An investigation of the relationship between stages of consumer behaviors model in tourism

Yıl 2011, Cilt: 22 Sayı: 1, 19 - 34, 01.06.2011

Şen Şirvan Demir Metin Kozak

Öz

The main goal of the research is to analyze the relationship between the five stages of consumer behavior model. External factors are composed of pull and push factors while internal factors are composed of information search, evaluation of alternatives, purchasing (holiday experience) and post purchasing behaviors (likelihood). Through a literature review, a research model was formed and a survey form was developed. Discussion of results is based on the analysis of data obtained from 406 tourists by using a face-to-face interview method. Data were analyzed with SPSS and LISREL statistics programs. Study findings indicate a correlation between each factor affecting the phases of the tourism decision making process. Moreover, there is a positive correlation from one stage to another. The study also provides implications for both the theory and practice.

Anahtar Kelimeler

tourism, consumer behavior, information seeking, holiday, post-purchasing behavior, interview, decision making process, tourist motivation, local tourist, Mugla

Turizmde tüketici davranışları modelini oluşturan aşamalar arasındaki ilişki

Öz

Çalışmanın temel amacı, tüketici davranışları modelini oluşturan aşamalar arasındaki ilişkiyi analiz etmektir. Tüketici satın alma sürecinde yer alan motivasyon faktörleri, itici ve çekici faktörler olarak dışsal değişkenleri oluştururken, bilgi arama, alternatiflerin değerlendirilmesi, satın alma (tatil deneyimi) ve satın alma sonrası davranışlar (eğilim) içsel değişkenleri temsil etmektedir. Muğla bölgesinde yapılan bu çalışmada konuyla ilgili yazın taraması yapılarak araştırma modeli oluşturulmuş ve soru formu geliştirilmiştir. Yüz yüze görüşme tekniği ile toplam 406 turistten veri elde edilmiştir. Elde edilen veriler SPSS ve LISREL istatistik programları ile analiz edilmiştir. Çalışma kapsamında dışsal ve içsel faktörlerin birbiriyle ilişkisi olduğu kadar, içsel faktörlerin de kendi aralarında önemli düzeyde ilişkili olduğu görülmüştür.

Anahtar Kelimeler

turizm, tüketici davranışı, bilgi arama, tatil, satınalma sonrası davranış, görüşme, karar verme süreçleri, turist güdülemesi, yerli turist, Muğla

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