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Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul

Author

Listed:
  • Sevda Sahilli Birdir

    (Department of Tourism, Faculty of Tourism, Mersin University, Mersin, Turkey)

Abstract

The purpose of this study is to analyze and segment tourists who visit Istanbul and to identify tourist profiles based of those demographic and travel characteristic. The questionnaire, in four languages (German, English, Russian and Turkish) was applied by the researcher to departing tourists between 13 and 18 January, 2015 at Istanbul International Airport using face to face technic. A total of 508 usable questionnaires were collected and analyzed applying arithmetic mean, t-test, crosstabulation, ANOVA, factor analysis, k-means cluster and multiple correspondence analysis. Factor analysis revealed six different factors among tourists visiting Istanbul. “Destination security” have been identified as the most important factor affecting tourists visiting Istanbul. Then, K-means cluster method was applied and produced three meaningful market segments. The clusters are named “natural beauty and information seekers,” “price sensitives” and “independents.” Finally, multiple correspondence analysis was applied to identify statistical relationship among these clusters.

Suggested Citation

  • Sevda Sahilli Birdir, 2015. "Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul," International Review of Management and Marketing, Econjournals, vol. 5(4), pages 221-229.
    • Handle: RePEc:eco:journ3:2015-04-04
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    Citations

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    Cited by:

    1. Eleni Mavragani & Paraskevi Nikolaidou & Efi Theodoraki, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," Post-Print hal-02458464, HAL.
    2. Conrado Carrascosa-López & Mauricio Carvache-Franco & José Mondéjar-Jiménez & Wilmer Carvache-Franco, 2021. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
    3. Mavragani, Eleni & Nikolaidou, Paraskevi & Theodoraki, Efi, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," MPRA Paper 93526, University Library of Munich, Germany.

    More about this item

    Keywords

    Segmentation; Factor Analysis; K-Means Cluster Analysis; Multiple Correspondence Analysis; Tourist Profile;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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