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Satis gelistirme, tuketici tercihleri, turizm, Istanbul

Author

Listed:
  • Yasin OZASLAN

    (Yalova Universitesi, Yalova Meslek Yuksekokulu, Turizm ve Otel Isletmeciligi Bolumu)

  • Ramazan Pars SAHBAZ

    (Gazi Universitesi, Turizm Fakultesi, Turizm Isletmeciligi Bolumu)

Abstract

Bu calisma; turizm sektorunde, satis gelistirme faaliyetlerinin tuketici tercihlerine etkisini olcmeyi amaclamaktadir. Calisma, Antalya’dan sonra ikinci en onemli turizm merkezimiz olan Istanbul’da yapilmistir. Bu calismanin evrenini, 2010 yilinda Istanbul’a gelen yabanci turistler olusturmaktadir. Alan arastirmasina dayali bu calismada, birincil veri toplama yontemi olarak anket kullanilmistir ve anket uc bolumden olusmaktadir. Anketin birinci bolumunde; katilimcilarin demografik ozelliklerine iliskin degiskenleri tespit etmeye yonelik sorulara yer verilmistir. Ikinci bolumde; katilimcilarin tatillerine iliskin degiskenleri tespit etmeye yonelik sorulara yer verilmistir. Anketin son bolumunde ise; katilimcilarin satis gelistirme faaliyetlerine iliskin goruslerinin tespitine yonelik ifadelere yer verilmistir. 2010 yilinda toplam 289 yabanci turistin ankete iliskin goruslerinden elde edilen veriler SPSS 16,0 programi araciligiyla analiz edilmistir. Diger taraftan, ankete katilanlarin satis gelistirme faaliyetlerine iliskin goruslerinin,demografik ve tatilleri ile ilgili ozelliklerine gore anlamli bir farklilik gosterip gostermedigi; iki grup iceren degiskenler icin t-testi ve ikiden fazla grup iceren degiskenler icin tek faktörlü varyans analizi (Anova testi) ile test edilmistir. Tum istatistikî sonuclar, 0,05 anlamlilik duzeyi esas alinarak analiz edilmistir.Arastirma sonuclarinda; egitim durumu, gelir durumu, milliyet, ziyaret sayisi, gelis amaci ve yararlanilan bilgi kaynaklari gibi degiskenlerin turistlerin satis gelistirmeye iliskin goruslerinde anlamli bir farkliliga neden oldugu tespit edilirken, diger degiskenlerle satis gelistirmeye iliskin gorusler arasinda anlamli bir farklilik olmadigi tespit edilmistir.

Suggested Citation

  • Yasin OZASLAN & Ramazan Pars SAHBAZ, 2013. "Satis gelistirme, tuketici tercihleri, turizm, Istanbul," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 13(1), pages 83-97.
    • Handle: RePEc:ege:journl:v:13:y:2013:i:1:p:83-97
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    More about this item

    Keywords

    Satis gelistirme; tuketici tercihleri; turizm; Istanbul;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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