The role of internal information on alternatives evaluation of Turkish tourists in holiday purchasing process

Öz

The main purpose of this study was to investigate the role of internal information on alternatives evaluation of Turkish tourists in holiday purchasing process. Previously a literature review related to internal information on alternatives evaluation was conducted and then questionnaire was developed from the several studies in the literature. And then, data were collected from Turkish tourist who visit Mugla Region, by researchers in face-to-face interviews. For data analysis, SPSS statistical programs was used. After factor analysis, regression analysis was used to investigate the effect of independent variables on dependent variable. As a result, this study measured the importance of familiarity, expertise and experience in creating and evaluating alternatives and research findings suggest a positive effect of dimensions of independent variables (such as familiarity, expertise and experience) on dependent variable.

Keywords: Turkish tourists, Internal information, Evaluation of alternatives, Familiarity, Experience, Expertise

Jel Classification: M31, L83

Anahtar Kelimeler

• Turkish tourists, Internal information, Evaluation of alternatives, Familiarity, Experience, Expertise

Türk turistlerin tatil satınalma sürecinde alternatiflerin değerlendirilmesinde içsel bilginin rolü

Öz

Bu çalışmanın temel amacı, Türk turistlerin tatil satınalma sürecinde yararlandıkları içsel bilgi faktörlerinin alternatifleri değerlendirmedeki etkisini belirlemektir. Bu kapsamda, önce literatürdeki benzer çalışmalardan bir kavramsal çerçeve oluşturulmuş sonra Muğla Bölgesini ziyaret eden Türk turistlerden doğrudan araştırmacı tarafından yüzyüze yapılan anket çalışması yardımıyla veriler toplanmıştır. Elde edilen veriler SPSS istatistik programı ile analiz edilmiştir. Faktör analizinin ardından bağımlı değişken üzerinde bağımsız değişkenlerin rolünü belirlemek için regresyon analizi gerçekleştirilmiştir. Sonuç olarak bağımsız değişkenler olarak “aşinalık”, “deneyimler” ve “uzmanlık” faktörlerinin “alternatifleri değerlendirme” sürecinde önemli olduğu ve bu bağımsız değişken boyutlarının bağımlı değişkeni pozitif yönde etkilediği saptanmıştır.

Anahtar Kelimeler

• Türk turistler, İçsel bilgi, Alternatifleri değerlendirme, Aşinalık, Deneyim, Uzmanlık

Kaynakça

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