M. Emin AKKİLİC, Volkan OZBEK, Nilay ALDEMİR

IS IT NECESSARY TO MAKE MARKET SEGMENTATION FOR TOURISTIC DESTINATIONS? A RESEARCH ON DOMESTIC AND FOREIGN TOURISTS VISITING CAPPADOCIA

Thus, the main aim of this study is to reveal whether a different market segmentation is necessary for domestic and foreign tourists visiting a destination with different socio-cultural factors, and various motivations. In order to reach this aim, a field work was carried out on British, German and Turkish tourists visiting Cappadocia destination. Research findings reveal that socio-cultural factors affecting British, German and Turkish tourists visits to Cappadocia are different from each other. Similar differences are seen on motivational factors affecting to choose Cappadocia. While domestic tourists express the reason of coming to this destination as “because it is fashion.” British tourists state that they prefer this destination “because it is multi-cultural region.” Germens enounce that they choose this destination “because of its local dishes”. It has been revealed that tourists visiting Cappadocia destination under the effects of different socio-cultural factors and with various motivations can create different market segments in terms of tourism firms. The study was concluded with suggestions to academicians and practitioners.

Keywords:

Market segmentation motivation, culture, Cappadocia destination,

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