Abstract:

Examining consumers behaviours, within the scope of marketing, is important for the all sectors. If the hotel chosen for relaxing has an uncomfortable bed and a broken air-conditioner then it means that there is a problematic case because of the hotel causing the core competence accomodation service inconvenient. It is also a problem when it comes to a mistakenly booked seat by the window on a plane or aisle seat on a coach. Both the subject and the aim of this study are determined on the basis of how tourists have their holiday on the basis of these problems. Face to face meetings were carried out and thanks to coding the interviews and the categorization of these dimensions resulted by clasifying in terms of category and, 6 cetagory and 17 subcategory are determined under Hedonic Shopping Tendency theme; a total of 1 category and 4 subcategories were identified under the theme of Utilitarian Shopping Tendency theme. Having been calculated the frequency of Hedonic and Utilitarian Tendencies, both of them are concluded to be affective at the same level, but the former being chosen more by tourist. So, the study is important in this context.

Keywords: