Pazarlama Karması Elemanlarının Destinasyona Yönelik Davranışsal Niyet Üzerindeki Etkisi: Safranbolu Örneği

Yıl 2023, Sayı: 39, 1 - 13, 30.04.2023

Cenk Murat Koçoğlu , Emrah Yaşarsoy

https://doi.org/10.18092/ulikidince.1133260

Öz

Bu araştırmanın amacı, pazarlama karması elemanlarının Safranbolu’yu ziyaret eden turistlerin davranışsal niyetleri üzerindeki etkisini ortaya koymaktır. Nicel olarak tasarlanan bu araştırmada anket tekniği kullanılmıştır. Örnekleme yöntemi olarak ise tesadüfi olmayan örnekleme yöntemlerinden biri olan kolayda örnekleme yöntemi tercih edilmiştir. Anket formları 511 yerli turiste yüz yüze ortamda uygulanmıştır. Elde edilen veriler sonucunda, katılımcıların destinasyonda sunulan ürün ve hizmetleri yeterli buldukları, bu destinasyonu tekrar ziyaret etmek istedikleri ve ürün ve hizmetlerin fiyatlarını makul buldukları belirlenmiştir. Bunun yanı sıra, katılımcılar Safranbolu’ya yapılan paket turların yeterli olduğunu, çalışanların niteliklerini önemsediklerini ve yerel halkı misafirperver bulduklarını ifade etmişlerdir. Araştırmanın amacını belirlemeye yönelik yapılan regresyon analizi sonucunda, ürün ve insan değişkenlerinin destinasyona yönelik davranışsal niyetleri olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Safranbolu, Pazarlama Karması, Davranışsal Niyet

The Influence of Marketing Mix Elements on Behavioral Intentions Towards The Destination: The Case of Safranbolu

Öz

The aim of this research is to reveal the influence of marketing mix elements on the behavioral intentions of tourists visiting Safranbolu. Questionnaire technique was used in this research, which was designed as quantitative. Convenience sampling method, which is one of the non-random sampling methods, was preferred as the sampling method. Questionnaire forms were implemented to 511 domestic tourists in a face-to-face environment. As a result of the data obtained, it was determined that the participants found the products and services offered in the destination sufficient, they wanted to visit this destination again, and they found the prices of the products and services reasonable. Moreover, the participants stated that the package tours to Safranbolu are sufficient, they care about the qualifications of the employees and they find the local people hospitable. As a result of the regression analysis to determine the purpose of the research, it was determined that the product and human variables positively affected the behavioral intentions towards the destination.

Anahtar Kelimeler

Marketing Mix, Behavioral Intentions, Safranbolu

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