A Focus on Far Eastern Tourists – Tour Operator Selection Criteria

Abstract

Tour operators are becoming more important in the long haul destination market. Identifying tour operator selection criteria is crucial to orientate marketing strategies. The aim of the study was to determine the tour operation selection criteria of a package holiday maker visiting Turkey from the Far East according to the nationality. Data was drawn up and analyzed from tourists who came from three of these countries namely: Japan, South Korea, and China between February and April 2013 in Cappadocia. Quantitative methodology employing One-way ANOVA analysis was used. Deduction was made by analysing the tour operator selection criteria data that nationality was not a meaningful differentiation for a tourist in their assessment of the “Service Quality’” and “Opportunity to interact with other people’” items referred to in the survey questionnaire. Other items from the resulting data gave meaningful differences in crosscultural behaviour. Results from the study provide important cues for tour operator managers to consider developing different promotional strategy initiatives to engage and attract more Japanese, South Korean, and Chinese tourists to Turkey.