COMMUNICATION STRATEGIES BASED ON GOLF TOURISTS’ TRAVEL MOTIVATION AND INFORMATION SOURCES: CASE OF BELEK

The aim of this study is to determine and suggest communication strategies towards golf tourists based on their travel motivation and information source employed in destination selection. The research was conducted with 1250 golf tourists visiting Belek, which is the premiere golf destination in Turkey. A total of 900 questionnaires were returned. Findings of this study indicate that golf tourist have two primary travel motivations, namely golf oriented and sociocultural motivations. The findings also indicate that the main information sources employed by golf tourists in destination selection, in order of importance; TV, fairs and organizations about golfing and the internet. Finally, communication strategy suggestions are presented based on the findings.