Yıl 2017, Cilt 4 , Sayı 3, Sayfalar 417 - 426 2017-09-30

THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE

M. Emin Akkilic [1] , Volkan Ozbek [2] , Nilay Aldemir [3]


Purpose- The main aim of this study is to reveal whether a different market segmentation is necessary for domestic and foreign tourists visiting a destination with different socio-cultural factors, and various motivations. In order to reach this aim, a field work was carried out on British, German and Turkish tourists visiting Cappadocia destination.

Methodology- Face-to-face survey method was used in the research. In the questionnaire there are demographic features and sociocultural factors which cause the preference of Cappadocia destination and expressions to measure motivational elements. The survey was conducted on 398 people who were identified by convenience sampling. 

Findings- Research findings reveal that socio-cultural factors affecting British, German and Turkish tourists visits to Cappadocia are different from each other. Therefore, it appears that the British, German, and Turkish tourists differs in terms of the influence of family members, friends, specimens, and cultural reasons. Similar differences are seen on motivational factors affecting to choose Cappadocia. While domestic tourists express the reason of coming to this destination as “because it is fashion.” British tourists state that they prefer this destination “because it is multi-cultural region.” Germens enounce that they choose this destination “because of its local dishes”.

Conclusion- As a result of the research, it has been revealed that tourists visiting Cappadocia destination with motivations and different socio-cultural factors can create different market segments in terms of tourism firms. The study was concluded with suggestions to academicians and practitioners. 

Market segmentation, motivation, culture, Cappadocia destination
  • Akat, Ö. (2003). Uluslararası Pazarlama Karması ve Yönetimi. (4). Ekin Kitapevi: Bursa.
  • Bristol, T., Mangleburg, T.F. (2005). Not telling the whole story: Teen deception in purchasing. Journal of the Academy of Marketing Science, vol.33, no.1, p. 79-95.
  • Clark, T. (1990). International marketing and national character: A review and proposal for an integrative theory. Journal of Marketing, no.54, p. 66-79.
  • Çakıcı, C., İyitoğlu, V. (2012). Tatil kararlarında aile üyelerinin rolü: Antalya ilinde tatil yapan aileler üzerine bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.21, no.1, p. 117-134.
  • Çelik Uğuz, S., Özbek, V., Günalan, M. (2016). Motivation and Involvement as Antecedents of the Perceived Value of the Festival Experience: A Study on Burhaniye Bicycle Festival. Global Issues and Trends in Tourism. (1). St. Kliment Ohridski University Press: Sofia.
  • Çokişler, N., Türker, A. (2015). Doğu karadeniz bölgesinin yerli turist profili ve pazar bölümlendirmede kullanımı. Karadeniz Araştırmaları, no.44, p. 33-57.
  • Demir, Ş.Ş. (2010). Çekici faktörlerin destinasyon seçimine etkisi: Dalyan örneği. Ege Akademik Bakış, vol.10, no.3, p. 1041-1054.
  • Dumand, T., Mattila, A.S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, vol.26, no.3, p. 311-23.
  • Eskiler. E., Küçükibiş, F., Soyer, F. (2016). Genç tüketicilerin satın alma davranışları üzerine rol model etkisi: Marka duyarlılığı aracılık rolü. International Congresses on Education, Sarajevo/Bosnia and Herzegovina.
  • Funk, D., Alexandris, K., McDonald, H. (2008). Consumer Behaviour in Sport and Events. Routledge: New York.
  • Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Researh, vol.24, no.2, p. 283-304.
  • Green, R.T., Verhage, B.J., Cunningham, I.C.M. (1981). Household purchasing decision: How do american and dutch consumer differ?. European Journal of Marketing, vol. 15, no.1, p. 68-77.
  • Haroon, M.Z., Mirza Amin ul-Haq, N. (2015). Impact of role model on behaviour and purchase Intentions among youngsters: Empirical evidence from Karachi, Pakistan. Journal of Management Sciences, vol.2, no.2, p. 242-254.
  • Hayta, A.B. (2008). Turizm pazarlamasında tüketici satın alma süreci ve karşılaşılan sorunlar. Kastamonu Eğitim Dergisi, vol.16, no.1, p. 3148.
  • Iso-Ahola, S.E., Allen, J. (1982). The dynamics of leisure motivation: The effects of outcome on leisure needs. Research Quarterly for Exercise and Sport, no.53, p. 141-149.
  • Klenosky, D.B. (2002). The pull of tourism destinations: A means-end investigation. Journal Of Travel Research, vol.40, no.4, p. 385-395.
  • Koç, E. (2015). Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım. (6). Seçkin Yayıncılık: Ankara.
  • Kotler, P., Bowen, J., Makens, J. (2003). Marketing for Hospitality and Tourism. (3). Prentice Hall: New Jersey.
  • Kotler, P.,Keller, K.L. (2006). Marketing Management. (12). Pearson Education Inc.: New Jersey.
  • Lee, C. (2000). A comparative study of caucasian and asian visitors to a cultural expo in an asian setting. Tourism Management, vol.21, no.2, p. 169-176.
  • Makgosa, R., Mohube, K. (2007). Peer influence on young adults’ product purchase decisions. African Journal of Consumer Marketing, vol.1, no.3, p. 64-71.
  • Martin, C., Bush, A. (2000). Do role models influence teenagers’ purchase intentions and behavior?. Journal of Consumer Marketing, vol.17, no.5, p. 441-453.
  • Moschis, G.P., Churchill, Jr, G.A. (1978). Consumer socialition: A theoretical and empirical analysis. Journal of Marketing, no.15, p. 599-609. Mucuk, İ. (2010). Pazarlama İlkeleri. (18). Türkmen Kitabevi: İstanbul.
  • Nacar, R., Uray, N. (2014). Küresel tüketici kültürü kavramıyla birlikte değişen pazar bölümlendirme yaklaşımları: Uluslararası pazarlama literatürüne bakış. Yalova Sosyal Bilimler Dergisi, vol.5, no.8, p. 23-50.
  • Nakip, M., Varinli, İ., Gülmez, M. (2012). Güncel Pazarlama Yönetimi. Detay Yayıncılık: Ankara.
  • Odabaşı, Y., Barış, G. (2010). Türetici Davranışı. (9). Mediacat Yayınları: İstanbul.
  • Öter, Z., Özdoğan, O.N. (2005). Kültür amaçlı seyahat eden turistlerde destinasyon imajı: Selçuk-efes örneği. Anatolia: Turizm Araştırmaları Dergisi, vol.16, no.2, p.127-138.
  • Penaloza, L.N., Gilly, M.C. (1999). Marketer acculturation: The changer and the changed. Journal of Marketing, vol.63, no.3, p. 84-104.
  • Prebensen, N.K., Woo, E., Uysal, M.S. (2014). Experience value: Antecedents and consequences. Current Issues in Tourism, vol.17, no.10, p. 910-928.
  • Run, E.C., Butt, M., Nee, C.Y. (2010). The influnce of role models on young adults purchase. Jurnal Kemanusiaan, no.15, p. 70-81.
  • Subramanian, S., Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: Incorporating comparative and normative referents. European Advances in Consumer Research, no.2, p.14-18.
  • Tayfun, A., Yıldırım, M. (2010). Turistlerin tüketim davranışları kültüre/milliyete göre farklılık gösterir mi? Alman ve rus turistler üzerine bir araştırma. İşletme Araştırmaları Dergisi, vol.2, no.2, p. 43-64.
  • Tek, Ö.B. (1997). Pazarlama İlkeleri, Global Yönetimsel Yaklaşım Türkiye Uygulamaları. (7). Cem Ofset: İzmir.
  • Uğur, İ., Karaarslan, M.H. (2016). Destinasyon seçiminde fikir gruplarının etkisi: Safranbolu üzerine bir araştırma. Namık Kemal Üniversitesi Sosyal Bilimler Metinleri, no.1, p. 59-70.
  • Uysal, M., Li, X. (2008). Trends and Critical Issues in Festival & Event Motivation. In A. Aktas, M. Kesgin, E. Cengiz ve E. Yenidip (eds.). International Cultural and Event Tourism: Issues and Debates, Detay Yayıncılık: Ankara.
  • Wang, K.C., Hsieh, A.T., Yeh, Y.C., Tsai, C.W. (2004). Tourist group holiday decision-making and behaviour: The Influence of children. Tourism Management, vol.25, no.2, p. 183-194.
  • Yoon, Y., Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, no.26, p. 45-56.
  • Yükselen, C. (2012). Pazarlama, ilkeler-yönetim-örnek olaylar. (9). Detay Yayıncılık: Ankara.
Konular Sosyal
Bölüm Articles
Yazarlar

Yazar: M. Emin Akkilic

Yazar: Volkan Ozbek

Yazar: Nilay Aldemir

Tarihler

Yayımlanma Tarihi : 30 Eylül 2017

Bibtex @araştırma makalesi { rjbm360088, journal = {Research Journal of Business and Management}, issn = {}, eissn = {2148-6689}, address = {}, publisher = {PressAcademia}, year = {2017}, volume = {4}, pages = {417 - 426}, doi = {10.17261/Pressacademia.2017.719}, title = {THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE}, key = {cite}, author = {Akkilic, M. Emin and Ozbek, Volkan and Aldemir, Nilay} }
APA Akkilic, M , Ozbek, V , Aldemir, N . (2017). THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE. Research Journal of Business and Management , 4 (3) , 417-426 . DOI: 10.17261/Pressacademia.2017.719
MLA Akkilic, M , Ozbek, V , Aldemir, N . "THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE". Research Journal of Business and Management 4 (2017 ): 417-426 <https://dergipark.org.tr/tr/pub/rjbm/issue/32378/360088>
Chicago Akkilic, M , Ozbek, V , Aldemir, N . "THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE". Research Journal of Business and Management 4 (2017 ): 417-426
RIS TY - JOUR T1 - THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE AU - M. Emin Akkilic , Volkan Ozbek , Nilay Aldemir Y1 - 2017 PY - 2017 N1 - doi: 10.17261/Pressacademia.2017.719 DO - 10.17261/Pressacademia.2017.719 T2 - Research Journal of Business and Management JF - Journal JO - JOR SP - 417 EP - 426 VL - 4 IS - 3 SN - -2148-6689 M3 - doi: 10.17261/Pressacademia.2017.719 UR - https://doi.org/10.17261/Pressacademia.2017.719 Y2 - 2020 ER -
EndNote %0 Research Journal of Business and Management THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE %A M. Emin Akkilic , Volkan Ozbek , Nilay Aldemir %T THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE %D 2017 %J Research Journal of Business and Management %P -2148-6689 %V 4 %N 3 %R doi: 10.17261/Pressacademia.2017.719 %U 10.17261/Pressacademia.2017.719
ISNAD Akkilic, M. Emin , Ozbek, Volkan , Aldemir, Nilay . "THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE". Research Journal of Business and Management 4 / 3 (Eylül 2017): 417-426 . https://doi.org/10.17261/Pressacademia.2017.719
AMA Akkilic M , Ozbek V , Aldemir N . THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE. RJBM. 2017; 4(3): 417-426.
Vancouver Akkilic M , Ozbek V , Aldemir N . THE IMPORTANCE OF SOCIO-CULTURAL FACTORS IN MARKET SEGMENTATION: CAPPADOCIA EXAMPLE. Research Journal of Business and Management. 2017; 4(3): 426-417.