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Turistlerin Satin Alma Kararlarindaki Kültürel Farkliliklar: Türk - Alman Karsilastirmasi

  • Nuray Selma ÖZDIPCINER

    ()

    (Üniversitesi, Denizli Meslek Yüksekokulu, Turizm ve Otel Isletmeciligi Programi)

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    Kültür, satin alma davranisina etki eden önemli faktörlerden biridir. Gerek tüketici davranislari, gerekse kültür üzerine literatürde pek cok arastirma mevcuttur. Ancak her ikisini birlestiren ve belirgin pazarlara yönelik arastirma sayisi oldukca azdir. Bu arastirmanin amaci, Türkler ve Almanlarin tatil satin alma kararlarina iliskin farkliliklarini ortaya koymaktir. Arastirma, 2006 yili yazinda Antalya ilinde, turistlerin otelde konakladiklari sirada, yargisal örneklem yöntemi kullanilarak yapilmistir. Arastirma sonucunda turistlerin milliyet, cinsiyet, medeni durum ve konaklama türüne göre satin alma kararlarindaki farkliliklar önemli bulunmustur. Bu arastirma her iki kültüre birlikte hizmet veren isletmecilere, iki grubun farkliliklarini göstermesi acisindan önem tasir. Arastirma sonuclarinin uygulanmasi, isletmecilere pazarin bu bölümleri icin etkin stratejiler olusturma imkâni verebilir.

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

    Volume (Year): 9 (2009)
    Issue (Month): 4 ()
    Pages: 1295-1311

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    Handle: RePEc:ege:journl:v:9:y:2009:i:4:p:1295-1311
    Contact details of provider: Web page: http://iibf.ege.edu.tr/ENG/

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