Sürdürülebilir Turizme İlişkin Ziyaretçi Tutumlarının ve Tekrar Ziyaret Niyetlerinin Pazar Bölümlendirme Kriteri Olarak Kullanılması: Kapadokya Bölgesi Örneği

Abstract

The purpose of this study is to separate Cappadocia visitors to market segments according to their attitudes towards sustainable tourism and revisit intention and is to give recommendations to managers in context of defined market segments and features. According to applied twostep cluster analysis which consists of hierarchical cluster analysis and k-means cluster analysis results, groups are acquired homogeneous. Afterwards with ANOVA analysis, segments are found heterogeneous between each other. After clustering results, for all stakeholders of Cappadocia Region, target market segment is significantly found with respect to all dimensions of sustainable tourism and revisit intention. In all respects of sustainability of Cappadocia Region, local firms are expected to focus on target market segment.