Self-Congruity and Behavioral Intentions of Slow Tourists by Demographic Characteristics

Öz

While considerable research has been conducted on self-congruity and behavioral intentions in tourism, there remains a notable gap in studies examining how demographic characteristics influence self-congruity and behavioral intentions in the context of slow tourism. This study aims to examine whether slow tourists' self-congruity and behavioral intentions (word-of-mouth and revisit intention) differ based on demographic variables. To achieve this, a quantitative approach was employed, and data were collected through surveys administered to local visitors of slow cities, such as Köyceğiz, Akyaka, Seferihisar, Foça, and Gökçeada. The results showed significant differences in social and ideal social self-congruity across age groups, with younger slow tourists scoring higher. Additionally, it was found that word-of-mouth behavior increases with the level of education. Furthermore, gender differences in word-of-mouth behavior were identified, with male slow tourists engaging in more word-of-mouth marketing than their female counterparts.

Anahtar Kelimeler

• Slow Tourism
• Slow Tourist
• Self-congruity
• Revisit Intention
• Word-of-Mouth

Yavaş Turistlerin Benlik Uyumlarının ve Davranışsal Niyetlerinin Demografik Değişkenler Açısından İncelenmesi

Öz

Turizmde benlik uyumu ve davranışsal niyetler üzerine daha önce çalışmalar gerçekleştirilmesine rağmen, demografik özelliklerin yavaş turizm bağlamında benlik uyumu ve davranışsal niyetler üzerindeki etkisi konusunda hala önemli bir boşluk bulunmaktadır. Bu çalışma, yavaş turistlerin benlik uyumları ile davranışsal niyetlerinin demografik değişkenlere göre farklılıklarını incelemeyi amaçlamaktadır. Çalışmada nicel bir yaklaşım benimsenmiş ve Köyceğiz, Akyaka, Seferihisar, Foça ve Gökçeada gibi yavaş şehirlerin yerel ziyaretçilerinden anketler toplanmıştır. Elde edilen bulgular, sosyal ve ideal sosyal benlik uyumu boyutlarında yaş grupları arasında anlamlı farklılıklar olduğunu ortaya koymuş, daha genç yaş grubundaki yavaş turistlerin daha yüksek algılara sahip oldukları belirlenmiştir. Ayrıca, eğitim seviyesi arttıkça ağızdan ağıza pazarlama davranışının da arttığı tespit edilmiştir. Bunun yanı sıra, cinsiyet farklarının da etkili olduğu görülmüş, erkek yavaş turistlerin kadınlara göre daha fazla ağızdan ağıza pazarlama yaptıkları tespit edilmiştir.

Anahtar Kelimeler

• Yavaş Turizm
• Yavaş Turist
• Benlik Uyumu
• Tekrar Ziyaret Niyeti
• Ağızdan Ağıza Pazarlama

Kaynakça

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