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Areda Piar bin 100 katılımcıyla gerçekleştirdiği turizm alışkanlıklarına ilişkin araştırmanın sonuçları, Türkiye’nin yüzde 64,2’sinin tatil için denizi tercih ettiğini ortaya koydu.
Areda Piar’ın bin 100 katılımcıyla gerçekleştirdiği turizm alışkanlıklarına ilişkin araştırmanın sonuçları, Türkiye’nin yüzde 64,2’sinin tatil için denizi tercih ettiğini ortaya koydu. 8- 15 Haziran tarihleri arasında gerçekleştirilen araştırmada Türkiye’nin turizm alışkanlıkları inceledi. Araştırmaya göre 2020 Haziran ayında Türk halkının yüzde 38,7’si tatil için denizi tercih ettiğini belirtirken, bu oran pandemi sonrasındaki seviyelere yükselerek 2022 yılında yüzde 64,2’ye ulaştı.
Her Üç Kişiden Biri Tatil Yapmayı Planlıyor
Araştırmada katılımcılara “Bu yaz tatil yapmayı planlıyor musunuz?” diye sorulduğunda tatil yapmayı planlayanların oranı yüzde 35,1 iken, tatil yapmayı planlamayanların oranının yüzde 64,9 olduğu görüldü. Tatil yapmayacağını belirten katılımcılara “Neden tatil yapmayı planlamıyorsunuz?” sorusu yöneltildiğinde ise yüzde 85,3 konaklama fiyatları pahalı, yüzde 8,6 tatil olarak memlekete gidiyorum, yüzde 5,2 sezon bitince tatil yapmayı planlıyorum, yüzde 1,0 diğer mevsimlerde tatil yapmayı tercih ediyorum yanıtını verdi.
Pandemi Sonrası Doğadan Denize Hızlı Dönüş
Pandeminin ortaya çıktığı ilk dönemleri takip eden yaz da yerli turist destinasyon tercihlerini deniz yerine doğadan, memleketten ( aile yanı/ akraba dahil) yana kullanmışlardı. Pandemin hafiflemesi ve ortadan kalkması ile birlikte araştırma sonuçları gösteriyor ki deniz turizmi yeniden popülerliğini kazanıyor. Araştırmada katılımcılar “Tatil için nasıl bir yeri tercih etmeyi düşünüyorsunuz?” sorusuna yüzde 64,2 deniz, yüzde 12,1 doğa, yüzde 5,3 akraba/aile yanı, yüzde 13,3 tarihi/kültürel, yüzde 0,5 kaplıca/ılıca cevabını verdi.
Türk Halkının Tercihi Otel
Tatil yeri konusunda anlayış eskiye dönse de konaklama türü açısından bu durum yeniye doğru yolculuğa işaret ediyor. Pandemide deneyimlenen kiralık, müstakil ev/villa ve bungalov konaklama türleri yerli turistlerin turizm anlayışları merkezine yerleşmişe benziyor. Araştırmada “Hangi konaklama türünü tercih etmeyi planlıyorsunuz?” sorusuna katılımcıların yüzde 38,1’i otel, yüzde 30,4’ü kiralık müstakil ev/ villa, yüzde 28,9’u kamp, yüzde 19,0’u tatil köyü, yüzde 14,9’u grup turları, yüzde 10,5’i pansiyon, yüzde 5,1’i karavan ve 1,8’i devremülk diye belirtti. Otel tercihindeki durağanlığın aksine kiralık, müstakil ev / villa tercihindeki yüzde 20,4’ten yüzde 30,4’e yükseliş, kamp/bungalov tercihindeki yüzde 13,3’ten yüzde 28,9’a yükseliş yeni turizm anlayışının geleceği hakkında sektöre sinyal veriyor.
Yerli Turistin Beklentisi Denize Yakınlık
Katılımcılara “Tatil için konaklayacağınız tesise ödemiş olduğunuz/ödeyeceğiniz tutarın en çok neyi karşılamasını bekliyorsunuz?” diye sorulduğunda yüzde 50,7’si denize yakınlık, yüzde 17,9’u doğal güzellik ve tarihi eserlere yakınlık, yüzde 12,6’sı konfor, yüzde 7,1’i güvenlik, yüzde 6,2’si hijyen/temizlik, yüzde 1,7’si oda büyüklüğü, yüzde 1,5’i menü kalitesi, yüzde 1,3’ü menü çeşitliliği ve 1,1’i havuz kapasitesi diye belirtti. Araştırma sonucunda yerli turistlerin konaklayacakları tesis için ödeyecekleri tutarın en çok denize yakınlık ile karşılanacaklarını ifade ettiklerini görülüyor.
Metodoloji
Areda Piar tarafından 8 -15 Haziran 2022 tarihleri arasında gerçekleştirilen Turizm Alışkanlıkları araştırmasına 1100 kişi katıldı. Tüketici eğilimlerini ele alan araştırma, kantitatif araştırma yöntemlerinden CAWI tekniği ile “Areda Survey’in Profil Bazlı Dijital Paneli” kullanılarak gerçekleştirildi.