NOVELTY SEEKING BEHAVIOR IN DESTINATION DECISION MAKING

Yıl 2018, Sayı: 30, 29 - 40, 15.01.2018

Aytuğ Arslan , Özer Yılmaz , Hakan Boz

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

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

Kaynakça

• Acar, E. ve SEY, Y. (2010). “Teknolojik Yenilik Üzerine Kalitatif Bir Araştırma Deneyimi”, İtüdergisi/a, 5(2), 51-58.
• Ahn, T., Ekinci, Y. ve Li, G. (2013). “Self-congruence, Functional Congruence, and Destination Choice”, Journal of Business Research, 66(6), 719-723.
• Ardabili, F. S., Rasouli, E. H., Daryani, S. M., Molaie, M. ve Sharegi, B. (2011). “The Role of Food and Culinary Condition in Tourism Industry”, Middle-East Journal of Scientific Research, 9(6), 826-833.
• Assaker, G., Vinzi, V. E. ve O’Connor, P. (2011). “Examining the Effect of Novelty Seeking, Satisfaction, and Destination Image on Tourists’ Return Pattern: A Two Factor, Non-Linear Latent Growth Model”, Tourism Management, 32(4), 890-901.
• Bagozzi, R. P. ve Yi, Y. (1988). “On the Evaluation of Structural Equation Models”, Journal of the Academy of Marketing Science, 16(1), 74-94.
• Benur, A. M. ve Bramwell, B. (2015). “Tourism Product Development and Product Diversification in Destinations”, Tourism Management, 50, 213-224.
• Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste, Harvard University Press.
• Byrne, B. M. (2013). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming, New York: Routledge.
• Butler, R. W. (1986). “Bir Turizm Alanının Gelişme Süreci: Kaynakların Yönetimi Konusunda İpuçları” (P. Bilgen, Çev.), Planlama, 2, 11-15.
• Chi Cong, L., Hong Chuong, P. ve Phi Hung, L. (2013). “The Roles of Variety-Seeking in the Satisfaction-Destination Intentional Loyalty Relationship: An Empirical Test of Vietnamese Citizens Visits to Beach Cities”, Journal of Economics and Development, 15(2), 19-37.
• Crompton, J. L. (1979). “Motivations for Pleasure Vacation”, Annals of Tourism Research, 6(4), 408-424.
• Crompton, J. (1992). “Structure of Vacation Destination Choice Sets”, Annals of Tourism Research, 19(3), 420-434.
• Demir, E. (2013). “Kayıp Verilerin Varlığında Çoktan Seçmeli Testlerde Madde ve Test Parametrelerinin Kestirilmesi: SBS Örneği”, Eğitim Bilimleri Araştırmaları Dergisi, 3(2), 47-68.
• Durgun, Y. ve Kocagöz, E. (2010). “Yapısal Eşitlik Modellemesi ve Regresyon: Karşılaştırmalı Bir Analiz”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 35, 1-17.
• Ercan, İ. ve Kan, İ. (2004). “Ölçeklerde Güvenirlik ve Geçerlik”, Uludağ Üniversitesi Tıp Fakültesi Dergisi, 30(3), 211-216.
• Eroğluer, K. ve Yılmaz, Ö. “Etik Liderlik Davranışlarının Algılanan Örgüt İklimi Üzerine Etkisine Yönelik Bir Uygulama: İş Yaşamında Yalnızlık Duygusunun Aracılık Etkisi”, İşletme Araştırmaları Dergisi (İSADER), 7(1), 280-308.
• Goodall, B. (1991). “Understanding Holiday Choice”, Progress in Tourism, Recreation and Hospitality Management (Ed. C. P. Cooper) Cilt: 3, London and New York: Belhaven Press.
• Guillet, B. D., Law, R., ve Leung, R. (2012). “Travel Motivations and Travel Distance with Temporal Advance: A Case Study of Hong Kong Pleasure Travelers”, Journal of Destination Marketing & Management, 1(1), 107-117.
• Herington, C., Merrilees, B. ve Wilkins, H. (2013). “Preferences for Destination Attributes Differences between Short and Long Breaks”, Journal of Vacation Marketing, 19(2), 149-163.
• Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
• Hsu, T. K., Tsai, Y. F. ve Wu, H. H. (2009). “The Preference Analysis for Tourist Choice of Destination: A Case Study of Taiwan”, Tourism Management, 30(2), 288-297.
• Jang, S. ve Cai, L. A. (2002). “Travel Motivations and Destination Choice: A Study of British Outbound Market”, Journal of Travel & Tourism Marketing, 13(3), 111-133.
• Jensen, J. M. (2011). “The Relationships between Socio-Demographic Variables, Travel Motivations and Subsequent Choice of Vacation”, 2nd International Conference on Economics, Business and Management, 22, 37-44.
• Karamustafa, K. ve Yıldırım, M. (2007). “Tüketicilerin Bireysel Banka Tercihine İlişkin Kayseri İlinde Yapılan Bir Araştırma”, AİBÜ-İİBF Ekonomik ve Sosyal Araştırmalar Dergisi.
• Lee, G., O'Leary, J. T., Lee, S. H. ve Morrison, A. (2002). “Comparison and Contrast of Push and Pull Motivational Effects on Trip Behavior: An Application of a Multinomial Logistic Regression Model”, Tourism Analysis, 7(2), 89-104.
• Lee, K. H., Packer, J. ve Scott, N. (2015). “Travel Lifestyle Preferences and Destination Activity Choices of Slow Food Members and Non-Members”, Tourism Management, 46, 1-10.
• Lu, J., Hung, K., Wang, L., Schuett, M. A. ve Hu, L. (2016). “Do Perceptions of Time Affect Outbound-Travel Motivations and Intention? An Investigation among Chinese Seniors”, Tourism Management, 53, 1-12.
• Mak, A. H., Lumbers, M., Eves, A. ve Chang, R. C. (2012). “Factors Influencing Tourist Food Consumption”, International Journal of Hospitality Management, 31(3), 928-936.
• Mansfeld, Y. (1992). “From Motivation to Actual Travel”, Annals of Tourism Research, 19(3), 399-419.
• McKercher, B. (2002). “Towards a Classification of Cultural Tourists”, International Journal of Tourism Research, 4(1), 29-38.
• Nakip, M. (2003). Pazarlama Araştırmaları Teknikler ve SPSS Destekli Uygulamalar. Ankara: Seçkin Kitabevi.
• Nicolau, J. L. (2011). “Differentiated Price Loss Aversion in Destination Choice: The Effect of Tourists’ Cultural Interest”, Tourism Management, 32(5), 1186-1195.
• Pearce, P. L. ve Lee, U. I. (2005). “Developing the Travel Career Approach to Tourist Motivation”, Journal of Travel Research, 43(3), 226-237.
• Pereiro, X. (2009). “Turismo Cultural. Uma Visão Antropológica”, CETRAD-Centro de Estudos Transdisciplinares Para o Desenvolvimento. Tenerife: Pasos.
• Plog, S. C. (1974). “Why Destination Areas Rise and Fall in Popularity”, Cornell Hotel and Restaurant Administration Quarterly, 14(4), 55-58.
• Quan, S. ve Wang, N. (2004). “Towards a Structural Model of the Tourist Experience: An Illustration from Food Experiences in Tourism”, Tourism Management, 25(3), 297-305.
• Van Raaij, W. F. (1986). “Consumer Research on Tourism Mental and Behavioral Constructs”, Annals of Tourism Research, 13(1), 1-9.
• Ratner, R. K., Kahn, B. E. ve Kahneman, D. (1999). “Choosing Less-Preferred Experiences for the Sake of Variety”, Journal of Consumer Research, 26(1), 1-15.
• Romão, J., Neuts, B., Nijkamp, P. ve Shikida, A. (2014). “Determinants of Trip Choice, Satisfaction and Loyalty in an Eco-Tourism Destination: A Modelling Study on the Shiretoko Peninsula, Japan”, Ecological Economics, 107, 195-205.
• Ryan, C. ve Glendon, I. (1998). “Application of Leisure Motivation Scale to Tourism”, Annals of Tourism Research, 25(1), 169-184.
• Santos, J. F., Vareiro, L., Remoaldo, P. C. A. ve Ribeiro, J. C. (2013). “Tourists’ Perceptions of World Heritage Destinations: The Case of Guimarães”, Revista Turismo & Desenvolvimento, 17/18.
• Schumacker, R. E. ve Lomax, R. G. (2004). A Beginner's Guide to Structural Equation Modeling, 2nd Edition. Lawrence Erlbaum Associates. U.S.A.
• Shi, L., Cole, S. ve Chancellor, H. C. (2012). “Understanding Leisure Travel Motivations of Travelers with Acquired Mobility İmpairments”, Tourism Management, 33(1), 228-231.
• Sirgy, M. J. ve Chenting, S. U. (2000). “Destination Image, Self-congruence, and Travel Behaviour: Toward an Integrative Mode”, Journal of Travel Research, 38(4), 340–352.
• Tawil, R. F. ve Al Tamimi, A. M. (2013). “Understanding Chinese Tourists' Travel Motivations: Investigating the Perceptions of Jordan Held by Chinese Tourists”, International Journal of Business and Social Science, 4(17), 164-170.
• Toklu, İ.T. ve Toklu, A.T. (2015). “Zeytinyağının İçsel ve Dışsal İşaretlerine Tüketicilerin Tepkisi: Nicel Bir Araştırma”, International Review of Economics and Management, 3(1), 61-84.
• Toyama, M. ve Yamada, Y. (2012), “The Relationships among Tourist Novelty, Familiarity, Satisfaction, and Destination Loyalty: Beyond the Novelty-familiarity Continuum”, International Journal of Marketing Studies, 4(6), 10-18.
• Um, S. ve Crompton, J. L. (1990). “Attitude determinants in tourism destination choice”, Annals of Tourism Research, 17(3), 432-448.
• Uysal, M. ve Hagan, R.L. (1993). “Motivation of Pleasure to Travel and Tourism”, VNR’S Encyclopedia of Hospitality and Tourism (798–810). (Ed. M. A. Khan, M. D. Olsen, ve T. Var), New York: Van Nostrand Reinhold.
• Trijp, H. J. (1995). “Variety-Seeking in Product Choice Behavior: Theory with Applications in the Food Domain”, Landbouwuniversiteit te Wageningen.
• Van Vuuren, C. ve Slabbert, E. (2012). “Travel Motivations and Behaviour of Tourists to a South African Resort”, Tourism & Management Studies, 295-304.
• Wong, K. K. K. (2013). “Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using Smartpls”, Marketing Bulletin, 24(1), 1-32.
• World Commission on Environment and Development, (1987). Our Common Future, Oxford: Oxford University Press.
• Yoon, Y. ve Uysal, M. (2005). “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model”, Tourism Management, 26(1), 45-56.
• Yılmaz, Ö. (2014). İlişkisel Pazarlama Faaliyetlerinin Ağızdan Ağıza İletişim (WOM) Yaratma Üzerine Etkisi: Bankacılık Sektörüne İlişkin Bir Alan Araştırması. (Yayınlanmamış Doktora Tezi), Balıkesir Üniversitesi, S.B.E. İşletme A.B.D.
• Zhang, Y. ve Peng, Y. (2014). “Understanding Travel Motivations of Chinese Tourists Visiting Cairns, Australia”, Journal of Hospitality and Tourism Management, 21, 44-53.