Alfa Kuşağı’nın Turizmdeki Tüketici Davranışı

Nesil, aynı dönemde doğmuş ve yaşamları boyunca benzer tutum, davranış, değer ve deneyimlere sahip akran kişiliği geliştirmiş insanları ifade etmektedir. 2010’yılına kadar genel olarak sessiz kuşak, baby boomer, X, Y ve Z olmak üzere beş kuşak bulunmaktadır. Z kuşağından sonra gelen Alfa kuşağı, app kelimesinin yaygınlaştığı ve ipad ve instagram gibi bugün tüm dünyada popüler olan ürünlerin dünyaya tanıtıldığı bir yıl olan 2010’da doğmuştur. Alfa Kuşağı şimdiye kadar ki en bilgili, kültürel açıdan en zengin ve teknolojik açıdan en donanımlı kuşak olarak nitelendirilmektedir. Kuşak teorisi her kuşağın benzer tutum, beklenti, davranış ve deneyimlere sahip olduğunu ileri sürmektedir. Her neslin kendi içinde benzer tutum ve davranışlara sahip olması tüketici davranışı üzerinde büyük bir etki barındırmaktadır. Bu nedenle günümüz turizm ve seyahat sektöründe faaliyet gösteren işletmeler alfa kuşağının davranışlarını anlamak için büyük bir çaba göstermektedir. Alfa Kuşağı henüz herhangi bir işe yada mesleğe sahip olmamasına rağmen, ailelerinin satın alma kararlarını ve seyahat kararlarını etkileyebilme gücüne sahiptirler. Ancak literatürde Alfa Kuşağı’nın tüketici davranışı ve turizm endüstrisindeki seyahat kararlarını nasıl etkilediklerine ilişkin oldukça kısıtlı çalışma bulunmaktadır. Bu nedenle, bu araştırma ikincil verilerden yararlanarak Alfa Kuşağı’nın turizm endüstrisindeki tüketici davranışını incelemeyi amaçlamaktadır.

Anahtar Kelimeler:

Kuşak teorisi, Kohort analizi, Alfa kuşağı, Tüketici davranışı, Turizm endüstrisinde α kuşağı

Consumer Behaviour of Generation Alpha in Tourism

Generation refers to people who were born in the same period and have developed peer personalities with similar attitudes, behaviours, values and experiences throughout their lives. Until 2010, there were generally five generations: silent, baby boomer, Generation X, Y and Z Generation Alpha, which came after Generation Z, was born in 2010 when the word app became widespread and products that are popular all over the world, such as iPad and Instagram, were introduced to the world. Therefore, this generation is described as the most knowledgeable, culturally rich and technologically equipped generation ever. Generational theory suggests that each generation has similar attitudes, expectations, behaviours and experiences. The fact that each generation has similar attitudes and behaviours has a great impact on consumer behaviour. Therefore, businesses operating in today's tourism and travel industry make great efforts to understand the behaviour of Generation Alpha. Although Generation Alpha does not yet have a job or profession, they have the power to influence their family's purchasing decisions and travel decisions. However, there are very limited studies in the literature on the consumer behaviour of Generation Alpha and how they influence travel decisions in the tourism industry. Therefore, this research aims to examine the consumer behaviour of Generation Alpha in the tourism industry by using secondary data.

Keywords:

Generation theory, Cohort analysis, Generation alpha, Consumer behaviour, Generation α in tourism industry,

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