Turistlerin karar verme sürecinin amaca yönelik davranış modeli ile değerlendirilmesi: Mevlana Şeb-i Arus Törenleri örneği

Bu çalışmanın amacı turistlerin inanç turizmi kapsamında törenlere tekrar katılma ile ilgili karar verme sürecini incelemektir. Araştırmada turistlerin karar verme sürecini incelemek için sosyo-psikolojik bir yaklaşım olan Amaca Yönelik Davranış Modeli (AYDM) kullanılmıştır. Araştırmanın evrenini 07-17.12.2012 tarihleri arasında Konya’da düzenlenen Mevlana Şeb-i Arus törenlerine katılan yerli ve yabancı ziyaretçiler oluşturmaktadır. Ancak evren geniş olduğundan araştırmada Amaca Göre Örnekleme Yöntemi tercih edilmiş ve alan araştırmasına törenlere katılan ve sadece beş yıldızlı bir otelde konaklayan ziyaretçiler dâhil edilmiştir (sayı=242). Araştırmanın yöntemi nicel araştırma yöntemine dayanmaktadır. Anket yoluyla elde edilen verileri analiz etmek için sayı yüzdelik ortalama ve standart sapma gibi temel belirleyici istatistiklerden ve faktör analizi korelasyon ve regresyon gibi istatistiksel analiz yöntemlerinden faydalanılmıştır. Araştırma sonucunda tutumlar kişisel normlar öngörülen pozitif ve negatif duygular ve algılanan davranışsal kontrol ile davranışsal istek arasında; davranışın önceden gerçekleşme sıklığı ve istek ile niyet arasında olumlu ve anlamlı derecede ilişki olduğu tespit edilmiştir. Ayrıca öngörülen olumlu duyguların ve algılanan davranışsal kontrolün davranışsal isteği; davranışın önceden gerçekleşme sıklığının ve davranışsal isteğin ise davranışsal niyeti olumlu ve istatistikî olarak anlamlı düzeyde etkilediği saptanmıştır.

The purpose of this study is to investigate tourists’ decision-making process of re-attending the ceremony in the context of religious tourism. In the research for evaluating tourists’ decision making process the Model of Goal- Directed Behavior which is a socio-psychological approach was used. The research’s population consisted of the participants of Mevlana’s Seb-i Arus Ceremony held on 07-17.12.2012 in Konya. Because of the extensive population in this study Purposive Sampling Method was used and participants who stayed at a five-star hotel were included in the field research (n=242). This research’s method was based on quantitative research method. Describe statistics such as frequency percent mean standard deviation and statistically analyses such as factor analysis correlation and regression were utilized to analyze the data gathered via survey. Results showed that attitudes subjective norms positive-negative anticipated emotions and perceived behavioral control were positively correlated with behavioral desire; frequency of past behavior and behavioral desire were positively correlated with behavioral intention. Results also indicated that positive anticipated emotions and perceived behavioral control affected behavioral desire positively and significantly furthermore; frequency of past behavior and behavioral desire affected behavioral intention positively and significantly.

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