Gastronomi turizmi bağlamında Trakya bölgesi şarap turistlerinin motivasyon faktörlerinin belirlenmesive pazar segmentasyonu
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Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
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Yayıncı
Tekirdağ Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Son yıllarda giderek daha popüler hale gelen gastronomi turizmi bir destinasyonu yerel mutfağı üzerinden keşfetmeyi sağlamaktadır. Bu nedenle gastronomi turizminin bir alt dalı olan şarap turizmi de şarap üreten birçok ülke için önemli bir turizm ürünüdür. Şarap turizminde ana motivasyon faktörü şarap olmakla birlikte şarap bölgesinin özniteliklerinden ziyaretçilerin dinlenme ve sosyalleşme gibi isteklerine kadar pek çok faktörün de ziyaretlerin gerçekleşmesinde etkisi olabilmektedir. Bu çalışmanın amacı Trakya Bölgesi şarap turistlerinin temel motivasyon faktörlerinin ve şarap turistlerinin pazar segmentasyonunun belirlenmesidir. Bu doğrultuda Trakya şaraphanelerini ziyaret eden şarap turistlerinden 399 kişiyle yüz yüze anket çalışması yapılmıştır. Elde edilen veriler; Tanımlayıcı İstatistik Yöntemleri, t-Testi, ANOVA Testi, Mann Whitney U Testi, Kümeleme Analizi, Faktör Analizi, Hiyerarşik Regresyon Analizi ve Multinominal Lojistik Regresyon Analizi ile test edilmiştir. Sonuç olarak Trakya şaraphanelerini ziyaret eden şarap turistlerinin motivasyonlarının Eğitim Deneyimi, Şarap Ürünü, Şaraphane Varlığı, Bağ Estetiği, Sosyalleşme ve Destinasyon Çekiciliği olmak üzere altı faktörden etkilendiği belirlenmiştir. Ek olarak Trakya şaraphaneleri ziyaret eden şarap turistlerinin şarap severler, şarapla ilgili olanlar, şarap acemileri ve takılanlar (ilgisiz) olarak profillere ayrıldığı saptanmıştır.
Gastronomy tourism, which has become increasingly popular in recent years, enables a destination to be explored through its local cuisine. For this reason wine tourism, which is a sub-branch of gastronomy tourism, is an important tourism product for many wine producing countries. Although the main motivational factor in wine tourism is wine, many factors ranging from the attributes of the wine region to the visitors' wishes such as relaxation and socialisation may also have an impact on the realisation of visits. The aim of this study is to determine the main motivational factors and the market segmentation of wine tourists in Thrace Region. For this purpose a face-to-face survey was conducted with 399 wine tourists who visited Thrace wineries. The data obtained were tested with Descriptive Statistical Methods, t-Test, ANOVA Test, Mann Whitney U Test, Cluster Analysis, Factor Analysis, Hierarchical Regression Analysis and Multinomial Logistic Regression Analysis. As a result, it was determined that the motivation of wine tourists visiting Thracian wineries is affected by six factors: Educational Experience, Wine Product, Winery Presence, Vineyard Aesthetics, Socialisation and Destination Attractiveness. In addition, it was determined that wine tourists visiting Thrace wineries were divided into profiles as wine lovers, wine enthusiasts, wine novices and hangers-on (uninterested).
Gastronomy tourism, which has become increasingly popular in recent years, enables a destination to be explored through its local cuisine. For this reason wine tourism, which is a sub-branch of gastronomy tourism, is an important tourism product for many wine producing countries. Although the main motivational factor in wine tourism is wine, many factors ranging from the attributes of the wine region to the visitors' wishes such as relaxation and socialisation may also have an impact on the realisation of visits. The aim of this study is to determine the main motivational factors and the market segmentation of wine tourists in Thrace Region. For this purpose a face-to-face survey was conducted with 399 wine tourists who visited Thrace wineries. The data obtained were tested with Descriptive Statistical Methods, t-Test, ANOVA Test, Mann Whitney U Test, Cluster Analysis, Factor Analysis, Hierarchical Regression Analysis and Multinomial Logistic Regression Analysis. As a result, it was determined that the motivation of wine tourists visiting Thracian wineries is affected by six factors: Educational Experience, Wine Product, Winery Presence, Vineyard Aesthetics, Socialisation and Destination Attractiveness. In addition, it was determined that wine tourists visiting Thrace wineries were divided into profiles as wine lovers, wine enthusiasts, wine novices and hangers-on (uninterested).
Açıklama
Anahtar Kelimeler
Turizm, Tourism, Ziraat, Agriculture, İşletme, Business Administration
