Comparative a study on monocultural and bicultural consumer's holiday preferences and constraints

The monocultural citizens and bicultural-proposed Turkish people living abroad generate a great potential for domestic tourism of Turkey. The aim of this study is to compare the holiday tourism preferences and constraints of the monocultural and bicultural consumers and to explore the similarities and differences between these two groups. To this end, the scale of Alvarez (2003) for travel plans was adapted to the scale of vacation preference and the scale of Nyaupane and Andereck (2007) for vacation constraints was adapted to the scale of holiday tourist constraints. The validity and reliability of the obtained scales were verified, and the effects of dual citizenship on vacation tourism were examined by comparing the constraints of participation to holiday tourism, the preferences for holiday tourism and plans of Turks living in Germany representing the bicultural nature and Turkish residents in our country representing the monoculture nature. In addition to this, the examination of the relations between the behavior of the two groups towards holiday tourism, the examination of the relations between the demographic characteristics and the constraints of the holiday tourism, and the grouping of the individuals not participating in the holiday tourism by the their restriction levels constitute the sub-purposes of this study. The data obtained from the questionnaire were analyzed by means of a statistical package program developed for social sciences. The Chi-square test to compare the effects of both cultural properties (monocultural and bi-cultural) on holiday tourism preferences, exploratory factor analysis in order to identify the dimensional structure of holiday tourism constraints for both cultural structures, and T test and one way ANOVA test to determine the differences between the factor dimensions and demographic characteristics of participants in both structures were used. Besides, clustering analysis was used to group the individuals of both cultural structures who did not participate in holiday tourism according to their level of restriction. As a result of the study, it was found that the dual culture had a positive effect on both holiday preferences and holiday constraints, and there were statistically significant differences between the two groups concerning the relations for holiday tourism behavior, holiday tourism constraints and demographic characteristics. The results were discussed in terms of the sector and proposals were made for further field studies. Keywords: Biculturalism (dual-culture), Holiday Tourism Constraints, Holiday Tourism Preferences, Market Segmentation