TÜRK ÖZEL İLGİ GEZGİNLERİ SANSASYON ARAMA ÖZELLİĞİ SERGİLEMEKTE MİDİR?

Türk turizmi son yirmi yıl içerisinde kitle turizmi üzerinde yoğunlaşarak uluslararası turizm pazarında önemli bir yer edinmeyi başarmıştır. Diğer yandan değişen tüketici gereksinim ve beklentileri, kitle turizmi ile birlikte, diğer turizm ürünlerine de yönelinmesi gerektiğine işaret etmektedir. Ayrıca uluslararası turizm hareketleri içindeki pazar büyüklüğü ile ilgili veriler halen tartışmalı olmakla birlikte, özel ilgi turizminin öneminin giderek artacağı öngörülmektedir. Dolayısıyla bu pazardaki tüketiciler hakkında daha kapsamlı bilgiler edinilmesi; pazarın çok daha ayrıntılı şekilde bölümlendirilmesine, arz olanaklarının yeniden planlanmasına ve en uygun pazarlama karması oluşturma çalışmalarına önemli katkılar sağlayabilecektir. Bu çerçevede araştırmanın temel amacı, Türk özel ilgi gezginlerinin sansasyon arama özelliğini ne düzeyde sergilediklerini belirleyerek, gelecekte bu alanda yapılacak çalışmalara ışık tutmak ve uygulayıcılara öneriler getirmektir. Araştırmada veri toplama aracı olarak Hoyle ve diğerleri (2002) tarafından geliştirilen Kısa Sansasyon Arama Ölçeği (KSAÖ) kullanılmıştır. Amaçlı örnekleme yöntemi ile 309 Türk özel ilgi gezgini örnekleme alınmıştır. Araştırma sonucunda, katılımcıların büyük bir çoğunluğunun (% 83.2) sansasyon arama özelliğini sergilediği ve yaklaşık % 60’ının bu özelliğe orta düzeyin üzerinde sahip olduğu saptanmıştır. Ayrıca, yaş (p<0.05), katılım sıklığı (p<0.01) ve özel ilgi türünün risk niteliği (p<0.05) ile sansasyon arama özelliği arasında anlamlı bir ilişki bulunduğu görülmüştür. Daha genç yaştakiler , daha sık (>1) ve daha riskli özel ilgi etkinliklerine katılan gezginler sansasyon arama özelliğini daha fazla sergilemektedirler. Araştırma sonuçlarından hareketle destinasyon yönetimleri, işletmeciler ve araştırmacılar için somut önerilerde bulunulmuştur

Anahtar Kelimeler:

Özel ilgi turizmi, sansasyon arama, pazar bölümlendirme

ARE TURKISH SPECIAL INTEREST TRAVELERS SENSATION SEEKERS?

In the last two decades, Turkish tourism industry has edged into the international tourism market through mass tourism activities. Changing customers’ needs and expectations, however, draw attention to the special interest services besides resort tourism. Besides the importance of special interest tourism is expected to grow although data related to market share within international tourism market is still controversial. Therefore, more comprehensive information about the special interest travelers will provide a significant contrubituion to creation of specific segmentation, supply planning and appropriate marketing mix. In this vein, the purpose of the research was to determine what level of sensation seeking trait of Turkish special interest travelers had, and to make suggestions to special interest travel providers and researchers. Brief Sensation Seeking Scale (BSSS) which was developed by Hoyle et al. (2002) was used as research instrument. By using purposive sampling method, 309 Turkish special interest travelers were involved in the sample. Results indicated that a large majority of respondents (83.2%) was found as sensation seekers, and about 60% of those were up-to middle level. Age (p<0.05), frequency of participation (p<0.01) and risk type (p<0.05) were siginificantly differed accross sensation seeking trait. Accordingly, youngers , more frequently travelers (>1) and risk takers were more sensation seekers. Results of the study will help destination managements, providers and researchers

Keywords:

Special interest tourism, sensation seeking, market segmentation,

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