Tourism activities' role on destination choice and post-visiting behavior: Evidence from Istanbul as a cultural destination

Abstract

This study aims to (1) validate a list of tourism activities in Istanbul, (2) evaluate the importance of tourism activities on a cultural destination choice, and (3) explain the impact of tourism activities on post-visiting behavior. A preference list for activities was generated by in-depth interviews were conducted on travel agencies and tourist guides organizing cultural tours, besides cultural tour programs. The research was conducted on European tourists visiting Istanbul as a cultural destination of Turkey in 2019. A purposive sampling method was used. Selection criteria are in the top six European tourists visiting Istanbul according to their nationality and staying at least one night in the destination. Data were collected by a three-part questionnaire. The results indicated that European tourists attach importance to tourism activities on destination choice. Hence, visiting activities are the most priority activities on the choice of Istanbul as a cultural destination while festivals and sports activities are the least. By the way, European tourists prefer different tourism activities according to their nationality. The results indicated that preference for tourism activities has a positive impact on tourists' post-visiting behaviors.