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Kültür turizminin önemli bir büyüme potansiyeline sahip olduğu görülmektedir. Kültür turizm pazarında ürün ve hizmet sağlayıcıların, planlamacıların ve ilgili paydaşların, kültür turistlerini özelliklerine göre gruplandırarak ihtiyaçlarını en iyi şeklide karşılamaya ve edinecekleri deneyimden memnun kalmalarını sağalmaya çalışmaları oldukça önemlidir. Bu bağlamda çalışmanın amacı kültür turizmine katılan yerli turistlerin motivasyonlarını belirlemek, deneyimlerinin derinliğine ve ilgi düzeylerine göre gruplara ayırarak motivasyon farklılıklarını incelemektir. Çalışma Kapadokya’ya paket turla gelen yerli turistlere yönelik yapılmıştır. 389 kişi ile yüz yüze anket yöntemi ile yapılan araştırmada “amaçlı derin deneyimli”, “gezen yüzeysel deneyimli”, “sıradan yüzeysel deneyimli”, “kazara yüzeysel deneyimli”, “rastlantısal derin deneyimli” kültür turisti olmak üzere beş tipoloji belirlenmiştir. Destinasyon yöneticilerinin, seyahat acentelerinin ve diğer paydaşların farklı gruplardaki kültür turistlerinin istek ve ihtiyaçlarını karşılamaya yönelik çalışmaları önerilmektedir.
Cultural tourism has a significant potential for growth. In the cultural tourism market, it is very important that product and service providers, planners and relevant stakeholders, by grouping cultural tourists according to their characteristics, try to meet their needs in the best way and ensure that they are satisfied with the experience they acquire. The aim of the study in this context is to identify the motivations of local tourists who participate in cultural tourism, to study the motivation differences by dividing them into groups according to the depth of their experiences and interest levels. The work is aimed at local tourists who come to Kapadokya with a package tour. The study, conducted with 389 people face-to-face survey method, identified five typologies, including “massive profound experience”, “going surface experience”, “ordinary surface experience”, “casual surface experience”, “rastantly profound experience” cultural tourists. It is recommended that destination managers, travel agencies and other stakeholders work to meet the needs and needs of cultural tourists in different groups.
Cultural tourism is being seen as having considerable growth potential. It is very important that policy-makers, suppliers and relevant stakeholders try to better understand the cultural tourism market by attempting to segment their customers to adapt their offer to the customer’s needs and to ensure that they are satisfied with their experience. In this context, the study aims to determine the motivation of domestic tourists who participate in cultural tourism and to analyze the differences of motivation by segmenting them according to their interest in cultural tourism and depth of experience. The study was carried out for domestic tourists visiting Cappadocia with package tours. Results from 389 completed responses to the face to face survey instrument revealed that five typologies were defined as purposeful with deep experience, sightseeing with shallow experience, casual with shallow experience, incidental with shallow experience and serendipitous with deep experience cultural tourist. It is suggested that destination managers, travel agencies and other stakeholders should better understand the needs and interests of cultural tourists in different groups and meet their wishes and needs accordingly.
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