Destinasyon Ziyaretçilerinin Sosyo-Demografik Özelliklerinin Sadakat Eğilimleri Üzerine Etkisi

Genel müşteri sadakati literatüründe yer alan tekrar satın alma davranışı, destinasyon sadakatinde detekrar ziyaret olarak adlandırılmakta ve arzu edilen bir tüketici davranışıolarak değerlendirilmektedir. Destinasyonların sadık müşterilere sahip olmasıo destinasyonun pazarlama maliyetlerini azalttığıgibi gelir düzeylerinde de önemli artışlara neden olmaktadır. Yapılan araştırmaların büyük çoğunluğunda destinasyon sadakati konusu bir bütünlük içerisinde irdelenmek yerine sadece tekrarlısatın alma davranışısadakat göstergesi olarak değerlendirilmiştir. Bu çalışmada, ziyaretçilerin sadakat düzeylerinin sosyo-demografik özelliklerine göre farklılık gösterip göstermediğinin belirlenmesi amaç edinilmiştir. Bu çerçevede iki farklıdestinasyon ve farklıülkelerden Türkiye’yi ziyaret eden 205 turiste anket uygulanmıştır. Katılımcıların sosyo-demografik özelliklerine göre görüşlerinin 0,05 anlamlılık düzeyinde önemli farklılık gösterip göstermediği; tek faktörlü Varyans Analizi ve ttesti ile test edilmişve farklılık gösterenlerin hangi gruplar arasında ortaya çıktığıda Tukey Testi ve Levene Testi ile değerlendirilmiştir. Değerlendirme sonucunda genel olarak ankete katılan turist grubunun sadakat eğilim düzeyi çok yüksek çıkmıştır. Katılımcıların sosyo-demografik özellikleri boyutunda ülke/milliyet faktöründe anlamlıfarklılık tespit edilmiştir. İngiltere, Almanya ve Hollanda’dan gelen ziyaretçilerin diğer ülke gruplarına göre sadakat eğilimlerinin daha yüksek, eğitim düzeyinin de sadakat eğilimi üzerinde etkili olduğu sonuçlardan bir kaçıolarak ifade edilebilir.

The concept of loyalty have become a source of focus in the recent years in marketing literature and have drawn the attention of both academicians and managers alike. Besides, it has been observed that there have been a number of studies related to the concept of loyalty in tourism. Repeat patronage classified in the literature of general customer loyalty is named in tourism sector as destination loyalty or revisit behavior and is regarded as a situation desirable by tourism managers. There have been a lot of indicators employed by the researchers in order to find out the level of loyalty in studies into general customer loyalty. These indicators are categorized as attitudinal and behavioral ones. Such indicators as preference, price sensitivity, like, trust are considered under the heading of attitudinal dimension. On the other hand, such indicators as repeat buying and the intention to repurchase in the future, willingness in information sharing at no cost, word-of-mouth information, buying reference, publicity, willingness in potential problem solving and acting as an advisory body on the establishment make up the behavioral dimension of the customer loyalty Garland and Gendall, 2004; Gounaris and Stathakopoulos, 2004; Oliver 1999; Reichheld and Sasser, 1990 . The indicators used to measure customer loyalty in studies conducted in the international and national literature are travel frequency Oppermann, 1998, 2000 , tendency to recommend and revisit the destination Castro et al. 2007; Yoon and Uysal, 2005 , revisit and word-of-mouth information Faullant et al. 2008 , positive opinion, intention to revisit and tendency to revisit in the future Kim and Crompton, 2002 , perceive as a place to be revisited Chen and Gürsoy, 2001 , re-choose, positive opinions, recommending to those who need recommendation, buying more, encouraging others Yüksel and Yüksel, 2007 , satisfaction and trust Huang and Chiu, 2006 , intention to revisit, recommending the destination to others and frequency to revisit the destination Aksu et al., 2008 . The data used in the study was collected through a questionnaire over the visitors from different countries to Marmaris and Antalya. During the data collection process, a close cooperation was established with 5-star hotels and some of the questionnaires were administered face-to-face and others were left in the rooms of the visitors at the 5-star hotels. The literature of customer loyalty and destination loyalty was studied and a questionnaire was devised comprising the dimensions mentioned in the literature study. The questionnaire prepared covers the dimensions of visit frequency, tendency to revisit, like, trust, preference for the next travel, regarding as the sole destination, and recommending to others. The demographic features used in the analysis of the study are marital status, education, gender, nationality, and age. A 7point Likert scale was used in the study and frequency, percentage, standard deviation and arithmetic averages were calculated in the analysis of the data the responses of the participants in the study were analyzed using t test at 0,05 significance level along with one way factor analysis ANOVA in order to find out whether there are differences by demographic features in terms of the level of customer loyalty. 400 questionnaires were planned to be implemented but in the end only 205 questionnaires were used in the study, 113 from Antalya and 92 from Marmaris. Some of the demographic findings in percentages and frequency are as the following; A majority of the participants have visited Turkey before 67,5% , 57,1% of the participants are female, the majority of the participants range from 19-30 years of age and 31-40 years of age, those with an undergraduate degree are 37,6%, 58% of the participants are married and their general level of satisfaction level is 8,55 out of 10. as for why they prefer Turkey, climate