The role of internal information on alternatives evaluation of Turkish tourists in holiday purchasing process

The main purpose of this study was to investigate the role of internal information on alternatives evaluation of Turkish tourists in holiday purchasing process. Previously a literature review related to internal information on alternatives evaluation was conducted and then questionnaire was developed from the several studies in the literature. And then, data were collected from Turkish tourist who visit Mugla Region, by researchers in face-to-face interviews. For data analysis, SPSS statistical programs was used. After factor analysis, regression analysis was used to investigate the effect of independent variables on dependent variable. As a result, this study measured the importance of familiarity, expertise and experience in creating and evaluating alternatives and research findings suggest a positive effect of dimensions of independent variables (such as familiarity, expertise and experience) on dependent variable.