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BOGAZICI UNIVERSITY School of Applied Disciplines Department of Tourism Administration TRM 492.01 Tourism Research Topics “The Importance of Intangible and Tangible Resources in Choosing a Tourism Destination: Case of İstanbul” Yasemin Aksoy Günce Malan Neşe Roman

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Page 1: Trm 492.02 TOURISM RESEARCH TOPICS

BOGAZICI UNIVERSITY

School of Applied Disciplines

Department of Tourism Administration

TRM 492.01

Tourism Research Topics

“The Importance of Intangible and Tangible Resources in Choosing a Tourism Destination: Case of İstanbul”

Yasemin Aksoy Günce Malan

Neşe Roman

Moderator: Maria Dolores AlvarezSubmission date: 02.06.200

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ABSTRACT

The purpose of the study is to investigate the importance of intangible and tangible

resources in choosing Istanbul as a tourism destination. Whether we could distinguish tangible

and intangible resources and also to investigate the most important determinant factors in

choosing Istanbul as a tourism destination.

In the highly competitive tourism industry, the importance of tangible and intangible

resources important to determine the marketing strategies of the destination. İstanbul is the

leading city of Turkey and in this study the importance of tangible and intangible resources

are analyzed in the case of İstanbul.

The combination of historical and cultural heritage as well as art life is attracting the

attention of the World. There is a movement from mass tourism to cultural tourism in recent

years and Istanbul's historical background and its geographical position in terms of intangible

and tangible resources carry meaning. According to grouping of the variables from the

analysis, it is not possible to distinguish between tangible and intangible resources. The

tangible can only be understood and interpreted through the intangible.

Tangible and intangible resources are complementary resources and considered as two

sides of a coin (ICOMOS, 2008). While considering the importance of tangible resources, the

intangible ones support cultural identity and desirability of its preservation to recognize

cultural diversity from the perception of tourists (Smith, 2006). Time period, only targeting

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four European leisure tourists and using nonprobability sampling are the limitations of the

research.

The implications that give us clue on how to promote Istanbul. First five important

factors according to the respondents are Bosporus scene, cuisine, old palaces and fortresses,

historical buildings and architecture in terms of choosing Istanbul as a tourism destination.

From the findings about demographic factors, except the marital status and income level,

there is a significant difference among age groups, nationality, gender, first visit and

educational levels. Lastly, according to the visiting times, there is a tendency to the resources

from the historical buildings and old palaces and fortresses to art.

Keywords: Destination image, European tourists’ choice, Tangible and Intangible resources,

Istanbul.

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Table of Contents

Introduction……………………………………………………………………….. 5

Literature Review………………………………………………………………….. 6

Research Question………………………………………………………………… 19

Conceptual Model and Operationalization………………………………………... 20

Research Design and Methodology……………………………………………….. 21

Findings……………………………………………………………………………. 22

Limitation………………………………………………………………………….. 32

Implications, Further Research and Conclusion…………………………………… 33

References…………………………………………………………………………. 35

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INTRODUCTION

The fascinating history of Istanbul, from its foundation to the present, is a guide for

the curious travelers as well as an evocation of an illustrious past. The city has an impressive

history and one of the myth of Istanbul is in the following paragraph that appeals to the

visitors.

The first historically significant settlement in İstanbul was founded by a Megarian

colonist named Byzas from Greece. According to legend, before coming here, he consulted

the oracle in Delphi to find a new settlement. The answer was ‘opposite the blind’. When

Byzas and his small colony came to the Bosporus in 657 BC, they saw a small colony living

on the Asian shore at Kadıköy (Chalcedon). They saw the superb natural harbor of the Golden

Horn on the European shore and thought ‘those people in Kadıköy (Chalcedon) must be

blind’. They called their new settlement ‘Byzantium’. After the name of Byzantium, the city

name changed in to Constantine, Constantinople, Konstantiniyye, Polis, Stimpol, Estanbul,

Istambol and Istanbul (Maxvell, 2008).

Istanbul is a destination where various cultures and different civilizations meet

throughout the centuries. The combination of historical and cultural heritage as well as art life

is attracting the attention of the World. In the city, you can come across with people who have

different ethnic backgrounds. In the daytime, the Muslim’s azan’s sound mix as with the

Christian’s churches’ bell’s sounds. The historical peninsula and the metropol city life are

intertwined.

Destinations in order to differentiate themselves from their competitors not only use

their tangible resources but also attempt to manage their intangible resources in many very

ways.

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So, intangible heritage is unique and it belongs to the destinations as a competitive

advantage all over the other cities. Especially, destinations who are mostly serving for Sun-

lust tourism are basically providing tourists with the same type of product so, what they do is

using various selling strategies in order to accomplish differentiation and more sales.

This research will help us understand the cultural heritage of Istanbul with its rich

tangible and intangible resources in choosing Istanbul as a tourism destination. This paper

defines the tourism commons holistically as the collection of all tangible and intangible

resources and argued that they are to the tourist destination.

In sum, the objective of the study is to investigate the importance of intangible

resources and tangible ones in choosing Istanbul as a tourism destination.

LITERATURE REVIEW

Tourism is an activity that indicates travel to and around a destination, with the

purpose of consuming particular features of the destination such as attractions, local culture,

accommodation, and catering, sightseeing, entertainment, specialized and general services

(Inskeep 1991; Pearce 1989). Recent research, determines that destinations’ images that also

encompass intangible resources such as culture, trade, information. The importance of cultural

activities such as international music and film festivals, biennials and international exhibitions

have increased and provide recognition of the destinations’ in the international culture arena

(Kuzgun, Göksel,Özalp, Somer, Alvarez, 2010).

Since tourism industry is composed of intangible products, and there is a time lags

between the purchase of the product and its actual consumption, so that, travelers create a

cognitive image of the destination (Mansfeld and Pizam, 1999). The awareness and the image

of a destination, from the perception of potential visitors, are essential factors that affect

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destination competitiveness. A favored image of a destination combined with high level of

awareness in an important factor to attract the target market (Crouch and Ritchie, 2003).

To understand about urban tourism, we need to know what the tourists want to

experience in the cities they visit (Ashworth, 1992). The reasons for the visit of a specific

place could be location, function, appearance, and cultural inheritance of the cities. Studying

about urban cities provides us interesting findings about uniqueness of the destinations

(Pearce, 1993).

Studies on tourists’ destination choices made great strides in understanding how

parameters affect the tourist behavior (Lin and Morais, 2008). Cognitive distance, for

example, has a significant effect on tourists’ choices of which destinations they will visit and

what routes they will take (Cadwallader, 1976). Another example might be the cuisine (Uraz,

2007). Depending on the eating habit of the visitor, a destination may have an advantage

among others just because of the proximity between the cultures.

In order to describe a city as a cultural city, it should consist of competitive advantages

among peers. These advantages of the city are divided into two cultural dimensions as

tangible and intangible resources (Uraz, 2007). Intangible ones include local culture (cuisine,

norms, and religion), music and film festivals, and biennials (Uraz, 2007). Tangible resources

encompass accommodation, museums and historical heritage among others (Uraz, 2007).

Potential travelers usually have limited knowledge about the qualifications of

a destination which they have not visited before. For this reason, the image and features of a

place as a travel destination are likely to be critical elements in the destination choice

process, irrespective of whether or not they are real representations of the place has to offer

(Crompton and Um, 1990). Destination choice is very important part of the travel plan and

cities has to create differences to get the first place on visitors’ choice.

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In tourism marketing, images that have of a destination which is influenced by books,

novels, movies, TV and newspaper reports or word of mouth (Gun, 1988), rather than by

advertising and promotion, these explain us how people perceive a place. This perception is

the first stage in the awareness of a person in destination choice (Sealy and Wickens, 2004).

In 2000, Istanbul has an objective to increase its competitiveness through culture and

also to be a top city for arts and culture. Istanbul will be using its ‘European Capital of

Culture 2010’ as a contributory factor for reanimating the tangible and intangible heritage

which the city has owned for centuries. While experiencing quite different nations and their

own culture, Istanbul accomplishes its ‘City-growth’ through this cultural process. Hence,

Istanbul’s unique; mix culture has become a powerful mean of city branding in the

competition for investors and popular for visitors (Uraz, 2007).

Istanbul, being considered as a historically dominant city, has large distribution of

cultural capital and pictographic buildings (Newman, 2005). Moreover, Newman (2005)

states that such dominant cities are less flexible in terms of changing trends in cultural

development.

“Instead of culture springing from the inner workings of our cities, we see it as a way

to make our cities work...” (Jonathan Glancey, The Guardian, 29 March 2003 cited in Wilks-

Heeg, S. And North, P. 2004). Local culture is the most dominant factor for the destinations.

As Glancey illustrates the current perception of culture today perfectly adopts the new

experiences for local society because it consists of symbolic values. Culture helps community

differentiate themselves from each other as it is unique to one city, even to a single district

(Scott, 2000). Culture, in addition, alters the creative methods through cities or regions

(Kunzmann, 2004). It encourages creative action in city development (Landry, 2000) though

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mutually sympathizes with the creative class that can also change the culture of a city

(Florida, 2002).

Including Istanbul, all destinations are selling their features that are composed of both

intangible and tangible resources either for wander-lust tourists or sun-lust tourists. Both

intangible and tangible resources rely on each other when it comes to understanding the

meaning and importance of each (ICOMOS, 2008).

Intangible resources and tangible resources are two sides of the same coin, both carry

meaning and helping store in memory humanity’s past. Furthermore, both tangible and

intangible resources rely on each other when it comes to understand meanings and importance

of each individually (ICOMOS, 2008).

For a destination, its image is very significant as affecting its success in tourism and its

potential visitors. The image of Turkey affects the image of Istanbul (Kerimoğlu, 2006). The

political problems, economic conditions and the effect of the religion of Turkey have a

negative effect on the Istanbul’s potential visitors (Kerimoğlu, 2006). Actually, the natural

and cultural values of the city have a more impressive effect on visiting Istanbul than any

other artificial attractions (Kerimoğlu, 2006).

The tourism commons are heterogeneous and variable that are composed of natural

and built tangible and intangible resources (Briassouli, 2002). There is a deep- seated

interdependence between the intangible cultural heritage and the tangible ones. This point was

reinforced as that cultural heritage should speak through the values that people give it and not

the other way round. However, the tangible can only be understood and interpreted through

the intangible (Smith, 2006). While considering the importance of intangible resources, the

intangible ones support cultural identity and desirability of its preservation to recognize

cultural diversity from the perception of tourists (Smith, 2006).

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Destinations’ intangible resources that have intrinsic productive values that are used to

describe aesthetic, spiritual, and symbolic or other social values people may associate with a

site. For example; place’s genius loci, smellscape and soundscape, legends, films, festivals,

dances, poetry, which has an effect on intangible resources (ICOMOS, 2008)?

UNESCO also defines intangible heritage as being all forms of traditional and cultural

works originating in a given community. These works consist of oral traditions, music, arts

and all kind of special skills that are connected with culture. For many populations, the

intangible the vital heritage is source of the identity that is deeply rooted in history

(Kirshenblatt- Gibmlett, B, 2004).

The basic factor which can be determined as an intangible resource and creates

differentiation among destinations is ‘Place’s genius loci’. The feeling of the place grants its

own identity and its main position that refer to its main characteristics to the place. If we have

a closer look at Istanbul, the city has been welcoming numerous people from different ethnic

roots, natinalities and religions for centuries by showing its multiculturalism (Karlığa, 2009).

In Istanbul, in the beginning of classical Roman religion a genius loci was the protective spirit

of a place and the idea was about, being the Emperor's genius which is the genius loci of the

entirety of the "place" of the Roman empire (Day, 2002).

Between 17th and 19th centuries, the sounds of the cities are completely different than today’s

noises. In 20th century, people try to escape the city sound whereas in the old times sounds of

the city are the main source of information. There are many different sounds in a city. In the

history, people heard the noise of the horse shoes, but now they hear the sound of traffic.

Bells of the old towns transformed into alarm clocks. The sound of swords disappeared, the

bombs sound come into play. (Garriorch, 2003)

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The soundscape of the İstanbul become a topic for a documentary movie “Crossing the

Bridge: The Sound of İstanbul”. In the movie, the different types of music, music culture and

the relationship between the society, politics, and life explained. (Martinson, & Schulz, 2008)

Another important part of intangible resources is legends of destinations. As popular

belief would have it, the Harem was an intimate area in which women were educated and

groomed for a life outside the harem if they could not bear the sultan any children in Ottoman

Emperor (Goodwin, 2006). In addition, Goodwin makes an important contribution to

“traditional” discussions of the Harem by debunking the myths and stereotypes of Harem life

on the grounds that much of what has been said is just hearsay, gossip, and fantasy. Every

detail of Harem life was governed by tradition, obligation and ceremony. Harem means

private in literature. The women of the Harem had to be foreigners, as Islam forbade

enslaving Muslims. Girls were bought and then would be schooled in Islam and Turkish

culture and language, as well as the arts of make- up, dress, music, reading, writing and

dancing (Lott, 1865).

Another intangible resource of Istanbul is ‘Films and Festivals’. The festival is the

showcase par excellence for the presentation of intangible heritage (UNESCO). One fourth of

all 1000 cinemas in Turkey are located in Istanbul (Kabil, 2009). Film making is one of the

main industries other than festivals that have a strategic importance for the city; due to their

ability to influence image or the synergy that they provide with other touristic activities (Enlil

et al, 2008). There have been many films about Istanbul like, Dracula in Istanbul (1953),

Killing in Istanbul (1967), Istanbul, Keep Your Eyes Open (1989), Spice Girls: Live in

Istanbul (1997), Crossing the Bridge: The Sound of Istanbul (2005), Mission Istanbul (2008),

Istanbul(2011) which are showing its features to the audience from all around the world.

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Religion has been an integral motive for the travellers and is usually considered as

oldest form of travel (Jackowski and Smith, 1992). Religiously motivated travel has become

widespread and has integrated with the growth of tourism in the modern era (Lloyd, 1998).

Furthermore, venerated places are now being accepted as cultural and historic sites. Mosques,

churches, synagogues and cathedrals are used in tourism literature, as evidenced in the recent

marketing efforts (Olsen and Timothy, 1999). Moreover, spiritually motivated travel could be

considered as an essential identity for Istanbul (Demirci, 2006).

The religious places represent an important phenomenon that involves the tourism

industry. Religion and spirituality are the most common motivations among the travellers

(Timothy and Olsen, 2006). Religious places such as churches, synagogues and mosques take

determinant place among tourists’ attractions and as destination choice (Timothy and Olsen,

2006). Istanbul as a multicultural city has a lot of religious places and it indicates that Istanbul

has a potential to welcome a variety of people all around the world( Demirci, 2006).

Although belly dance is not located as an item on the Islamist government’s website, it

is still a primary tourist attraction for Istanbul and Turkey (Potuoğlu-Cook, 2006). Turkish

belly dance emphasis on real and imagined connections to an Ottoman past within the relation

with Islamist and secular neoliberal projects in post-1980s Istanbul (Potuoğlu-Cook, 2006).

Folklore, namely folk dance, is considered as an intangible cultural heritage (ICH) or a

living heritage, built over the triple integration of the conceptual framework: folk, nation and

tradition. The relationship of folklore with tourism, places it in a

mercantilisation/touristification process, as a reality in accordance to the post-modern, post-

fordist and globalized society we live in (Henriques and João, 2008).

Istanbul has inspired many poets through the centuries (Halman, 1997). “İstanbul,

capital of two great empires, confluence of Asia and Europe, has called forth poetry

throughout her long history, from paupers and sultans, natives and visitors alike. When

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Mehmet, the Conqueror first wandered through the ruins of the Byzantine palace, it was with

the words of the Persian poet Firdusi on his lips: ‘The spider spins its web in the palace of the

Caesars, An owl hoots in the towers of Afrasiab'. Since then the silhouette of thousand-year-

old domes and tapering minarets, the sunsets reflected nightly in a thousand palace windows

and the bustle of her markets has inspired Sultan Süleyman, W. B. Yeats and Nâzim Hikmet,

amongst others, to salute one of the world's most remarkable cities” (Orga, 2008).

Traditions of the specific destination provide identity to that specific city across all

cultures and are reflected in the diversity of art facts and achievements that compose tourism

activities (Mowforth and Munt, 1998: 109).

According to Joliffe, ‘’The word ‘tea’ has a number of connotations. It can refer to a

plant, a beverage, a meal service, an agricultural product, an export, an industry, an art, a

religion or a dedicated past time.’’ (2003, as cited in Hall, et al, 2003). As Joliffe stated, tea

has a special place in terms of touristic activities. Tea is served as hot, sweet and strong in

tulip shaped glasses that has an important place in the Turkish culture as a kind of oasis for

giving a break to the modern life and all the pressures of daily routine also a way to socialize

with others (Hall, et al, 2003).

Another important resource is Turkish coffee that is served as strong and sweet and

downed with equal gusto generally after meal in order to help to digest the food. Fortune

telling ritual also is coming at the end of coffee; the cup is tipped upside down on the saucer

and allowed to cool, sometimes with a ring on the top or a coin. Once cooled, the shapes in

both the cup and saucer used as a way to read the past and the future with the influence of

horoscopes, the spiritual world also superstition (Bağlı, Öğüt, 2009).

Third example of the most visual example of traditional resource is the evil eye that

consist of blue and white eye motif that also known as the ‘Eye of Medusa’ is a sign of good

luck and a way for protection from the bad spirits. The evil eye bead is very common

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especially as a souvenir sometimes as pendants, sometimes key chains, stickers or magnets

(Bağlı, Öğüt, 2009).

Architecture shows the visible image of the city and has always played a special role

in tourism. It is an expression of lifestyles and spirit of the epoch and culture (Winkler, 2008).

Istanbul has mixture of architectural structures which is influenced from all civilizations

located before. The city has many architectural structures that are significantly coming from

different civilization. Walls of Constantinople, originally constructed by the emperors,

historical buildings, statues, mosques, columns, churches, synagogues, palaces, castles and

towers and functional constructions which came from ancient Greek, Byzantine, Genoese,

Ottoman, also Turkish republic (Necipoğlu, 2001).

According to Sahin, Safak and Baloglu, Seyhmus, second popular attraction in

İstanbul is Bosporus and third popular activity in İstanbul is taking Bosporus cruise/boat

tours. Bosporus is a result of İstanbul’s unique geographic location between two continents

Europe and Asia. (Sahin, & Baloglu, 2011) It is a 20 km long sea strait connecting Black Sea

and the Marmara Sea. There are hills, valleys around the both sides of the strait. Composition

of unique architecture and natural beauty attracts foreigners as well as locals themselves.

(Baytin, Canbay Turkyilmaz, Kıran, & Tunbis, 2003)

Moreover, Tokaç (2009) indicates that Istanbul is also the host city of Turkish music

culture. Cultural diversity of the city enriched the structure of Turkish Music culture. The

author also highlights that arabesque music in 1980s has developed as a subculture by

reflecting the lifestyle and perceptions of rural immigrants to Istanbul.

Barutcugil (2009) states that Istanbul is also a city with its vein and calligraphy art.

Improvement of vein arts has prospered the city both culturally and historically by

considering the historical root of this art.

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Istanbul acquires many intangible elements reflecting its rich differentiating culture.

Turkish Cuisine as a local culture is a significant cultural and historical factor because it is

one of the oldest and richest cuisines in the World (Kuzgun, et al, 2010).

Foreign institutions as being one of the intangible resources, in Istanbul also serve as

cultural factors since they are enriching the culture of the city. Tosun, Öztürk and Özpınar

(2009) state that these organizations introduce own culture, art and language while

strengthening the links between two cultures. The availability of libraries is another cultural

element of Istanbul. Libraries are known as community centers since they are centers of

education, culture and socialization (Bayir, 2009).

It is seen that tourism is subject to weather and climate, with sun, sand and sea travel

decisions to a large extent being based on perceptions of warm, sunny environments.

Likewise, winter tourism is built on expectations of snow. Hence, tourism is dependent on

climate variables such as temperature, and humidity (Smith, 1993; de Freitas, 2001).

Accordingly, it is not surprised that climate change will affect travel behavior, both as a result

of altering conditions for holidaymaking at the destination level and climate variables

perceived as less or more comfortable by the tourists. Climate as a component of destination

image, is one of the psychological characteristics of a city helps us measure destination image

(Echtner and Ritchie, 1991).

Another important part of destination resources is tangible resources that are

having actual physical existence. Examples of a destination tangible resources are:

accommodation facilities of the city, Palaces & Fortresses, Towers, Pillars, Monuments,

Bazaars, Libraries, and Museums, Nightclubs, (Getz, 2002), Dining facilities and Well-known

Roads, Handicrafts, Souvenirs, Traditional dress (Ritchie and Crouch, 2003).

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The first component of the Istanbul’s tangible resources is accommodation facility.

Istanbul is a world-famous tourist attraction center owing to its unique location, nature and

history. The restructuring process of the 1980s focused on the tourist industry as a means of

promoting economic development, and the number of hotels in Istanbul increased

dramatically (Dökmeci, Balta, 1999). The first hotel in Istanbul is Hotel Pera Palace in 1892.

Shortly after, a series of hotels, including Tokatlıyan's hotel and the Bristol hotel, were

opened in Beyoğlu district. As of 2007, Municipality Licensed, there are 561 Hotels, 1 motel,

77 pensions, 1 holiday village and 1 camping place and Ministry Licensed, there are a total of

394 accommodation establishments in Istanbul, which are classified as both qualified and

unqualified. Among them, 339 are hotels (Republic of Turkey Ministry of Culture and

Tourism General Directorate of Investment and Enterprises, 2005).

Hamams were the public place for Turkish Women that eventually became as the

women’s coffee-house where all the news about town is spoken (Melville, 1925). The

accountants of the Western travellers about hamams give a deeper understanding in Turkish

culture when the outsider attends in some traditional ceremonies in the baths (Yılmazkaya,

2003).

Other components of the tangible assets are Palaces & Fortresses, Towers, Pillars, and

Monuments. The first palace in Istanbul is The Old Palace situated in Beyazit. Later, the

Topkapi Palace was built (the New Palace) in Sarayburnu During the last period of Ottoman

Empire. And then, Kavak Palace in Uskudar was demolished during construction of Selimiye

Military Barracks. Another important palace is Seaside Palace built in Besiktas in the period

of Mahmut II was made demolished by Abdulmecit and replaced by the Dolmabahce Palace

(1818-1856). In addition to palaces, there are 3 Fortresses in Istanbul. Anatolian Fortress: It

was built in the period of Beyazit I to control sea transport of Byzantium (end of l4th

century). Mehmet II had Rumelian Fortress built on the opposite shore and also Yedikule

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Fortresses in Altinkapi (1457-1458) was shaped like a star. Ottoman treasury was protected

here for a while.

Bazaars are important shopping facility for both touristic and local selling. Auction

rooms and antiquity markets built out of stone against fire constitute the master buildings of

business life of the Ottoman Period in Istanbul. Earliest example of these is the Inner Auction

Room (Old Bazaar) made in the period of Mehmet II. The largest auction building of the

Ottoman Architecture from the standpoint of number of domes is the Sandal Bedesteni (New

Bazaar). Julie Pardue who came to this city in the l9th century states; "The market of Istanbul

is one thousand and one night tale for Europeans. Neither the historical value of the

hippodrome nor the earnest magnificence of Hagia Sophia is as interesting as the shopping

area of this city situated among three seas. Istanbul Market shines like the magic lamp of

Alaaddin."

Museums are one of the most important part of the tangible resources of a destination.

Istanbul has many museums such as Archaeological Museum, is located in Osman Hamdi

Bey Yokusu, Gulhane, Eminonu, was built by the end of 19th century, Haghia Sophia

Museum is located Sultanahmet Meydani, Eminonu was the ancient Byzantine church, built

by Justinian I between 532-537, St. Savior in Chora (Kariye) Museum is located Edirnekapi,

Fatih was Ancient Byzantine church which was first built in the 6th century, and also Painting

& Sculpture Museum is located Dolmabahce Sarayi, Besiktas was opened in 1937 in the

crown prince suites of Dolmabahce Palace by the order of Ataturk. Furthermore, Libraries are

also one of the basic factors that have an effect on visitation to the destination. In the Ottoman

Empire, independent or as a part of Complexes started in the l7th century. The oldest example

is the Köprülü Library (1661).

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Nightclubs are an important part of the functional image of the destinations is an

important determinant in terms of entertainment part of the travel. Entertainment districts are

characterized by theaters, restaurants, clubs, cafes, pubs, themed clubs (Burtensaw, 1991).

When we come to the Dining facilities of a destinations, William Shakespeare’s

quotation ‘’All the world is a stage, and all the men and women merely players; they have

their exits and their entrances, and one man in his time plays many parts’’ is a good

application for dining out experience that is one of the tangible resources of a destination. The

players in a dining place consist of managers, staff, and customers that all have different

specific roles in different part of this experience. However, there are many opportunities for

each player to exchange roles within this enduring cycle. For example, when a server leaves

his/her working place and went out for dining, (s) he automatically takes the customer role.

And thanks to this role play, each meal event can enable to meet tourists’ expectations and

provide memorable experiences to influence tourists’ decisions (Gibbs, Ritchie, 2003). In the

case of Istanbul, the dining facilities are providing variety of cuisine alternatives that are

carrying cultural footprint of the Ottoman Empire and other civilizations as well as current

culture. Therefore, Visitors have an opportunity to experience old times cuisine in many

dining facility.

Last but not least, Well-known roads in the destinations have important role as a

tangible resources. Preoccupation with city image has meant increasing attention to creating

touristic places which can attract attention and symbolize the positive attributes or image the

city wishes to convey since touristic places frequently represent not simply the city, but also

the nation (Smith, 2005). In the case of Istanbul, Istiklal square in Taksim and Bagdat square

in Kadıkoy are the famous touristic places in the case of well-known roads in the destination.

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Shopping becomes a major leisure activity in tourism industry. (Law and Au, 2000) In

today’s world shopping activity is more than satisfying the necessities of daily needs. To

remember the visit of the destination, recreationists and tourist buys clothing, souvenirs,

artworks and handicrafts. So, shopping has a significant impact on tourist experience and

could be a motivating factor for travel. (Timothy and Butler, 1995; Timothy, 2005)

In sum, tourists’ preferences have started to become increasingly sophisticated as they

migrate from mass consumption towards more authentic products and services also personal

experiences for new meaning and self-actualization, so the importance of intangible resources

has been increasing year by year (Cooper & Hall, 2008). The tourist and the local people with

the culture of the destination are dependent on one another. The tourists need for their

authentic experience, the living culture and maintenance and improvement of the destination

both intangible and tangible resources depend on spiritual and economic development of the

local community (Schouten, 2007).

RESEARCH QUESTION

Our review of the literature which is stated above has been found relevant

in order to determine the research question and the conceptual model of

the study. Considering the finding of the literature, two research questions

identified:

“Which resources both tangible and intangible are most important for European tourists in

choosing İstanbul as a tourism destination?”

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“Is there a relationship between personal factors and the importance given by the tourists to

tangible and intangible resources in choosing Istanbul as a tourism destination?”

CONCEPTUAL MODEL AND OPERATIONALIZATION

Broad Conceptual Model

The importance of tangible and intangible resources in choosing destinations will be analyzed.

The correlation between the personal factors and importance attributed to tangible and

intangible resources will be investigated. The study didn’t focus on the destination choice,

because the choice has been already made by tourists.

Operationalization

In order to measure the importance of tangible and intangible resource affect on

destination, the scale was derived from the literature. The correlation between the personal

factors and tangible and intanbile resources will be analyzed.

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RESEARCH METHODOLOGY

The study will be carried out through a survey aimed at determining the views of the

leisure tourists, who are basically visiting Sultanahmet district, in choosing Istanbul as a

tourism destination, how important were the intangible resources of the city and the tangible

resources of the city for the tourists. Tourist attractions are concentrated in Sultanahmet

Region. The most important places are Topkapı Palace, Hagia Sophia Museum, Sultanahmet

Mosque, the Hippodrome, Grand Bazaar, Basilica Cistern and Musem of Islamic art in the

Sultanahmet Square. Therefore European tourists can easily find in Sultanahmet Square.

(Baloglu, 2011))  European visitors (German, UK, Spanish, and French) are the target of the

research.

The type of the research is descriptive that will be used to reveal summary statistics by

showing responses to all possible questionnaire items from the surveys. In the literature, how

Personal Factors

• Age

• Income

• Gender

• Education

• Marital Status

• Origin

• Place of Residence

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the leisure tourists perceive the intangible resources and tangible resources are described. The

survey will be applied to the tourists as convenience sampling and in four different languages

which are English, German, French and Spanish in order not to let the tourists have

difficulties from the language of the survey that is only in English. It will be given to tourists

who will be around Sultanahmet area during the last 2 weeks of April. The unit of analysis of

the study is individual. Data is collected through the personally administrated questions. The

time horizon of this research is cross-sectional. Because the data is gathered once, over a

period of time.

Factor analysis will be used. A sample of 200 tourists (50 from each nationality group)

will be surveyed while visiting Istanbul and analyzed by using SPSS 17. The survey

instrument will include quantitative questions to better grasp the visitors’ common and unique

perceptions.

Sampling

The sampling method of the study is quota sampling. Sample of the study consists of

50 individual from each nationality. (UK, Germany, Spain, France)

The sample of 200 tourists surveyed in Sultanahmet area In order to increase the

responses of the questionnaires, we choose the places where people were resting.

FINDINGS

We apply 200 questionnaire and according to responses, our demographic profile of

the sample is stated in the table below.

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Table 1: Demographic Profile of the Sample

Table 2: Demographic Profile of the Sample

After gathering our demographic profile of the sample, before we start analysis, we

apply reliability test in order to see our responses reliability and we have 71% Cronbach’s

Alpha result that shows that our responses are reliable enough to analyze. We use five-leveled

importance scale.

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1: Very Important; 2: Important; 3: Neither Important nor Unimportant; 4: Unimportant; 5:

Very Unimportant

According to this scale, means of the answers given to the questions regarding

European tourists’ perceptions were taken. According to respondents, in the case of Istanbul

as a tourism destination, Bosporus scene, Cuisines, Old palaces and fortresses, Historical

buildings and Architecture have the highest scores in their choice. These means, these five

factors were the effective reasons for their visit to Istanbul as a destination.

According to descriptive statistics again, Songs, Soundscape, Language, Libraries and

Traditional dress have the lowest score that indicates, these factors do not have any influence

in the their destination choice in the case of Istanbul.

Table 3: Descriptive Statics of Variables

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Table 4: Descriptive Statics of Variables

Then we applied ANOVA test in order to see whether there is a significant

relationship between four different nationalities’ destination choice in the case of Istanbul. We

found out that in terms of Atmosphere of the city, Museums, Smellscape, Traditions,

Libraries, Music, Songs, Souvenirs, Handicrafts, Religious places, Architecture, Religion,

Hamams and baths there is a significant difference among French people and other

nationalities. This shows that French people give more importance to these resources in

comparison to other nationalities.

When we look at the variables in terms of different education level there is a significant

difference among the entire group and university graduates, and also again the entire group

and post graduates. These indicate different perceptions about Istanbul.

Old Palaces and Fortress - Post graduate F: 4,221 Sig: 0,00

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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

We also apply again ANOVA test in order to see whether there is a difference among

different income level respondents and marital status, but as the test indicates there is no

significant difference among the groups. This indicates that neither income level nor marital

status is not a determinant factor in destination choice in the case of Istanbul. Different

income levels and marital status do not make any difference in terms of our variables

importance in the case of Istanbul as tourism destination.

According to different age group of our population, there is a significant difference among

the entire group and over 51, also the entire group and over 65, and again the entire group and

less than 20 age groups. This indicates different needs about Istanbul.

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

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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.

Our responses also differ according to gender. Females and males has different choices in

terms of Istanbul. After applying T-TEST, we found that there is a significant difference

between males and females.

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.

According to T-TEST again, between first visit expectation and previous visit, again there

is a significant difference. This indicates that there is a tendency to pay more attention to

intangible resources of the city for next visits.

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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FACTOR ANALYSIS

An exploratory factor analysis was performed to see whether there is a clear

distinguish between tangible and intangible resources.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0,60

Bartlett's Test of Sphericity

Approx. Chi-Square 2.331,49df 528,00Sig. 0,00

Table 5: KMO and Barlett’ s Test

First, we looked at KMO and Barlett’s test to indicate that our results are adequate

enough to carry out this research and Barlett’s Test states that there is an overall correlation

between the items that allows us to carry out factor analysis.

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Variables / Commonalities ExtractionAtmosphere of the city 0,604Accommodation 0,714

Cuisine 0,79Dining facilities 0,769

Language 0,447

Smellscape 0,863

Soundscape 0,861Legend 0,603Traditions 0,683

Bazaars 0,665Festivals 0,659Nightlife 0,845Nightclubs 0,811

Films 0,727

Books and poems 0,708

Museums 0,689

Libraries 0,53Art 0,653Music 0,595Songs 0,751Souvenirs 0,735Handicrafts 0,636

Well-known roads 0,579

Religious places 0,679

Historical buildings 0,697

Old palaces and fortress 0,759

Architecture 0,696

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Religion 0,686Shopping facility 0,375

Dances 0,559Bosporus 0,581

Table 6: Commonality Among Variables

After applying factor analysis, shopping facilities and language were under 0.5 that

means that they have low commonalities when we compare them with the rest of the

variables. So, they were extracted from the variables and the test carried out without these two

variables.

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Rotated Component Matrix / Varimax Rotation

Variables1 2 3 4 5 6 7 8 9 10 11

Cronbach's Alpha

Old palaces and fortress

0,816

Historical places 0,731Historical buildings

0,749

Architecture 0,606

Religious places   0,653

Intangible and tangible aspects 0,209

Atmosphere of the city

  0,646

Religion   0,617

Libraries   0,482

Bosporus   -0,46

Nightlife     0,896

Entertainment 0,894Nightclubs     0,877

Museums       0,734

Cultural activities 0,584

Art       0,731

Traditions       0,491

Festivals       0,431

Cuisine         0,832

Tourism services 0,679Dining facilities         0,831

Accommodation         0,639

Soundscape           0,921Feeling of the city 0,835

Smellscape           0,876

Souvenirs             0,74

Antiques 0,596Hammams and baths

            0,64

Handicrafts             0,598

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Traditional dress               0,697

Traditions 0,456Dances               0,628

Songs                 0,791

Literature 0,613Books and Poems

                0,567

Music                 0,462

Bazaars                   0,779 0,47

Legend                   0,626

Films                     0,825

0,332Well-known roads

                    0,459

Total 6,399

Table 7 : Factor Analysis for the dimensions of the tangible and intangible variables.The results show that the tangible and intangible resources of the

city can be categorized in eleven dimensions which are Old Palaces and

Fortresses, Historical Buildings and Architecture in a group that is named

as historical places, Religious Places, Atmosphere of the city, Religion,

Libraries and Bosporus in another group that is named as intangible and

tangible resources, Nightlife and Nightclubs in a group that is called

entertainment and so on. From the table, Cronbach’s Alpha rate indicates

that some of the dimensions have low reliability due to the fact that it is

just an explatory factor analysis and that is to say, it is difficult to come up

a single definition. However, most of the dimensions have higher alpha

rate and shows that there is a mix of tangible and intangible resources.

Shortly, it is difficult to separate tangible and intangible resources.

LIMITATIONS

A few limitations of the study should be addressed. First, the time is

the major limitation of the research. We could reach our sample only in the

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spring season at the end of April. If the time limitation was eliminated, a

larger sample could be aimed. Another limitation is that we only targeted

four European leisure tourists that are German, French, Spanish and

English. We also did nonprobability sampling that is to say we could not

represent our population well. Another major limitation of our research is

that we reached only the tourists who were currently in the Sultanahmet

area. Lastly, the survey was found long by the tourists.

IMPLICATIONS, FURTHER RESEARCHES AND CONCLUSION

After doing various analyses once again it is seen that tangible and

intangible resources are as ICOMOS (2008) states, two sides of the same

coin, both carry meaning and help store in memory of humanity’s past.

Furthermore, both tangible and intangible resources rely on each other

when it comes to understand meanings and importance of each

individually. Moreover,

Smith (2006) states that the tangible can only be understood and

interpreted through the intangible. While considering the importance of

tangible resources, the intangible ones support cultural identity and

desirability of its preservation to recognize cultural diversity from the

perception of tourists. The results of our tests supported these which were

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written in the literature review and we come up again the same result that

is according to grouping of the variables from the analysis, it is not

possible to distinguish between tangible and intangible resources.

From managerial implications that we get from our findings,

Bosporus scene, cuisine, old palaces and fortresses, historical buildings

and architecture are very important factors in terms of choosing Istanbul

as a tourism destination. These first five important factors give us a 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 and educational level

and that make sense in the promotional purposes.

Last implication of our findings from previous visit results, shows that

tourists who have visited Istanbul for the first time, want to visit old

palaces and fortresses and historical buildings and festivals. However, if it

is their second or third visit, the t test analysis indicates that they give

more importance to art.

Finally, for further research, a larger sample size which would be

more representative of the population can be used. Besides, this research

may be done including all purposes of the travel not only for the leisure. In

addition to these, the research may be done for more nationalities not

only focusing on four nationalities, for example; we could add Chinese

tourists to our target market because China is a growing market in

Istanbul and their responses could change the implications on how to

promote Istanbul. The research could also cover people who have not

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come to Istanbul yet, so we can see the difference between these two

groups in terms of their perceptions in choosing Istanbul as a tourism

destination. Lastly, we only did explatory factor analysis and our findings

were not hundred percent reliable. Confirmatory factor analysis may be

used to develop the research and to confirm the dimensions of the scale.

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