Yabancı Turistlerin Tipolojilerine Göre Seyahat Sağlık Risk Algıları ve Önleme Davranışlarının Belirlenmesi
Travel Health Risk Perceptions of Foreign Tourists by Their Typologies and Determination of Prevention Behavior

Summary/Abstract: This study aims to determine the benefits expected by foreign tourists visiting Turkey from their holidays.We aimed to create market segmentation for foreign tourists by the determined benefits. Another aim of the study is to identify the health risk perceptions of foreign tourists visiting Turkey about Turkey. In this study,it was also aimed to determine the health-related measures taken by foreign tourists before leaving on vacation. In this context, the concepts of market segmentation and health risk perception were examined in the literature section of the study in detail. In the application section of the study, on the other hand, the questionnaire form was used as a data collection tool. The questionnaires were conducted in German,Russian, English, and Turkish languages between June-October 2019 in İstanbul, Antalya, and İzmir airports with the highest number of tourist entrance and exit. We have reached 851 tourists and we have asked the questionnaire items using the face-to-face method. In the study, descriptive statistics such as arithmetic mean, median, mode, and standard deviation were used to analyze the data. In addition, analyzes such as factor analysis, cluster analysis, and discriminant analysis were also used. Six benefit factors were determined as a result of the analysis made in the study. Cluster analysis was applied to six factors determined and four market segments were obtained in the sequel. The names of the four market segments were decided as follows respectively: “Tourists Seeking for Sea-Sand-Sun Benefit”, “Tourists Seeking for Cultural Benefit”, “Tourists Demanding Means of Communication and Transportation, and “Tourists Seeking for Economic, Safety, and Comfort”. Besides, it was found that tourists consider Turkey safe in terms of health risks. When tourists were asked to rate the health risk they perceive in Turkey, it was seen that the vast majority of tourists checked the option of least risk. It was determined that the vast majority of tourists did not receive any health advice before arriving in Turkey.

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