Hakan Boz

Novelty Seeking Behavior in Destination Decision Making

The number of the tourists attending the tourism activities based on culture, nature and gastronomy -important parts of alternative tourismis increasing gradually. Differentiated consumption patterns depending on the developments in the tourism activities and the changes in common tourist type makes it necessary to analyse buying behavior of the tourists. In this study, novelty seeking behavior of the tourists in destination decision making is discussed conceptually together with destination development and tourist profiles, and the novelty seeking behavior of the tourists taking part in cultural, natural, and gastronomy tourism is analysed with PLS 2.0 and AMOS 22 programmes using Structural Equation Modelling. As a result of the research, it is determined that the more the tourists are interested in cultural and natural heritage tourism, the more they exhibit novelty seeking behavior. It is seen that their desire to go for a vacation in the destination with different culture and life-style where they have never visited is high.

How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?: The role of psychophysiological and neuromarketing research

This chapter provides an in-depth analysis and explanation of psychophysiological/neuromarketing research tools such as the eye tracker, fMRI, EEG, HR, and GSR for gaining an insight into consumer behavior in the traditional food and wine market. The chapter particularly investigates the need for the new psychophysiological/neuromarketing research tools compared with traditional methods, a review of the research carried out with modern consumer science tools, and how data could be collected and analyzed in a traditional food and wine market through the use of these tools. The chapter concludes with a case example showing the application of psychophysiological/neuromarketing research tools.