Özet:

The main objective of this study is to study tourist behavior within the Schwartz Value System. Because Istanbul is a significant tourist attraction, it is intended to be put in front of this work. In order to more tourist satisfaction, it is important to identify tourist behavior in the framework of personal values. It is stated that personal values are very influential in tourist behavior, attracting attention to this area will create a different impression (positive) and create awareness. This research makes it possible to understand tourist behavior from different aspects by evaluating the personal values of tourist behavior in both sociological, cultural and tourist aspects. The method of research; the quality research method, the data collection tool of the research; the technique of document analysis, the technique of data analysis; the technique of visual analysis. The study examined the behavior of tourists, taking into account personal values divided into a total of 10 groups in the Schwartz values system. As a result, a clear understanding of tourists’ thoughts, behaviors, feelings and attitudes is considered important in ensuring tourists’ satisfaction and loyalty.

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