IS GENDER AND EDUCATION OF TOURISTS’ DETERMINANT FOR VALUE PERCEPTIONS?

Abstract

Benefits that tourists get from destination experiences are of critical importance in terms of their level of satisfaction and even of their intentions with regard to destinations. For this reason, destination management organizations (DMOs) must provide tourists with experiences that will ensure multifactorial benefits. However, in order to correctly direct tourists' value perceptions regarding their experiences, DMOs must understand what kind of value tourists get from their experiences in the destinations. Especially, understanding the way value perceptions are formed in line with gender factor, which is a fundamental market segmentation scale, and taking steps accordingly are of vital importance for DMOs. Therefore, it was firstly examined in the current study whether or not the perceived value perceptions of tourists differ according to their gender. Secondly, it was examined whether there would be a difference in perceived value in accordance with the interaction between gender and educational and financial background of tourists.

Keywords

• Destination; Perceived value; Gender

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