NOVELTY SEEKING BEHAVIOR IN DESTINATION DECISION MAKING

Year 2018, Issue: 30, 29 - 40, 15.01.2018

Aytuğ Arslan , Özer Yılmaz , Hakan Boz

Abstract

The number of the tourists attending the tourism activities based on culture, nature and gastronomy -important parts of
alternative tourism- is increasing gradually. Differentiated consumption patterns depending on the developments in the
tourism activities and the changes in common tourist type makes it necessary to analyse buying behavior of the tourists. In
this study, novelty seeking behavior of the tourists in destination decision making is discussed conceptually together with
destination development and tourist profiles, and the novelty seeking behavior of the tourists taking part in cultural, natural,
and gastronomy tourism is analysed with PLS 2.0 and AMOS 22 programmes using Structural Equation Modelling. As a result
of the research, it is determined that the more the tourists are interested in cultural and natural heritage tourism, the more
they exhibit novelty seeking behavior. It is seen that their desire to go for a vacation in the destination with different culture
and life-style where they have never visited is high.

Keywords

Cultural Tourism, Novelty Seeking Behavior, Destination Marketing

DESTİNASYON SEÇİMİNDE YENİLİK ARAMA DAVRANIŞI

Abstract

Alternatif turizm çeşidinin önemli bir parçasını oluşturan kültür, doğa ve gastronomi temelli turizm faaliyetlerine katılan
turist sayısı giderek artmaktadır. Turizm faaliyetlerinde yaşanan gelişmelere ve alışılmış turist tipindeki değişimlere bağlı
olarak farklılaşan tüketim kalıpları turistlerin satın alma davranışlarının incelenmesini gerekli kılmıştır. Bu çalışmada turistlerin
destinasyon seçiminde yenilik arama davranışı destinasyon gelişimi ve turist profilleri üzerinden kavramsal olarak ele alınmış
ve kültür, doğa ve gastronomi turizmine katılan turistlerin yenilik arama davranışı PLS 2.0 ve AMOS 22 programları kullanılarak,
Yapısal Eşitlik Modellemesi aracılığıyla analiz edilmiştir. Yapılan araştırma sonucunda, turistlerin kültür ve doğa turizmine
yönelik ilgisi arttıkça daha fazla yenilik arama davranışı içinde oldukları tespit edilmiştir. Bu kişilerin farklı kültüre, yaşam
tarzına sahip daha önce görmedikleri bir destinasyonda tatil yapma isteklerinin yüksek olduğu görülmüştür.

Keywords

Kültür Turizmi, Yenilik Arama Davranışı, Destinasyon Pazarlaması

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