EFFECT OF LIFESTYLE ON DESTINATION ATTACHMENT: THE CASE OF OLYMPOS

Öz

Defining tourist profiles and segmenting the market according to certain criteria is an important step in order for tourist destinations to respond to rapidly changing tourist demands. One of these market segmentation techniques is known as psychographic segmentation. In the tourism market, psychographic segmentation is carried out by focusing on the demographic characteristics, lifestyle, values and psychological characteristics of tourists. Determining the tourist profile that lifestyle characteristics suit with the destination to be visited is important in identifying the target tourist audience of that destination. Thus, the relationship between the destination which character is matched with the target tourist audience and the tourist visiting that destination will become stronger over time. Thus, the tourist's attachment will be strengthened. This research was carried out in Olympos, located in the province of Antalya. In the research, it was aimed to determine the effect of lifestyle on destination attachment. The research was carried out by applying a questionnaire to 446 domestic tourists selected by the simple random sampling among tourists who visited Olympos between June and August 2019. The data were analyzed by regression and confirmatory factor analysis methods. According to the results of the research, the lifestyles of local tourists visiting Olympos affect their attachment to this destination. The results of the research reveal that the characteristics of the Olympos destination predominantly match up with the tourists who have the lifestyle characteristics of Experiencers, Makers and Thinkers.

Anahtar Kelimeler

• Lifestyle
• VALS
• Destination Attachment
• Olympos

YAŞAM TARZININ DESTİNASYON AİDİYETİNE ETKİSİ: OLYMPOS ÖRNEĞİ

Öz

Turistik destinasyonların hızla değişen turist taleplerine yanıt verebilmesi için turist profillerinin tanımlanması ve pazarın belirli kriterlere göre bölümlenmesi önemli bir aşamadır. Bu pazar bölümleme tekniklerinden biri de psikografik bölümlemedir. Turizm pazarında psikografik bölümleme, turistlerin demografik özelliklerinin yanında yaşam tarzları, değerleri ve psikolojik özelliklerine odaklanılarak yapılmaktadır. Yaşam tarzı özellikleri, ziyaret edeceği destinasyon ile örtüşen turist profilinin belirlenmesi, o destinasyonun hedef turist kitlesinin tespiti adına önemlidir. Bu sayede, taşıdığı karakter hedef turist kitlesi ile eşleşen destinasyon ile orayı ziyaret eden turist arasındaki ilişki zamanla daha güçlü hale gelecek ve turistin aidiyeti pekişecektir. Bu araştırma, Antalya ili sınırlarında yer alan Olympos’ta gerçekleştirilmiştir. Araştırmada yaşam tarzının destinasyon aidiyeti üzerindeki etkisinin tespit edilmesi amaçlanmıştır. Araştırma, Haziran 2019 - Ağustos 2019 tarihleri arasında Olympos’u ziyaret eden yerli turistler arasından basit tesadüfi örneklem metodu ile seçilen 446 yerli turiste, yüz yüze anket uygulanarak gerçekleştirilmiştir. Veriler, regresyon ve doğrulayıcı faktör analizi yöntemi ile analiz edilmiştir. Araştırmanın sonuçlarına göre Olympos’u ziyaret eden yerli turistlerin yaşam tarzları Olympos destinasyonuna yönelik aidiyetlerini etkilemektedir. Araştırma sonuçları, Olympos destinasyonunun taşıdığı özelliklerin ağırlıkla Deneyimciler, Yapıcılar ve Düşünürler yaşam tarzı özellikleri gösteren turistlerle örtüştüğünü ortaya koymaktadır.

Anahtar Kelimeler

• Yaşam Tarzı
• VALS
• Destinasyon Aidiyeti
• Olympos

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