THE RELATIONSHIP BETWEEN RISK AVOIDANCE AND NOVELTY SEEKING BEHAVIOUR IN DESTINATION DECISION MAKING

Yıl 2017, Cilt: 2 Sayı: 2, 162 - 171, 31.12.2017

Aytuğ Arslan Hakan Boz Özer Yılmaz Burçin Boz

https://doi.org/10.24013/jomelips.365415

Cited By: 1

Öz

The tourism
industry makes great contribution to the countries’ economies. At the same
time, it helps to balance regional income distribution. Tourist spending has
multiplier effect on the host country's economy apart from the direct revenues.
However, there are significant fluctuations in demand in the tourism sector.
This situation can adversely affect destinations which are largely dependent on
tourism revenues. One of the important factors affecting demand related to
destinations is the risk perceptions of the tourists. The main aim of this
study is to determine the effect of risk perception on destination choice behaviour.
For this purpose, the study was carried out to understand how potential
domestic tourists perceive the risks related to security and respond to them in
terms of destination decision making. The survey which was conducted in the
form of a structured questionnaire was applied to 163 participants. The result of
the study reveals that the different psychographic groups would exhibit differences
in novelty seeking behaviour. It was determined that the novelty seeking
behaviour in terms of destination choice was low among the potential tourists
who would not define themselves as risk-taker or seldom the first person to try
anything new, and not happy with having holiday at unfamiliar destination. For
those persons, when the risk aversion increases, the novelty seeking behaviour
decreases. 

Anahtar Kelimeler

Tourism, Marketing, Risk Perception, Novelty Seeking Behaviour

DESTİNASYON KARAR VERME SÜRECİNDE RİSKTEN KAÇINMA VE YENİLİK ARAMA DAVRANIŞI ARASINDAKİ İLİŞKİ

Öz

Turizm endüstrisi ülkelerin
ekonomilerine büyüt katkı sağlamaktadır. Aynı zamanda, bölgesel gelir
dağılımının dengelenmesine de yardımcı olmaktadır. Turizm harcamaları doğrudan gelirler
dışında ülkelerin ekonomisi üzerinde çarpan etkisine sahiptir. Ancak, turizm
sektöründe talepte önemli dalgalanmalar olmaktadır. Bu durum turizm gelirlerine
büyük ölçüde bağlı destinasyonları olumsuz yönde etkileyebilmektedir.
Destinasyona yönelik talebi etkileyen önemli faktörlerden biri turistlerin risk
algılarıdır. Bu çalışmanın ana amacı destinasyon seçiminde risk algısının
etkisini belirlemektir. Bu amaçla, çalışma potansiyel yerli turistlerin
güvenliğe ilişkin riskleri nasıl algıladıkları ve destinasyon karar verme
sürecinde nasıl tepki verdiklerini anlamak için gerçekleştirilmiştir. Araştırma
yapılandırılmış anket şeklinde 163 katılımcıya uygulanmıştır. Çalışmanın sonucu
farklı psikografik gruplarda yenilik arama davranışının farklılıklar göstereceğini
ortaya koymuştur. Kendini risk alan biri olarak tanımlamayan ya da nadiren yeni
bir şeyi deneyen ve daha önce tanımadığı bir destinayonda tatil yapma fikrinden
mutluluk duymayan potansiyel turistler arasında destinasyon seçimi bakımından
yenilik arama davranışının düşük olduğu tespit edilmiştir. Bu kişiler için
riskten kaçınma arttıkça, yenilik arama davranışı azalmaktadır.

Anahtar Kelimeler

Turizm, Pazarlama, Risk Algısı, Yenilik Arama Davranışı

Kaynakça

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