Turistlerin Tatilde Liminoid Davranışları, Yenilik Arayışları ve Tatmin Düzeylerine Göre Kümelendirilmesi

Öz

Turistler, tatil sürecinde günlük yaşamın normlarından geçici olarak uzaklaşarak farklı kimlikler ve davranışlar sergileyebilirler. Bu kapsamda çalışma, turistlerin tatil döneminde sergiledikleri geçici (liminoid) davranışlar, yenilik arayışları ve tatmin düzeylerinin kültürel ve demografik faktörler doğrultusunda nasıl değiştiğini incelemeyi amaçlamaktadır. Çalışmada veriler, literatüre bağlı olarak geliştirilen bir anketin Antalya’da tatil yapan farklı ülkelerden turistlere 22 Ekim -05 Kasım 2018 tarihleri arasında yüz yüze uygulanmasıyla toplanmış ve 1024 anket elde edilmiştir. Verilere uygulanan çoklu sapana göre 19 anket veri setinden çıkarılmış olup; analizler 1005 anketin verisi üzerinden yapılmıştır. Turistlerin tatilde belli düzeyde geçici davranış gösterdikleri ortaya çıkmaktadır. Turistlerin tatilde geçici davranışları, yenilik arayışları ve tatmin düzeyleri dikkate alınarak kümeleme analizi yapılmıştır. Bulgular; Rus ve Ukraynalı turistlerin yüksek düzeyde yenilik arayışı ve liminoid davranış eğilimlerine sahip olduğunu, buna karşın Alman ve Hollandalı turistlerin daha düşük seviyede liminoid davranış gösterdiğini ortaya koymuştur. Ayrıca liminoid davranışların arttıkça tatil tatmininin de yükseldiği tespit edilmektedir. Çalışma, destinasyon yönetimleri ve turizm işletmeleri için kültürel farklılıklara yönelik pazarlama stratejilerinin geliştirilmesi açısından önemli çıkarımlar yapma potansiyelindedir.

Anahtar Kelimeler

• Turizm
• liminoid davranış
• yenilik arayışı
• tatil tatmini

Clustering Tourists Based on Their Liminoid Behavior, Novelty Seeking, and Satisfaction Levels during Vacations

Abstract

Tourists may exhibit different identities and behaviors by temporarily moving away from the norms of daily life during the holiday. In this context, the study aims to examine how the temporary (liminoid) behaviors, novelty seeking, and satisfaction levels of tourists during the holiday period change in line with cultural and demographic factors. Data in the study were collected by applying a questionnaire developed based on literature to tourists from different countries who were vacationing in Antalya face-to-face between October 22 and November 05, 2018, and 1024 questionnaires were obtained. According to the multiple deviation applied to the data, 19 questionnaires were removed from the data set; analyses were conducted on the data of 1005 questionnaires. It is revealed that tourists exhibit a certain level of temporary behavior during the holiday. Cluster analysis was conducted by considering the temporary behaviors, novelty seeking, and satisfaction levels of tourists during the holiday. The findings revealed that Russian and Ukrainian tourists have high levels of novelty seeking and liminoid behavior tendencies, while German and Dutch tourists exhibit lower levels of liminoid behavior. It is also determined that as liminoid behaviors increase, holiday satisfaction also increases. The study has the potential to make important inferences for destination managements and tourism businesses in terms of developing marketing strategies for cultural differences.

Keywords

• Tourism
• liminoid behavior
• novelty-seeking
• vacation satisfaction

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