Abstract:

Search for innovation is one of the most important topics in terms of understanding tourist motivations and behaviors. In the study of the literature, it has been found that the topic of innovation is assessed in terms of some other types of tourists, but one of the main motivations is that the topic is not studied in terms of cultural tourists who are looking for innovation. The main objective of the study at this point is to determine the levels of innovation search for local cultural tourists and to identify the preferential differences between cultural tourists with different levels of innovation search. Assaker vd in measuring the level of innovation search of participants. The innovation search scale developed by (2011, 2013, 2014) was used and developed by the survey was applied on the sample of the indigenous culture tourist academics. Data collection activities were carried out online in May 2018 and a sample of 563 people was reached. Identificative analyses, factor analysis, aggregation analysis and ANOVA have been applied to the obtained data. The findings show that the innovation search scale is a two-factor structure, the academic culture shows that tourists’ innovation search levels are quite high. It has also been found that academic cultural tourists can be grouped in the form of middle, high and very high innovations, and there are significant differences between these groups, especially in terms of preferences for foreign destinations.