Marketing floating islands as a destination: A Field study for determination of potential demand and consumer expactations of floating islands

iiiABSTRACTMarketing Floating Islands as a Destination: A Field Study for Determination ofPotential Demand and Consumer Expactations of Floating Islands.The most expected travel trend for the future worldwide is: ?new and differentdestinations will be more important?. In addition, the change in demand and consumerbehavior is going to continue. Considering these expectations, a floating constructioncalled ?floating island? with its own movement capability and attractive elements issuggested as a new destination model. In this study, firstly theoretical forecasts such asthe features that floating islands should include and the methods to market these islandswere presented. Then a survey was designed to determine the potential demand, marketproperties and consumer expectations for floating islands as a new product.Research data was collected from 489 passengers of cruises - that are actual consumersof a product similar with floating islands- boarded to Izmir-Alsancak and Aydın-Kusadasi Harbors. Frequency and chi-square analysis were used for the evaluation ofdata.The findings show that floating islands are going to be demanded by cruise passengerswho are over 40 years age and from upper income level group. The most importantfactors affecting consumers to demand floating islands are that they are new anddifferent constructions and they can be in fashion. Transportation to the island and theelements such as accommodation, supporting services and attractions that theconsumers prefer to see on the island are determined and some suggestions onmarketing floating islands are made.