Tourists’ purchasing behavior and experiences of wellness tourism products: A comparative study of respondents from different generations from USA and Türkiye
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Abstract
In the research, the sample of the United States of America, which is a huge wellness tourism market and the largest tourism market in the world, and the sample of Turkey, which has an important wellness tourism potential, will be discussed. In the samples examined, the purchasing behaviors and experiences of the same generations against wellness touristic products in different cultures will be compared. The expectations of the X, Y and Z generations from wellness tourism in the two countries, why they prefer wellness tourism, their wellness preferences, the factors affecting their touristic purchasing decisions, their destination preferences, demographic characteristics and what dimension of healthy life they care about will be examined. The results to be achieved will guide both investors and future tourism researchers in terms of its contribution to the literature, improving the wellness tourism practices in terms of industry, strengthening its weaknesses, as well as better understanding consumer attitudes and behaviors and wishes of wellness tourism practitioners. The originality of the research is that there has not been a study yet that investigates the wellness tourism market between Turkey and the USA, the perspectives, purchasing behaviors and experiences of X, Y, Z generations on wellness touristic products. In addition to the originality of the subject, this research will make important contributions to researchers and industries in the rapidly growing wellness tourism market. In addition, the study aims to develop a wellness tourism motivation scale to understand the future purchasing behavior of Generation Y, which has a significant population and wellness market. In this project study, it is planned to reach a total of 900 samples, with 300 people in each generation.
As a research method, a questionnaire prepared using a 7-point Likert scale will be applied to the participants. One of the sampling methods, the easy sampling method will be used. Quantitative analyzes will be made. By applying the Perceived Wellness Questionnaire and the Wellness Tourism Motivation Scale to the participants, hypothesis tests will be conducted in addition to EFA and CFA. In addition this project will guide the development of a wellness tourism motivation scale applied to different generations and cultures.
Home Country
Turkey
College
Muma College of Business
Specialization
Marketing
Faculty Sponsor
Cihan Cobanoglu
Poster
Presentation Type
Event
Tourists’ purchasing behavior and experiences of wellness tourism products: A comparative study of respondents from different generations from USA and Türkiye
In the research, the sample of the United States of America, which is a huge wellness tourism market and the largest tourism market in the world, and the sample of Turkey, which has an important wellness tourism potential, will be discussed. In the samples examined, the purchasing behaviors and experiences of the same generations against wellness touristic products in different cultures will be compared. The expectations of the X, Y and Z generations from wellness tourism in the two countries, why they prefer wellness tourism, their wellness preferences, the factors affecting their touristic purchasing decisions, their destination preferences, demographic characteristics and what dimension of healthy life they care about will be examined. The results to be achieved will guide both investors and future tourism researchers in terms of its contribution to the literature, improving the wellness tourism practices in terms of industry, strengthening its weaknesses, as well as better understanding consumer attitudes and behaviors and wishes of wellness tourism practitioners. The originality of the research is that there has not been a study yet that investigates the wellness tourism market between Turkey and the USA, the perspectives, purchasing behaviors and experiences of X, Y, Z generations on wellness touristic products. In addition to the originality of the subject, this research will make important contributions to researchers and industries in the rapidly growing wellness tourism market. In addition, the study aims to develop a wellness tourism motivation scale to understand the future purchasing behavior of Generation Y, which has a significant population and wellness market. In this project study, it is planned to reach a total of 900 samples, with 300 people in each generation.
As a research method, a questionnaire prepared using a 7-point Likert scale will be applied to the participants. One of the sampling methods, the easy sampling method will be used. Quantitative analyzes will be made. By applying the Perceived Wellness Questionnaire and the Wellness Tourism Motivation Scale to the participants, hypothesis tests will be conducted in addition to EFA and CFA. In addition this project will guide the development of a wellness tourism motivation scale applied to different generations and cultures.
