Celil ÇAKICI, Emine ŞİMŞEK EVREN, SAVAŞ EVREN

Akademisyen Kültür Turistlerinin Yenilik Arama Düzeyleri ve Kültür Destinasyonu Tercihleri

Yenilik arama, turist motivasyonlarının ve davranışlarının anlaşılması açısından en önemli konulardan biridir. Yapılan literatür incelemesinde, diğer bazı turist tipleri açısından yenilik arama konusunun değerlendirildiği ancak temel motivasyonlarından biri yenilik arama olan kültür turistleri açısından konunun incelenmediği görülmüştür. Bu noktada çalışmanın temel amacı, yerli kültür turistlerinin yenilik arama düzeylerini belirlemek ve farklı yenilik arama düzeylerine sahip kültür turistleri arasındaki destinasyon tercihi farklılıklarını tespit etmektir. Katılımcıların yenilik arama düzeyinin ölçümünde Assaker vd. (2011, 2013, 2014) tarafından geliştirilen yenilik arama ölçeği kullanılmış ve geliştirilen anket yerli kültür turisti akademisyenler örneklemi üzerinde uygulanmıştır. Veri toplama faaliyetleri, çevrimiçi ortamda 2018 yılı Mayıs ayında gerçekleştirmiş ve 563 kişilik bir örnekleme ulaşılmıştır. Elde edilen verilere tanımlayıcı analizler, faktör analizi, kümeleme analizi ve ANOVA uygulanmıştır. Bulgular, yenilik arama ölçeğinin iki faktörlü bir yapısı olduğunu, akademisyen kültür turistlerin yenilik arama düzeylerinin oldukça yüksek olduğunu göstermektedir. Ayrıca akademisyen kültür turistlerinin orta, yüksek ve çok yüksek yenilik arayanlar şeklinde gruplandırılabilecekleri ve bu gruplar arasında özellikle yurtdışı destinasyon tercihleri açısından belirgin farklılıklar olduğu tespit edilmiştir.

Novelty Seeking Levels and Cultural Destination Preferences of Academician Cultural Tourists

Novelty seeking is one of most important subjects in terms of understanding of tourist motivations and behaviors. In the literature review, it has been observed that the subject of novelty seeking is evaluated in terms of some other types of tourists. However, it is not evaluated in terms of cultural tourists whose one of the main motivations is the novelty seeking. At this point the main purpose of this study is to determine novelty seeking levels of domestic cultural tourists, and to ascertain destination choice differences between cultural tourist clusters with different novelty seeking levels. In this context, the novelty seeking scale developed by Assaker et al., (2011, 2013, 2014) was applied to measure novelty seeking levels of participants, and the survey was conducted on the sample of academician cultural tourists. Data collection activities were conducted online in May 2018, and 563 people were reached as sampling. Descriptive analysis, factor analysis, cluster analysis and ANOVA were applied to the data gathered. Results revealed that the novelty seeking scale has two-dimensional structure, and academician cultural tourist have very high level of novelty seeking tendency. Moreover, it is determined that academician cultural tourist could be clustered as medium, high and very high novelty seekers, and there are differences between these clusters especially in terms of foreign destination choice.

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