Aytuğ ARSLAN, Hakan BOZ, Özer YILMAZ, Burçin BOZ

DESTİNASYON KARAR VERME SÜRECİNDE RİSKTEN KAÇINMA VE YENİLİK ARAMA DAVRANIŞI ARASINDAKİ İLİŞKİ

Turizm endüstrisi ülkelerin ekonomilerine büyüt katkı sağlamaktadır. Aynı zamanda, bölgesel gelir dağılımının dengelenmesine de yardımcı olmaktadır. Turizm harcamaları doğrudan gelirler dışında ülkelerin ekonomisi üzerinde çarpan etkisine sahiptir. Ancak, turizm sektöründe talepte önemli dalgalanmalar olmaktadır. Bu durum turizm gelirlerine büyük ölçüde bağlı destinasyonları olumsuz yönde etkileyebilmektedir. Destinasyona yönelik talebi etkileyen önemli faktörlerden biri turistlerin risk algılarıdır. Bu çalışmanın ana amacı destinasyon seçiminde risk algısının etkisini belirlemektir. Bu amaçla, çalışma potansiyel yerli turistlerin güvenliğe ilişkin riskleri nasıl algıladıkları ve destinasyon karar verme sürecinde nasıl tepki verdiklerini anlamak için gerçekleştirilmiştir. Araştırma yapılandırılmış anket şeklinde 163 katılımcıya uygulanmıştır. Çalışmanın sonucu farklı psikografik gruplarda yenilik arama davranışının farklılıklar göstereceğini ortaya koymuştur. Kendini risk alan biri olarak tanımlamayan ya da nadiren yeni bir şeyi deneyen ve daha önce tanımadığı bir destinayonda tatil yapma fikrinden mutluluk duymayan potansiyel turistler arasında destinasyon seçimi bakımından yenilik arama davranışının düşük olduğu tespit edilmiştir. Bu kişiler için riskten kaçınma arttıkça, yenilik arama davranışı azalmaktadır.

Anahtar Kelimeler:

Turizm, Pazarlama, Risk Algısı, Yenilik Arama Davranışı

THE RELATIONSHIP BETWEEN RISK AVOIDANCE AND NOVELTY SEEKING BEHAVIOUR IN DESTINATION DECISION MAKING

The tourism industry makes great contribution to the countries’ economies. At the same time, it helps to balance regional income distribution. Tourist spending has multiplier effect on the host country's economy apart from the direct revenues. However, there are significant fluctuations in demand in the tourism sector. This situation can adversely affect destinations which are largely dependent on tourism revenues. One of the important factors affecting demand related to destinations is the risk perceptions of the tourists. The main aim of this study is to determine the effect of risk perception on destination choice behaviour. For this purpose, the study was carried out to understand how potential domestic tourists perceive the risks related to security and respond to them in terms of destination decision making. The survey which was conducted in the form of a structured questionnaire was applied to 163 participants. The result of the study reveals that the different psychographic groups would exhibit differences in novelty seeking behaviour. It was determined that the novelty seeking behaviour in terms of destination choice was low among the potential tourists who would not define themselves as risk-taker or seldom the first person to try anything new, and not happy with having holiday at unfamiliar destination. For those persons, when the risk aversion increases, the novelty seeking behaviour decreases.

Keywords:

Tourism, Marketing, Risk Perception, Novelty Seeking Behaviour,

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