CULTURAL DIFFERENCES ON TOURISTS’ PURCHASING DECISIONS: TURKISH-GERMAN COMPARISON

Öz

Culture, is an important factor that affects on purchasing There has been many researches about both consumer behavior and culture in the literature. But there are few researches on specific markets and connects both. The purpose of this research is to introduce purchase decision differences on vacation between Turks and Germans. Research has been done during tourists accommodating at the hotel using judgmental sampling methods in Antalya in the summer of 2006. In the research results variables in purchasing decision has been found meaningful according to nationality, gender, marital status, and lodging preference. This investigation has great importance to present the differences of these to businessman that serve two culture together. Using the results of the study, businessmen can design effective strategies for making these segments

Anahtar Kelimeler

• Culture, purchasing decision, tourist behavior, Turkish, German

TURİSTLERİN SATIN ALMA KARARLARINDAKİ KÜLTÜREL FARKLILIKLAR TÜRK - ALMAN KARŞILAŞTIRMASI

Öz

Kültür, satın alma davranışına etki eden önemli faktörlerden biridir. Gerek tüketici davranışları, gerekse kültür üzerine literatürde pek çok araştırma mevcuttur. Ancak her ikisini birleştiren ve belirgin pazarlara yönelik araştırma sayısı oldukça azdır. Bu araştırmanın amacı, Türkler ve Almanların tatil satın alma kararlarına ilişkin farklılıklarını ortaya koymaktır. Araştırma, 2006 yılı yazında Antalya ilinde, turistlerin otelde konakladıkları sırada, yargısal örneklem yöntemi kullanılarak yapılmıştır. Araştırma sonucunda turistlerin milliyet, cinsiyet, medeni durum ve konaklama türüne göre satın alma kararlarındaki farklılıklar önemli bulunmuştur. Bu araştırma her iki kültüre birlikte hizmet veren işletmecilere, iki grubun farklılıklarını göstermesi açısından önem taşır. Araştırma sonuçlarının uygulanması, işletmecilere pazarın bu bölümleri için etkin stratejiler oluşturma imkânı verebilir

Anahtar Kelimeler

• Kültür, satın alma kararları, turist davranışı, Türk, Alman

Kaynakça

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