TÜRKİYE'DE ALIŞVERİŞ TURİZMİNİN GELİŞİMİNE YÖNELİK NİTEL BİR ARAŞTIRMA

Öz

Alışveriş, doğrudan tüketicilerin turizm faaliyetlerini etkileyen bir faktördür. İnsanlar, turizm faaliyetlerine gezi amacıyla katılmakta ve yaşadıkları bölgeden daha ucuz olan destinasyonlardan ürünler satın almaktadırlar. Bu çalışma, alışveriş potansiyeli bulunan destinasyonlarda turizmin geliştirilmesine yönelik nitel bir yaklaşımı incelemiştir. Çalışma kapsamında 34 kişi ile görüşme yapılmıştır. Yapılan analizler doğrultusunda, 4 tema, 7 kategori ve 77 kod belirlenmiştir. Çalışma sonuçlarına göre, alışveriş turizmi bağlamında Türkiye'nin yeri ile ilgili en çok vurgulanan kod, erişilebilirlik olmuştur. Sonuç bölümünde akademik ve sektörel öneriler sunulmuştur.

Anahtar Kelimeler

• Alışveriş turizmi
• Türkiye’de alışveriş turizmi
• alışveriş turizmi destinasyonları
• nitel araştırma

A QUALITATIVE RESEARCH ON THE DEVELOPMENT OF SHOPPING TOURISM IN TÜRİYE

Öz

Shopping directly affects consumers' tourism activity. People participate in tourism activities for sightseeing purposes and buy products from cheaper destinations than the region they live in. This study examined qualitative approaches to developing tourism in destinations with shopping potential. 34 people were interviewed within the scope of the study. In line with the analysis, 4 themes, 7 categories, and 77 codes were determined. According to the study results, the most emphasized code in the category of Türkiye's place in shopping tourism was affordability. Academic and sectoral recommendations were presented in the conclusion part.

Anahtar Kelimeler

• shopping tourism
• shopping tourism in Türkiye
• shopping destinations
• Qualitative Research

Kaynakça

1. Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 40, 791-806. https://doi.org/10.1007/s11747-011-0284-z
2. Burt, S. (2007). Shopping Tourism, Retailing and Leisure. Timothy, D. Channnel View, Clevedon (2005) (222pp., pbk, ISBN: 1873150598). Tourism Management, 28 (2). https://doi.org/10.1016/j.tourman.2006.09.003
3. Byun, S. E., & Mann, M. (2011). The influence of others: The impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing and Textiles Research Journal, 29(4), 284-297. https://doi.org/10.1177/0887302X11422820
4. Choi, M. J., Heo, C. Y., & Law, R. (2015). Progress in shopping tourism. Journal of Travel & Tourism Marketing, 33(sup1), 1-24. https://doi.org/10.1080/10548408.2014.969393
5. Dann, G. M. (1981). Tourist motivation an appraisal. Annals of tourism research, 8(2), 187-219. https://doi.org/10.1016/0160-7383(81)90082-7
6. Erşahin, E., & Demirkol, Ş. (2020). Exploring e-complaints of visitors to the Grand Bazaar: A shopping tourism perspective. TURAR Tourism and Research Journal, 9(1), 4-25.
7. Eroğlu, S. A., Machleit, K., & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. Journal of Business Research, 58(8), 1146-1153. https://doi.org/10.1016/j.jbusres.2004.01.005
8. Henderson, J. C., Chee, L., Mun, C. N., & Lee, C. (2011). Shopping, tourism and retailing in Singapore. Managing Leisure, 16(1), 36-48. https://doi.org/10.1080/13606719.2011.532599

9. Heung, V. C., & Cheng, E. (2000). Assessing tourists’ satisfaction with shopping in the Hong Kong special administrative region of China. Journal of Travel Research, 38(4), 396-404. https://doi.org/10.1177/004728750003800408
10. Hsieh, A. T., & Chang, J. (2006). Shopping and tourist night markets in Taiwan. Tourism Management, 27(1), 138-145. https://doi.org/10.1016/j.tourman.2004.06.017
11. Izmir MCT. (2022). Izmir tourism statistics. Izmir Provincial Directorate of Culture and Tourism. Retrieved October 7, 2024, from https://izmir.ktb.gov.tr/TR-309402/2022-yili-istatistikleri.html
12. Jansen-Verbeke, M. (1991). Leisure shopping: a magic concept for the tourism industry?. Tourism Management, 12(1), 9-14. https://doi.org/10.1016/0261-5177(91)90024-N
13. Jones, M. Y., Vilches‐Montero, S., Spence, M. T., Eroglu, S. A., & Machleit, K. A. (2010). Do Australian and American consumers differ in their perceived shopping experiences? A bi‐cultural analysis. International Journal of Retail & Distribution Management, 38(8), 578-596. https://doi.org/10.1108/09590551011057417
14. Kent, W. E., Shock, P. J., & Snow, R. E. (1983). Shopping: Tourism's unsung hero(ine). Journal of Travel Research, 21(4), 2-4. https://doi.org/10.1177/004728758302100401
15. Kim, S. S., Lee, C.-K. & Klenosky, D. B. (2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169–180. https://doi.org/10.1016/S0261-5177(02)00059-6
16. Kikuchi, A., & Ryan, C. (2007). Street markets as tourist attractions—Victoria Market, Auckland, New Zealand. International Journal of Tourism Research, 9(4), 297-300. https://doi.org/10.1002/jtr.606
17. Kuckartz, U., & Rädiker, S. (2019). Analyzing qualitative data with MAXQDA. Springer International Publishing. Lee, E. S. (1966). A theory of migration. Demography, 3(1), 47-57. https://doi.org/10.2307/2060063
18. Lee, J. S., & Choi, M. (2020). Examining the asymmetric effect of multi-shopping tourism attributes on overall shopping destination satisfaction. Journal of Travel Research, 59(2), 295-314. https://doi.org/10.1177/0047287519832373
19. MCT. (2020, January 31). Tourism statistics general evaluation 2020. Ministry of Culture and Tourism of the Republic of Türkiye. Retrieved September 5, 2024, from https://yigm.ktb.gov.tr/Eklenti/81939,3103turizmistatistikleri2020-4pdf.pdf
20. MCT. (2024, January 31). 2023 was a record year in tourism. Ministry of Culture and Tourism of the Republic of Türkiye. Retrieved September 9, 2024, from https://basin.ktb.gov.tr/TR-365098/2023-turizmde-rekor-yili-oldu.html#:~:text=Bakan%20Ersoy%2C%20turizm%20gelirlerinin%202023,y%C4%B1l%20oldu%20diyebiliriz.%22%20dedi
21. Otoo, F. E., & Kim, S. (2018). Analysis of studies on the travel motivations of senior tourists from 1980 to 2017: progress and future directions. Current Issues in Tourism, 23(4), 393–417. https://doi.org/10.1080/13683500.2018.1540560
22. Papatheodorou, A. (2001). Why people travel to different places. Annals of Tourism Research, 28(1), 164-179. https://doi.org/10.1016/S0160-7383(00)00014-1
23. Saayman, M., & Saayman, A. (2012). Shopping tourism or tourists shopping? A case study of South Africa's African tourism market. Tourism Economics, 18(6), 1313-1329. https://doi.org/10.5367/te.2012.0169
24. Swanson, K. K., & Horridge, P. E. (2006). Travel motivations as souvenir purchase indicators. Tourism Management, 27(4), 671-683. https://doi.org/10.1016/j.tourman.2005.03.001
25. Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research, 20(2), 271-280. https://doi.org/10.1086/209348
26. Timothy, D. J. (2005). Shopping tourism, retailing and leisure. Channel View Publications.
27. Timothy, D. J., & Butler, R. W. (1995). Cross-boder shopping: A North American perspective. Annals of Tourism Research, 22(1), 16-34. https://doi.org/10.1016/0160-7383(94)00052-T
28. Tosun, C., Temizkan, S. P., Timothy, D. J., & Fyall, A. (2007). Tourist shopping experiences and satisfaction. International Journal of Tourism Research, 9(2), 87-102. https://doi.org/10.1002/jtr.595
29. Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
30. Turnbull, D. R. & Uysal, M. (1995). An exploratory study of German visitors to the Caribbean: push and pull motivations. Journal of Travel and Tourism Marketing, 4(2), 85-92. https://doi.org/10.1300/J073v04n02_07 Turner, L. W., & Reisinger, Y. (2001). Shopping satisfaction for domestic tourists. Journal of Retailing and Consumer Services, 8(1), 15-27. https://doi.org/10.1016/S0969-6989(00)00005-9
31. TURKSTAT. (2020, January 31). Tourism statistics, quarter IV: october - december, 2019. Turkish Statistical Institute. Retrieved October 3, 2024, from https://data.tuik.gov.tr/Bulten/Index?p=Turizm-Istatistikleri-IV.Ceyrek:-Ekim-Aralik-ve-Yillik,-2019-33669
32. TURKSTAT, (2023, January 31). Departing Visitors by Purpose of Visit, 2012 – 2023, https://data.tuik.gov.tr/Kategori/GetKategori?p=egitim-kultur-spor-ve-turizm-105&dil=1 TURKSTAT. (2024, January 31). Tourism statistics, quarter IV: october - december, 2023. Turkish Statistical Institute. Retrieved October 3, 2024, from https://data.tuik.gov.tr/Bulten/Index?p=Turizm-Istatistikleri-IV.-Ceyrek:-Ekim---Aralik,-2023-53661
33. UNWTO. (2021, January). International Tourism Highlights, 2020 Edition, UNWTO, Madrid, DOI: https://doi.org/10.18111/9789284422456. Retrieved May 1, 2024, from https://www.e-unwto.org/doi/epdf/10.18111/9789284422456
34. Wong, I. A., & Wan, Y. K. P. (2013). A systematic approach to scale development in tourist shopping satisfaction: Linking destination attributes and shopping experience. Journal of Travel Research, 52(1), 29-41. https://doi.org/10.1177/004728751245726
35. Wu, D. C., Li, G., & Song, H. (2012). Economic analysis of tourism consumption dynamics: A time-varying parameter demand system approach. Annals of Tourism Research, 39(2), 667-685. https://doi.org/10.1016/j.annals.2011.09.003
36. Yu, H., & Littrell, M. A. (2005). Tourists' shopping orientations for handcrafts: what are key influences?. Journal of Travel & Tourism Marketing, 18(4), 1-19. https://doi.org/10.1300/J073v18n04_01
37. Yuan, S. & McDonald, C. (1990). Motivational determinates of international pleasure time. Journal of Travel Research. 29(1), 42–44. https://doi.org/10.1177/004728759002900109
38. Yüksel, A. (2004). Shopping experience evaluation: A case of domestic and international visitors. Tourism Management, 25(6), 751-759. https://doi.org/10.1016/j.tourman.2003.09.012
39. Yüksel, A., & Yüksel, F. (2007). Shopping risk perceptions: Effects on tourists’ emotions, satisfaction and expressed loyalty intentions. Tourism Management, 28(3), 703-713. https://doi.org/10.1016/j.tourman.2006.04.025