Tahir ALBAYRAK, Meltem CABER, Müjde BİDECİ

Yaşlı Turistlerin Otel İşletmelerinde Önem Verdiği Ürün ve Hizmetler: Alman, İngiliz ve Hollandalı Turistlere Yönelik Bir Karşılaştırma

Dünya nüfusu içindeki payları ve satınalma güçleri giderek artan yaşlılar, turizm sektörü açısından önemli bir pazar bölümü haline gelmiştir. Günümüzde yaşlı turistler, kendilerinden önceki nesillere kıyasla daha aktif; yaşam kaliteleri ve tüketici bilinci daha yüksek kişilerdir. Bu sebeple otel işletmeciliği gibi bünyesinde birçok ürün ve hizmeti barındıran işletmeler açısından bu pazar bölümünün özellikli istek ve beklentilerinin anlaşılabilmesi, müşteri memnuniyetinin sağlanabilmesi ve küresel rekabete cevap verilebilmesi için bir gerekliliktir. Bu çalışmada yaşlı turistlerin genel olarak otel işletmelerinde önem verdikleri ürün ve hizmetler, hem iki alt yaş grubuna (50-64 yaş arası, 65 yaş ve üzeri), hem de milliyete bağlı olarak karşılaştırılmıştır. Bu amaçla Antalya ilinde faaliyet gösteren beş yıldızlı otellerde konaklayan 1150 Alman, İngiliz ve Hollandalı yaşlı turistten veri toplanmıştır. Elde edilen sonuçlara göre, tüm yaş ve milliyet grupları için genel temizlik ile personelin tutum ve davranışları ile ilgili özellikler en fazla önem taşıyan hususlardır.ABSTRACTSenior people, whose share in the world population and power of purchasing are gradually increasing, have become an important market segment for tourism sector. Nowadays, senior tourists are the people who more active than the generations before themselves; have higher quality of life and consumer awareness. Therefore, it is a need to understand the specific needs and expectations of this market segment for the enterprises such as hotels thatcontain many products and services inside of their structures, for achieving customer satisfaction and responding the global competition. In this study, hotel products and services that senior tourists generally give importance were compared both by two sub-age groups (between 50-64 years, 65 and above years) and nationality. With this purpose, data were obtained from 1150 German, British and Dutch senior tourists who had been accommodatingat the five star hotels in Antalya. According the results, general cleanliness and the attributes related to staff attitude and behaviour are the most important factors for all age and nationality groups.

Senior people, whose share in the world population and power of purchasing are gradually increasing, have become an important market segment for tourism sector. Nowadays, senior tourists are the people who more active than the generations before themselves; have higher quality of life and consumer awareness. Therefore, it is a need to understand the specific needs and expectations of this market segment for the enterprises such as hotels that contain many products and services inside of their structures, for achieving customer satisfaction and responding the global competition. In this study, hotel products and services that senior tourists generally give importance were compared both by two sub-age groups (between 50-64 years, 65 and above years) and nationality. With this purpose, data were obtained from 1150 German, British and Dutch senior tourists who had been accommodating at the five star hotels in Antalya. According the results, general cleanliness and the attributes related to staff attitude and behaviour are the most important factors for all age and nationality groups

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