01/2003].
  • TÜRSAB. (1998) 1997’den 1998’e Avrupa pazarı ve tur operatörlerinin de erlendirmeleri. TÜRSAB, 17, pp. 6-63.
  • TÜRSAB (1999). Yurtici seyahat pazarı ara tırması. TÜRSAB, 185 (June), pp. 34- 56.
  • TÜRSAB tourism statistics 1980-1999. TÜRSAB, stanbul.
  • TÜS AD. (1999) Türkiye’nin fırsat penceresi – demografik dönü üm ve izdü ümleri.
  • İstanbul, TÜS AD Yayınları.
  • UNITED NATIONS (1998). World human development roport-1997, New York.
  • WEBSTER, C. (1991) Influences upon customer expectations of services. The Journal of Services Marketing, 5, (1), pp.5-17.
  • WESTLVLAMMS EKONOMISCH STUDEBUREAU, AFDELING TOERISTISCH ONDERSOEK. (1986). T
  • oerristische Gedrangingen en Attitudes van de Belgen in 1985. Brussels : Reeks Vakntieodersoeken in Brotherton, B., and Himmetoglu, B. (1997)
  • Beyond Destinations-Special Interest Tourism, Anatolia: An International Journal of Tourism and Hospitality Research, 8, (3), pp. 11-30.
  • WILLIAMS, A.M., SHAW, G. (1992) Tourism research – a perspective The horrible babel of tongues. American Behavioural Scientist, 36, (2), pp. 133-144.
  • WITT, F.S.T., MOUTINHO, L. (1995). Tourism marketing and management handbook, Hertfordshire, Prentice Hall.
  • WORLD TOURISM ORGANISATION. (2002, 2003) http://www.world- tourism.org.
  • MINISTRY OF TOURISM. (2003) http://www.turizm.gov.tr
  • Country Reports, Turkey (1998). World travel and tourism council (WTTC) London. (http://www.wttc.org)
  • YARCAN, S., PEKÖZ, M. (1998). Seyahat i letmeleri. stanbul: Bo aziçi Üniversitesi.
  • YAVUZ, N., BALO LU, S., UYSAL, M. (1998). Market segmentation of european and Turkish travellers to North Cyprus. Anatolia : An International Journal of Tourism and Hospitality Research, 9, (1), pp. 4-18.
  • YIANNAKIS, A., GIBSON, H. (1992). Roles tourists play. Annals of Tourism Research, vol. 19., pp. 287-303.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

Erdoğan Koç Bu kişi benim

Yayımlanma Tarihi 1 Ocak 2003
Yayımlandığı Sayı Yıl 2003 Cilt: 4 Sayı: 1

Kaynak Göster

APA Koç, E. (2003). AN ANALYSIS OF CONSUMER BEHAVIOUR IN THE TURKISH DOMESTIC TOURISM MARKET. Doğuş Üniversitesi Dergisi, 4(1), 89-106.