TRM 492.02 TOURISM RESEARCH TOPICS FINAL PRESENTATION

8/6/2019 TRM 492.02 TOURISM RESEARCH TOPICS FINAL PRESENTATION

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THE IMPORTANCE OF INTANGIBLE ANDTHE IMPORTANCE OF INTANGIBLE ANDTANGIBLE RESOURCES IN CHOOSINGTANGIBLE RESOURCES IN CHOOSING AA

TOURISM DESTINATION:TOURISM DESTINATION:CASE OF ISTANBULCASE OF ISTANBUL

Presented by: Yasemin Aksoy & Gnce Malan & Nee Roman

Moderator: Assoc. Prof. Dr. Maria Dolores Alvarez


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Table of ContentsTable of Contents

1. Introduction2. Conceptual Model3. Methodology and Research Design4. Findings

Profile of the sample Descriptive Statistics Analyses

5. Limitations6. Implications (Theoretical & Managerial)7. Further Research


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Why did we make this research?Why did we make this research?

To investigate the importance of intangible and tangible resources in choosing Istanbul as a tourism dalkdestination. Could we distinguish tangible and intangible resources?

Which resources are the most important determinant factors inchoosing Istanbul as a tourism destination?


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LiteratureLiterature

The reasons for the visit of a specific place could be: Experience the location , Cognitive distance, Cuisine, language, daily life

Functions and facilities, Geographical features, Cultural inheritance, etc (Pearce, 1993)


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Destination Image influenced by such as: Books, novels, Movies,TV, Newspaper reports,

Researches about destination, Word of mouth (Gun, 1988).

LiteratureLiterature


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Resources of a destinationResources of a destination

Intangible resources :Destinations intangible resources that have intrinsicproductive values that are used to describe aesthetic, spiritual, symbolicor other social values people may associate with a site (ICOMOS, 2008).

Tangible resources: Another important part of destination resources is

tangible resources that are having actual physical existence (ICOMOS,2008).

They are two sides of the same coin, both carry meaning and helping storein memory of humanitys past. Furthermore, both tangible and intangibleresources rely on each other when it comes to understand meanings andimportance of each individually (ICOMOS, 2008).


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Research QuestionResearch Question

Which resources both tangible and intangible are most important forEuropean tourists in choosing stanbul as a tourism destination?

Is there a relationship between personal factors and the importance given

by the tourists to tangible and intangible resources in choosing Istanbulas a tourism destination?


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Broad Conceptual ModelBroad Conceptual Model

Personal Factors Importance Given To Tangible and Intangible Resources Destination Choice


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Research Designesearch Design

Problem

Statement


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Population and SamplingPopulation and Sampling

Population: European (UK, Germany, Spain, France) Leisure Tourists visitingstanbul

Questionnaire in Sultanahmet Nonprobability Quota Sampling Sample Size: 200 (50 individual from each subgroup)


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Demographic Profile of the RespondentsDemographic Profile of the Respondents(N=(N=200200))

Variables PercentagesFirst Visit Yes 72,5No 27,5

Gender Male 46,5Female 53,5

Marital status Single 46

Married 33Widowed 16,5Divorced 4,5

Age Less than 20 9,521-35 5136-50 27

51-65 8,5Over 65 4


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Demographic Profile of the RespondentsDemographic Profile of the Respondents(N=(N=200200))

Variables PercentagesEducation High school or less 10

University 72,5Postgraduate degree 15,5Other 2

Net annual family income Less than - 15,000 3,5

15,001 - 30,000 9

30,001 - 50,000 24

50,001 - 75,000 39

75,001 - 100,000 16,5

More than - 100,000 8


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Nationality DifferencesNationality Differences

Atmosphere of the city Museums Smellscape Traditions Libraries

Music Songs French people give more importance Souvenirs to these resources in comparison to Handicrafts other nationalities. Religious places

Architecture Religion Hamams and baths


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Education LevelEducation Level

Old Palaces and Fortress - Post graduate F: 4,221 Sig: 0,00 Architecture - Post graduate F: 4,649 Sig: 0,00 Historical Buildings - Post graduate F: 3,998 Sig: 0,00 Shopping Facilities - Post graduate F: 3,436 Sig: 0,01

Traditions -Post graduate F: 3,128 Sig: 0,01 Dance -Post graduate F: 3,264 Sig: 0,02 Souvenirs - Post graduate F: 3,345 Sig: 0,02 Smellscape University F: 3,401 Sig: 0,01 Music- University F: 3,163 Sig: 0,02


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AgeAge

Nightclubs - for over 51, less important factor F: 16,508 Sig: 0,00 Nightlife - for over 51, less important factor F: 17,23 Sig: 0,00 Museums - 51 and over, the most important F: 5,303 Sig: 0,00 Films - for over 65, less important factor F: 2,900 Sig: 0,002 Old Palaces and Fortresses- for under 20 less important factor F: 3,759

Sig: 0,00 Architecture -for under 20 less important factor F: 2,716 Sig: 0,03


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GenderGender

Dining facilities Male t: 4,069 Sig: 0,04

Legends Female t: 7,227 Sig: 0,01 Souvenirs Female t: 8,417 Sig: 0,00


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Previous visitPrevious visit

Festivals- First visit t: 4,147 Sig: 0,04 Historical buildings First visit t: 6,203 Sig: 0,01 Old palaces and fortresses First visit t: 8,288 Sig: 0,00 Art Previous visit t: 4,080 Sig: 0,02


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Marital Status and Income LevelMarital Status and Income Level

There is no significant difference among the groups.


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AnalysisAnalysis

Factor Analysis


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Sample AdequacySample Adequacy

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,604

Bartlett's Test of Sphericity Approx. Chi-Square 2331,493

df 528

Sig. ,000


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LimitationsLimitations

Target: Only European Tourists

Nonprobability Sampling

Location: Sultanahmet District

Season: Spring- April

The survey was found to be long.


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TheoreticalTheoretical ImplicationsImplications

They are two sides of the same coin, both carry meaning and help store in

memory of humanitys past. Furthermore, both tangible and intangibleresources rely on each other when it comes to understand meanings andimportance of each individually (ICOMOS, 2008).

According to grouping of the variables from the analysis, it is not possibleto distinguish between tangible and intangible resources.

The tangible can only be understood and interpreted through the intangible(Smith, 2006). While considering the importance of tangible resources,the intangible ones support cultural identity and desirability of itspreservation to recognize cultural diversity from the perception of

tourists (Smith, 2006).


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Managerial ImplicationsManagerial Implications Bosphorus scene, cuisine, old palaces and fortresses, historical

buildings and architecture are very important factors in terms ofchoosing Istanbul as a tourism destination. These first fiveimportant factors give us clue on how to promote Istanbul.

When it comes to demographic factors, according to the results,except the marital status and income level, there is a significant

difference among age groups, nationality, gender, first visit andeducational level.

From previous visit , the findings show that tourists who have visitedIstanbul for first time, want to visit old palaces and fortresses and

historical buildings and festivals. However, if it is their second orthird visit, the t test analysis indicates that there is a tendencytowards art.


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Further ResearchFurther Research

This research may be done including all purposes of the travel.

The research may be done for more nationalities, for example

Chinese tourists as a growing market.

The research could also cover people who have not come toIstanbul yet.

Confirmatory factor analysis may be used to confirm thedimensions of the scale.


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THANK YOU FOR YOUR ATTENTION

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TRM 492.02 TOURISM RESEARCH TOPICS FINAL PRESENTATION