Tourists’ Perception and Satisfaction of Shopping in Alanya Region: A Comparative Analysis of Different Nationalities

Alanya is one of the most popular holiday destinations and famous seaside resorts in southern Turkey; on account of this, about 6,5% of all tourists from different countries are on vacation in 2008 (Directorate of Antalya Culture and Tourism, 2009). Acquiring and retaining tourist necessitates providing complete tourist satisfaction from travelling to hotels’ service quality. Tourist shopping has played one of the critical roles for improving satisfaction in any touristy destinations. Thus, the primary purposes of this study and analysis are to (1) understand how well touristic stores in the Alanya destination respond to the needs of their tourists, (2) reveal tourists’ perception towards shopping in Alanya, (3) compare the German, Russian, Dutch, Swedish, Turkish, Norwegian, British, Ukrain, Danish, Polish, Austrain and others tourists’ perception and satisfaction level of shopping tested by the one way ANOVA, (4) recognize which elements of touristic stores’ offer need enhancement, and finally (5) define strategies to improve overall tourist satisfaction. According to survey results and analysis conclude that although tourist are satisfied from shopping stores, there are statistically significant differences tourist satisfaction and perception of shopping in Alanya by nations of tourists. The differences in tourist satisfaction and perception of the different nations are interesting. The conclusions from this anaysis help decision takers to increase tourist and shopping satisfaction by revising and developing education programs for seller, store managers and store owners in Alanya.