Turizm pazarlaması uygulamalarında organik tarım ürünlerinin etkisi: Erzurum ili örneği
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bayburt Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde tarım turizmine olan ilgi artmaktadır fakat organik tarım ürünlerinin turizm pazarlamasına etkisini ele alan yeterli yurt içi çalışma bulunmamaktadır. Bu durum konunun seçilmesinde ki en önemli etkenlerden biri olmuştur. Dolayısı ile bu tezin temel amacı Erzurum ilindeki turizm pazarlaması uygulamalarında organik tarım ürünlerinin etkisini tespit ederek literatüre katkı sağlamaktır. Bu çalışmada organik tarımın, turizm ve turizm pazarlaması arasındaki ilişkisi incelenmiştir. Ülkemizdeki ve Erzurum ilindeki turizm pazarlaması uygulamalarının organik tarım ürünlerine etkisini belirleyebilmek için organik tarım, çiftlik turizmi, tarım (agri/agro) turizmi, kırsal turizm, organik tarım ürünlerinin pazarlaması, turizm pazarlaması gibi başlıklar altında Web of Science, Scopus, Yöktez gibi veri tabanları üzerinden literatür taraması gerçekleştirilmiştir. Uygulama organik tarım ile ilgili yetkili kurum, kuruluş ve kişilere, 564 tüketiciye, 27 adet tarımsal ürün satan işletmeye, 47 adet tarımsal ürün satan üreticiye ve 3 adet tarım turizm çiftliğine açık ve kapalı uçlu sorulardan oluşan karma yöntem çalışması ile yapılmıştır. Araştırmada; telefon, e-posta, yüz yüze görüşme, gözlem ve anket yöntemi kullanılmıştır. Anket formu Google formlara yüklenip linkin internet ortamına aktarılması ile uygulama gerçekleştirilmiştir. Literatürde yer alan çalışmaların incelemesi ve araştırma sonuçları IBM SPSS Statistics 25.0 paket programında analiz edilerek raporlaştırılmıştır. Elde edilen veriler ile bibliyometri, betimsel ve içerik analizleri, güvenilirlik, faktör, frekans, yüzde, tek örneklem ve bağımsız örneklem t testleri, homojenlik, tek yönlü varyans, post-hoc, basit korelasyon ve çoklu doğrusal regresyon analizleri yapılmıştır. Sonuç olarak literatürde tarım (agro/agri) turizmi ve turizm pazarlaması uygulamalarının organik tarım ürünlerine etkisi ile ilgili yeterli çalışmanın yapılmadığı, organik tarım ürünlerin turizm pazarlaması uygulamalarında ise Erzurum'un üretim, tanıtım, pazarlama ve markalaşma noktalarında desteğe ihtiyaç duyduğu, aynı zamanda tarım, turizm, kış ve gastronomi turizminin entegre edilmesi konusunda da eksikliklerinin olduğu tespit edilmiştir. Literatüre ve uygulamaya yönelik elde edilen bulgular sonuç ve öneri bölümünde ayrıntılı olarak ele alınmıştır.
Today, the interest in agricultural tourism is increasing, but there are not enough domestic studies on the effect of organic agricultural products on tourism marketing. This situation was one of the most important factors in the selection of the subject. Therefore, the main purpose of this thesis is to contribute to the literature by determining the effect of organic agricultural products on tourism marketing practices in Erzurum. In this study, the relationship between organic agriculture, tourism and tourism marketing was examined. Databases such as Web of Science, Scopus, Yöktez under the headings of organic agriculture, farm tourism, agricultural (agri/agro) tourism, rural tourism, marketing of organic agricultural products, tourism marketing in order to determine the effect of tourism marketing practices in our country and Erzurum province on organic agricultural products. A literature review was carried out. The application was made with a mixed method study consisting of open and closed-ended questions to the authorized institutions, organizations and individuals related to organic agriculture, 564 consumers, 27 agricultural product businesses, 47 agricultural product producers and 3 agricultural tourism farms. In the research; telephone, e-mail, face-to-face interviews, observation and survey methods were used. The application was carried out by uploading the survey form to Google forms and transferring the link to the internet. The examination and research results of the studies in the literature were analyzed and reported in the IBM SPSS Statistics 25.0 package program. Bibliometrics, descriptive and content analyzes, reliability, factor, frequency, percentage, single sample and independent sample t tests, homogeneity, one-way variance, post-hoc, simple correlation and multiple linear regression analyzes were performed with the obtained data. As a result, in the literature, there are not enough studies on the effect of agricultural (agro/agri) tourism and tourism marketing practices on organic agricultural products, and in the tourism marketing practices of organic agricultural products, Erzurum needs support in production, promotion, marketing and branding. It has also been determined that there are deficiencies in integrating tourism, winter and gastronomy tourism. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section.
Today, the interest in agricultural tourism is increasing, but there are not enough domestic studies on the effect of organic agricultural products on tourism marketing. This situation was one of the most important factors in the selection of the subject. Therefore, the main purpose of this thesis is to contribute to the literature by determining the effect of organic agricultural products on tourism marketing practices in Erzurum. In this study, the relationship between organic agriculture, tourism and tourism marketing was examined. Databases such as Web of Science, Scopus, Yöktez under the headings of organic agriculture, farm tourism, agricultural (agri/agro) tourism, rural tourism, marketing of organic agricultural products, tourism marketing in order to determine the effect of tourism marketing practices in our country and Erzurum province on organic agricultural products. A literature review was carried out. The application was made with a mixed method study consisting of open and closed-ended questions to the authorized institutions, organizations and individuals related to organic agriculture, 564 consumers, 27 agricultural product businesses, 47 agricultural product producers and 3 agricultural tourism farms. In the research; telephone, e-mail, face-to-face interviews, observation and survey methods were used. The application was carried out by uploading the survey form to Google forms and transferring the link to the internet. The examination and research results of the studies in the literature were analyzed and reported in the IBM SPSS Statistics 25.0 package program. Bibliometrics, descriptive and content analyzes, reliability, factor, frequency, percentage, single sample and independent sample t tests, homogeneity, one-way variance, post-hoc, simple correlation and multiple linear regression analyzes were performed with the obtained data. As a result, in the literature, there are not enough studies on the effect of agricultural (agro/agri) tourism and tourism marketing practices on organic agricultural products, and in the tourism marketing practices of organic agricultural products, Erzurum needs support in production, promotion, marketing and branding. It has also been determined that there are deficiencies in integrating tourism, winter and gastronomy tourism. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section.
Açıklama
Lisansüstü Eğitim Enstitüsü, Organik Tarım İşletmeciliği Ana Bilim Dalı
Anahtar Kelimeler
Gıda Mühendisliği, Food Engineering ; Turizm
