PAZAR BÖLÜMLENDİRME ARACI OLARAK TUTUM VE NİYETİN BİR ARADA KULLANIMI: SÜRDÜRÜLEBİLİR TURİZM ÜZERİNE BİR UYGULAMA

Yıl 2015, Sayı: 1, 31 - 53, 25.11.2015

Öznur Özkan Tektaş , Koray Çamlıca

Öz

Tutum ve niyet, tüketici davranışları literatüründe davranışın iki temel göstergesi olarak kullanılan kavramlardır. Bu iki kavram, turist davranışının öngörülebilmesi ve firmaların varolan kaynaklarını doğru hedef pazarlara yönelterek verimli bir şekilde kullanmaları adına pazar bölümlendirme sürecinde de stratejik öneme sahiptir. Bu çalışmanın amacı, tutum ve niyetlerin bir arada pazar bölümlendirme kriteri olarak kullanımına ilişkin bir uygulama örneği sunmaktır. Bu çerçevede çalışmada, Kapadokya bölgesine gelen ziyaretçilerin sürdürülebilir turizme ilişkin tutumlarına ve tekrar ziyaret etme niyetlerine göre pazar bölümlerine ayrılarak, belirlenen pazar bölümleri ve özellikleri çerçevesinde yöneticilere önerilerde bulunulmaktır. Gerekli birincil veri, 416 Japonya ve Güney Koreli ziyaretçiden anket yöntemi ile elde edilmiştir. Uygulanan iki aşamalı ve k-ortalamalar kümeleme analizi sonucunda oluşan kümeler, kendi içlerinde homojen gruplar olarak elde edilmiştir. Ardından, ANOVA analizi ile, elde edilen bölümler arasında heterojenliğin olduğu tespit edilmiştir. Analiz sonuçları incelendiğinde, tüm paydaşlar için Kapadokya bölgesinin sürdürülebilir turizmin tüm boyutlarına ve aynı zamanda tekrar ziyaret etme niyetine büyük oranda önem veren bir ziyaretçi hedef pazarı tespit edilmiştir. 

Anahtar Kelimeler

Pazar Bölümlendirme, Kümeleme Analizi, Sürdürülebilir Turizm, Ziyaretçi Tutumu, Tekrar Ziyaret Etme Niyeti

SIMULTANEOUS USAGE OF ATTITUDES AND INTENTIONS AS MARKET SEGMENTATION CRITERIA: AN IMPLICATION ON SUSTAINABLE TOURISM

Öz

Attitude and intention are concepts that are used as the two basic indicators of behavior in consumer behavior literature. These concepts have also strategic importance in market segmentation process since it is used as a tool to forecast tourist behavior and to target the right market segment for allocating firm resources productively. The purpose of this study is to make an implication of market segmentation by using attitudes and intentions simultaneously. With this aim, visitors of Cappadocia region are segmented according to their attitudes towards sustainable tourism and revisit intention; and some recommendations to managers in context of defined market segments and features are suggested. Needed primary data was collected from 416 Japanese and South Korean visitors via questionnaire. According to applied two-step and k-means cluster analysis results, homogeneous groups are acquired. After ANOVA analysis, significant differences were found; that means segments are heterogeneous. As a conclusion, for all stakeholders of Cappadocia Region, target market segment is significantly found with respect to all dimensions of sustainable tourism and re-visit intention.

Anahtar Kelimeler

Sustainable Tourism, Visitor Attitude, Revisit Intention, Market Segmentation, Cluster Analysis

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