Turistlerin demografik özelliklerine göre risk azaltma stratejileri: Alanya örneği

Son yıllarda küresel anlamda ortaya çıkan politik, doğal afet, sağlık ve özellikle ekonomik krizlerin en fazla etkisi ni gösterdiği sektörlerin başında turizm gelmektedir. Uluslararası seyahatlerin bu krizlerden dolayı risk taşıması, araştırmacıları, turistlerin seyahatleri öncesi olası riskleri azaltıcı çalışmalar yapmaya yöneltmiştir. Küresel çapta krizlerin ortaya çıkması sonucu uluslararası seyahatlere katılan turistlerin risklerden ve belirsizliklerden kaçın mak istemeleri, turizm pazarlamacılarını alternatif pazarlama stratejileri üretmeye zorlamaktadır. Bu araştırmada, Akdeniz’de tatil turizmi için ciddi bir pazar payı bulunan Alanya ilçesine gelen turistlerin tatil öncesi çekim yeri hakkında uyguladıkları risk azaltma stratejileri tespit edilmeye çalışılmış ve demografik özellikler arasındaki farklı lıklar ölçülmüştür. Araştırma, 2010 yılının Temmuz ve Ağustos aylarında Alanya ilçesinde 559 kişiye uygulanmıştır. Araştırmanın verileri SPSS kullanılarak faktör analizi, aritmetik ortalama, t-testi ve varyans (ANOVA) analizleri ile ölçülmüştür. Araştırma sonucunda katılımcıların Alanya’ya tatile gelmeden önce uyguladıkları risk azaltma strate jileri ile demografik özellikler arasında anlamlı farklılıklar olduğu tespit edilmiştir.

Risk reduction strategies according to demographic features of tourists: The case of Alanya

The impacts of problems such as natural catastrophes, epidemics, political events and economic crises existed throughout the world recently, mostly affect turistic activities. These problems lead to various risks in international travels, so tourists tend to make some risk reduction measures against probably encountered problems before their travels. The consequences of various problems occured in global scale and the demand of tourists who attend international travels to stay away from risks and uncertainties, urged marketers to produce alternative strategies. In this study the risk reduction strategies of tourists came to Alanya which is a very important attraction center in the Mediterranean in contex of tourism were investigated and the differences between demographic features were measured. The research was conducted in Alanya on 559 participants-tourists during July and August 2010. Data collected from the field were analysed via SPSS using factor analysis, arithmetic mean, t-Test and varience analy sis (ANOVA). The findings of the research indicate that there are meaningful differences between risk reduction strategies and demographic features of tourists before coming to Alanya.

PDF

___

Alanya Belediyesi (2010). Rakamlarla Alanya, http://www.alanya. bel.tr/rakalanya.asp, Erişim Tarihi: 10.08.2010.
ALTİD (2010). Alanya Turistik İşletmeciler Derneği, http://www. alanyarehber. com/http.php?r=http%3A%2F%2Fwww.altid. org.tr, Erişim Tarihi: 10.08.2010.
Akış A. (2007). Alanya’da Turizm ve Turizmin Alanya Ekono misine Etkisi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17 (1): 15-32.
Aktaş A., Çevirgen A. ve Toker B. (2007). Alanya Turist Profili Araştırması. Akdeniz Üniversitesi Alanya İşletme Fakül tesi, TÜRSAB Alanya Bölgesel Yürütme Kurulu, Alanya.
Azeem A., Haq Z. (2012). Perception Towards Internet Adverti sing: A Study With Reference to Three Different Demog raphic Groups, Global Business and Management Research: An International Journal, 4 (1): 28-45.
Bertsch G.,Ostermann H. (2011). The Effect of Wellness Brand Awareness on Expected And Perceived Service Quality, An International Multidisciplinary Journal of Tourism, 6 (2):103-120.
Boshoff C. (2002). Service Advertising: An Exploratory Study of Risk Perceptions, Journal Of Service Research, 4 (4): 290-298.
Byzalov D., Shachar R. (2004). The Risk Reduction Role of Ad vertising, Quantitative Marketing and Economics, 2(4):283-289.
Conyette M. (2011). Demographics for Segmentation in Online Travel, International Journal of Trade, Economics and Finan ce, 2 (1): 93-98.
Cox D. F. (1967). Risk Handling in Consumer Behavior: An Intensive Study of Two Cases.Risk Taking and Information Handling in Consumer Behavior. (Editör: D. F. Cox), Harvard Uni versity Press: Boston.
Demir M. Ö. (2011). Risk Algısının Marka Sadakatine Etkisi: Cep Telefonları Kategorisinde Bir Uygulama, Ege Akade mik Bakış, 11 (2): 267-276.
Demir Ş. Ş., Kozak M. (2011). Turizmde Tüketici Davranışları Modelini Oluşturan Aşamalar Arasındaki İlişki, Anatolia: Turizm Araştırmaları Dergisi, 22 (1):19-34.
Fischhoff B., Bruin W.B., Perrin W., Downs J. (2004). Travel Risks in a Time of Terror: Judgments and Choices, Society for Risk Analysis, 24 (5):1301-1309.
Floyd M. F., Gibson H., Gray L. P., Thapa B. (2003). The Effect of Risk Perceptions on Intentions to Travel in The After math of September 11, 2001, Safety and Security in Tou rism: Relationships, Management and Marketing, 15: 19-38.
Fodness D. ve Murray B. (1999). A Model of Tourist Information Search Behavior, Journal of Travel Research, 37 (3): 220-230.
Fuchs G., Reichel A. (2004). Cultural Differences in Tourist Des tination Risk Perception: An Exploratory Study, Tourism, 52 (1): 21-37.
Fuchs G., Reichel A. (2011). An Exploratory Inquiry Into Desti nation Risk Perceptions And Risk Reduction Strategies of First Time vs. Repeat Visitors to A Highly Volatile Desti nation, Tourism Management, 32 (1):266-276.
Gray M. J., Wilson M. A. (2009). The Relative Risk Perception of Travel Hazards, Environment and Behavior, 41 (2): 185-204.
Grønflaten Ø. (2009). Predicting Travelers’ Choice of Informa tion Sources and Information Channels, Journal of Travel Research, 48 (2):230-244.
Hair J. F., Black W., Babin J., Anderson R. E. ve Tahtam R. L. (2006). Multivariate Data Analysis. 6. Baskı, Prentice Hall: New Jersey.
Huang J, Min J. (2002). Earthquake Devastation and Recovery In Tourism: The Taiwan Case, Tourism Management, 23: 145–154.
Kalaycı Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Tek nikleri. 3. Baskı, Ankara: Asil Yayın Dağıtım.
Kim L.H., Qu H., Kim D. J. (2009). A Study of Perceived Risk and Risk Reduction of Purchasing Air-Tickets Online, Journal of Travel & Tourism Marketing, 26 (3):203-224.
Kotler P., Bowen J. T., Makens J. C. (2006). Marketing For Hos pitality and Tourism. New Jersey: Pearson Education International.
Kozak N. (2006). Turizm Pazarlaması. Ankara: Detay Yayıncılık.
Kozak M., Crotts J.C., Law R. (2007). The Impact of The Percep tion of Risk on International Travellers, International Jour nal of Tourism Research, 9 (1): 233-242.
Kuo H.I., Chen C.C., Tseng W.C., Ju L.F., Huang B.W. (2008). Assessing impacts of SARS and Avian Flu on Internati onal Tourism Demand to Asia, Tourism Management, 29 (5): 917-028.
Kültür ve Turizm Bakanlığı, (2010). 2009 Yılı İstatistik, http:// www.antalyakulturturizm.gov.tr/Genel/BelgeGoster.aspx ?F6E10F8892433CFFD1DDB2FF3800EA3DBFE1A1E BF9849693, Erişim Tarihi: 31.12.2010.
Kwon K.N., Kwon Y.J. (2007). Demographics in Sales Promo tion Proneness: A Socio-Cultural Approach, Advances in Consumer Research, 34 (1):288-294.
Law R. (2006). The Perceived Impact of Risks on Travel Decisi ons, International Journal of Tourism Research, 8 (4): 289-300.
Lepp A., Gibson H. (2003). Tourist Roles, Perceived Risk and In ternational Tourism, Annals of Tourism Research, 30 (3): 606 - 624.
Lin C.F. (2002). Segmenting Customer Brand Preference: De mographic or Psychographic, Journal of Product & Brand Management,11 (4): 249-268.
Lo A.S., Law R., Cheung C. (2011). Segmenting Leisure Tra velers by Risk Reduction Strategies, Journal of Travel and Tourism Marketing, 28 (8): 828-839.
Luo M., Feng R., Cai L.A. (2004). Information Search Behavi or and Tourist Characteristics, Journal of Travel & Tourism Marketing, 17 (2/3):15-25.
Mitchell V.W., Davies F., Moutinho L.,Vassos V. (1999). Using Neural Networks to Understand Service in The Holiday Product, Journal of Business Research, 46: 167-180.
Mitchell V., Greatorex M. (1993). Risk Perception And Reducti on in The Purchase of Consumer Services, The Service In dustries Journal, 13 (4): 179-200.
Mitchell V., McGoldrick P. (1996). Consumers’ Risk Reduction Strategies: A Review and Synthesis, The International Revi ew of Retail, Distribution, and Consumer Research, 6 (1): 1-33.
Mitchell V.W.,Vassos V. (1998). Perceived Risk and Risk Reduc tion in Holiday Purchases: A Cross-Cultural and Gender Analysis, Journal of Euromarketing, 6 (3):47-79.
Ng S. I., Lee J. A., Soutar G. N. (2007). Tourists’ Intention to Vi sit A Country: The Impact of Cultural Distance, Tourism Management, 28 (6): 1497-1506.
Nunnally J. C. (1967). Psychometic Theory. 1. Baskı, New York: McGraw Hill.
Odabaşı Y., Barış G. (2007). Tüketici Davranışı. İstanbul: Me diaCat.
Persuric A.S.I., Tezak. A. (2009). The Influence of Socio-Demog raphic Characteristics of Tourists on Their Interest for Organic Food in Istria, Croatia, Agricultural Journals, 55 (6): 296-305.
Pizam A. (1999). A Comprehensive Approach to Classifying Acts of Crime and Violence at Tourism Destinations, Jour nal of Travel Research, 38 (1): 5-12.
Qi C.X., Gibson H. J., Zhang J. J. (2009). Perceptions of Risk and Travel Intentions: The Case of China and The Beijing Olympic Games, Journal of Sport and Tourism, 14 (1): 43-67.
Quintal V. A., Lee J., Soutar G. N. (2009). Tourists’ Information Search: The Differential Impact of Risk and Uncertainty Avoidance, International Journal of Tourism Research, 12 (4): 321-333.
Reisinger Y., Mavondo F.(2005). Travel Anxiety and Intenti ons to Travel Internationally: Implications of Travel Risk Perception, Journal of Travel Research, 43 (1): 212-225.
Rittichainuwat B.N., Chakraborty G. (2009). Perceived Tra vel Risks Regarding Terrorism and Disease: The Case of Thailand, Tourism Management, 30 (3): 410-418.
Rızaoğlu B. (2004). Turizm Pazarlaması. Ankara: Detay Yayıncılık.
Roehl W. S., Fesenmaier D. R. (1992). Risk Perceptions and Pleasure Travel: An Exploratory Analysis, Journal of Travel Research, 30 (4): 17-26.
Roselius T. (1971). Consumer Rankings of Risk Reduction Met hods, Journal of Marketing, 35, 56-61.
Ryan C. (1993). Crime Violence Tourism and Terrorism: An Accidental or Intrinsic Relationship? Tourism Manage ment, 14 (3):173-183.
Sekaran U. (2000). Research Methods for Business: A Skill Buil ding Approach. 3. Baskı., USA: Wiley and Sons.
Sjöberg L. (2005). The Perceived Risk of Terrorism, Risk Manage ment, 7 (1): 43-61.
Simpson P. M., Siguaw J. A. (2008). Perceived Travel Risks: The Traveller Perspective and Manageability, International Jo urnal of Tourism Research, 10: 315-327.
Sönmez S. F., Graefe A. R. (1998a). Influence of Terrorism Risk on Foreign Tourism Decisions, Annals of Tourism Rese- arch, 25 (1): 112-144.
Sönmez S. F., Graefe A. R. (1998b). Determining Future Travel Behavior from Past Travel Experience and Perceptions of Risk and Safety, Journal of Travel Research, 37 (2): 171-177.
Sönmez S. F. (1998). Tourism, Terrorism, and Political Insta bility, Annals of Tourism Research, 25 (2): 416-456.
Sweeney J.C., Soutar G.N., Johnson L.W. (1999). The Ro le of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment, Journal of Retailing, 75 (1):77-105
Tolon M., Zengin A.Y. (2011). Demographic Characteristics and Complaint Behavior: An Empirical Study Concer ning Turkish Customers, International Journal of Business and Social Science, 2 (9): 42-48.
Tsaur S. H., Tzeng G. H., Wang K. C. (1997). Evaluating Tou rist Risks from Fuzzy Perspectives, Annals of Tourism Re search, 24 (4): 796-812.
TÜROFED (2011). Turizm Raporu 4, Türkiye Otelciler Federas yonu, www.turofed.org.tr.
Uriely N., Maoz D., Reichel A. (2007). Rationalising Terror-Re lated Risks: The Case of Israeli Tourists in Sinai, Inter national Journal of Tourism Research, 9 (1):1-8.
Västfjäll D., Peters E., Slovic P.(2008). Affect, Risk Perception And Future Optimism After The Tsunami Disaster, Judg ment and Decision Making, 3 (1): 64-72.
Yavaş U. (1987). Correlates of Vacation Travel: Some Emp rical Evidence, Journal of Professional Services Marketing, 5 (2): 3-18.
Xie H., Bao J. ve Morais D. B. (2006). Exploring Gender Differences In Information Search Among Domestic Visitors To Yellow Mountain and Guilin, PRC, Proceedings of the 2006 Northeastern Recreation Research Symposium, 9-11 Nisan 2006, New York: Bolton Landing.