Evaluation of the push and pull factors affecting in Bulgarian tourists' preference of Antalya destination for holiday with importance-performance analysis

In this research conducted, it is aimed to evaluate the push and pull factors that are effective in the preference of Bulgarian tourists for holiday with importance - performance analysis. The survey model, which is widely used in the field of social sciences, was used in the research. 446 Bulgarian tourists who preferred Antalya destination in the 2020-2021 tourism season participated in the research. The personal information form was used to determine the demographic characteristics of the tourists who participate in the research. The scale which was developed by Pektaş (2017) by reviewing the literature was used to determine the push and pull factors and consumer-based destination value perceptions which affect the tourists who participate in the research in preference the Antalya destination. Google Forms were used in the data collection process of the research. One Way ANOVA analysis and Pearson Correlation Analysis were used in SPSS 22.0 program in the analysis process of the data obtained. At the end of the research, it was found that both push and pull factors were effective in tending of Bulgarian tourists to Antalya destination. It has been found that the push and pull factors that direct the tourists who participate in the research to Antalya destination show significant difference according to the demographic variables. Within this context, it was found that the push and pull factors that are effective in tending to the destination show significant difference according to the age groups, marital status, education level, monthly income state, occupational groups and the number of visits to Antalya (p<0.05). When the findings concerning to the consumer-based destination value perceptions of the Bulgarian tourists who participate in the research were evaluated, it was found that the perceptions regarding the consumer-based destination value sub-dimensions (destination awareness, destination association, economic value of the destination, perceived quality of the destination, destination commitment) were high level. In addition, it was determined that there are positive and significant relationships between the push and pull factors that are effective in tending of Bulgarian tourists to the destination and consumer-based destination value perceptions (p<0.05). As a result, it can be said that the push and pull factors are highly effective in the preference of Bulgarian tourists in Antalya destination, the push and pull factors that are effective in tending to the destination show significant difference according to demographic variables, there are significant relationships between the push and pull factors that are effective in tending to the destination and the consumer-based destination value.