İleri Yaştaki Tüketicilerin Paket Tur Satın Alma Niyetlerinin İncelenmesi

Öz

Günümüzde turistik amaçlı seyahatlerin birçoğu paket turlar ile yapılmaktadır. Türk turizminde önemli bir paya sahip olan paket turlara katılımı arttıracak faktörlerin tespit edilerek bunların kullanılması önem taşımaktadır. Son yıllarda sayılarının artması ile önemli bir pazar haline gelen ileri yaştaki tüketiciler özellikle turizm sektöründe üzerinde durulması gereken konulardan biri haline gelmiştir. İleri yaştaki tüketicilerin içinde yer aldığı pazar bölümü hem mevcut büyüklüğü hem de satın alma gücü nedeniyle paket tur düzenleyen işletmeler için ideal bir hedef pazardır. Bu tüketicilerin kişisel değerlerinin belirlenmesi, seyahat motivasyonlarını etkileyen faktörlerin ve satın alma niyetlerinin anlaşılması gerekmektedir. Bu nedenle bu çalışmanın amacı ileri yaştaki tüketicilerin kişisel değerlerinin seyahat motivasyonları üzerindeki etkisini ve seyahat motivasyonlarının da paket tur satın alma niyeti üzerindeki etkilerini incelemektir. Çalışmanın amaçları doğrultusunda oluşturulan modeli test etmek için 310 kişi ile yüz yüze anket çalışması yapılmıştır. Toplanan veriler PLS-SEM yapısal eşitlik modelleme ile test edilmiştir. Analiz sonuçlarına göre özellikle içsel değerlerin seyahat motivasyonları üzerinde oldukça güçlü bir etkisi olduğu görülmektedir. İleri yaştaki tüketicilerin seyahat motivasyonları sosyalleşme, sağlık, iç motivasyon ve yenilik arayışı olmak üzere dört boyutta incelenmiştir. Bu tüketicilerin motivasyonlarının yüksek olduğu ve sosyalleşme, iç motivasyon ve yenilik arayışı motivasyonlarının paket tur satın alma niyetlerini olumlu yönde etkiledikleri ortaya çıkmıştır.

Anahtar Kelimeler

• kişisel değerler,
• seyahat motivasyonu,
• paket tur
• satın alma niyeti

Investıgatıng The Package Tour Purchase Intentıons Of The Elderly Consumers

Öz

At the present time, many of the tourist trips are made with package tours. In package tours, which have an important share in Turkish tourism, it is important to identify and use the factors that will increase participation in tours. Older consumers who have become an important market with the increase in their numbers in recent years, have become one of the issues that should be emphasized especially in the tourism sector. The market segment, which includes older consumers, is an ideal target market for companies that organize package tours due to its current size and purchasing power. It is necessary to determine the personal values of these consumers, to understand the factors affecting their travel motivation and purchase intentions. For this reason, the aim of this study is to investigate the effect of personal values of elderly consumers on their travel motivations and the effects of travel motivations on their intention to purchase package tours. In order to test the model created for the purposes of the study, a face-to-face survey was conducted with 310 people. The collected data were tested with Partial Least Squares (PLS)-(SEM) Structural Equation Modeling. According to the results of the analysis, it is seen that especially intrinsic values have a very strong effect on travel motivations. Travel motivations of elderly consumers were examined in four dimensions: socialization, health, intrinsic motivation and novelty seeking. It has been revealed that the motivation of these consumers is high and that their socialization, internal motivation and novelty seeking motivations positively affect their package tour purchase intentions.

Anahtar Kelimeler

• personal values
• travel motivation,
• package tour
• purchasing intention

Kaynakça

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