BİLGİ KAYNAKLARININ SEYAHAT MOTİVASYONLARI ÜZERİNDEKİ ETKİSİ: ALANYA ÖRNEĞİ

Yıl 2017, Cilt: 1 Sayı: 3, 61 - 79, 30.09.2017

Caner Güçlü

https://doi.org/10.29023/alanyaakademik.327779

Öz

Turistlerin bilgi arama davranışlarını anlamak; onlara yönelik daha etkin pazarlama stratejileri oluşturmak ve uygun kampanyalar sunmak adına oldukça önemlidir. Destinasyon pazarlamacıları tarafından turistlere en uygun mesajın en doğru kanal aracılığı ile verilmesi, turistlerin tatil satın alma davranışlarının yönetilmesini kolaylaştırabilir. Çalışmanın temel amacı; turistlerin tatil satın alma karar sürecinde başvurdukları bilgi kaynaklarının itici ve çekici seyahat motivasyonları üzerindeki etkisini belirlemektir. Bu bağlamda nicel araştırma yöntemi tercih edilmiş ve veri toplama tekniği olarak anket kullanılmıştır. Araştırmanın örneklemini Alanya’ya gelen 384 yabancı turist oluşturmaktadır. Elde edilen bulgulara göre seyahat acenteleri, broşür ve rehberler ile tatil değerlendirme siteleri gibi kaynaklardan elde edilen bilgilerin, deniz-kum-güneş üçlüsünün sunulduğu destinasyonların tercih edilmesinde turistlerin seyahat etme motivasyonlarını etkilediği sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Bilgi Kaynakları, Seyahat Motivasyonları, Alanya

The Effect Of Information Sources On Travel Motivations: Case of Alanya

Öz

Understanding the information seeking behavior of tourists is very important in order to create more efficient marketing strategies and offer appropriate campaigns for them. Giving the most appropriate message to the tourists through the right channel by the destination marketer can make it easier to manage the tourist buying behavior of the holiday. The main purpose of the study is to determine the effect of information sources during tourists’ holiday purchase decision process on the push and pull travel motivations. In this context, quantitative research method has been preferred and questionnaire has been used as data collection technique. The sample of survey is composed by 384 foreign tourists coming to Alanya. According to obtained findings, it has been understood that the obtained information from sources such as travel agencies, brochures and guides and vacation evaluation sites affect the tourists’ travel motivations for the preference of destinations where the sea-sand-sun trio is presented.

Anahtar Kelimeler

Information Sources, Travel Motivation, Alanya

Kaynakça

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