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Yavaş Turistlerin Benlik Uyumlarının ve Davranışsal Niyetlerinin Demografik Değişkenler Açısından İncelenmesi

Year 2025, Volume: 6 Issue: 1, 1 - 16

Mert Öğretmenoğlu , Orhan Akova

Abstract

Turizmde benlik uyumu ve davranışsal niyetler üzerine daha önce çalışmalar gerçekleştirilmesine rağmen, demografik özelliklerin yavaş turizm bağlamında benlik uyumu ve davranışsal niyetler üzerindeki etkisi konusunda hala önemli bir boşluk bulunmaktadır. Bu çalışma, yavaş turistlerin benlik uyumları ile davranışsal niyetlerinin demografik değişkenlere göre farklılıklarını incelemeyi amaçlamaktadır. Çalışmada nicel bir yaklaşım benimsenmiş ve Köyceğiz, Akyaka, Seferihisar, Foça ve Gökçeada gibi yavaş şehirlerin yerel ziyaretçilerinden anketler toplanmıştır. Elde edilen bulgular, sosyal ve ideal sosyal benlik uyumu boyutlarında yaş grupları arasında anlamlı farklılıklar olduğunu ortaya koymuş, daha genç yaş grubundaki yavaş turistlerin daha yüksek algılara sahip oldukları belirlenmiştir. Ayrıca, eğitim seviyesi arttıkça ağızdan ağıza pazarlama davranışının da arttığı tespit edilmiştir. Bunun yanı sıra, cinsiyet farklarının da etkili olduğu görülmüş, erkek yavaş turistlerin kadınlara göre daha fazla ağızdan ağıza pazarlama yaptıkları tespit edilmiştir.

Keywords

Yavaş Turizm Yavaş Turist Benlik Uyumu Tekrar Ziyaret Niyeti Ağızdan Ağıza Pazarlama

References

  • Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
  • Cifci, I., Ogretmenoglu, M., Sengel, T., Demirciftci, T., & Kandemir Altunel, G. (2024). Effects of tourists’ street food experience and food neophobia on their post-travel behaviors: the roles of destination image and corona-phobia. Journal of Quality Assurance in Hospitality & Tourism, 25(5), 1278-1305.
  • Ciki, K. D., Öğretmenoğlu, M., & Huang, T. Y. (2025). The influence of perceived music quality, atmosphere and place on music festival visitors' behavioural intentions: satisfaction and subjective well-being’s mediating roles. International Journal of Event and Festival Management, 16(1), 1-21.
  • Cittaslow. (2023). Foça. Retrieved April 4, 2023, from https://www.cittaslow.org/network/foca
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum
  • Conway, D & Timms, B. F. (2010). Re-branding alternative tourism in the Caribbean: The case for ‘slow tourism’. Tourism and Hospitality Research, 10(4), 329-344.
  • Dinc, L. (2023). The influence of social media influencers on consumers’ decision making of restaurant choice. Journal of Tourism Leisure and Hospitality, 5(2), 115-124.
  • Dinc, L. (2024). Decoding destination desires: The influence of Social media on young travelers choices through parasocial interaction. Nevsehir Haci Bektaş Veli University Journal of ISS, 14(3), 1544-1564.
  • George, D. & Mallery, P. (2019). IBM SPSS statistics 25 step by step: A simple guide and reference (Fifteenth edition). Routledge, Taylor and Francis Group, New York
  • Gürbüz, S., & Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin.
  • Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
  • Hair, J.F., Anderson, R.E., Tatham, R.L. & Back, W.C. (1998), Multivariate Data Analysis, 5th ed., Prentice Hall, NJ.
  • Hashemi, S., Mohammed, H. J., Kiumarsi, S., Kee, D. M. H., & Anarestani, B. B. (2023). Destinations food image and food neophobia on behavioral intentions: culinary tourist behavior in Malaysia. Journal of International Food & Agribusiness Marketing, 35(1), 66-87.
  • Heitmann, S., Robinson, P., & Povey, G. (2011). Slow food, slow cities and slow tourism. In P. Robinson, S. Heitmann, & P. Dieke (Eds.), Research themes for tourism (pp. 114-127). Wallingford, UK: CABI.
  • Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: a study based on self-congruity theory. British Food Journal, 121(1), 71-88.
  • Jones, P., Shears, P., Hillier, D., Comfort, D., & Lowell, J. (2003). Return to traditional values? A case study of Slow Food. British Food Journal, 105(4/5), 297-304.
  • Jung, T., Ineson, E. M., Kim, M., & Yap, M. H. (2015). Influence of festival attribute qualities on Slow Food tourists’ experience, satisfaction level and revisit intention: The case of the Mold Food and Drink Festival. Journal of Vacation Marketing, 21(3), 277-288.
  • Khan, S. (2015). How slow is slow? Dilemmas of slow tourism. TEAM Journal of Hospitality and Tourism, 11(1), 39-49.
  • Kim, J. J. (2023). Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses. International Journal of Hospitality Management, 114, 103565.
  • Lotti, A. (2010). The commoditization of products and taste: Slow Food and the conservation of agrobiodiversity. Agriculture and Human Values, 27, 71-83.
  • Meng, B., & Choi, K. (2016). Extending the theory of planned behaviour: Testing the effects of authentic perception and environmental concerns on the slow-tourist decision-making process. Current Issues in Tourism, 19(6), 528-544.
  • Nongsiej, P. (2023). Tourist Experience, Satisfaction and Behavioral Intentions: Perceptions of Domestic Tourists on the Cultural Festivals of Meghalaya. South Asian Journal of Management, 30(1), 149-163.
  • Ogretmenoglu, M., Akova, O., & Çıkı, K. D., (2025a). Intellectual Structure of Behavioural Intentions Studies in Tourism and Hospitality: A Bibliometric Overview, Sport i Turystyka (article in press).
  • Ogretmenoglu, M., Çıkı, K. D., Akova, O., & Law, R. (2025b). Do football fans care about destinations? The football fans’ travel motivation to sports events and their post-travel behaviours. Tourism Review, 80(2), 546-552.
  • Pietrykowski, B. (2004). You are what you eat: The social economy of the slow food movement. Review of Social Economy, 62(3), 307-321.
  • Presenza, A., Abbate, T., & Micera, R. (2015). The Cittaslow movement: Opportunities and challenges for the governance of tourism destinations. Tourism Planning & Development, 12(4), 479-488.
  • Quadri, D. L. (2012). An experience economy analysis of tourism development along the Chautauqua-Lake Erie Wine Trail (Doctoral dissertation, Iowa State University).
  • Radstrom, S. (2014). A Place Sustaining framework for local urban identity: An introduction and history of Cittaslow. Italian Journal of Planning Practice, 1(1), 90-113.
  • Schneider, S. (2008). Good, clean, fair: The rhetoric of the slow food movement. College English, 70(4), 384-402.
  • Semmens, J., & Freeman, C. (2012). The value of Cittaslow as an approach to local sustainable development: A New Zealand perspective. International Planning Studies, 17(4), 353-375.
  • Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
  • Sirgy, M. J. (2014). Revisiting self-congruity theory in travel and tourism: Reviewing the latest evidence and refining the model. In N. Prebensen, M. Uysal, & J. Chen (Eds.), Creating experience value in tourism (pp. 63–78). Oxfordshire: CABI
  • Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340-352.
  • Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., ... & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
  • Slow Food. (2023). Slow Food. Retrieved March 3, 2023, from https://www.slowfood.com/
  • Syakier, W. A., & Hanafiah, M. H. (2022). Tour guide performances, tourist satisfaction and behavioural intentions: a study on tours in Kuala Lumpur city centre. Journal of Quality Assurance in Hospitality & Tourism, 23(3), 597-614.
  • Ulku, A. (2017). Destinasyon kişiliği ve benlik imajı uyumunun turistlerin davranışsal niyetleri üzerine etkisi: Konya örneği (Doctoral dissertation, Necmettin Erbakan University).
  • Vinh, N. Q. (2023). Impact of Self–Congruity and Destination Image on Tourist Loyalty: Evidence from Recreation farm Tourism. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 01-16.
  • Zhou, M., Yan, L., Wang, F., & Lin, M. (2022). Self-congruity theory in red tourism: a study of Shaoshan city, China. Journal of China Tourism Research, 18(1), 46-63.

Self-Congruity and Behavioral Intentions of Slow Tourists by Demographic Characteristics

Year 2025, Volume: 6 Issue: 1, 1 - 16

Mert Öğretmenoğlu , Orhan Akova

Abstract

While considerable research has been conducted on self-congruity and behavioral intentions in tourism, there remains a notable gap in studies examining how demographic characteristics influence self-congruity and behavioral intentions in the context of slow tourism. This study aims to examine whether slow tourists' self-congruity and behavioral intentions (word-of-mouth and revisit intention) differ based on demographic variables. To achieve this, a quantitative approach was employed, and data were collected through surveys administered to local visitors of slow cities, such as Köyceğiz, Akyaka, Seferihisar, Foça, and Gökçeada. The results showed significant differences in social and ideal social self-congruity across age groups, with younger slow tourists scoring higher. Additionally, it was found that word-of-mouth behavior increases with the level of education. Furthermore, gender differences in word-of-mouth behavior were identified, with male slow tourists engaging in more word-of-mouth marketing than their female counterparts.

Keywords

Slow Tourism Slow Tourist Self-congruity Revisit Intention Word-of-Mouth

References

  • Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
  • Cifci, I., Ogretmenoglu, M., Sengel, T., Demirciftci, T., & Kandemir Altunel, G. (2024). Effects of tourists’ street food experience and food neophobia on their post-travel behaviors: the roles of destination image and corona-phobia. Journal of Quality Assurance in Hospitality & Tourism, 25(5), 1278-1305.
  • Ciki, K. D., Öğretmenoğlu, M., & Huang, T. Y. (2025). The influence of perceived music quality, atmosphere and place on music festival visitors' behavioural intentions: satisfaction and subjective well-being’s mediating roles. International Journal of Event and Festival Management, 16(1), 1-21.
  • Cittaslow. (2023). Foça. Retrieved April 4, 2023, from https://www.cittaslow.org/network/foca
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum
  • Conway, D & Timms, B. F. (2010). Re-branding alternative tourism in the Caribbean: The case for ‘slow tourism’. Tourism and Hospitality Research, 10(4), 329-344.
  • Dinc, L. (2023). The influence of social media influencers on consumers’ decision making of restaurant choice. Journal of Tourism Leisure and Hospitality, 5(2), 115-124.
  • Dinc, L. (2024). Decoding destination desires: The influence of Social media on young travelers choices through parasocial interaction. Nevsehir Haci Bektaş Veli University Journal of ISS, 14(3), 1544-1564.
  • George, D. & Mallery, P. (2019). IBM SPSS statistics 25 step by step: A simple guide and reference (Fifteenth edition). Routledge, Taylor and Francis Group, New York
  • Gürbüz, S., & Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin.
  • Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
  • Hair, J.F., Anderson, R.E., Tatham, R.L. & Back, W.C. (1998), Multivariate Data Analysis, 5th ed., Prentice Hall, NJ.
  • Hashemi, S., Mohammed, H. J., Kiumarsi, S., Kee, D. M. H., & Anarestani, B. B. (2023). Destinations food image and food neophobia on behavioral intentions: culinary tourist behavior in Malaysia. Journal of International Food & Agribusiness Marketing, 35(1), 66-87.
  • Heitmann, S., Robinson, P., & Povey, G. (2011). Slow food, slow cities and slow tourism. In P. Robinson, S. Heitmann, & P. Dieke (Eds.), Research themes for tourism (pp. 114-127). Wallingford, UK: CABI.
  • Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: a study based on self-congruity theory. British Food Journal, 121(1), 71-88.
  • Jones, P., Shears, P., Hillier, D., Comfort, D., & Lowell, J. (2003). Return to traditional values? A case study of Slow Food. British Food Journal, 105(4/5), 297-304.
  • Jung, T., Ineson, E. M., Kim, M., & Yap, M. H. (2015). Influence of festival attribute qualities on Slow Food tourists’ experience, satisfaction level and revisit intention: The case of the Mold Food and Drink Festival. Journal of Vacation Marketing, 21(3), 277-288.
  • Khan, S. (2015). How slow is slow? Dilemmas of slow tourism. TEAM Journal of Hospitality and Tourism, 11(1), 39-49.
  • Kim, J. J. (2023). Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses. International Journal of Hospitality Management, 114, 103565.
  • Lotti, A. (2010). The commoditization of products and taste: Slow Food and the conservation of agrobiodiversity. Agriculture and Human Values, 27, 71-83.
  • Meng, B., & Choi, K. (2016). Extending the theory of planned behaviour: Testing the effects of authentic perception and environmental concerns on the slow-tourist decision-making process. Current Issues in Tourism, 19(6), 528-544.
  • Nongsiej, P. (2023). Tourist Experience, Satisfaction and Behavioral Intentions: Perceptions of Domestic Tourists on the Cultural Festivals of Meghalaya. South Asian Journal of Management, 30(1), 149-163.
  • Ogretmenoglu, M., Akova, O., & Çıkı, K. D., (2025a). Intellectual Structure of Behavioural Intentions Studies in Tourism and Hospitality: A Bibliometric Overview, Sport i Turystyka (article in press).
  • Ogretmenoglu, M., Çıkı, K. D., Akova, O., & Law, R. (2025b). Do football fans care about destinations? The football fans’ travel motivation to sports events and their post-travel behaviours. Tourism Review, 80(2), 546-552.
  • Pietrykowski, B. (2004). You are what you eat: The social economy of the slow food movement. Review of Social Economy, 62(3), 307-321.
  • Presenza, A., Abbate, T., & Micera, R. (2015). The Cittaslow movement: Opportunities and challenges for the governance of tourism destinations. Tourism Planning & Development, 12(4), 479-488.
  • Quadri, D. L. (2012). An experience economy analysis of tourism development along the Chautauqua-Lake Erie Wine Trail (Doctoral dissertation, Iowa State University).
  • Radstrom, S. (2014). A Place Sustaining framework for local urban identity: An introduction and history of Cittaslow. Italian Journal of Planning Practice, 1(1), 90-113.
  • Schneider, S. (2008). Good, clean, fair: The rhetoric of the slow food movement. College English, 70(4), 384-402.
  • Semmens, J., & Freeman, C. (2012). The value of Cittaslow as an approach to local sustainable development: A New Zealand perspective. International Planning Studies, 17(4), 353-375.
  • Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
  • Sirgy, M. J. (2014). Revisiting self-congruity theory in travel and tourism: Reviewing the latest evidence and refining the model. In N. Prebensen, M. Uysal, & J. Chen (Eds.), Creating experience value in tourism (pp. 63–78). Oxfordshire: CABI
  • Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340-352.
  • Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., ... & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
  • Slow Food. (2023). Slow Food. Retrieved March 3, 2023, from https://www.slowfood.com/
  • Syakier, W. A., & Hanafiah, M. H. (2022). Tour guide performances, tourist satisfaction and behavioural intentions: a study on tours in Kuala Lumpur city centre. Journal of Quality Assurance in Hospitality & Tourism, 23(3), 597-614.
  • Ulku, A. (2017). Destinasyon kişiliği ve benlik imajı uyumunun turistlerin davranışsal niyetleri üzerine etkisi: Konya örneği (Doctoral dissertation, Necmettin Erbakan University).
  • Vinh, N. Q. (2023). Impact of Self–Congruity and Destination Image on Tourist Loyalty: Evidence from Recreation farm Tourism. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 01-16.
  • Zhou, M., Yan, L., Wang, F., & Lin, M. (2022). Self-congruity theory in red tourism: a study of Shaoshan city, China. Journal of China Tourism Research, 18(1), 46-63.
There are 39 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Contents
Authors

Mert Öğretmenoğlu 0000-0003-0639-4891

Orhan Akova 0000-0001-7740-2938

Early Pub Date May 20, 2025
Publication Date
Submission Date February 11, 2025
Acceptance Date March 26, 2025
Published in Issue Year 2025 Volume: 6 Issue: 1

Cite

APA Öğretmenoğlu, M., & Akova, O. (2025). Yavaş Turistlerin Benlik Uyumlarının ve Davranışsal Niyetlerinin Demografik Değişkenler Açısından İncelenmesi. Journal of Tourism Research Institute, 6(1), 1-16.