Effect of the Sales Promotion Activities on Product Preferences of Foreign Tourist Visiting İstanbul

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This research aim to measure to effects of the sales promotion activities on consumer preferences. This study has been made in İstanbul which is most important destination for tourism after the city of Antalya. Target population of the study was composed of the foregin tourist who visited to İstanbul in 2010. In this study based on field research, survey method by which is one of the primary data collection method were used and this survey consists of three parts. The firs part of the survey consists of questions to determine of demographic characteristics of participant. The second part of the survey is consists of the questions to determine variables related to holidays of participant. In the last part of the survey, statements are given a place related to sales promotion, for determine to participant’s (tourist) opinions regarded to sales promotion activities. 289 survey were collected in 2010 and the data were analised with SPSS 16,0. On the other hand, to prove whether there are significant differences between respondents’ perceptions about sales promotion activities and demographic characteristics – their holidays features, was tested with t-test for variables with two groups and single- factor analysis of variance (ANOVA Test) for containing more than two groub. All statistical results were analyzed based on the 0.05 level of significance. At the end fo the research results; there are significant differences between variables as education, salaries, countries, number of the visits, arrival purposes, sources of the informations and tourists opinions regarded with sales promotion. Also there are no signifacant differences between the other variables.

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Sales promotion , consumer preferences , tourism , İstanbul

Ege Academic Review (EAR)

97

Ege Academic Review (EAR)