DESTİNASYON SEÇİMİNDE YENİLİK ARAMA DAVRANIŞI

Öz

Alternatif turizm çeşidinin önemli bir parçasını oluşturan kültür, doğa ve gastronomi temelli turizm faaliyetlerine katılan turist sayısı giderek artmaktadır. Turizm faaliyetlerinde yaşanan gelişmelere ve alışılmış turist tipindeki değişimlere bağlı olarak farklılaşan tüketim kalıpları turistlerin satın alma davranışlarının incelenmesini gerekli kılmıştır. Bu çalışmada turistlerin destinasyon seçiminde yenilik arama davranışı destinasyon gelişimi ve turist profilleri üzerinden kavramsal olarak ele alınmış ve kültür, doğa ve gastronomi turizmine katılan turistlerin yenilik arama davranışı PLS 2.0 ve AMOS 22 programları kullanılarak, Yapısal Eşitlik Modellemesi aracılığıyla analiz edilmiştir. Yapılan araştırma sonucunda, turistlerin kültür ve doğa turizmine yönelik ilgisi arttıkça daha fazla yenilik arama davranışı içinde oldukları tespit edilmiştir. Bu kişilerin farklı kültüre, yaşam tarzına sahip daha önce görmedikleri bir destinasyonda tatil yapma isteklerinin yüksek olduğu görülmüştür.

Anahtar Kelimeler

• Kültür Turizmi
• Yenilik Arama Davranışı
• Destinasyon Pazarlaması

NOVELTY SEEKING BEHAVIOR IN DESTINATION DECISION MAKING

Öz

The number of the tourists attending the tourism activities based on culture, nature and gastronomy -important parts of alternative tourism- is increasing gradually. Differentiated consumption patterns depending on the developments in the tourism activities and the changes in common tourist type makes it necessary to analyse buying behavior of the tourists. In this study, novelty seeking behavior of the tourists in destination decision making is discussed conceptually together with destination development and tourist profiles, and the novelty seeking behavior of the tourists taking part in cultural, natural, and gastronomy tourism is analysed with PLS 2.0 and AMOS 22 programmes using Structural Equation Modelling. As a result of the research, it is determined that the more the tourists are interested in cultural and natural heritage tourism, the more they exhibit novelty seeking behavior. It is seen that their desire to go for a vacation in the destination with different culture and life-style where they have never visited is high.

Anahtar Kelimeler

• Cultural Tourism
• Novelty Seeking Behavior
• Destination Marketing

Kaynakça

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