Kırsal Turizm Gelişiminde Turist Tipolojisinin Seyahat Alışkanlıkları Açısından Belirlenmesi: Çeşitli Turist Grupları Üzerine Karşılaştırmalı Bir Araştırma

Özet

An effective way for marketing managers to search for whom and how they will market their appeal is to set tourist profiles and divide them into market segments. The main element in the market segmentation is the ability to develop similarities and differences between tourists visit-ing the destination, in other words by specifying typologies and products according to the needs and expectations of the target group. Based on this, it is aimed to determine the demographic characteristics and travel habits of the domestic and foreign tourists participating in different tourism activities in our country. It has been seen that the studies comparing the profiles of tourists in at most two countries during the studies in the scope of tourist typology in the literature search. The study is important for the identification and comparison of the typologies of the five different country tourists covered by the research. In this study, the similarities and differences of the tourists differing in terms of culture, belief and lifestyle are determined and compared in terms of per capita spending levels, most of the stay expenses, travel periods, holiday organizational forms, preferred accommodation types and visiting purposes Data were gathered from 816 Turkish, English, German, French and Arabian tourists who constituted the sample of the survey by questionnaire method. The results of the comparison analysis showed that the participants' first aim in the tourism activity was sea-sand-sun. The study also reached the conclusion that the items that have been spent most up to most down are "shopping, foofd and beverage, travel, transportation, entertainment and accommodation". The results of the study provide important implications for the destination and business managers in terms of their marketing strategies and activities.