MÜZE ZİYARETÇİLERİNİN BÖLÜMLENDİRİLMESİ: ANKARA ÖRNEĞİ

Yıl 2017, Cilt: 10 Sayı: 20, 201 - 218, 01.12.2017

Eda Gürel

Öz

Bu araştırmanın amacı, kültür turizminin önemli bir unsurunu oluşturan müzelerde, doğru pazarlama stratejilerinin geliştirilebilmesi için, ziyaretçilerin farklılıklarını araştırmaktır. Veri Ankara’da önde gelen beş müzede, 405 ziyaretçiyle yüz yüze yapılan görüşmeler sonucunda toplanmıştır. İki-basamaklı kümeleme analizi kullanılan araştırmada, ziyaretçilerin sosyo-demografik özellikleri, motivasyonları ve serbest zaman tercihleri değerlendirilmiş, iki farklı bölüme ayrıldıkları görülmüştür. Bu bölümler, Peterson’un 1992 kültürel tüketimle ilgili araştırmalarına pararlel olarak, “Kültürel Hepçiller” ve “Müze Tekçilleri” olarak adlandırılmıştır. Elde edilen bulgular, müze ziyaretçilerinin bölümlendirilmesinde, tercih edilen serbest zaman etkinlikleri, ziyaret sebebi ve ziyaret sıklıklığının belirleyici olduğunu göstermiştir. Nitekim, Kültürel Hepçiller, özel sergiler nedeniyle müzeleri çoğunlukla yılda beş veya daha fazla kez ziyaret eden, serbest zamanlarında daha çok etkinliğe katılan bireylerden oluşurken, Müze Tekçilleri, müzeleri çoğunlukla yılda bir veya iki kez ziyaret etmekte ve serbest zamanlarında diğer bölüme göre daha az etkinliğe ilgi göstermektedirler. Buna göre, bu bölümlerin tutulması, memnun edilmeleri ve sayılarının artttırılması için farklı pazarlama stratejilerinin geliştirilmesi gerekmektedir. Bu doğrultuda, müzelerin yönetim ve pazarlama faaliyetleriyle ilgili olarak öneriler sunulmuştur

Anahtar Kelimeler

Pazar bölümlendirmesi, müze ziyaretçileri, iki-basamaklı kümeleme analizi, Ankara

SEGMENTING MUSEUM VISITORS: THE CASE OF ANKARA

Öz

As important pilars of cultural tourism, in order to develop the right marketing strategies in museums, this study aims to understand various types of museum visitors. The data was collected by conducting face-to-face interviews with 405 museum visitors in five selected museums in Ankara. Two-step cluster analysis yielded two clusters of visitors with respect to their socio-demographic, motivational and behavioral patterns of engagement in various leisure activities. In line with Peterson’s 1992 studies on cultural consumption, these clusters were labelled “Cultural Omnivores” and “Museum Univores”. The data suggests that segmenting museum visitors based on their behavioral patterns of engagement in various leisure avtivites, motivations and frequency of visits may be a useful tool for museums. Hence, while “Cultural Omnivores” consist of individuals engaging in a greater number and type of leisiure activities, most of whom are motivated to see special exhibitions and therefore visiting museums five times or more a year, Museum Univores consist of individuals with lower frequency and types of leisure activities, most of whom visit museums once or twice a year. In this respect, in order to keep, satisfy and grow these segments, different marketing strategies are required. Accordingly, implications are discussed relative to management and marketing strategies of museums

Anahtar Kelimeler

Market segmentation, museum visitors, two-step cluster analysis, Ankara

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