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Satis gelistirme, tuketici tercihleri, turizm, Istanbul

  • Yasin OZASLAN

    ()

    (Yalova Universitesi, Yalova Meslek Yuksekokulu, Turizm ve Otel Isletmeciligi Bolumu)

  • Ramazan Pars SAHBAZ

    ()

    (Gazi Universitesi, Turizm Fakultesi, Turizm Isletmeciligi Bolumu)

Registered author(s):

    Bu calisma; turizm sektorunde, satis gelistirme faaliyetlerinin tuketici tercihlerine etkisini olcmeyi amaclamaktadir. Calisma, Antalya’dan sonra ikinci en onemli turizm merkezimiz olan Istanbul’da yapilmistir. Bu calismanin evrenini, 2010 yilinda Istanbul’a gelen yabanci turistler olusturmaktadir. Alan arastirmasina dayali bu calismada, birincil veri toplama yontemi olarak anket kullanilmistir ve anket uc bolumden olusmaktadir. Anketin birinci bolumunde; katilimcilarin demografik ozelliklerine iliskin degiskenleri tespit etmeye yonelik sorulara yer verilmistir. Ikinci bolumde; katilimcilarin tatillerine iliskin degiskenleri tespit etmeye yonelik sorulara yer verilmistir. Anketin son bolumunde ise; katilimcilarin satis gelistirme faaliyetlerine iliskin goruslerinin tespitine yonelik ifadelere yer verilmistir. 2010 yilinda toplam 289 yabanci turistin ankete iliskin goruslerinden elde edilen veriler SPSS 16,0 programi araciligiyla analiz edilmistir. Diger taraftan, ankete katilanlarin satis gelistirme faaliyetlerine iliskin goruslerinin,demografik ve tatilleri ile ilgili ozelliklerine gore anlamli bir farklilik gosterip gostermedigi; iki grup iceren degiskenler icin t-testi ve ikiden fazla grup iceren degiskenler icin tek faktörlü varyans analizi (Anova testi) ile test edilmistir. Tum istatistikî sonuclar, 0,05 anlamlilik duzeyi esas alinarak analiz edilmistir.Arastirma sonuclarinda; egitim durumu, gelir durumu, milliyet, ziyaret sayisi, gelis amaci ve yararlanilan bilgi kaynaklari gibi degiskenlerin turistlerin satis gelistirmeye iliskin goruslerinde anlamli bir farkliliga neden oldugu tespit edilirken, diger degiskenlerle satis gelistirmeye iliskin gorusler arasinda anlamli bir farklilik olmadigi tespit edilmistir.

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    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 13 (2013)
    Issue (Month): 1 ()
    Pages: 83-97

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    Handle: RePEc:ege:journl:v:13:y:2013:i:1:p:83-97
    Contact details of provider: Web page: http://iibf.ege.edu.tr/ENG/

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