Being away or being there: British holidaymakers' motivations and experiences visiting Alanya, Turkey

This thesis investigates British holidaymakers' motivations, behaviours and experiences visiting Alanya, Turkey, based on the analysis of quantitative and qualitative data gathered through structured self-administrated questionnaire and semi-structured interviews. Employing a convenience sample of 505 holidaymakers visiting a coastal holiday resort in the Mediterranean, the thesis provides a destination-based analysis of the tourist experience process in three analytical phases. Utilising qualitative and quantitative techniques, the study investigates and addresses, in particular, two specific issues: Motivators, constraints and facilitators of holiday choice; and evaluation of holiday/destination behaviour and experiences. The underlying characteristic of Alanya holiday was found to be seeking 'fun in the sun'. ‗Being away‘ was more important than ‗being there‘ as long as sunny weather and the 'right price‘ were guaranteed. Coastal pleasures dominated the holiday activity, and social and cultural contacts were also significant. Motivations, constraints and facilitators were significant determinants of holiday choice and holiday activity patterns. Supporting consumption experiences were the facilitators of peak experiences. Both peak and supporting consumption experiences were crucial in combination for holidaymakers‘ satisfaction. Preferences and perceptions indicated both similarities and differences between holidaymakers. Differences that are rather more significant were based on repeat visitation patterns. Socio-demographic characteristics were more significant for pre-and on-site experience phases. Trip characteristics were more significant for on-site- and post-experience phases. This study adds substantially to our understanding of tourist motivations, behaviours and experiences and provides additional evidence in terms of their complexity and heterogeneity. Demonstrating the relevance of peak touristic experiences and supporting consumption experiences, the study highlighted the importance of the constraints/facilitators, on the structural, interpersonal and intrapersonal levels. Using mixed methods research design and studying three phases of the tourist experience process simultaneously, the study provides both a theoretical and a methodological base for future research. The study has important implications for the management and marketing of destination experiences. This study calls for cross-national research involving its replication with random sampling in the same resort area, and other tourist resorts in the Mediterranean