The Effects of Consumer Ethnocentrism nn Purchase Intention of Domestic Tourism Product

Abstract

In various sectors in developing countries, many foreign companies are providing goods
and service. One of these sectors is tourism sector. Tourism companies invest other
countries and provide tourism products. Foreign companies are faced with obstacles in
host country. One of these obstacles is consumer ethnocentrism. This study aims to
investigate the effects of consumer ethnocentrism on purchase intention of domestic
tourism products. This study focused hotel products and food and beverage business
products, as tourism products. Independent samples t test, one-way ANOVA, correlation
analysis and regression analysis were used in the study. The data were collected from
600 consumers in Çankaya for study. The results showed that there was a significant
correlation between purchase intention of domestic tourism products and the consumer
ethnocentrism. Regression analysis indicated that consumer ethnocentrism had significant
effect on purchase intention of domestic tourism products.