IMPORTANCE-PERFORMANCE ANALYSIS OF DESTINATION ATTRIBUTES IN CRUISE TOURISM: THE CASE OF KUŞADASI

Cruise tourism is a type of tourism which includes accommodation, dining and activities organized on ship-board as well as port excursions. One of the most important elements for tourists traveling with cruise ships are the port destinations they stop by. The tourists travelling with cruise ships make important economic contributions to the destination when they travel around the ports they stop by. This situation requires more efforts each passing day in order to provide tourist satisfaction at destinations of countries hosting the cruise ships. Kuşadası is the port destination that makes the fastest progress in cruise tourism and hosts the highest number of cruise tourists in Turkey. Considering this situation, it is important to identify strengths and weaknesses of Kuşadası in order to provide sustainability of tourists who are to visit the destination. The main purpose of this study is to reveal which improvements should the tourism stakeholders make primarily at the destination to increase destination satisfaction levels of cruise tourists arriving at Kuşadası port. During the stage of preparing the questions in the survey, the relevant available studies in the national and international literature as well as tourism academicians and the guides working at Kuşadası were taken as reference. The data collection process took place between 27 June and 1 September 2017. 394 surveys were analysed. According to the obtained findings by Importance-Performance Analysis; the destination attributes of top priority which the stake holders should put excessive stress and improve were determined as cleanliness of the sea, hygiene of restaurant and bars, destination’s security and attitudes and behaviours of local shopkeepers towards tourists.

KRUVAZİYER TURİZMDE DESTİNASYON ÖZELLİKLERİNİN ÖNEM-PERFORMANS ANALİZİ: KUŞADASI ÖRNEĞİ

Kruvaziyer turizm, gemi içinde konaklama, yeme-içme ve düzenlenen çeşitli aktiviteler yanında, liman gezilerini de kapsayan bir turizm çeşididir. Kruvaziyer gemileri ile seyahat eden turistler açısından önemli unsurlardan biri uğradıkları liman destinasyonlardır. Kruvaziyer gemileriyle seyahat eden turistler, seyahatleri sırasında uğradıkları limanları gezmeleriyle beraber destinasyona önemli ekonomik katkılar sağlamaktadır. Bu durum kruvaziyer gemileri ağırlayan ülkelerin destinasyonlarında turist memnuniyetini sağlamak için her geçen gün daha fazla çaba harcamasını gerektirmektedir. Kuşadası, kruvaziyer turizm konusunda Türkiye’de en hızlı gelişme kaydeden ve en fazla kruvaziyer turisti ağırlayan liman destinasyondur. Bu durum göz önünde bulundurulduğunda Kuşadasına gelecek turistlerin sürekliliğinin sağlanması için destinasyonun zayıf ve güçlü yönlerinin tespit edilmesi önemlidir. Bu çalışmanın temel amacı, Kuşadası limanına gelen kruvaziyer turistlerin destinasyon memnuniyet düzeylerini arttırmak için turizm paydaşlarının destinasyonda öncelikli olarak hangi iyileştirmeleri yapmaları gerektiğini ortaya koymaktır. Ankette yer alan soruların hazırlanması aşamasında, ulusal ve uluslararası literatürde yer alan konuyla ilgili çalışmalardan, Kuşadası’nda çalışan rehberlerden ve turizm akademisyenlerinden yararlanılmıştır. Veri toplama işlemi 27 Haziran-1 Eylül 2017 tarihleri arasında gerçekleşmiştir. 394 anket analiz edilmiştir. Önem-Performans analizi sonucunda elde edilen bulgulara göre; turizm paydaşlarının üzerinde önemle durması ve iyileştirmesi gereken öncelikli destinasyon özellikleri; deniz, restoran ve barların temizliği, destinasyonun güvenliği ve yerel esnafın turistlere yönelik tutum ve davranışları olarak belirlenmiştir.

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ