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TATİL KARARLARINDA ÇOCUKLARIN ETKİSİNE GÖRE ANTALYA’YA GELEN AİLELERİN PAZAR BÖLÜMLERİNE AYIRILMASI

Yıl 2011, Cilt: 4 Sayı: 8, 1 - 20, 01.12.2011

Öz

Günümüzde tatil pazarının yaklaşık üçte birini aile tatil pazarı oluşturmakta ve çocukların tatil kararlarındaki etkisi giderek artmaktadır. Bu nedenle, bu pazar bölümünün daha yakından tanınmasına ihtiyaç duyulmaktadır. Bu amaçla, Antalya’ya tatile gelen aileler üzerinde, 2008 yılı Temmuz-Ağustos aylarında, kolayda örnekleme yöntemiyle bir araştırma yapılmıştır. Havaalanında bekleyen ailelere yüz yüze uygulama sonunda 574 kullanılabilir anket sayısına ulaşılmıştır. Yapılan kümeleme analizi, çocukların tatil kararlarında etkisine göre; “çocuk merkezli aile”, “demokrat aile” ve “ebeveyn merkezli aile” olmak üzere üç farklı aile pazar bölümünü ortaya koymuştur

Kaynakça

  • Belch, M. A. ve Willis, L. A. (2002). Family Decision At The Turn Of The Century: Has The Changing Structure Of Household İmpacted The Family Decision Making Process? Journal Of Consumer Behavior, 2(2), 111-124.
  • Belch, M. A., Krentler, K. A. ve Willis-Flurry, L. A. (2005). Teen Internet Mavens: Influence In Family Decision Making. Journal Of Business Research,58, 569– 575.
  • Dunne, M. (1999). The Role And Influence Of Children In Family Holiday Decision Making. International Journal Of Advertising And Marketing, 1(3), 181–191
  • Family Travel Marketing Service. (2010). Family Travel Family Travel Market Facts. İndirilme Tarihi: 20 Nisan 2010, www:web: http://www. familytravelmarketing.com/
  • Flurry, L. A. (2007). Children Influence İn Family Decision Making: Examining The Impact Of The Changing American Family. Journal Of Business Research, 60, 322– 330.
  • Gram, M. (2007). Children As Co-Decision Makers İn The Family? The Case Of Family Holidays. Young Consumers, 8(1), 19–28.
  • İzmir Ticaret Odası. (2009). Rusya Federasyonu Turizm Raporu, İndirilme Tarihi: 22 Nisan 2009, www:web: ttp://www.izto.org.tr/NR/rdonlyres/056D8F7C-B9A5-4113- B8EB-4449CA437ACA/6676/04rusyafederasyonuturizmpazarraporubolum1.pdf
  • Kaur, P. ve Singh, R. (2006). Children In Family Purchase Decision Making In India And The West: A Review. Academy And Marketing Science Review, (8), 1–30.
  • Kozak, N. (2006). Turizm Pazarlaması (1.Baskı). Ankara: Detay Yayıncılık
  • Kozak, M. (2009). Ifluence Of Tactics Over Spousal Decision Making. Tourism Management, 1–6.
  • Labrecque, J. ve Ricard, L. (2001). Children’s Influence On Family Decision-Making: A Restaurant Study. Journal Of Business Research, 54, 173–176.
  • Nakip, M. (2003). Pazarlama Araştırmaları Teknikler Ve (Spss Destekli) Uygulamalar (2.Baskı). Ankara: Seçkin Yayıncılık
  • Nanda, D., Hu, C. ve Bai, B. (2008). Exploring Family Roles In Purchasing Decisions During Vacation Planning: Review And Discussions For Future Research. Journal Of Travel & Tourism Marketing,20(3), 107–125.
  • Nichols, C. M. ve Snepenger D. J. (1988). Family Decision Making And Tourism Behavior And Attitudes. Journal Of Travel Research, 26(4), 2–6.
  • Nickerson, N.P. ve Jurowski, C. (2001). The Influence Of Children On Vacation Travel Patterns. Journal Of Vacation Marketing,7(1), 19–30.
  • Marketing English Tourism. (2005, Şubat 1). Family Tourism. İndirilme Tarihi: 23 Aralık 2008, www:web: http://www.tourismtrade.org.uk/Images/Family%20 tourism_Tcm12-16799.Pdf
  • Marzella, D.A. (2000). New Perspectives On Family Travel. Travel Marketing Decisions, Winter 2000. İndirilme Tarihi: 20 Nisan 2010, www: Web:http://www.atme.org/pubs/archives/77_257_1095.Cfm
  • Turizm Akademisi. (2007, Eylül 09). Türkiye, Aile Tatili İçin Çok Önemli Bir Ülke. İndirilme Tarihi: 12 Mayıs 2009, http://www.turizmakademisi.com/tr/ content/view/85/1/
  • Turizm Gazetesi. (2008). Oteller Sayıları Giderek Artış Kaydeden Çocuk Turistlere Yatırım Yapıyorlar. İndirilme Tarihi: 22 Kasım 2008, www:web: http://www.turizmgazetesi.com/news/news.aspx?id=42803
  • Thornton, P. R., Shaw, G. ve Williams, A. M. (1997). Tourist Group Holiday DecisionMaking And Behaviour: The Influence Of Children. Tourism Management, 18(5), 287–297.
  • Wang K. C. , Hsieh A. T. , Yeh Y. C. Ve Tsai C. W. (2004). Who İs The Decision- Maker: The Parents Or The Child in Group Package Tours? Tourism Management, 25, 183–194.
  • Wang, S., Holloway B. B., Beatty S. E. ve Hill W. W. (2007). Adolescent Influence In Family Purchase Decisions: An Update And Cross-National Extension. Journal Of Business Research, 60, 1117–1124.

MARKET SEGMENTATION OF THE FAMILIES COMING TO ANTALYA BY THE EFFECT OF CHILDIREN ON VACATION DECISIONS

Yıl 2011, Cilt: 4 Sayı: 8, 1 - 20, 01.12.2011

Öz

Today family holiday market constitutes around one third of holiday market and the impact of children on holiday decisions has been gradually increasing. Therefore, it is needed to deeply know this market. For that purpose, a research was conducted on families coming to Antalya for holiday in July-August in 2008 through convenience sampling method. As a result of face to face implementation with families waiting at the airport, 574 useable questionnaires were reached. Cluster analysis revealed three market segments, according to the impact of the children on the holiday decisions; namely “children centered family”, “democratic family” and “parent centered family”.

Kaynakça

  • Belch, M. A. ve Willis, L. A. (2002). Family Decision At The Turn Of The Century: Has The Changing Structure Of Household İmpacted The Family Decision Making Process? Journal Of Consumer Behavior, 2(2), 111-124.
  • Belch, M. A., Krentler, K. A. ve Willis-Flurry, L. A. (2005). Teen Internet Mavens: Influence In Family Decision Making. Journal Of Business Research,58, 569– 575.
  • Dunne, M. (1999). The Role And Influence Of Children In Family Holiday Decision Making. International Journal Of Advertising And Marketing, 1(3), 181–191
  • Family Travel Marketing Service. (2010). Family Travel Family Travel Market Facts. İndirilme Tarihi: 20 Nisan 2010, www:web: http://www. familytravelmarketing.com/
  • Flurry, L. A. (2007). Children Influence İn Family Decision Making: Examining The Impact Of The Changing American Family. Journal Of Business Research, 60, 322– 330.
  • Gram, M. (2007). Children As Co-Decision Makers İn The Family? The Case Of Family Holidays. Young Consumers, 8(1), 19–28.
  • İzmir Ticaret Odası. (2009). Rusya Federasyonu Turizm Raporu, İndirilme Tarihi: 22 Nisan 2009, www:web: ttp://www.izto.org.tr/NR/rdonlyres/056D8F7C-B9A5-4113- B8EB-4449CA437ACA/6676/04rusyafederasyonuturizmpazarraporubolum1.pdf
  • Kaur, P. ve Singh, R. (2006). Children In Family Purchase Decision Making In India And The West: A Review. Academy And Marketing Science Review, (8), 1–30.
  • Kozak, N. (2006). Turizm Pazarlaması (1.Baskı). Ankara: Detay Yayıncılık
  • Kozak, M. (2009). Ifluence Of Tactics Over Spousal Decision Making. Tourism Management, 1–6.
  • Labrecque, J. ve Ricard, L. (2001). Children’s Influence On Family Decision-Making: A Restaurant Study. Journal Of Business Research, 54, 173–176.
  • Nakip, M. (2003). Pazarlama Araştırmaları Teknikler Ve (Spss Destekli) Uygulamalar (2.Baskı). Ankara: Seçkin Yayıncılık
  • Nanda, D., Hu, C. ve Bai, B. (2008). Exploring Family Roles In Purchasing Decisions During Vacation Planning: Review And Discussions For Future Research. Journal Of Travel & Tourism Marketing,20(3), 107–125.
  • Nichols, C. M. ve Snepenger D. J. (1988). Family Decision Making And Tourism Behavior And Attitudes. Journal Of Travel Research, 26(4), 2–6.
  • Nickerson, N.P. ve Jurowski, C. (2001). The Influence Of Children On Vacation Travel Patterns. Journal Of Vacation Marketing,7(1), 19–30.
  • Marketing English Tourism. (2005, Şubat 1). Family Tourism. İndirilme Tarihi: 23 Aralık 2008, www:web: http://www.tourismtrade.org.uk/Images/Family%20 tourism_Tcm12-16799.Pdf
  • Marzella, D.A. (2000). New Perspectives On Family Travel. Travel Marketing Decisions, Winter 2000. İndirilme Tarihi: 20 Nisan 2010, www: Web:http://www.atme.org/pubs/archives/77_257_1095.Cfm
  • Turizm Akademisi. (2007, Eylül 09). Türkiye, Aile Tatili İçin Çok Önemli Bir Ülke. İndirilme Tarihi: 12 Mayıs 2009, http://www.turizmakademisi.com/tr/ content/view/85/1/
  • Turizm Gazetesi. (2008). Oteller Sayıları Giderek Artış Kaydeden Çocuk Turistlere Yatırım Yapıyorlar. İndirilme Tarihi: 22 Kasım 2008, www:web: http://www.turizmgazetesi.com/news/news.aspx?id=42803
  • Thornton, P. R., Shaw, G. ve Williams, A. M. (1997). Tourist Group Holiday DecisionMaking And Behaviour: The Influence Of Children. Tourism Management, 18(5), 287–297.
  • Wang K. C. , Hsieh A. T. , Yeh Y. C. Ve Tsai C. W. (2004). Who İs The Decision- Maker: The Parents Or The Child in Group Package Tours? Tourism Management, 25, 183–194.
  • Wang, S., Holloway B. B., Beatty S. E. ve Hill W. W. (2007). Adolescent Influence In Family Purchase Decisions: An Update And Cross-National Extension. Journal Of Business Research, 60, 1117–1124.
Toplam 22 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

A. Celil Çakıcı Bu kişi benim

Vedat İyitoğlu Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 4 Sayı: 8

Kaynak Göster

APA Çakıcı, A. C., & İyitoğlu, V. (2011). TATİL KARARLARINDA ÇOCUKLARIN ETKİSİNE GÖRE ANTALYA’YA GELEN AİLELERİN PAZAR BÖLÜMLERİNE AYIRILMASI. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 4(8), 1-20.