Varitey seeking behaviour in Turkish tourism

This study aimed to conceptualise and analyse empirically the variety-seeking behaviour in tourism sector. Tourism, broadly defined, is a key services sector that has embraced loyalty-related marketing however, there is a large novelty factor in tourism which acts against revisiting. Hence, although a consumer may be very satisfied with the vacation experience, he or she may not revisit the same destination and accomodation. As one of the consumer buying behaviour model, variety seeking behaviour is an obstacle for the customer loyalty in tourism sector and by the way it damages the profits of tourism enterprises.This study consists of theoratical framework including tourism concepts, a profile to Turkish tourism and importance of tourism in Turkish economy, consumer behaviour in tourism, customer satisfaction, customer loyalty, importance of service quality in tourism, and variety seeking behaviour in tourism in order to get a deeper understanding of the issue. This research also attempts to incorparate the experiental application into a construct and tested variety seeking tendancy in tourism by an emprical study of 200 potential tourists. The questionnaire has two parts as a demographic and holiday habits and designed to analyse the influences of variety seeking behaviour in tourism.There are findings, interpretations conclusion parts which are based on the feedback and statistical datas from the questionnaire.