The Effect of Demographic and Psycho-graphical Traits on Consumers’ Leisure Travel Behavior: A Field Study from Eskisehir, Turkey
Koparal, C., & Çalık, N.
Abstract:
This study intends to find out the relationship between leisure behavior and consumers’ demographic and psychographic traits where travel is asserted as the major expression of leisure behavior. A survey is applied to 815 respondents selected via stratified sampling from Eskişehir, a city of Turkey with 700.000 inhabitants. The respondents are required to answer 50 questions of which five are placed on a nominal scale and interrogate the manner, group size, travel frequency, travel vehicle and the accommodation type of travelers; and another five questions are related to consumer demographics as age, gender, occupation, educational level and income level. The rest 40 are statements which are designed to reflect the leisure travel behavior of these people. The survey is carried on such people who travel in homeland or travel abroad at least once every year for touristic purposes (i.e. travel for sports events, education, business, academic and religious purposes, health tourism etc. are all excluded). Spending vacation at one’s summer home is also excluded from this survey. Each travel should take at least three days or nights. The study consists of five parts. The first part is an introduction where the scope and the purpose of the study are concisely stated. The second part relates to the theoretical background of the subject matter and the prior researches carried out so far. The third part deals with research methodology, basic premises and hypotheses attached to these premises. Research model and analyses take place in this section. Theoretical framework is built and a variable name is assigned to each of the question asked or proposition forwarded to the respondents of this survey. Ten research hypotheses are formulated in this section. The fourth part mainly deals with the results of the hypothesis tests and a factor analysis is applied to the data on hand. Factor analysis reveals satisfactory scores as “Kaiser- Meyer-Olkin” measure of sampling adequacy= 0.870 and Cronbach’s Alpha of scale reliability= 0.747. Here exploratory factor analysis reduces 40 variables to nine basic components as “innovativeness; hedonic behavior; loyalty to travel agency; allocentric behavior; psychocentric behavior; online shopping behavior; cautiousness; maladjustment and reluctance”. In addition non-parametric biraviate analysis in terms of Chi-Square is applied to test the hypotheses formulated in this respect. The fifth part is the conclusion where findings of this survey is listed.
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APA citation
- Koparal, C., & Çalık, N. (2013). The Effect of Demographic and Psycho-graphical Traits on Consumers’ Leisure Travel Behavior: A Field Study from Eskisehir, Turkey. International Journal of Social Sciences, II(2), 44–67.