Turistlerin Karar Verme Sürecinin Amaca Yönelik Davranış Modeli ile Değerlendirilmesi: Mevlana Şeb-i Arus Törenleri Örneği

Yıl 2014, Cilt: 25 Sayı: 1, 88 - 104, 01.06.2014

Alaattin Başoda , Serkan Aylan

https://doi.org/10.17123/atad.vol25iss131119

Cited By: 1

Öz

Bu çalışmanın amacı, turistlerin inanç turizmi kapsamında törenlere tekrar katılma ile ilgili karar verme sürecini incelemektir. Araştırmada, turistlerin karar verme sürecini incelemek için sosyo-psikolojik bir yaklaşım olan Amaca Yönelik Davranış Modeli (AYDM) kullanılmıştır. Araştırmanın evrenini, 07-17.12.2012 tarihleri arasında Konya’da düzenlenen Mevlana Şeb-i Arus törenlerine katılan yerli ve yabancı ziyaretçiler oluşturmaktadır. Ancak, evren geniş olduğundan araştırmada, Amaca Göre Örnekleme Yöntemi tercih edilmiş ve alan araştırmasına törenlere katılan ve sadece beş yıldızlı bir otelde konaklayan ziyaretçiler dâhil edilmiştir (sayı=242). Araştırmanın yöntemi, nicel araştırma yöntemine dayanmaktadır. Anket yoluyla elde edilen verileri analiz etmek için sayı, yüzdelik, ortalama ve standart sapma gibi temel belirleyici istatistiklerden ve faktör analizi, korelasyon ve regresyon gibi istatistiksel analiz yöntemlerinden faydalanılmıştır. Araştırma sonucunda, tutumlar, kişisel normlar, öngörülen pozitif ve negatif duygular ve algılanan davranışsal kontrol ile davranışsal istek arasında; davranışın önceden gerçekleşme sıklığı ve
istek ile niyet arasında olumlu ve anlamlı derecede ilişki olduğu tespit edilmiştir. Ayrıca, öngörülen olumlu duyguların ve algılanan davranışsal kontrolün davranışsal isteği; davranışın önceden gerçekleşme sıklığının ve davranışsal
isteğin ise davranışsal niyeti olumlu ve istatistikî olarak anlamlı düzeyde etkilediği saptanmıştır.

ABSTRACT
The purpose of this study is to investigate tourists’ decision-making process of re-attending the ceremony in the context of religious tourism. In the research, for evaluating tourists’ decision making process, the Model of Goal-Directed Behavior which is a socio-psychological approach was used. The research’s population consisted of the participants of Mevlana’s Seb-i Arus Ceremony held on 07-17.12.2012 in Konya. Because of the extensive population, in this study, Purposive Sampling Method was used and participants who stayed at a five-star hotel were included in the field research (n=242). This research’s method was based on quantitative research method. Describe statistics such as frequency, percent, mean, standard deviation and statistically analyses such as factor analysis, correlation, and regression were utilized to analyze the data gathered via survey. Results showed that attitudes, subjective norms, positive-negative anticipated emotions, and perceived behavioral control were positively correlated with behavioral desire; frequency of past behavior and behavioral desire were positively correlated with behavioral intention. Results also indicated that positive anticipated emotions and perceived behavioral control affected behavioral desire positively and significantly, furthermore; frequency of past behavior and behavioral desire affected behavioral intention positively and significantly.

Anahtar Kelimeler

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