DETERMINING THE PSYCHOGRAPHIC CHARACTERISTICS OF TARGET MARKETS IN THE TOURISM INDUSTRY: THE CASE OF İSTANBUL

Öz

The aim of this study is to determine the psychographic characteristics of the target markets of the hotel businesses in Istanbul. Within the scope of the qualitative research, semi-structured interviews conducted, and the data obtained from the marketing managers of 41 five-star hotels using the case study method. The obtained data subjected to content analysis by means of the MAXQDA Analytics Pro v.18.2 qualitative data analysis program. According to the findings; it is determined that the majority of the tourists in Istanbul are from the Middle East at the time of the research is conducted, and the psychographic characteristics of tourists from the Middle East, Europe, America, Far East and Domestic Market (Türkiye) differed significantly from each other in various aspects. Middle East Market with its uncleanliness problem and high demanding level; Far East Market with their naive and timid nature; European and American Markets are similar to each other with their moderate/positive and extroverted features; The Domestic Market (Türkiye), on the other hand, is come to the forefront with its high expectation level and demanding feature.

Anahtar Kelimeler

• target market
• hotel businesses
• psychography
• tourism
• Istanbul

TURİZM ENDÜSTRİSİNDE HEDEF PAZARLARIN PSİKOGRAFİK ÖZELLİKLERİNİN TESPİTİ: İSTANBUL ÖRNEĞİ

Öz

Bu çalışmanın amacı; İstanbul’da yer alan otel işletmelerinin hedef pazarlarının psikografik özelliklerine yönelik tespitte bulunmaktır. Nitel araştırma kapsamında vaka çalışması yöntemi kullanılarak 41 tane beş yıldızlı otelin pazarlama yöneticisiyle görüşülerek yarı yapılandırılmış mülakatlar gerçekleştirilmiştir. Elde edilen veriler MAXQDA Analytics Pro v.18.2 nitel veri analizi programı vasıtasıyla içerik analizine tâbi tutulmuştur. Elde edilen bulgulara göre; araştırmanın yapıldığı dönemde İstanbul’da bulunan turistlerin büyük çoğunluğunun Ortadoğulu turistlerden oluştuğu ve Ortadoğu, Avrupa, Amerika, Uzakdoğu ve İç Pazar (Türkiye)’dan gelen turistlerin psikografik özelliklerinin çeşitli yönlerden birbiri ile önemli ölçüde farklılık gösterdiği tespit edilmiştir. Ortadoğu Pazarı temizlik sorunu ve yüksek talepkârlık seviyesiyle; Uzakdoğu Pazarı naif ve çekingen özelliğiyle; Avrupa ve Amerika Pazarı birbirine benzer yapıda ılımlı/pozitif ve dışa dönük özelliğiyle; İç Pazar (Türkiye) ise beklenti düzeyi yüksek, talepkâr özelliği ile ön plana çıkmıştır.

Anahtar Kelimeler

• Hedef pazar
• otel işletmeleri
• psikografi
• turizm
• İstanbul

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