Türk ve Alman Turistleri Tatile İten ve Çeken Faktörlerin Analizi

Turizmin giderek daha geniş bir alana yayılması ile birlikte kültürelfarklılıkları anlamak ve bu bağlamda hedef pazarlar belirlemek turistikülkeler için önemli hale gelmiştir. Bu farklılıklar destinasyon yöneticileriiçin önemli olmasının yanında araştırmacıların da ilgisini çeken bir konuolmuştur. Yapılan araştırmalar ile destinasyon özelliklerinin hangi pazarsegmentine daha uygun olduğu tespit edilerek destinasyonlara hedefpazarlarını belirleyebilme imkanı sağlanmaktadır. Bu çalışmada Türk veAlman turistlerden 198 adet anket toplanmış ve her iki milliyetin seyahatmotivasyonları itme ve çekme teorisi kullanılarak analiz edilmiştir. İtme veçekme motivasyon öğelerinin boyutlarını belirlemek için faktör analizikullanılmış ve faktör analizi sonuçlarına göre de dört itme ve beş çekmefaktör boyutu ortaya çıkmıştır. Hem itme hem de çekme faktörlerde Almanturistlerin önem ortalamalarının Türk turistlere göre daha yüksek olduğubulunmuştur. Ayrıca itme ve çekme faktörlerinin milliyetlere göre önemliölçüde farklılaştığı belirlenmiştir.

Analysis of Factors Driving and Attracting Turkish and German Tourists

With the spread of tourism to a wider area, understanding cultural differences and determining target markets in this context has become important for touristic countries. To identify these differences is not only important for destination managers, but also has attracted the attention of researchers. Through the studies, it can be determined the destination characteristics are more suitable for which market segment. This enables destinations to determine their target markets. In this study, 198 questionnaires were collected from Turkish and German tourists and the travel motivations of both nationalities were analyzed using the push and pull motivional theory.. Factor analysis was used to determine the dimensions of push and pull motivation elements, and according to the results of the factor analysis, four push factor and five pull factor dimensions were revealed. It has been found that the average importance of German tourists is higher than Turkish tourists in both push and pull factors. In addition, it has been determined that push and pull factors differ significantly for nationality.

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