AĞIZDAN AĞIZA İLETİŞİM KAVRAMININ ÖNEMİ ÜZERİNE KURAMSAL BİR ÇALIŞMA: TURİZM ARAŞTIRMALARI İNCELEMESİ

Yıl 2016, Sayı: 12, 152 - 175, 31.12.2016

Gözde S. Ergün V. Özlem Akgün

Öz

Günümüz pazarlarında sunulan mal ve hizmet çeşitliliğinin çok fazla olması, tüketicilerde kararsızlık yaratmaktadır. Bu kararsızlık tüketicileri çeşitli bilgi kaynaklarına yöneltmekte ve bireyler çevrelerinde bulunan kaynaklardan mal ve hizmetler hakkında bilgi toplama ihtiyacı duymaktadırlar. İletişim araçlarının değişen dünya koşullarında çeşitlenmesi tüketicilerin bilgi toplama ve satın alma karar verme sürecini de etkilemektedir.
Çalışmanın amacı, ağızdan ağıza iletişim kavramının turizm sektöründe tüketici davranışları üzerine etkisinin tartışılmasıdır. Ağızdan ağıza iletişime ilişkin turizm sektöründe yapılan araştırmaların tespiti ile birlikte çalışma, turizm sektörü alanında 2000 ve 2016 yılları arasında akademik dergilerde yayınlanan ağızdan ağıza iletişim konulu makaleleri incelemektedir.

Anahtar Kelimeler

Ağızdan Ağıza İletişim, Turizm, Turist Davranışı

Kaynakça

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