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

Yıl 2025, Cilt: 12 Sayı: 2, 708 - 733, 29.12.2025

Arif Kırmızıkaya , Fazıl Kırkbir

https://doi.org/10.47097/piar.1781335

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

• Absah, Y., & Yuliaty, T. (2024). Halal tourism policy and image for Muslim travelers in Indonesia and Malaysia. Proceedings of the 2nd International Conference on Business and Policy Studies [Conference presentation]. (pp. 1–10). EAI. https://doi.org/10.4108/eai.22-9-2022.2337433
• Akca, Y., Duman, T., & Kozak, M. (2022). Pandemi sonrası turizmde tüketici davranışları. Journal of Tourism Studies, 34(2), 145–163.
• Albayrak, T., Caber, M., & Crawford, D. (2022). Social media and tourist decision-making: The case of Middle Eastern markets. Tourism Review, 77(4), 1123–1138. https://doi.org/10.1108/TR-03-2021-0131
• Amaro, S., Ferreira, B., & Henriques, C. (2019). Towards a deeper understanding of the purchase of souvenirs. Tourism and Hospitality Research, 20(2), 223–236. https://doi.org/10.1177/1467358419848139
• Baby, J., & Joseph, A. (2023). Influence of travelers’ pro-environmental behavior and support of the local economy towards purchase intention of local foods. International Journal of Food Science and Agriculture, 7(3), 368–378. https://doi.org/10.26855/ijfsa.2023.09.005
• Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008
• Boğan, E., & Sarıışık, M. (2019). Halal tourism: Conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87–96. https://doi.org/10.1108/JIMA-06-2017-0066
• Bratić, M., Radivojević, A., Stojiljković, N., Simović, O., Juvan, E., Lesjak, M., & Podovšovnik, E. (2021). Should I stay or should I go? Tourists’ COVID-19 risk perception and vacation behavior shift. Sustainability, 13(6), 3573. https://doi.org/10.3390/su13063573
• Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
• Cohen, E., & Cohen, S. A. (2015). A mobilities approach to tourism from emerging world regions. Current Issues in Tourism, 18(1), 11–43. https://doi.org/10.1080/13683500.2014.898617
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
• Çakıcı, A. C., Aksu, A., & Yılmaz, H. (2017). Turistlerin alışveriş motivasyonları: Türkiye üzerine bir değerlendirme [Tourists' shopping motivations: An evaluation on Turkey]. Anatolia: Turizm Araştırmaları Dergisi, 28(2), 75–89.
• Çataklı, S., & Yıldırgan, R. (2021). Destinasyon markalaşmasında gastronomi turizminin rolü: Trabzon ili üzerine bir araştırma [The role of gastronomy tourism on destination branding: A research on Trabzon]. Türk Turizm Araştırmaları Dergisi, 4(5), 2506–2521. https://doi.org/10.26677/TR1010.2021.883
• Çolaksel, M., & Bilgiç, İ. (2019). Orta Doğulu turistlerin Türkiye’yi tercih nedenleri: İstanbul örneği [Conference paper]. https://www.researchgate.net/publication/332344773
• Daily Sabah. (2025, January 15). Türkiye’nin kuzeyinde turizmde %24 artış [24% increase in tourism in northern Turkey]. https://www.dailysabah.com
• Darani, H., & Asghari, H. (2018). Study of international tourism demand in Middle East by panel data model. International Journal of Culture, Tourism and Hospitality Research, 12(1), 80–88. https://doi.org/10.1108/ijcthr-03-2017-0030
• Daşkın, M., & Pala, K. (2023). Linking emotional solidarity with residents' support for religious tourism development: An empirical research from a cultural heritage context. Kybernetes, 54(1), 243–265. https://doi.org/10.1108/K-05-2023-0787
• Demirbulat, Ö. (2023). The role of central and local governments in destination promotion: A review of social media networks. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 14(37), 96–122. https://doi.org/10.21076/vizyoner.1093003
• Destiana, R., & Kismartini, K. (2020). Halal tourism marketing in the disruption era: A case study of Penyengat Island in Riau Islands Province. Society, 8(1), 264–283. https://doi.org/10.33019/society.v8i1.174
• Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and tourism industry. Journal of Travel Research, 54(6), 774–787. https://doi.org/10.1177/0047287514532369
• Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003
• Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.
• Ersoy, M. N. (2025). 2025’in ilk 6 ayında 26,3 milyon turist geldi; 25,8 milyar dolar gelir elde edildi. Tourism Today. https://www.tourismtoday.net
• Farizkhan, M., Masnita, Y., & Chrisjatmiko, K. (2023). Halal tourism in theory of planned behavior: Intention to recommend variable analysis. Journal of Social Research, 2(8), 2592–2599. https://doi.org/10.55324/josr.v2i8.1308
• Farokhi, S., Namamian, F., Sarem, A., & Lamuki, T. (2023). Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method. Journal of Islamic Marketing, 15(1), 279–292. https://doi.org/10.1108/jima-05-2022-0136
• FTN News. (2023, October 12). Trabzon experiences tourism boom. https://ftnnews.com
• Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708
• Henderson, J. C. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 10(3), 246–254. https://doi.org/10.1057/thr.2010.3
• Hidayat, T., Damanik, J., & Soeprihanto, J. (2019). Characteristics and behaviors of tourists: Case of Middle East tourists in Puncak Cianjur, Indonesia, from tour guides’ perspective. In Proceedings of the 2nd International Seminar on Tourism (ISOT 2018). Atlantis Press. https://doi.org/10.2991/isot-18.2019.73
• Huda, N., Rini, N., & Hidayat, S. (2020). Problem and solution models for halal tourism development in West Java. KnE Social Sciences, 4(14), 102–115. https://doi.org/10.18502/kss.v4i14.7929
• Hürriyet Daily News. (2024, March 5). Türkiye Ortadoğu’dan daha fazla turist çekmeyi hedefliyor.
• Jamal, A. (2003). Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption. European Journal of Marketing, 37(11–12), 1599–1620. https://doi.org/10.1108/03090560310495375
• Jhawar, A., Kumar, P., & Israel, D. (2023). Impact of materialism on tourists’ green purchase behavior: Extended norm activation model perspective. Journal of Vacation Marketing, 30(4), 841–855. https://doi.org/10.1177/13567667231178328
• Jumali, E., & Fitriyani, F. (2024). Bibliometric analysis of halal tourism (hajj and umrah) development in the world. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 8(1), 49–60. https://doi.org/10.29313/amwaluna.v8i1.3476
• Kalaycı, Ş. (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri (8. baskı). Asil Yayın Dağıtım.
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
• Kuang, T., Yang, D., & Zou, D. (2024). The impact of transparent packaging: How transparent packaging for organic foods affects tourists' green purchasing behavior. Frontiers in Nutrition, 11. https://doi.org/10.3389/fnut.2024.1328596
• Li, M., Im, J., So, K. K. F., & Cao, Y. (2022). Post-pandemic and post-traumatic tourism behavior. Annals of Tourism Research, 95, 103410. https://doi.org/10.1016/j.annals.2022.103410
• Li, N., Liu, Z., & Zhang, X. (2022). A study on the impact of dynamic visitor demand on the digital transformation of enterprises: Considerations based on the regional innovation environment and the level of big data. Sustainability, 15(1), 261. https://doi.org/10.3390/su15010261
• Li, S., Liu, C., Wu, Z., Ma, Y., Chen, B., Gao, S., & Xin, S. (2022). The impact of perceptions of positive COVID-19 information on travel motivation and intention: Evidence from Chinese university students. Frontiers in Psychology, 13, 871330. https://doi.org/10.3389/fpsyg.2022.871330
• Li, Z., Zhang, S., Liu, X., Kozak, M., & Wen, J. (2020). Seeing the invisible hand: Underlying effects of COVID-19 on tourists’ behavioral patterns. Journal of Destination Marketing & Management, 18, 100502. https://doi.org/10.1016/j.jdmm.2020.100502
• Liat, C. B., Nikhashemi, S. R., & Dent, M. M. (2020). The chain effects of service innovation components on the building blocks of tourism destination loyalty: The moderating role of religiosity. Journal of Islamic Marketing, 12(9), 1887–1929. https://doi.org/10.1108/JIMA-02-2020-0061
• Liu, J., Cao, Q., & Pei, M. (2022). Impact of COVID-19 on adolescent travel behavior. Journal of Transport & Health, 24, 101326. https://doi.org/10.1016/j.jth.2021.101326
• Luo, X., Liu, X., & Wan, L. (2023). Excited or calm? Effects of endorsers’ emotions on tourists’ impulsive buying. Journal of Travel Research, 64(1), 35–50. https://doi.org/10.1177/00472875231213210
• Madnasir, M., & Cahyani, A. (2024). Analysis of halal tourism development on economic development in Indonesia. KnE Social Sciences, 9(16), 1–15. https://doi.org/10.18502/kss.v9i16.16288
• Magano, J., Vidal, D. G., Sousa, H., Dinis, M. A. P., & Leite, Â. (2021). Psychological factors explaining perceived impact of COVID-19 on travel. European Journal of Investigation in Health, Psychology and Education, 11(4), 1120–1133. https://doi.org/10.3390/ejihpe11040083
• Mariani, M. M., Borghi, M., & Gretzel, U. (2021). Online reviews: Social media effects on tourism decision-making. Annals of Tourism Research, 89, 103–132. https://doi.org/10.1016/j.annals.2021.103132
• Marlinda, A., Cipto, B., Al-Fadhat, F., & Jubba, H. (2021). South Korea's halal tourism policy: The primacy of demographic changes and regional diplomacy. Academic Journal of Interdisciplinary Studies, 10(3), 253–264. https://doi.org/10.36941/ajis-2021-0081
• Masset, J., & Decrop, A. (2020). Meanings of tourist souvenirs: From the holiday experience to everyday life. Journal of Travel Research, 60(4), 718–734. https://doi.org/10.1177/0047287520915284
• Mondal, S., & Samaddar, K. (2020). Issues and challenges in implementing sharing economy in tourism: A triangulation study. Management of Environmental Quality: An International Journal, 32(1), 64–81. https://doi.org/10.1108/MEQ-03-2020-0054
• Murtayadi, U., Azizurrohman, M., & Supiandi, S. (2022). An effort to increase the role of halal tourism: West Nusa Tenggara Islamic center. Journal of Economics Research and Social Sciences, 6(1), 54–63. https://doi.org/10.18196/jerss.v6i1.13651
• Neuburger, L., & Egger, R. (2020). Travel risk perception and travel behaviour during the COVID-19 pandemic: A case study of the DACH region. Current Issues in Tourism, 24(7), 1003–1016. https://doi.org/10.1080/13683500.2020.1803807
• Pinto, I., & Castro, C. (2019). Online travel agencies: Factors influencing tourist purchase decision. Tourism & Management Studies, 15(2), 7–20. https://doi.org/10.18089/tms.2019.150201
• Pradini, G., Awaloedin, D., Ananda, T., & Andini, D. (2024). Implementing social media in public relations tourism: SWOT analysis. International Journal of Economics, Management, Business, and Social Science, 4(1), 397–403. https://doi.org/10.59889/ijembis.v4i1.370
• Rahman, M., Zaman, M., Hassan, H., & Wei, C. (2018). Tourists’ preferences in selection of local food: Perception and behavior embedded model. Tourism Review, 73(1), 111–132. https://doi.org/10.1108/TR-04-2017-0079
• Reuters. (2009, August 19). High-spending Arab tourists flock to Turkey. Reuters. https://www.reuters.com
• Said, M. F., Adham, K. A., Muhamad, N. S., & Sulaiman, S. (2020). Exploring halal tourism in Muslim-minority countries: Muslim travellers’ needs and concerns. Journal of Islamic Marketing, 13(4), 824–842. https://doi.org/10.1108/JIMA-07-2020-0202
• Saraç, Ö., Çolak, O., Yaşarsoy, E., Akpur, A., & Batman, O. (2025). Islamic sensitivities and destination loyalty among halal-sensitive tourists: A parallel mediating role. Journal of Islamic Marketing, Advance online publication.
• Sasana, H., Novitaningtyas, I., & Panjawa, J. (2020). Does social media improve the welfare of tourism businesses? Trikonomika, 19(1), 1–8. https://doi.org/10.23969/trikonomika.v19i1.2035
• Schönherr, S., Eller, R., Kallmuenzer, A., & Peters, M. (2023). Organisational learning and sustainable tourism: The enabling role of digital transformation. Journal of Knowledge Management, 27(11), 82–100. https://doi.org/10.1108/JKM-06-2022-0434
• Shakeela, A., & Jose, S. (2024). Cross-cultural perceptions and tourist satisfaction in the Middle Eastern context: A case study of Abu Dhabi’s destination image. Consumer Behavior in Tourism and Hospitality, 20(1), 75–87. https://doi.org/10.1108/CBTH-07-2024-0227
• Sirakaya, E., & Woodside, A. G. (2005). Building and testing theories of decision-making by travellers. Tourism Management, 26(6), 815–832. https://doi.org/10.1016/j.tourman.2004.05.004
• Stephenson, M. L. (2014). Deciphering “Islamic hospitality”: Developments, challenges and opportunities. Tourism Management, 40, 155–164. https://doi.org/10.1016/j.tourman.2013.05.009
• Suryanto, T., Susanti, Y., & Rosilawati, W. (2024). A comparative study of strategy development model halal tourism for economic growth in the Islamic tourism industry sector: Indonesia and Malaysia. International Journal of Religion, 5(11), 4556–4564. https://doi.org/10.61707/ysmwp759
• Şeyhanlıoğlu, H. Ö., & Zengin, B. (2021). Dijitalleşmenin ve sosyal medyanın Müslüman dostu turizme yansıması. Journal of Hospitality and Tourism Issues, 4(2), 123–134.
• Terzi, Y., Öztürk, R., Eryaşar, A., Yandı, İ., Şahin, A., Yılmaz, F., & Gündoğdu, S. (2025). Riverine microplastic discharge along the southern Black Sea coast of Türkiye. Environmental Research Letters, 20(2), 024061. https://doi.org/10.1088/1748-9326/adaf47
• Trybuś-Borowiecka, K. (2023). Tourist activity of Poles in the era of the COVID-19 pandemic in the light of survey results. Polish Journal of Sport and Tourism, 30(2), 40–46. https://doi.org/10.2478/pjst-2023-0012
• Türkiye İstatistik Kurumu. (2024). Turizm istatistikleri. https://data.tuik.gov.tr
• Türkiye İstatistik Kurumu. (2025). 2025’in ilk 6 aylık turizm geliri: 25,8 milyar dolar. Anadolu Ajansı. https://www.aa.com.tr
• Udayana, I., Purnama, I., Lukitaningsih, A., & Subiyanto, D. (2020). The influence of customer equity towards WOM behavior through purchase intention. International Journal of Research in Marketing Management and Sales, 2(1), 9–15. https://doi.org/10.33545/26633329.2020.v2.i1a.39
• United Nations World Tourism Organization. (2024). World Tourism Barometer, 22(1). https://www.unwto.org/taxonomy/term/347
• Wibowo, S., Putra, A., Yustin, B., Dewi, L., & A., M. (2020). The role of social media for tourist visit decision on Kakilangit Market Bantul, Yogyakarta. Digital Press Social Sciences and Humanities, 4, 00017. https://doi.org/10.29037/digitalpress.44364
• Wu, L., Liu, Y., Liu, K., Wang, Y., & Tian, Z. (2023). Analysis of tourist market structure and its driving factors in small cities before and after COVID-19. ISPRS International Journal of Geo-Information, 12(6), 243. https://doi.org/10.3390/ijgi12060243
• Yusuf, M., & Atikasari, T. (2022). Understanding the intent to revisit tourism village in Yogyakarta, Indonesia during the COVID-19 pandemic. Proceedings of the 3rd International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2022), Atlantis Press, 134–151. https://doi.org/10.2991/978-2-494069-73-2_11
• Yusuf, M., Djakfar, I., Isnaliana, I., & Maulana, H. (2021). Halal tourism to promote community’s economic growth: A model for Aceh, Indonesia. Pertanika Journal of Social Sciences and Humanities, 29(4), 2869–2891. https://doi.org/10.47836/pjssh.29.4.42
• Zarch, M., Makian, S., & Najjarzadeh, M. (2023). Multidimensional interdisciplinary variables influencing tourist online purchasing intention at a world heritage city (City of Yazd, Iran). SN Business & Economics, 3(2). https://doi.org/10.1007/s43546-022-00399-9
• Zhou, S. (2023). Service quality, tourist purchase behavior and tourists’ satisfaction: Inputs for strategic tourism marketing framework. International Journal of Research Studies in Management, 11(7). https://doi.org/10.5861/ijrsm.2023.1085