TÜRKİYE İÇ TURİZM PAZARINDA TÜKETİCİ DAVRANIININ ANALİZİ

Bu makalede yeni gelişmekle beraber büyük bir büyüme ve pazar potansiyeline sahip olan Türkiye’deki iç turizm pazarında tüketici davranış ı analiz edilmektedir. Bilgilerin toplanması ve analizinde, geni bir doküman araştırmasına ilaveten, tüketiciler, seyahat acentası yöneticileri ve çalışanları ile mülakatlar, seyahat acentalarında üç gün süreli gözlemler ve tüketicilerle odak grubu çalışmaları yapılarak karşılaştırmalı bir değerlendirme özet olarak ortaya konulmaya çalışılmıtır. Çalışmanın temelde keşifsel nitelikte olması sebebiyle endüktif bir araştırma metodolojisi benimsenmiş ve kalitatif teknikler uygulanmıştır.

Anahtar Kelimeler:

Türkiye iç turizm pazarı, turist karar alma süreci, turist güdülenmesi

AN ANALYSIS OF CONSUMER BEHAVIOUR IN THE TURKISH DOMESTIC TOURISM MARKET

This paper is intended to provide an analysis of the consumer behaviour in the Turkish domestic tourism market: a market still in its "infancy" in comparison with many other countries, but with substantial growth potential. Based on a number of research methods, which were triangulated, ranging from interviews both with consumers and key informants, focus group studies, to observations at travel agencies, together with an extensive literature search, the consumer decision-making process is investigated. As the research is mainly exploratory, the research methodology is inductive and it rests on qualitative techniques.

Keywords:

Turkish Domestic Tourism Market, Tourist Decision - Making Process, Tourist Motives,

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