THE IMPORTANCE OF INTANGIBLE AND TANGIBLE RESOURCES IN CHOOSING A TOURISM DESTINATION: CASE OF ISTANBUL

Presented by : Yasemin AKSOY & Gnce MALAN & & Ne e ROMAN Moderator : Assoc. Prof. Dr. Maria DOLORES ALVAREZ

CONTENT
Introduction Literature Review Conceptual Model Research Design Population and Sampling Operationalization Limitations References

INTRODUCTION
Which resources are the most determinant in choosing Istanbul as a tourism destination? The study is important in order to compete and to attract more tourists to a destination. The study is going to help marketing and communication strategies of the city.

The objective of the study

To investigate the importance of intangible and tangible resources in choosing Istanbul as a tourism destination.

LITERATURE REVIEW

Why do people travel to a specific destination?

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)

Destination Choice
Destination Image influenced by such as: Books,Novels, Movies,TV, Newspaper reports, Researches about destination, Word of mouth (Gun, 1988).

Resources of a Destination
Intangible resources Tangible resources They are two sides of the same coin, both carry meaning and helping store in memory of humanity s past. Furthermore, both tangible and intangible resources rely on each other when it comes to understand meanings and importance of each individually (ICOMOS, 2008).

Intangible Resources
Destinations intangible resources that have intrinsic productive values that are used to describe aesthetic, spiritual, symbolic or 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).

THE IMPORTANCE OF INTANGIBLE AND TANGIBLE RESOURCES IN CHOOSING A TOURISM DESTINATION: CASE OF ISTANBUL

 In 2000, Istanbul s municipality had an objective to increase its competitiveness through culture and also to be a top city for arts and culture in order to reanimate the tangible and intangible heritage which the city has owned for centuries.

 In sum, people are looking for a combination of features in order to travel to a destination. Destination preferences have started to become increasingly sophisticated as travellers migrate from mass consumption towards more authentic products and services. The visitors and the local people with the culture of the destination are dependent on one another. The tourists need for their authentic experience, the living culture and improvement of the destination (Schouten, 2007).

BROAD CONCEPTUAL MODEL

Personal Factors Age Income Gender Education Marital Status Origin Place of Residence

Importance Given To Tangible and Intangible Resources

Destination Choice

RESEARCH METHODOLOGY

RESEARCH QUESTION
Which resources both tangible and intangible are most important for European 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 Istanbul as a tourism destination?

RESEARCH DESIGN
Descriptive Correlational Non-contrived setting Minimum Interference Individual Cross sectional Personally administered questionnaries

POPULATION AND SAMPLING

Population: European (UK, Germany, Spain, France) Leisure Tourists visiting stanbul Leisure Tourist can be defined as someone who is away from his/her home during his/her own free time for variety of reasons such as a holiday, a shopping trip, VFR, to attend attractions or events. (King, Kerr, Jefferies, Brombley, 2005)

POPULATION
Number of Foreign Tourist Arrivals to Istanbul in 2010 is 6.960.980 ( stanbul City Culture and Tourism Directorate, 2011) 81% of this number travels for leisure . (T K,2010) German = 1,044,147 English = 417,659 French = 348,049 Spanish = 208,830 (T K,2010) Population Size: 2,018,685 * 81% = 1,635,134

SAMPLING
Questionnaire in Sultanahmet Nonprobability Quota Sampling Sample Size: 200 (50 individual from each subgroup)

OPERATIONALIZATION

Importance Given To Tangible and Intangible Resources (Derived from Uraz (2007), Icomos (2008), Ritchie and Zins (1978), Kuzgun et al (2010) )
Places Genius Loci Accommodation Facilities Cuisine Dining Facilities Language Palaces & Fortresses Smellscape & Soundscape Tower, Legend, Traditions Bazaars & Caravansaries Festivals Films Literature and Poetry Museums Madrasahs

Libraries Art & Music Handicrafts Well-known Roads & District Churches & Holly Places History Architecture Religion Shopping Facilities Dance Leisure Activities Gastronomy Scenery of Bosphorus Hammams and Baths Dress Language

Limitiations

Target: Only European Tourists Nonprobability Sampling Location: Sultanahmet District Season: Spring- April

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