1.4.4.2.3. Advertisements
Advertisement includes
any paid form of non-personal communication through the media which details a
product that has identified sponsors. The media may include travel guides,
newspapers, web pages, direct mail, billboards television and radios (Cooper, et
al., 2008: 596).
Advertisement, which is the most used method in
communicating consumers, is the initial point where consumers are provided with
information, reminded or convinced through effective communication.
Advertisement plays a key role in educating customer about the capacity,
features of products and providing them with true information about the service
(Lovelock and Wright, 2001: 201).
1.4.4.2.4. Sales promotion
Sales promotion is generally composed of all
attempts except for individual sale, advertisement and public. Some sales
promotion campaigns can be quite creative in accessing the customer. For
example, some international airlines companies give first class and business
class passenger’s promotional gifts such as make-up tools, pens, papers, or
game cards (Lovelock and Wright, 2001: 203).
1.5. Consumer Behaviour in Tourism
Before the understanding of consumer behaviours, the
word “consumer” needs to be defined properly. The term “consumer” includes all
potential buyers or buyers of properties or services in the common market
(Karabulut, 1989: 15). Basically, consumer behaviour researches try to
understand and account for, when, why, where, and how s/he has bought what
(Akturan, 2007: 238).
There are other definitions of
consumer behaviours. For example, Solomon (2009: 33) describes it as ‘‘all the
behaviours while s/he prefers, uses, and gives up a particular property,
service or idea’’. Another definition is that,‘‘consumer behaviour includes all
decision-making processes that influence physical activities such as
evaluating, searching for, buying, using and returning a particular product
that customers think will meet their or others’ needs’’ (Kavas, Katrinli
and Özday, 1995:
2).
According to Doğan (2004:
31), people’s touristic behaviours can be investigated on the basis of a model
that includes formation of social environment by cultural environment, the
direct influence of social environment on personality and the influence of personality
on touristic behaviour in relation to propaganda and advertisement. In this
context, consumer behaviours are influenced by 4 basic factors, which include
psychology, demographics, social-cultural and situational factors. In addition,
sales attempt by the firm itself are also one of the determining factors that
affect consumer buying behaviours (Odabaşı and Barış, 2002: 50). On the other
hand, the factors that influence consumer behaviours can be classified as
internal and external factors. The internal ones include variables such as a
customer’s attitudes, personality, life style, and perceptions, whereas the
external ones are variables that result from the environment such as
demographic, cultural, reference groups (İslamoğlu, 2003: 54): 
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