Yabancı turistlerin satın alma karar sürecinde kültürel varlıkların etkisi: Konya örneği

Abstract

Her sektörde olduğu gibi turizm sektöründe de son yıllarda yaşanan ekonomik ve teknolojik gelişmelerin etkisiyle tüketim algısında ve davranışlarda değişiklikler ortaya çıkmıştır. Sürdürülebilir turizm anlayışının gelişmesi, kaynakların hızla azalması ve niteliklerinin bozulması sonucu çevresel değerlere olan sorumluluk bilincinin artması, klasik tatil anlayışının yerini alternatif turizm türlerinin alması gibi nedenler insanların farklı arayışlar içine girmesine neden olmuştur. Farklı kültürleri tanıma ve yeni yerler keşfetme amacıyla seyahat eden turistlerin bu hareketleri kültür turizmini ve kültürel varlıkları, seyahat kararlarında etkili olan iki önemli değişken haline getirmiştir. Bu çalışmada, Konya’yı kültürel amaçlarla ziyaret eden yabancı turistlerin satın alma karar sürecinde kültürel varlıkların etkisine ilişkin görüşlerinin belirlenmesi ve değerlendirilmesi temel amaçtır. Bu doğrultuda Konya’yı ziyaret eden yabancı turistler araştırmanın evrenini oluşturmaktadır. Anket yöntemiyle toplanan verilerin analizinde faktör analizi, frekans-yüzde dağılımları, aritmetik ortalama ve standart sapma değerleri kullanılmıştır. Araştırmada toplanan verilerin analiz edilmesiyle elde edilen bulgulara göre, turistlerin satın alma karar sürecinde kültürel varlıkların etkisine ilişkin görüşleri olumludur. Bununla birlikte, turistlerin satın alma karar sürecinin ihtiyacın ortaya çıkması ve alım sonrası davranışlar aşamalarını daha fazla önemsedikleri ifade edilebilir.

In today’s rapidly changing and globalizing world, the consumption phenomenon becomes more widespread and intense day by day. Old values, lifestyles, desires and exceptions are rapidly replaced by new tendencies and ideas. Now, individuals act in order to obtain products unique to them instead of using products that are used by everybody; therefore approaches addressed towards individual needs become more prevalent than approaches addressed towards social needs. On one hand, an individual who wants to satisfy his/her needs through the purchase decision he/she makes, also shapes the making of a series of economic decisions concerning which consumption elements shall be used in which levels, combination ratios of consumption factors and in which frequency and in line with which requirements the products and services shall be offered. Economical and technological developments experienced in the increasing global competition environment have caused changes in the consumption perception and acts related to the tourism sector, just as it is the case with every sector. The development of sustainable tourism mentality, the increase in the sense of responsibility towards environmental values due to the fast reduction and degradation of sources, and the classic vacation mentality being replaced by alternative types of tourism have caused people to plunge into different quests. These acts of tourists who travel in order to get acquainted with new cultures and discover new places have rendered cultural tourism and cultural assets two important variables which influence travel decisions. People have travelled to historically interesting areas since centuries, but cultural and heritage tourism has only been shown as a certain tourism market since the last two decades. Cultural tourism, which satisfies the demands of the developing and segmented tourism market and which enables the creation of differentiated tourism products, is defined as overall activities of tourists travelling with the purpose of acquiring information on values pertaining to historical cultures, arising from their usage of products and services having cultural appeal, during these travels of theirs. Cultural tourism, which becomes more important day by day by courtesy of the tourists’ interests towards cultural values and cultural heritage became a type of alternative tourism which is realized due to the travelling of people for desires such as communing with the nature, seeing still uncovered tourism areas and getting acquainted with different cultures. Especially in recent years, the number of tourists travelling on cultural purpose has increased, and continues to increase more and more. According to World Tourism Organization data, cultural tourism is among the tourism types displaying most development and the continuity of this development is envisaged.