Motivation based market segmentation in film induced tourism

Studies have shown that film induced tourism has significant effects on destinations. Among these, studies that examine motivation, in particular, are important in understanding tourist behavior. In this direction, the main purpose of this research is to determine the motivations of film tourists, to reveal how motivation is affected by demographic variables, to determine the effect of motivation on satisfaction and visit intention, and to obtain film tourist clusters (typologies) by segmenting the market according to the motivations of the participants. The questionnaire technique was used as a data collection method in the research. The population of the research is Turkish tourists aged 18 and over; film tourists visiting the destinations where the films were shot and potential film tourists who are interested in visiting these destinations. As a result of the questionnaire application, 530 questionnaires were collected. In the research; exploratory factor analysis, difference analyzes (independent sample t-test, one-way analysis of variance), multivariate regression analysis, and k-means clustering analysis were performed. Participants were divided into three clusters in a meaningful way with their common characteristics have, in terms of motivation. Based on the literature the clusters obtained it has been named "specific film tourist", "general film tourist", and "serendipitous film tourist". In the national area no research has been found on film induced tourism in the variables of motivation, visit intention, and satisfaction are used together and market segmentation was carried out according to motivations. Therefore, the results of the research have the potential to contribute to future studies. Keywords: Film Induced Tourism, Motivation, Market Segmentation