THE EFFECT OF PLACE ATTACHMENT ON TOURISM ETHNOCENTRISM

Öz

The Covid-19 pandemic has fanned the flame of global ethnocentric tendencies in the world. One of the sectors in which ethnocentric tendencies is most experienced is the tourism sector. Although consumer ethnocentrism has been widely researched, tourism ethnocentrism has not yet been widely researched. In this respect, the main purpose of this study is to determine the place attachment and tourism ethnocentrism attitudes of domestic tourists had touristic consumption behavior during the pandemic process whether there is a correlation between these attitudes and whether these attitudes are clustered in different groups. For this purpose, data were collected from 1304 participants residing in Edirne and having touristic consumption behavior during the pandemic. The results of the analysis show that tourism ethnocentrism and place attachment attitudes of the local people are formed, place attachment affects tourism ethnocentrism and these attitudes of the local people are clustered in 3 groups. These clusters are respectively (1) Sacrifice, (2) Attachment, and (3) Belonging. Tourism businesses should make segmentation and targeting in regards to these clusters, also develop a separate marketing mix for each market segment.

Anahtar Kelimeler

• Tourism Ethnocentrism
• Place Attachment
• Covid-19 Pandemic
• Cluster Analysi

YER BAĞLILIĞININ TURİZM ETNOSENTRİZMİ ÜZERİNE ETKİSİ

Öz

Covid-19 pandemisi dünyada küresel anlamda etnosentrik eğilimlerin ateşini körüklemiştir. Etnosentrik eğilimlerin kendini en çok gösterdiği sektörlerden biri de turizm sektörüdür. Tüketici etnosentrizmi yaygın bir biçimde araştırılmış olmasına rağmen turizm etnosentrizmi henüz yaygın olarak araştırılmamış bir konudur. Bu bakımdan, bu çalışmanın en temel amacı pandemi sürecinde turistik tüketim davranışında bulunan yerli turistlerin yer bağlılığı ile turizm etnosentrizmi tutumlarını, bu tutumlar arasında korelasyon olup olmadığını ve bu tutumların farklı gruplarda kümelenip kümelenmediğini tespit etmektir. Bu amaçla Edirne’de ikamet eden ve pandemi sürecinde turistik tüketim davranışında bulunan 1304 katılımcıdan veri toplanmıştır. Analiz sonuçları, yerli halkın turizm etnosentrizmi ve yer bağlılığı tutumlarının oluştuğunu, yer bağlılığının turizm etnosentrizmini etkilediğini ve yerli halkın bu tutumlarının 3 grupta kümelendiğini göstermektedir. Bu kümeler ise turizm etnosentrizmi ve yer bağlılığı en yüksekten en düşüğe doğru (1) Adanmışlar, (2) Sadık olanlar ve (3) Ait olanlar şeklindedir. Turizm işletmeleri bu kümeleri hedef alarak hedefleme ve pazar bölümlendirme yapmalı ve her pazar segmenti için ayrı pazarlama karması geliştirmelidirler.

Anahtar Kelimeler

• Turizm Etnosentrizmi
• Yer Bağlılığı
• Covid-19 Pandemisi
• Kümeleme Analizi

Kaynakça

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