IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA

Year 2017, , 620 - 629, 30.06.2017

M. Emin Akkilic , Volkan Ozbek Nilay Aldemir

https://doi.org/10.17261/Pressacademia.2017.638

Abstract

Thus, the main aim of this study is to reveal whether
a different market segmentation is necessary for domestic and foreign tourists
visiting a destination with different socio-cultural factors, and various
motivations. In order to reach this aim, a field work was carried out on
British, German and Turkish tourists visiting Cappadocia destination. Research
findings reveal that socio-cultural factors affecting British, German and
Turkish tourists visits to Cappadocia are different from each other. Similar
differences are seen on motivational factors affecting to choose Cappadocia.
While domestic tourists express the reason of coming to this destination as “because
it is fashion.” British tourists state that they prefer this destination
“because it is multi-cultural region.” Germens enounce that they choose this
destination “because of its local dishes”. It has been revealed that tourists
visiting Cappadocia destination under the effects of different socio-cultural
factors and with various motivations can create different market segments in
terms of tourism firms. The study was concluded with suggestions to
academicians and practitioners. 

Keywords

Market segmentation, motivation, culture, Cappadocia destination

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