Kültür Turistlerinin Seyahat Motivasyonları ve Turist Tipolojisine Göre Karşılaştırılması: Kapadokya Bölgesinde Yerli Turistler Üzerine Bir Araştırma

Year 2019, Issue: 20, 531 - 556, 01.10.2019

Ayşe Nevin Sert

Abstract

Kültür turizminin önemli bir büyüme potansiyeline sahip olduğu görülmektedir. Kültür turizm pazarında ürün ve hizmet sağlayıcıların, planlamacıların ve ilgili paydaşların, kültür turistlerini özelliklerine göre gruplandırarak ihtiyaçlarını en iyi şeklide karşılamaya ve edinecekleri deneyimden memnun kalmalarını sağalmaya çalışmaları oldukça önemlidir. Bu bağlamda çalışmanın amacı kültür turizmine katılan yerli turistlerin motivasyonlarını belirlemek, deneyimlerinin derinliğine ve ilgi düzeylerine göre gruplara ayırarak motivasyon farklılıklarını incelemektir. Çalışma Kapadokya’ya paket turla gelen yerli turistlere yönelik yapılmıştır. 389 kişi ile yüz yüze anket yöntemi ile yapılan araştırmada “amaçlı derin deneyimli”, “gezen yüzeysel deneyimli”, “sıradan yüzeysel deneyimli”, “kazara yüzeysel deneyimli”, “rastlantısal derin deneyimli” kültür turisti olmak üzere beş tipoloji belirlenmiştir. Destinasyon yöneticilerinin, seyahat acentelerinin ve diğer paydaşların farklı gruplardaki kültür turistlerinin istek ve ihtiyaçlarını karşılamaya yönelik çalışmaları önerilmektedir.

Keywords

Kültür turisti, tipoloji, motivasyon, yerli turist, Kapadokya.

Travel Motivations of the Cultural Tourists and Its Comparison According to Tourist Typologies: A Research on Domestic Tourists in Cappadocia Region

Abstract

Cultural tourism is being seen as having considerable growth potential. It is very important that policy-makers, suppliers and relevant stakeholders try to better understand the cultural tourism market by attempting to segment their customers to adapt their offer to the customer’s needs and to ensure that they are satisfied with their experience. In this context, the study aims to determine the motivation of domestic tourists who participate in cultural tourism and to analyze the differences of motivation by segmenting them according to their interest in cultural tourism and depth of experience. The study was carried out for domestic tourists visiting Cappadocia with package tours. Results from 389 completed responses to the face to face survey instrument revealed that five typologies were defined as purposeful with deep experience, sightseeing with shallow experience, casual with shallow experience, incidental with shallow experience and serendipitous with deep experience cultural tourist. It is suggested that destination managers, travel agencies and other stakeholders should better understand the needs and interests of cultural tourists in different groups and meet their wishes and needs accordingly.

Keywords

Culture tourist, typology, motivation, domestic tourist, Cappadocia.

References

• Altunel, M. C., & Kahraman, N. (2012). Kültür Turisti Tipolojilerinin Belirlenmesi: İstanbul Örneği. Anatolia: Turizm Araştırmaları Dergi- si, 23(1), 7-18.
• Castañeda, J. A., Vena-Oya, J., Rodríguez-Molina, M. Á., & Martínez- Suárez, R. (2019). Analysis of domestic cultural tourism spend by segment in the city of Granada: An observational data approach. Tourism Management Perspectives, 29(1), 18-30.
• Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of en- gagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26(1), 153- 163.
• Chiang, C. C., Wang, M. Y., Lee, C. F., & Chen, Y. C. (2015). Assessing travel motivations of cultural tourists: A factor-cluster segmenta- tion analysis. Journal of Information and Optimization Sciences, 36(3), 269-282.
• Correia, A., Kozak, M., & Ferradeira, J. (2013). From tourist motiva- tions to tourist satisfaction. International Journal of Culture, Tourism and Hospitality Research, 7(4), 411-424.
• Croes, R., & Semrad, K. J. (2012). Cultural Tourism as an Endogenous Growth Strategy. Travel and Tourism Research Association: Ad- vancing Tourism Research Globally 18. International Conference.
• Dann, G. M. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184-194.
• Foo, L., & Rossetto, A. (1998). Cultural Tourism in Australia: Characteris- tics and Motivations. BTR Occasional Paper no.27. Canberra: Bu- reau of Tourism Research.
• Hausmann, A. (2007). Cultural tourism: Marketing challenges and opportunities for German cultural heritage. International Journal of Heritage Studies, 13(2), 170–184
• Hughes, H. L. (2002). Culture and tourism: A framework for further analysis. Managing Leisure, 7(3), 164–175.
• Kasim, A., Dzakiria, H., Park, C., Nor, N. A. M., Mokhtar, M. F., & Rashid Radha, J. R. R. R. (2013). Predictors Of Travel Motivations: The Case Of Domestic Tourists To Island Destinations In North- west of Malaysia. Anatolia, 24(2), 188-205.
• Kim, H., Cheng, C. K., & O’Leary, J. T. (2007). Understanding Partici- pation Patterns And Trends In Tourism Cultural Attractions. Tourism Management, 28(5), 1366-1371.
• McKercher, B. (2002). Towards a classification of cultural tourists. International Journal of Tourism Research, 4(1), 29–38.
• McKercher, B., & Du Cros, H. (2003). Testing a cultural tourism typol- ogy. International Journal of Tourism Research, 5(1), 45-58.
• McIntosh, R. W., & Goeldner, C. R. (1990). Tourism. Principles, Practices, and Philosophies (6th edition). Columbus: Grid Publishing.
• Mousavi, S. S., Doratli, N., Mousavi, S. N., & Moradiahari, F. (2016). Defining cultural tourism. In U International Conference on Civil, Architecture and Sustainable Development (sf. 1-2).
• Nyaupane, G. P., White, D. D., & Budruk, M. (2006). Motive-based tourist market segmentation: An application to native American cultural heritage sites in Arizona, USA. Journal of Heritage Tourism, 1(2), 81-99.
• Nguyen, T. H. H., & Cheung, C. (2014). The classification of heritage tourists: A case of Hue city, Vietnam. Journal of Heritage Tourism, 9(1), 35-50.
• Pulido-Fernandez, J. I., & Sanchez-Rivero, M. (2010). Attitudes of the cultural tourist: A latent segmentation approach. Journal of Cul- tural Economics, 34(2), 111-129.
• Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites.Tourism Management, 16(5), 361–365.
• Stebbins, R A (1996). Cultural Tourism as Serious Leisure, Annals of Tourism Research, 23(4), 948-950.
• Stylianou-Lambert, T. (2011). Gazing from Home Cultural Tourism and Art Museums, Annals of Tourism Research, 38(19), 403-421.
• Özdamar, K. (2001). Spss ile Biyoistatistik. (4.basım). Eskişehir: Kaan Kitabevi.
• Özel, Ç. H., & Kozak, N. (2012). Motive based segmentation of the cultural tourism market: A study of Turkish domestic tourists. Journal of Quality Assurance in Hospitality & Tourism, 13(3), 165-186.
• Öztürk, Y., & Yazıcıoğlu, İ. (2002). Gelişmekte olan ülkeler için alter- natif turizm faaliyetleri üzerine teorik bir çalışma. Ticaret ve Tur- izm Eğitim Fakültesi Dergisi, 2, 183-195.
• Pekin, F. (2011). Çözüm: Kültür Turizmi. İstanbul: İletişim Yayınları.
• Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36(1), 12-21.
• Richards, G., & van der Ark, L. A. (2013). Dimensions of cultural con- sumption among tourists: Multiple correspondence analysis. Tourism Management, 37(1), 71-76.
• Torre, A., & Scarborough, H. (2017). Reconsidering the estimation of the economic impact of cultural tourism. Tourism Management, 59(1), 621-629.
• Tüik (2018). Hanehalkı Yurtiçi Turizm İstatistikleri http://www.tuik.gov.tr/PreTablo.do?alt_id=1072 (17.11.2018 tarihinde ulaşılmıştır.)
• UNWTO (2018). Tourism and Culture Synergies. http://www2.unwto.org/publication/tourism-and-culturesynergies (20.11.2018 tarihinde ulaşılmıştır.)
• Uysal, M., Li, X., & Sirakaya, E. (2008). Push–pull dynamics in travel decisions. Oh, H., & Pizam, A. (Ed.), Handbook of Hospitality Marketing Management içinde (s. 412-439). Oxford: Elsevier.