Abstract:

With the impact of today’s globalization and the falling travel costs, the tourism industry offers more destinations alternatives than in previous periods. There are many factors that influence tourists in their choice of destinations. One of these factors is consumer ethnosentrism tendencies. The foundation of consumer ethnicity is the idea that consumers believe in the excellence of their products. Consumer ethnosentrism is the behavior of consumers to prefer domestic products/services instead of foreign products/services. In this study, the relationship between the demographic variables of the participants and the ethnosentrism trends and the impact of the ethnosentrism levels on the intention of local destination choice in the context of tourist purchases. Method - The study first created the conceptual framework by making literature scan, Cetscale and local destination choice intention scales, which were accepted in literature, and the survey form was prepared using the scales. In the framework of the construction validity, the necessary corrections were made after the pilot application, the survey form was ended, sent to the participants through social networks and electronic mail. The 661 survey forms were taken to be evaluated. The data obtained from the survey forms SPSS 22. Analyzed with the 0 program, the reliability analysis of the obtained data, the Anova, the t test, the correlation and regression analysis, the hypotheses were tested. The findings - The study finds a meaningful relationship between consumer ethnosentrism and the intention of choosing a local destination for holiday. Regression analysis results show that consumer ethnosentrism has a positive impact on the intention of choosing a local destination. There was also a significant relationship between the demographic variables of the participants and the ethnosentrism levels. Discussions - According to the results of this study, it can be stated that being aware of the consumer ethnosentrism and tourism purchase decision-making processes can help them make effective decisions in tourism marketing.

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