YEŞİL DAVRANIŞLARA KARŞI TUTUMUN ZİYARET NİYETİNE ETKİSİNDE YEŞİL İMAJIN DÜZENLEYİCİLİK ROLÜ: YEŞİL OTELLER ÖRNEĞİ

Year 2019, Volume: 29 Issue: 2, 303 - 315, 30.08.2019

Sinan Çavuşoğlu , Yakup Durmaz

https://doi.org/10.18069/firatsbed.540080

Cited By: 9

Abstract

Bu çalışmanın amacı, yeşil otelleri ziyaret eden otel
müşterilerinin yeşil davranışlara karşı tutumunun tekrar ziyaret niyeti
üzerindeki etkisini ve yeşil imajın düzenleyicilik rolünün belirlenmesidir. Araştırmanın
örneklemini yeşil otelleri ziyaret eden 390 otel müşterisi oluşturmuştur. Çalışmada
veri toplama aracı olarak anket tekniği kullanılmıştır. Ankette yeşil
davranışlara karşı tutum, tekrar ziyaret etme niyeti ve yeşil imaj değişkenlerini
ölçmeye yönelik ifadelere ve demografik özelliklere ilişkin sorulara yer
verilmiştir. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Elde edilen bulgular göre yeşil
davranışlara karşı tutumun tekrar ziyaret etme niyeti üzerinde olumlu yönde anlamlı
bir etkisi vardır. Ayrıca yeşil davranışlara karşın tutumun ziyaret etme
niyetine etkisinde yeşil imajın düzenleyici rolü olmadığı tespit edilmiştir. 

Keywords

Yeşil davranışlara karşı tutum, Tekrar ziyaret etme niyeti, Yeşil imaj, Yeşil otel

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