Yerli Turistlerin Mardin’e İlişkin Hediyelik Eşya Satın Alma Davranışlarının İncelenmesi

Abstract

This research aims to examine the souvenir purchasing behavior of tourists visiting Mardin, considering its contribution to tourism mobility in the province. Research data was collected from 400 domestic tourists visiting Mardin through face-to-face surveys between April and June 2025. Factor analysis, cluster analysis, and one-way ANOVA were applied to test the study data. As a result of the study, participants were divided into subgroups: tourists seeking cultural values based on aesthetics and functionality, tourists showing low participation and sensitivity, and tourists focused on functionality and service. Significant differences were also found between the groups. These subgroups also reveal the characteristics of the elements that tourists pay attention to in their purchasing behavior. The research shows that the souvenir purchasing behavior of tourists in Mardin plays an important role in terms of tourist appeal. At the same time, the study reveals a multidimensional structure in souvenir purchasing behavior and shows that tourists can be classified according to their different purchasing behaviors.