Abstract:

The pull factors play an important role in effectively marketing a tourist destination. Therefore, the purpose of the study was to determine the pull factors that affected the foreign tourists' choice of Bodrum as their holiday destination. The study used the questionnaire technique in order to collect the data from the foreign tourists visiting the Bodrum destination in 2019. The frequency analysis and statistical tests such as reliability analysis, factor analysis, t-test and variance analysis were applied to the data obtained through the survey. As a result of the factor analysis, the pull factors affecting the foreign tourists' preferences of Bodrum were found out as being price, accessibility, promotion and marketing, service quality, safety and security. Among these pull factors that affected the choice of holiday destination for foreign tourists, safety and security were identified as the most important factor. This result suggests that the pull factor of safety and security were effective in choosing Bodrum as a tourist destination.

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