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

Year 2017, Volume: 3 Issue: 1, 620 - 629, 30.06.2017
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. 

References

  • Akat, Ö. (2003). Uluslararası Pazarlama Karması ve Yönetimi. (4). Ekin Kitapevi: Bursa.
  • Bristol, T., Mangleburg, T.F. (2005). Not telling the whole story: Teen deception in purchasing. Journal of the Academy of Marketing Science, vol.33, no.1, p. 79-95.
  • Clark, T. (1990). International marketing and national character: A review and proposal for an integrative theory. Journal of Marketing, no.54, p. 66-79.
  • Çakıcı, C., İyitoğlu, V. (2012). Tatil kararlarında aile üyelerinin rolü: Antalya ilinde tatil yapan aileler üzerine bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.21, no.1, p. 117-134.
  • Çelik Uğuz, S., Özbek, V., Günalan, M. (2016). Motivation and Involvement as Antecedents of the Perceived Value of the Festival Experience: A Study on Burhaniye Bicycle Festival. Global Issues and Trends in Tourism. (1). St. Kliment Ohridski University Press: Sofia.
  • Çokişler, N., Türker, A. (2015). Doğu karadeniz bölgesinin yerli turist profili ve pazar bölümlendirmede kullanımı. Karadeniz Araştırmaları, no.44, p. 33-57.
  • Demir, Ş.Ş. (2010). Çekici faktörlerin destinasyon seçimine etkisi: Dalyan örneği. Ege Akademik Bakış, vol.10, no.3, p. 1041-1054.
  • Dumand, T., Mattila, A.S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, vol.26, no.3, p. 311-23.
  • Eskiler. E., Küçükibiş, F., Soyer, F. (2016). Genç tüketicilerin satın alma davranışları üzerine rol model etkisi: Marka duyarlılığı aracılık rolü. International Congresses on Education, Sarajevo/Bosnia and Herzegovina.
  • Funk, D., Alexandris, K., McDonald, H. (2008). Consumer Behaviour in Sport and Events. Routledge: New York.
  • Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Researh, vol.24, no.2, p. 283-304.
  • Green, R.T., Verhage, B.J., Cunningham, I.C.M. (1981). Household purchasing decision: How do american and dutch consumer differ?. European Journal of Marketing, vol. 15, no.1, p. 68-77.
  • Haroon, M.Z., Mirza Amin ul-Haq, N. (2015). Impact of role model on behaviour and purchase Intentions among youngsters: Empirical evidence from Karachi, Pakistan. Journal of Management Sciences, vol.2, no.2, p. 242-254.
  • Hayta, A.B. (2008). Turizm pazarlamasında tüketici satın alma süreci ve karşılaşılan sorunlar. Kastamonu Eğitim Dergisi, vol.16, no.1, p. 3148.
  • Iso-Ahola, S.E., Allen, J. (1982). The dynamics of leisure motivation: The effects of outcome on leisure needs. Research Quarterly for Exercise and Sport, no.53, p. 141-149.
  • Klenosky, D.B. (2002). The pull of tourism destinations: A means-end investigation. Journal Of Travel Research, vol.40, no.4, p. 385-395.
  • Koç, E. (2015). Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım. (6). Seçkin Yayıncılık: Ankara.
  • Kotler, P., Bowen, J., Makens, J. (2003). Marketing for Hospitality and Tourism. (3). Prentice Hall: New Jersey.
  • Kotler, P.,Keller, K.L. (2006). Marketing Management. (12). Pearson Education Inc.: New Jersey.
  • Lee, C. (2000). A comparative study of caucasian and asian visitors to a cultural expo in an asian setting. Tourism Management, vol.21, no.2, p. 169-176.
  • Makgosa, R., Mohube, K. (2007). Peer influence on young adults’ product purchase decisions. African Journal of Consumer Marketing, vol.1, no.3, p. 64-71.
  • Martin, C., Bush, A. (2000). Do role models influence teenagers’ purchase intentions and behavior?. Journal of Consumer Marketing, vol.17, no.5, p. 441-453.
  • Moschis, G.P., Churchill, Jr, G.A. (1978). Consumer socialition: A theoretical and empirical analysis. Journal of Marketing, no.15, p. 599-609. Mucuk, İ. (2010). Pazarlama İlkeleri. (18). Türkmen Kitabevi: İstanbul.
  • Nacar, R., Uray, N. (2014). Küresel tüketici kültürü kavramıyla birlikte değişen pazar bölümlendirme yaklaşımları: Uluslararası pazarlama literatürüne bakış. Yalova Sosyal Bilimler Dergisi, vol.5, no.8, p. 23-50.
  • Nakip, M., Varinli, İ., Gülmez, M. (2012). Güncel Pazarlama Yönetimi. Detay Yayıncılık: Ankara.
  • Odabaşı, Y., Barış, G. (2010). Türetici Davranışı. (9). Mediacat Yayınları: İstanbul.
  • Öter, Z., Özdoğan, O.N. (2005). Kültür amaçlı seyahat eden turistlerde destinasyon imajı: Selçuk-efes örneği. Anatolia: Turizm Araştırmaları Dergisi, vol.16, no.2, p.127-138.
  • Penaloza, L.N., Gilly, M.C. (1999). Marketer acculturation: The changer and the changed. Journal of Marketing, vol.63, no.3, p. 84-104.
  • Prebensen, N.K., Woo, E., Uysal, M.S. (2014). Experience value: Antecedents and consequences. Current Issues in Tourism, vol.17, no.10, p. 910-928.
  • Run, E.C., Butt, M., Nee, C.Y. (2010). The influnce of role models on young adults purchase. Jurnal Kemanusiaan, no.15, p. 70-81.
  • Subramanian, S., Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: Incorporating comparative and normative referents. European Advances in Consumer Research, no.2, p.14-18.
  • Tayfun, A., Yıldırım, M. (2010). Turistlerin tüketim davranışları kültüre/milliyete göre farklılık gösterir mi? Alman ve rus turistler üzerine bir araştırma. İşletme Araştırmaları Dergisi, vol.2, no.2, p. 43-64.
  • Tek, Ö.B. (1997). Pazarlama İlkeleri, Global Yönetimsel Yaklaşım Türkiye Uygulamaları. (7). Cem Ofset: İzmir.
  • Uğur, İ., Karaarslan, M.H. (2016). Destinasyon seçiminde fikir gruplarının etkisi: Safranbolu üzerine bir araştırma. Namık Kemal Üniversitesi Sosyal Bilimler Metinleri, no.1, p. 59-70.
  • Uysal, M., Li, X. (2008). Trends and Critical Issues in Festival & Event Motivation. In A. Aktas, M. Kesgin, E. Cengiz ve E. Yenidip (eds.). International Cultural and Event Tourism: Issues and Debates, Detay Yayıncılık: Ankara.
  • Wang, K.C., Hsieh, A.T., Yeh, Y.C., Tsai, C.W. (2004). Tourist group holiday decision-making and behaviour: The Influence of children. Tourism Management, vol.25, no.2, p. 183-194.
  • Yoon, Y., Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, no.26, p. 45-56.
  • Yükselen, C. (2012). Pazarlama, ilkeler-yönetim-örnek olaylar. (9). Detay Yayıncılık: Ankara.
Year 2017, Volume: 3 Issue: 1, 620 - 629, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.638

Abstract

References

  • Akat, Ö. (2003). Uluslararası Pazarlama Karması ve Yönetimi. (4). Ekin Kitapevi: Bursa.
  • Bristol, T., Mangleburg, T.F. (2005). Not telling the whole story: Teen deception in purchasing. Journal of the Academy of Marketing Science, vol.33, no.1, p. 79-95.
  • Clark, T. (1990). International marketing and national character: A review and proposal for an integrative theory. Journal of Marketing, no.54, p. 66-79.
  • Çakıcı, C., İyitoğlu, V. (2012). Tatil kararlarında aile üyelerinin rolü: Antalya ilinde tatil yapan aileler üzerine bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.21, no.1, p. 117-134.
  • Çelik Uğuz, S., Özbek, V., Günalan, M. (2016). Motivation and Involvement as Antecedents of the Perceived Value of the Festival Experience: A Study on Burhaniye Bicycle Festival. Global Issues and Trends in Tourism. (1). St. Kliment Ohridski University Press: Sofia.
  • Çokişler, N., Türker, A. (2015). Doğu karadeniz bölgesinin yerli turist profili ve pazar bölümlendirmede kullanımı. Karadeniz Araştırmaları, no.44, p. 33-57.
  • Demir, Ş.Ş. (2010). Çekici faktörlerin destinasyon seçimine etkisi: Dalyan örneği. Ege Akademik Bakış, vol.10, no.3, p. 1041-1054.
  • Dumand, T., Mattila, A.S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, vol.26, no.3, p. 311-23.
  • Eskiler. E., Küçükibiş, F., Soyer, F. (2016). Genç tüketicilerin satın alma davranışları üzerine rol model etkisi: Marka duyarlılığı aracılık rolü. International Congresses on Education, Sarajevo/Bosnia and Herzegovina.
  • Funk, D., Alexandris, K., McDonald, H. (2008). Consumer Behaviour in Sport and Events. Routledge: New York.
  • Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Researh, vol.24, no.2, p. 283-304.
  • Green, R.T., Verhage, B.J., Cunningham, I.C.M. (1981). Household purchasing decision: How do american and dutch consumer differ?. European Journal of Marketing, vol. 15, no.1, p. 68-77.
  • Haroon, M.Z., Mirza Amin ul-Haq, N. (2015). Impact of role model on behaviour and purchase Intentions among youngsters: Empirical evidence from Karachi, Pakistan. Journal of Management Sciences, vol.2, no.2, p. 242-254.
  • Hayta, A.B. (2008). Turizm pazarlamasında tüketici satın alma süreci ve karşılaşılan sorunlar. Kastamonu Eğitim Dergisi, vol.16, no.1, p. 3148.
  • Iso-Ahola, S.E., Allen, J. (1982). The dynamics of leisure motivation: The effects of outcome on leisure needs. Research Quarterly for Exercise and Sport, no.53, p. 141-149.
  • Klenosky, D.B. (2002). The pull of tourism destinations: A means-end investigation. Journal Of Travel Research, vol.40, no.4, p. 385-395.
  • Koç, E. (2015). Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım. (6). Seçkin Yayıncılık: Ankara.
  • Kotler, P., Bowen, J., Makens, J. (2003). Marketing for Hospitality and Tourism. (3). Prentice Hall: New Jersey.
  • Kotler, P.,Keller, K.L. (2006). Marketing Management. (12). Pearson Education Inc.: New Jersey.
  • Lee, C. (2000). A comparative study of caucasian and asian visitors to a cultural expo in an asian setting. Tourism Management, vol.21, no.2, p. 169-176.
  • Makgosa, R., Mohube, K. (2007). Peer influence on young adults’ product purchase decisions. African Journal of Consumer Marketing, vol.1, no.3, p. 64-71.
  • Martin, C., Bush, A. (2000). Do role models influence teenagers’ purchase intentions and behavior?. Journal of Consumer Marketing, vol.17, no.5, p. 441-453.
  • Moschis, G.P., Churchill, Jr, G.A. (1978). Consumer socialition: A theoretical and empirical analysis. Journal of Marketing, no.15, p. 599-609. Mucuk, İ. (2010). Pazarlama İlkeleri. (18). Türkmen Kitabevi: İstanbul.
  • Nacar, R., Uray, N. (2014). Küresel tüketici kültürü kavramıyla birlikte değişen pazar bölümlendirme yaklaşımları: Uluslararası pazarlama literatürüne bakış. Yalova Sosyal Bilimler Dergisi, vol.5, no.8, p. 23-50.
  • Nakip, M., Varinli, İ., Gülmez, M. (2012). Güncel Pazarlama Yönetimi. Detay Yayıncılık: Ankara.
  • Odabaşı, Y., Barış, G. (2010). Türetici Davranışı. (9). Mediacat Yayınları: İstanbul.
  • Öter, Z., Özdoğan, O.N. (2005). Kültür amaçlı seyahat eden turistlerde destinasyon imajı: Selçuk-efes örneği. Anatolia: Turizm Araştırmaları Dergisi, vol.16, no.2, p.127-138.
  • Penaloza, L.N., Gilly, M.C. (1999). Marketer acculturation: The changer and the changed. Journal of Marketing, vol.63, no.3, p. 84-104.
  • Prebensen, N.K., Woo, E., Uysal, M.S. (2014). Experience value: Antecedents and consequences. Current Issues in Tourism, vol.17, no.10, p. 910-928.
  • Run, E.C., Butt, M., Nee, C.Y. (2010). The influnce of role models on young adults purchase. Jurnal Kemanusiaan, no.15, p. 70-81.
  • Subramanian, S., Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: Incorporating comparative and normative referents. European Advances in Consumer Research, no.2, p.14-18.
  • Tayfun, A., Yıldırım, M. (2010). Turistlerin tüketim davranışları kültüre/milliyete göre farklılık gösterir mi? Alman ve rus turistler üzerine bir araştırma. İşletme Araştırmaları Dergisi, vol.2, no.2, p. 43-64.
  • Tek, Ö.B. (1997). Pazarlama İlkeleri, Global Yönetimsel Yaklaşım Türkiye Uygulamaları. (7). Cem Ofset: İzmir.
  • Uğur, İ., Karaarslan, M.H. (2016). Destinasyon seçiminde fikir gruplarının etkisi: Safranbolu üzerine bir araştırma. Namık Kemal Üniversitesi Sosyal Bilimler Metinleri, no.1, p. 59-70.
  • Uysal, M., Li, X. (2008). Trends and Critical Issues in Festival & Event Motivation. In A. Aktas, M. Kesgin, E. Cengiz ve E. Yenidip (eds.). International Cultural and Event Tourism: Issues and Debates, Detay Yayıncılık: Ankara.
  • Wang, K.C., Hsieh, A.T., Yeh, Y.C., Tsai, C.W. (2004). Tourist group holiday decision-making and behaviour: The Influence of children. Tourism Management, vol.25, no.2, p. 183-194.
  • Yoon, Y., Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, no.26, p. 45-56.
  • Yükselen, C. (2012). Pazarlama, ilkeler-yönetim-örnek olaylar. (9). Detay Yayıncılık: Ankara.
There are 38 citations in total.

Details

Journal Section Articles
Authors

M. Emin Akkilic

Volkan Ozbek This is me

Nilay Aldemir This is me

Publication Date June 30, 2017
Published in Issue Year 2017 Volume: 3 Issue: 1

Cite

APA Akkilic, M. E., Ozbek, V., & Aldemir, N. (2017). IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA. PressAcademia Procedia, 3(1), 620-629. https://doi.org/10.17261/Pressacademia.2017.638
AMA Akkilic ME, Ozbek V, Aldemir N. IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA. PAP. June 2017;3(1):620-629. doi:10.17261/Pressacademia.2017.638
Chicago Akkilic, M. Emin, Volkan Ozbek, and Nilay Aldemir. “IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA”. PressAcademia Procedia 3, no. 1 (June 2017): 620-29. https://doi.org/10.17261/Pressacademia.2017.638.
EndNote Akkilic ME, Ozbek V, Aldemir N (June 1, 2017) IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA. PressAcademia Procedia 3 1 620–629.
IEEE M. E. Akkilic, V. Ozbek, and N. Aldemir, “IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA”, PAP, vol. 3, no. 1, pp. 620–629, 2017, doi: 10.17261/Pressacademia.2017.638.
ISNAD Akkilic, M. Emin et al. “IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA”. PressAcademia Procedia 3/1 (June 2017), 620-629. https://doi.org/10.17261/Pressacademia.2017.638.
JAMA Akkilic ME, Ozbek V, Aldemir N. IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA. PAP. 2017;3:620–629.
MLA Akkilic, M. Emin et al. “IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA”. PressAcademia Procedia, vol. 3, no. 1, 2017, pp. 620-9, doi:10.17261/Pressacademia.2017.638.
Vancouver Akkilic ME, Ozbek V, Aldemir N. IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA. PAP. 2017;3(1):620-9.

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