GOLF TURİSTLERİNİN SEYAHAT GÜDÜLERİNE ve BİLGİ KAYNAKLARINA DAYALI İLETİŞİM STRATEJİLERİ: BELEK UYGULAMASI

Year 2013, Volume: 7 Issue: 4, 94 - 107, 15.01.2013

Mine Oyman Hakan Yılmaz

Abstract

Bu çalışmanın amacı golf turistlerinin seyahat güdülerine ve gidecekleri destinasyonu seçerken  kullandıkları bilgi kaynaklarına dayalı iletişim stratejileri önermektir. Araştırma, Türkiye'yi golf turizm pazarında temsil eden Belek destinasyonunu ziyaret eden 1250 golf turistine uygulanmıştır.
Toplam 900 adet kullanılabilir soru formu elde edilmiştir.Çalışmanın bulguları golf turistlerinin golf odaklı ve sosyo-kültürel olmak üzere iki önemli seyahat güdüsüne sahip olduklarını göstermektedir.
Bununla birlikte golf turistlerinin gidecekleri golf destinasyonunu belirlerken kullandıkları bilgi kaynaklarının başında sırasıyla televizyon, golf hakkındaki fuar ve organizasyonlar ile
internet gelmektedir. Çalışmanın sonunda elde edilen bulgulara dayalı öneriler sunulmaktadır.

Keywords

Bilgi kaynakları; seyahat güdüleri; golf turizmi; Belek.

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