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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2011 / Cilt: 4 - Sayı: 8

MARKET SEGMENTATION OF THE FAMILIES COMING TO ANTALYA BY THE EFFECT OF CHILDIREN ON VACATION DECISIONS

TATİL KARARLARINDA ÇOCUKLARIN ETKİSİNE GÖRE ANTALYA’YA GELEN AİLELERİN PAZAR BÖLÜMLERİNE AYIRILMASI

A. Celil ÇAKICI
Vedat İYİTOĞLU
Pages
1–20
Publication Date
2011-12-01
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Cluster analysis revealed three market segments, according to the impact of the children on the holiday decisions; namely “children centered family”, “democratic family” and “parent centered family”.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Today family holiday market constitutes around one third of holiday market and the impact of children on holiday decisions has been gradually increasing.
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Key Findings & Data:For that purpose, a research was conducted on families coming to Antalya for holiday in July-August in 2008 through convenience sampling method.
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Conclusion & Impact:Cluster analysis revealed three market segments, according to the impact of the children on the holiday decisions; namely “children centered family”, “democratic family” and “parent centered family”.
🔬Design:Survey & Empirical Study
📍Scope:2008 Verileri
⚙️Variables:Turizm pazarlaması · Pazar bölümleme · Aile tatili

Abstract

Today family holiday market constitutes around one third of holiday market and the impact of children on holiday decisions has been gradually increasing. Therefore, it is needed to deeply know this market. For that purpose, a research was conducted on families coming to Antalya for holiday in July-August in 2008 through convenience sampling method. As a result of face to face implementation with families waiting at the airport, 574 useable questionnaires were reached. Cluster analysis revealed three market segments, according to the impact of the children on the holiday decisions; namely “children centered family”, “democratic family” and “parent centered family”.

Özet

Günümüzde tatil pazarının yaklaşık üçte birini aile tatil pazarı oluşturmakta ve çocukların tatil kararlarındaki etkisi giderek artmaktadır. Bu nedenle, bu pazar bölümünün daha yakından tanınmasına ihtiyaç duyulmaktadır. Bu amaçla, Antalya’ya tatile gelen aileler üzerinde, 2008 yılı Temmuz-Ağustos aylarında, kolayda örnekleme yöntemiyle bir araştırma yapılmıştır. Havaalanında bekleyen ailelere yüz yüze uygulama sonunda 574 kullanılabilir anket sayısına ulaşılmıştır. Yapılan kümeleme analizi, çocukların tatil kararlarında etkisine göre; “çocuk merkezli aile”, “demokrat aile” ve “ebeveyn merkezli aile” olmak üzere üç farklı aile pazar bölümünü ortaya koymuştur

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Cite This Article

ÇAKICI, A. C., İYİTOĞLU, V. (2011). MARKET SEGMENTATION OF THE FAMILIES COMING TO ANTALYA BY THE EFFECT OF CHILDIREN ON VACATION DECISIONS. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 4 - Sayı: 8, 1–20. https://ajindex.com/articles/372076

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