Golf turistlerinin seyahat güdülerine ve bilgi kaynaklarına dayalı iletişim stratejileri: Belek uygulaması

Bu çalışmanın amacı golf turistlerinin seyahat güdülerine ve gidecekleri destinasyonu seçerken kullandıkları bilgi kaynaklarına dayalı iletişim stratejileri önermektir. Araştırma, Türkiyeyi golf turizm pazarında temsil eden Belek destinasyonunu ziyaret eden 1250 golf turistine uygulanmıştır. Toplam 900 adet kullanılabilir soru formu elde edilmiştir.Çalışmanın bulguları golf turistlerinin golf odaklı ve sosyo-kültürel olmak üzere iki önemli seyahat güdüsüne sahip olduklarını göstermektedir. Bununla birlikte golf turistlerinin gidecekleri golf destinasyonunu belirlerken kullandıkları bilgi kaynaklarının başında sırasıyla televizyon, golf hakkındaki fuar ve organizasyonlar ile internet gelmektedir. Çalışmanın sonunda elde edilen bulgulara dayalı öneriler sunul maktadır.

Communication strategies based on golf tourists travel motivation and information sources: Case of Belek

The aim of this study is to determine and suggest communication strategies towards golf tourists based on their travel motivation and information source employed in destination selection. The research was conducted with 1250 golf tourists visiting Belek, which is the premiere golf destina-tion in Turkey. A total of 900 questionnaires were returned. Findings of this study indicate that golf tourist have two primary travel motivations, namely golf oriented and socio-cultural motivations. The findings also indicate that the main information sources employed by golf tourists in destination selection, in order of importance; TV, fairs and organizations about golfing and the internet. Finally, communication strategy suggestions are presented based on the findings.

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