DOĞA TEMELLİ ETKİNLİKLERE KATILANLARIN İÇSEL MOTİVASYONLARI İLE GELECEKTEKİ DAVRANIŞSAL NİYETİ ARASINDAKİ İLİŞKİNİN BELİRLENMESİ

Yıl 2021, Cilt: 7 Sayı: 2, 81 - 109, 31.10.2021

Sila Karacaoğlu

https://doi.org/10.31463/aicusbed.971249

Cited By: 1

Öz

Doğa temelli turizm pazarı turistlerin her geçen gün artan ilgileri ve talepleri doğrultusunda hızlı bir şekilde büyümektedir. Dolayısıyla, bireylerin doğa temelli etkinliklere katılım nedenleri ile beklentilerinin anlaşılmasının ve gelecekteki davranışlarının tahmin edilmesinin söz konusu pazarda yer alan çeşitli paydaşların kendini doğru konumlandırması ve uygun rekabet stratejileri geliştirebilmesi açısından önemli olduğu düşünülmektedir. Buradan hareketle çalışmanın iki temel amacı bulunmaktadır. Birinci amaç; doğa temelli etkinliklere katılanların içsel motivasyonlarının (rahatlama, sosyalleşme, heyecan, öz saygı ve kendini gerçekleştirme) davranışsal niyeti yordama durumunu tespit etmektir. İkinci amaç ise doğa temelli etkinliklere katılanların davranışsal niyetlerini etkileyen sosyo-demografik unsurların (yaş, cinsiyet, medeni durum, eğitim seviyesi ve hane halkının gelir durumu) belirlenmesidir. Bu amaçlardan hareketle yürütülen araştırma Eskişehir’de bulunan çeşitli doğa gruplarındaki 397 kişi ile 18 Haziran 2021-10 Temmuz 2021 tarihlerinde çevrim içi anket uygulaması ile gerçekleştirilmiştir. Araştırma sonuçları, doğa temelli etkinliklere katılan bireylerin gelecekteki davranışsal niyetini birden fazla içsel motivasyon unsurunun etkilediğini ortaya koymaktadır. Analizlerden elde edilen bulgular ‘‘rahatlama”, “sosyalleşme”, “öz saygı” ve “kendini gerçekleştirme’’ olmak üzere dört içsel motivasyon unsurunun davranışsal niyeti yordadığını; “heyecan”ın ise davranışsal niyetin anlamlı bir yordayıcısı olmadığını göstermektedir. Ayrıca, sosyo-demografik özellikler arasından sadece cinsiyet değişkeninin davranışsal niyeti etkilediği, erkek katılımcıların gelecekteki doğa temelli etkinliklere yönelik davranışsal niyetlerinin kadın katılımcılara göre daha yüksek olduğu bulgusuna da erişilmiştir.

Anahtar Kelimeler

Doğa Temelli Turizm, İçsel Motivasyonlar, Gelecekteki Davranışsal Niyet, Doğa Grupları Üyeleri, Eskişehir, , Eskişehir

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