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THE IMPORTANCE OF INTANGIBLE ANDTHE IMPORTANCE OF INTANGIBLE ANDTANGIBLE RESOURCES IN CHOOSINGTANGIBLE RESOURCES IN CHOOSING AA
TOURISM DESTINATION:TOURISM DESTINATION:CASE OF ISTANBULCASE OF ISTANBUL
Presented by: Yasemin Aksoy & Gnce Malan & Nee Roman
Moderator: Assoc. Prof. Dr. Maria Dolores Alvarez
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Table of ContentsTable of Contents
1. Introduction2. Conceptual Model3. Methodology and Research Design4. Findings
Profile of the sample Descriptive Statistics Analyses
5. Limitations6. Implications (Theoretical & Managerial)7. Further Research
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Why did we make this research?Why did we make this research?
To investigate the importance of intangible and tangible resources in choosing Istanbul as a tourism dalkdestination. Could we distinguish tangible and intangible resources?
Which resources are the most important determinant factors inchoosing Istanbul as a tourism destination?
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LiteratureLiterature
The reasons for the visit of a specific place could be: Experience the location , Cognitive distance, Cuisine, language, daily life
Functions and facilities, Geographical features, Cultural inheritance, etc (Pearce, 1993)
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Destination Image influenced by such as: Books, novels, Movies,TV, Newspaper reports,
Researches about destination, Word of mouth (Gun, 1988).
LiteratureLiterature
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Resources of a destinationResources of a destination
Intangible resources :Destinations intangible resources that have intrinsicproductive values that are used to describe aesthetic, spiritual, symbolicor other social values people may associate with a site (ICOMOS, 2008).
Tangible resources: Another important part of destination resources is
tangible resources that are having actual physical existence (ICOMOS,2008).
They are two sides of the same coin, both carry meaning and helping storein memory of humanitys past. Furthermore, both tangible and intangibleresources rely on each other when it comes to understand meanings andimportance of each individually (ICOMOS, 2008).
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Research QuestionResearch Question
Which resources both tangible and intangible are most important forEuropean tourists in choosing stanbul as a tourism destination?
Is there a relationship between personal factors and the importance given
by the tourists to tangible and intangible resources in choosing Istanbulas a tourism destination?
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Broad Conceptual ModelBroad Conceptual Model
Personal Factors Importance Given To Tangible and Intangible Resources Destination Choice
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Research Designesearch Design
Problem
Statement
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Population and SamplingPopulation and Sampling
Population: European (UK, Germany, Spain, France) Leisure Tourists visitingstanbul
Questionnaire in Sultanahmet Nonprobability Quota Sampling Sample Size: 200 (50 individual from each subgroup)
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Demographic Profile of the RespondentsDemographic Profile of the Respondents(N=(N=200200))
Variables PercentagesFirst Visit Yes 72,5No 27,5
Gender Male 46,5Female 53,5
Marital status Single 46
Married 33Widowed 16,5Divorced 4,5
Age Less than 20 9,521-35 5136-50 27
51-65 8,5Over 65 4
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Demographic Profile of the RespondentsDemographic Profile of the Respondents(N=(N=200200))
Variables PercentagesEducation High school or less 10
University 72,5Postgraduate degree 15,5Other 2
Net annual family income Less than - 15,000 3,5
15,001 - 30,000 9
30,001 - 50,000 24
50,001 - 75,000 39
75,001 - 100,000 16,5
More than - 100,000 8
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Nationality DifferencesNationality Differences
Atmosphere of the city Museums Smellscape Traditions Libraries
Music Songs French people give more importance Souvenirs to these resources in comparison to Handicrafts other nationalities. Religious places
Architecture Religion Hamams and baths
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Education LevelEducation Level
Old Palaces and Fortress - Post graduate F: 4,221 Sig: 0,00 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
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AgeAge
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 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
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GenderGender
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
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Previous visitPrevious visit
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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Marital Status and Income LevelMarital Status and Income Level
There is no significant difference among the groups.
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AnalysisAnalysis
Factor Analysis
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Sample AdequacySample Adequacy
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,604
Bartlett's Test of Sphericity Approx. Chi-Square 2331,493
df 528
Sig. ,000
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LimitationsLimitations
Target: Only European Tourists
Nonprobability Sampling
Location: Sultanahmet District
Season: Spring- April
The survey was found to be long.
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TheoreticalTheoretical ImplicationsImplications
They are two sides of the same coin, both carry meaning and help store in
memory of humanitys past. Furthermore, both tangible and intangibleresources rely on each other when it comes to understand meanings andimportance of each individually (ICOMOS, 2008).
According to grouping of the variables from the analysis, it is not possibleto distinguish between tangible and intangible resources.
The tangible can only be understood and interpreted through the intangible(Smith, 2006). While considering the importance of tangible resources,the intangible ones support cultural identity and desirability of itspreservation to recognize cultural diversity from the perception of
tourists (Smith, 2006).
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Managerial ImplicationsManagerial Implications Bosphorus scene, cuisine, old palaces and fortresses, historical
buildings and architecture are very important factors in terms ofchoosing Istanbul as a tourism destination. These first fiveimportant factors give us 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 andeducational level.
From previous visit , the findings show that tourists who have visitedIstanbul for first time, want to visit old palaces and fortresses and
historical buildings and festivals. However, if it is their second orthird visit, the t test analysis indicates that there is a tendencytowards art.
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Further ResearchFurther Research
This research may be done including all purposes of the travel.
The research may be done for more nationalities, for example
Chinese tourists as a growing market.
The research could also cover people who have not come toIstanbul yet.
Confirmatory factor analysis may be used to confirm thedimensions of the scale.
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THANK YOU FOR YOUR ATTENTION