Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul
The purpose of this study is to analyze and segment tourists who visit Istanbul and to identify tourist profiles based of those demographic and travel characteristic. The questionnaire, in four languages (German, English, Russian and Turkish) was applied by the researcher to departing tourists betw...
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| Format: | Article |
| Language: | English |
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EconJournals
2015-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/1484 |
| _version_ | 1797921071436922880 |
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| author | Sevda Sahilli Birdir |
| author_facet | Sevda Sahilli Birdir |
| author_sort | Sevda Sahilli Birdir |
| collection | DOAJ |
| description |
The purpose of this study is to analyze and segment tourists who visit Istanbul and to identify tourist profiles based of those demographic and travel characteristic. The questionnaire, in four languages (German, English, Russian and Turkish) was applied by the researcher to departing tourists between 13-18 January, 2015 at Istanbul International Airport using face to face technic. A total of 508 usable questionnaires were collected and analyzed applying arithmetic mean, t-test, crosstabulation, ANOVA, factor analysis, k-means cluster and multiple correspondence analysis. Factor analysis revealed six different factors among tourists visiting Istanbul. “Destination security” have been identified as the most important factor affecting tourists visiting Istanbul. Then, K-Means Cluster method was applied and produced three meaningful market segments. The clusters are named “natural beauty and information seekers”, “price sensitives” and “independents”. Finally, Multiple Correspondence Analysis was applied to identify statistical relationship among these clusters.
Keywords: Segmentation; Factor Analysis; K-Means Cluster Analysis; Multiple Correspondence Analysis; Tourist profile
JEL Classifications: L83
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| first_indexed | 2024-04-10T14:11:50Z |
| format | Article |
| id | doaj.art-27dd8322624c4151899f18cf6d9ee339 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:11:50Z |
| publishDate | 2015-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-27dd8322624c4151899f18cf6d9ee3392023-02-15T16:09:42ZengEconJournalsInternational Review of Management and Marketing2146-44052015-10-0154Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of IstanbulSevda Sahilli Birdir0Mersin University The purpose of this study is to analyze and segment tourists who visit Istanbul and to identify tourist profiles based of those demographic and travel characteristic. The questionnaire, in four languages (German, English, Russian and Turkish) was applied by the researcher to departing tourists between 13-18 January, 2015 at Istanbul International Airport using face to face technic. A total of 508 usable questionnaires were collected and analyzed applying arithmetic mean, t-test, crosstabulation, ANOVA, factor analysis, k-means cluster and multiple correspondence analysis. Factor analysis revealed six different factors among tourists visiting Istanbul. “Destination security” have been identified as the most important factor affecting tourists visiting Istanbul. Then, K-Means Cluster method was applied and produced three meaningful market segments. The clusters are named “natural beauty and information seekers”, “price sensitives” and “independents”. Finally, Multiple Correspondence Analysis was applied to identify statistical relationship among these clusters. Keywords: Segmentation; Factor Analysis; K-Means Cluster Analysis; Multiple Correspondence Analysis; Tourist profile JEL Classifications: L83 https://econjournals.com/index.php/irmm/article/view/1484 |
| spellingShingle | Sevda Sahilli Birdir Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul International Review of Management and Marketing |
| title | Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul |
| title_full | Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul |
| title_fullStr | Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul |
| title_full_unstemmed | Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul |
| title_short | Segmentation of Tourist Using Demographic and Travel Characteristics: The Case of Istanbul |
| title_sort | segmentation of tourist using demographic and travel characteristics the case of istanbul |
| url | https://econjournals.com/index.php/irmm/article/view/1484 |
| work_keys_str_mv | AT sevdasahillibirdir segmentationoftouristusingdemographicandtravelcharacteristicsthecaseofistanbul |