Yaşlı Turistlerin Otel İşletmelerinde Önem Verdiği Ürün ve Hizmetler: Alman, İngiliz ve Hollandalı Turistlere Yönelik Bir Karşılaştırma

Yıl 2014, Cilt: 25 Sayı: 1, 62 - 74, 01.06.2014

Tahir Albayrak , Meltem Caber , Müjde Bideci

https://doi.org/10.17123/atad.vol25iss110847

Cited By: 1

Öz

Dünya nüfusu içindeki payları ve satınalma güçleri giderek artan yaşlılar, turizm sektörü açısından önemli bir pazar bölümü haline gelmiştir. Günümüzde yaşlı turistler, kendilerinden önceki nesillere kıyasla daha aktif; yaşam kaliteleri ve tüketici bilinci daha yüksek kişilerdir. Bu sebeple otel işletmeciliği gibi bünyesinde birçok ürün ve hizmeti barındıran işletmeler açısından bu pazar bölümünün özellikli istek ve beklentilerinin anlaşılabilmesi, müşteri memnuniyetinin sağlanabilmesi ve küresel rekabete cevap verilebilmesi için bir gerekliliktir. Bu çalışmada yaşlı turistlerin genel olarak otel işletmelerinde önem verdikleri ürün ve hizmetler, hem iki alt yaş grubuna (50-64 yaş arası, 65 yaş ve üzeri), hem de milliyete bağlı olarak karşılaştırılmıştır. Bu amaçla Antalya ilinde faaliyet gösteren beş yıldızlı otellerde konaklayan 1150 Alman, İngiliz ve Hollandalı yaşlı turistten veri toplanmıştır. Elde edilen sonuçlara göre, tüm yaş ve milliyet grupları için genel temizlik ile personelin tutum ve davranışları ile ilgili özellikler en fazla önem taşıyan hususlardır.

ABSTRACT

Senior people, whose share in the world population and power of purchasing are gradually increasing, have become an important market segment for tourism sector. Nowadays, senior tourists are the people who more active than the generations before themselves; have higher quality of life and consumer awareness. Therefore, it is a need to understand the specific needs and expectations of this market segment for the enterprises such as hotels that
contain many products and services inside of their structures, for achieving customer satisfaction and responding the global competition. In this study, hotel products and services that senior tourists generally give importance were compared both by two sub-age groups (between 50-64 years, 65 and above years) and nationality. With this purpose, data were obtained from 1150 German, British and Dutch senior tourists who had been accommodating
at the five star hotels in Antalya. According the results, general cleanliness and the attributes related to staff attitude and behaviour are the most important factors for all age and nationality groups.

Anahtar Kelimeler

-

Kaynakça

• Alegre, J., Cladera, M. ve Sard, M. (2011). Analysing the Influence of Tourist Motivations on Tourist Expenditure at a Sun-and-Sand Destination, Tourism Economics, 17 (4): 813-832.
• Avcıkurt, C. (2003). The Mature Age Market in Europe and its Influence on Tourism, Balıkesir Üniversitesi Sosyal Bilimler Dergisi, 6 (9): 141-157.
• Badinelli, K., Davis, N. ve Gustin, L. (1991). Senior Travel Study, Hotel and Motel Management, 206: 31-34.
• Batra, A. (2009). Senior Pleasure Tourists: Examination of Their Demography, Travel Experience, and Travel Behavior upon Visiting the Bangkok Metropolis, International Journal of Hospitality & Tourism Administration, 10: 197-212.
• Callan, R. J. ve Bowman, L. (2000). Selecting a Hotel and Determining Salient Quality Attributes: A Preliminary Study of Mature British Travellers, International Journal of Tourism Research, 2: 97-118.
• Chen, K-H., Liu, H-H. ve Chang, F-H. (2013). Essential Customer Service Factors and the Segmentation of Older Visitors
• within Wellness Tourism based on Hot Springs Hotels, International Journal of Hospitality Management, 35: 122-132.
• Chu, R.K.S. ve Choi, T. (2000). An Importance-Performance Analysis of Hotel Selection Factors in the Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers, Tourism Management, 21: 363-377.
• Esichaikul, R. (2012). Travel Motivations, Behavior and Requirements of European Senior Tourists to Thailand, PASOS: Revista de Turismo y Patrimonio Cultural, 10 (2): 47-58.
• Fleischer, A. ve Pizam, A. (2002). Tourism Constraints among Israeli Seniors, Annals of Tourism Research, 29: 106-123.
• Gram, M. ve Smed, K.M. (2011). We can Dink Our Coffee More Slowly. Discursive Uses of Age in Relation to Holiday Consumption - Examples among Danish and German Mature Travellers, e-Journal of Applied Psychology: Clinical and Social Issues, 7 (1): 2-7.
• Gustin, M. E. ve Weaver, P. A. (1993). The Mature Market: Underlying Dimensions and Group Differences of a Potential Market for the Hotel Industry, FIU Hospitality Review, 11 (2): 45-59.
• Güler, Ç. (1998). Yaşlılıkta Tanımlar ve Yaşlılık Üstüne Söylenenler, Geriatri- Turkish Journal of Geriatrics, 1 (2): 105.
• Hartman, J. D. ve Qu, H. (2007). The Senior Travel Market: Do’s and Don’ts, Journal of Quality Assurance in Hospitality & Tourism, 8 (2): 67-81.
• Horneman, L., Carter, W.R, Wei, S. ve Ruys, H. (2002). Profiling the Senior Traveler: An Australian Perspective, Journal of
• Travel Research, 41: 23-37.
• Hudson, S. (2010). Wooing Zoomers: Marketing to the Mature Traveler, Marketing Intelligence & Planning, 28 (4): 444-461.
• Hunter-Jones, P. ve Blackburn, A. (2007). Understanding the Relationship Between Holiday Taking and Self-assessed Helath: An Exploratory Study of Senior Tourism, International Journal of Consumer Studies, 31: 509-516.
• Jang, S-C. (Shawn) ve Wu, C-M.E. (2006). Seniors’ Travel Motivation and the Influential Factors: An Examination of Taiwanese
• Seniors, Tourism Management, 27: 306-316.
• Jang, S. C. (Shawn) ve Ham, S. (2009). A Double-Hurdle Analysis of Travel Expenditure: Baby Boomer Seniors versus Older Seniors, Tourism Management, 30: 372-380.
• Jang, S. C. (Shawn), Bai, B., Hu, C., Mei, C. ve Wu, E. (2009). Affect, Travel Motivation, and Travel Intention: A Senior Market, Journal of Hospitality & Tourism Research, 33: 51-73.
• Javalgi, R. G., Thomas, E. G. ve Rao, S. R. (1992). Consumer Behaviour in the US Pleasure Travel Marketplace: An Analysis of Senior and Nonsenior Travellers, Journal of Travel Research, 31: 14-19.
• Kim, Y-S., Raab, C. ve Bergman, C. (2010). Restaurant Selection Preferences of Mature Tourists in Las Vegas: A Pilot Study, International Journal of Hospitality & Tourism Administration, 11 (2): 157-170.
• Kim, Y-S., Bergman, C. ve Raab, C. (2010). Factors That Impact Mature Customer Dining Choices in Las Vegas, Journal of Food Service Business Research, 13 (3): 178-192.
• Kotler, P., Bowen, J. ve Makens, J. (1996). Marketing for Hospitality and Tourism. Upper Saddle River, NJ: Prentice Hall.
• Lee, T. J., Cho, H. ve Ahn, T-H. (2012). Senior Citizen Satisfaction with Restaurant Service Quality, Journal of Hospitality Marketing & Management, 21 (2): 215-226.
• Lee, L. Y-S., Tsai, H. ve Tsang, N. K. F. (2012). Selection of Outbound Package Tours: The Case of Senior Citizens in Hong Kong, Journal of China Tourism Research, Special Issue: Chinese Consumer Behaviors and Psychology in Tourism Settings, 8 (4): 450-468.
• Lewis, H. G. (1996). Another Look at the Seniors Market, Direct Marketing, Mart 1: 20-23.
• Littrell, M. A., Paige, R. C. ve Song, K. (2004). Senior Travellers: Tourism Activities and Shopping Behaviours, Journal of Vacation Marketing, 10 (4): 348-362.
• Marvel, M. (1999). Competing in Hotel Services For Seniors, International Journal of Hospitality Management, 18 (3): 235-243.
• Mohsin, A. ve Lockyer, T.(2009). Customer Perceptions of Service Quality in Luxury Hotels in New Delhi, India: An Exploratory Study, International Journal of Contemporary Hospitality Management, 22 (2): 160-173.
• Mungall, A., Schegg, R. ve Courvoisier, F. (2010). Exploring Communication and Marketing Strategies for Senior Travelers, İçinde Joseph S. Chen Var (Editor) Advances in Hospitality and Leisure (ss. 6: 59-82). Emerald Group Publishing Limited.
• Özdipçiner, S. N. (2009). A Study of Travel Satisfaction on Elderly German Travelers to Bodrum, Pakistan Journal of Social Sciences, 6 (5): 268-276.
• Özdipçiner, S. N. (2010). Yaşlı Alman Turistlerin Tatil Tatmini: Hastalık ve Çalışma Durumlarına İlişkin Bir Araştırma, International Journal of Economic and Administrative Studies, 2 (4): 25-40.
• Patterson, I. (2007). Information Sources Used by Older Adults for Decision Making about Tourist and Travel Destinations, InternationalJournal of Consumer Studies, 31 (5): 528-533.
• Reece, W. S. (2004). Are Senior Leisure Travelers Different?, Journal of Travel Research, 43: 11-18.
• Riley, M. W. ve Riley, J. (1986). Longevity and Social Structure: The Potential of the Added Years, (A.Pifer ve L.Bonte (Ed.), Our Aging Society: Paradox and Promise, New York: NY. W.W. Norton.
• Sangpikul, A. (2008a). Travel Motivations of Japanese Senior Travellers to Thailand, International Journal of Tourism Research,
• : 81-94.
• Sangpikul, A. (2008b). A Factor–Cluster Analysis of Tourist Motivations: A Case of U.S. Senior Travellers, Tourism, 56 (1): 23-40.
• Schitko, D. ve Losekoot, E. (2012). An Investigation of the Attitudes of Travel and Tourism Intermediaries to Mature Travellers, Journal of Tourism, 13 (1): 61-78.
• Seyhun, Ö. K. (2006). Avrupa Birliği’ndeki Demografik Dönüşümün Türkiye’nin Avrupa Birliği’ne Üyeliği Çerçevesinde İş Gücü Piyasalarına Yansıması, Türkiye Cumhuriyet Merkez Bankası Dış İlişkiler Genel Müdürlüğü, Uzmanlık Yeterlilik Tezi, 1-101.
• Shoemaker, S. (1989). Segmentation of the Senior Pleasure Travel Market, Journal of Travel Research, 27: 14-21.
• Shortt, G. ve Ruys, H. (1994). Hotel Security: The Needs of the Mature Age Market, International Journal of Contemporary Hospitality Management, 6 (5): 14-19.
• Silvers, C. (1997). Smashing Old Stereotypes of 50-plus America, Journal of Consumer Marketing, 14: 303-309.
• Śniadek, J. (2006). Age of Seniors- A Challenge for Tourism and Leisure Industry, Studies in Physical Culture and Tourism,
• : 103-105.
• Tümerdem, Y. (2006). Gerçek Yaş, Geriatri- Turkish Journal of Geriatrics, 9 (3): 195.
• Wang, K. C., Chen, J., S. ve Chou, S. H. (2007). Senior Tourists’ Purchasing Decisions in Group Package Tour, Anatolia: An International Journal of Tourism and Hospitality Research, 18 (1): 23-42.
• Wei, S., Ruys, H. ve Muller, T. E. (1999). A Gap Analysis of Perceptions of Hotel Attributes by Marketing Managers and Older People in Australia, Journal of Marketing Practice: Applied Marketing Science, 5 (6/7/8): 200-212.
• WHO (World Health Organisation), (2013). http://www.who.int/ ageing/en/, Erişim tarihi: 16.05.2013.
• Wuest, B., Emenheiser, D. ve Tas, R. R. (2001). Is the Lodging Serving the Needs of Mature Consumers? A Comparison of Mature Travelers’ and Lodging Managers’ Perceptions of Service Needs?, Journal of Hospitality & Leisure Marketing, 8 (3/4): 85-96.