THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE

Year 2017, , 417 - 426, 30.09.2017

M. Emin Akkilic , Volkan Ozbek Nilay Aldemir

https://doi.org/10.17261/Pressacademia.2017.719

Abstract

Purpose- 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.

Methodology- Face-to-face survey method was used in the research.
In the questionnaire there are demographic features and sociocultural factors
which cause the preference of Cappadocia destination and expressions to measure
motivational elements. The survey was conducted on 398 people who were
identified by convenience sampling. 

Findings- Research findings reveal that socio-cultural factors
affecting British, German and Turkish tourists visits to Cappadocia are
different from each other. Therefore, it appears that the British, German, and
Turkish tourists differs in terms of the influence of family members, friends,
specimens, and cultural reasons. 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”.

Conclusion- As a result of the research, it has been revealed
that tourists visiting Cappadocia destination with motivations and different
socio-cultural factors 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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