Ortadoğu Turistlerinin Türkiye’de Satın Alma Davranışları: Trabzon İli Örneğinde Güncel Eğilimler

Öz

Türkiye, son yıllarda Ortadoğu ülkelerinden gelen turistler için cazip bir destinasyon haline gelmiş; Trabzon ise doğal güzellikleri, iklimi ve kültürel zenginlikleriyle bu turistlerin yoğun ilgi gösterdiği şehirlerden biri olmuştur. Bu çalışmanın amacı, 2019 yılında Trabzon’da gerçekleştirilen saha araştırmasının bulgularını günümüz turizm trendleriyle karşılaştırarak Ortadoğu turistlerinin satın alma davranışlarını güncel bir perspektiften incelemektir. Araştırmada bağımsız örneklem t-testi ve ANOVA gibi istatistiksel yöntemler uygulanmış, faktör analizi ile turistlerin davranışlarını şekillendiren temel boyutlar ortaya konmuş ve regresyon analizi ile değişkenler arasındaki ilişkiler değerlendirilmiştir. Çalışmanın ikinci kısmı ise 2020 sonrası döneme odaklanmakta olup ikincil veriler ve literatürdeki güncel araştırmalara dayanmaktadır. Bulgular, helal hizmet beklentisi, fiyat–kalite dengesi ve memnuniyetin temel unsurlar olduğunu; pandemi sonrasında ise sağlık ve hijyen öncelikleri, dijital ödeme yöntemleri ve sosyal medya tabanlı karar süreçlerinin öne çıktığını göstermektedir. Ayrıca organik ürünler, yöresel el sanatları ve deneyimsel turizme yönelik talep artmıştır. Çalışma, turizm literatürüne katkı sunmakta ve sektör için stratejik öneriler geliştirmektedir.

Anahtar Kelimeler

• Turizm Pazarlaması
• Satın Alma Davranışı
• Ortadoğu Turistleri

Middle Eastern Tourists’ Purchasing Behavior in Türkiye: Current Trends in the Case of Trabzon Province

Öz

In recent years, Türkiye has become an attractive destination for tourists from the Middle East, with Trabzon standing out due to its natural beauty, climate, and cultural richness. The purpose of this study is to compare the findings of a 2019 field survey in Trabzon with contemporary tourism trends in order to examine the purchasing behavior of Middle Eastern tourists from a current perspective. Independent sample t-tests and ANOVA were applied, while factor analysis identified the main dimensions shaping tourist behavior, and regression analysis assessed the relationships among variables. The second part of the study focuses on the post-2020 period, relying on secondary data and recent literature. Findings indicate that halal service expectations, price–quality balance, and satisfaction were the key determinants of purchasing behavior, whereas in the post-pandemic period, health and hygiene priorities, digital payment methods, and social media–based decision-making became more prominent. Furthermore, demand for organic products, local handicrafts, and experiential tourism increased. The study contributes to the literature and offers strategic implications for the tourism sector.

Anahtar Kelimeler

• Tourism Marketing
• Purchasing Behavior
• Middle Eastern Tourists

Kaynakça

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