THE REVISIT INTENTION TO GREEN HOTELS IN THE CONTEXT OF THE EXTENDED THEORY OF PLANNED BEHAVIOR

Year 2015, Volume: 33 Issue: 4, 59 - 85, 31.12.2015

Leyla Özer , Üzeyir Kement , Beyza Gültekin

https://doi.org/10.17065/huiibf.08815

Cited By: 14

Abstract

The purpose of this study is to examine  the revisit intentions of green hotels
customers by the Extended Theory of Planned Behavior. In this context, green
hotels customers’ revisit intentions are studied by adding service quality to
the Theory of Planned Behavior variables such as attitude, subjective norm,
behavioral beliefs, control beliefs, perceived behavioral control. Data used in
the study is collected from 284 green hotel customers by survey method. Based
on the structural equation modelling results, service quality and subjective
norm positively influence customers’ revisit intention. On the contrary, attitude
and perceived behavioral control do not have an influence on revisit intention. 

Genişletilmiş Planlanmış Davranış Teorisi Kapsamında Yeşil Yıldızlı Otelleri Tekrar Ziyaret Etme Niyeti

Abstract

Bu araştırmanın amacı, Planlanmış Davranış Teorisi modelinin genişletilmiş halini kullanarak yeşil yıldızlı otelleri ziyaret eden otel müşterilerinin bu otelleri tekrar ziyaret etme niyetlerini incelemektir. Bu bağlamda PDT kapsamında ele alınan tutum, subjektif norm, algılanan davranışsal kontrol değişkenlerine hizmet kalitesi değişkeni eklenerek tekrar ziyaret etme niyeti araştırılmaktadır. Araştırmada kullanılacak olan veriler, yeşil yıldızlı otelde konaklayan 284 müşteriye anket uygulanması ile elde edilmiştir. Yapısal eşitlik modellemesi sonuçlarına göre, sübjektif norm ve hizmet kalitesi, tekrar ziyaret etme niyetini olumlu yönde etkilemektedir. Diğer taraftan, tutum ve algılanan davranışsal kontrol tekrar ziyaret etme niyetini etkilememektedir.  

Keywords

Yeşil yıldızlı oteller, planlanmış davranış teorisi

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