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Günümüzde çevresel kirliliğin ve küresel ısınmanın artması tüketicilerde çevreye karşı bir hassasiyet oluşturmaktadır. Bu hassasiyet, tüketicilerin satın alma davranışları sırasında ürün ve hizmetlerin çevresel etkilerine dikkat etmelerine neden olabilmektedir. Turizm işletmeleri, tüketicilerde artan bu hassasiyete karşı kayıtsız kalmamak ve aynı zamanda rakiplerinden farklılaşmak için, yeşil pazarlama uygulamalarına yönelmektedir. Çevre dostu faaliyetlerin uygulandığı turizm işletmeleri yeşil ya da çevre dostu oteller olarak farklılaşmış ve tüketicilerin hizmetine sunulmuştur. Bu bağlamda çalışmanın amacı, tüketicilerin çevre dostu otellere yönelik düşünceleri ve satın alma davranışı sırasında yeşil otellerde kalma niyetleri arasındaki ilişkinin incelenmesidir. Araştırma, Antalya bölgesinde yeşil otellerde konaklayan müşteriler üzerinde yürütülmüştür ve nicel araştırma yöntemlerinden biri olan anket tekniğinden yararlanılmıştır. Araştırmada, Antalya bölgesindeki yeşil yıldıza sahip beş yıldızlı otellerde konaklayan 227 müşteriden toplanan veriler SPSS programı ile analiz edilmiştir. Araştırmanın sonucunda, çevre dostu otellere yönelik düşünceleri ve kalma niyetleri arasında istatistiksel ve anlamlı ilişkiler olduğu tespit edilmiştir. Ayrıca katılımcılar açısından bakıldığında turizm işletmelerinde uygulanan yeşil pazarlama stratejilerinin tüketici satın alma davranışları üzerinde olumlu ve istatistiksel olarak anlamlı olduğu ifade edilebilir.
Today, the increase in environmental pollution and global warming creates a sensitivity to the environment in consumers. This sensitivity may cause consumers to pay attention to the environmental impacts of products and services during their purchasing behavior. Tourism enterprises are turning to green marketing practices, to not be neglected against this increasing sensitivity in consumers and also to differentiate from their competitors. The tourism enterprises in which environmentally friendly activities are implemented are differentiated as green or environmentally friendly hotels and are offered to the service of consumers. The aim of the study in this context is to examine the relationship between consumers’ thoughts about environmentally friendly hotels and their intentions to stay in green hotels during their purchasing behavior. The research was carried out on customers who stayed in green hotels in the region of Antalya and the survey technique, which is one of the quantitative research methods, has been used. In the study, data collected from 227 customers who stayed in five-star hotels with green stars in the region of Antalya were analyzed through the SPSS program. The study found that there were statistical and meaningful relationships between their thoughts about environmentally friendly hotels and their intentions to stay. It can also be stated that green marketing strategies implemented in tourism enterprises are positive and statistically meaningful on consumer purchasing behaviors.
Nowadays, increased environmental pollution and global warming lead consumers to become and act more sensitive toward environmental issues. Consumer’s sensitivity may cause a change in their buying behavior such as paying more attention to the effects of products or services on environment. In order to adapt to the increased sensitivity of consumers’ and to be different from their competitors, tourism enterprises are turning to green marketing practices/strategies. Green hotels or hotels which are stated as eco-friendly are offered to consumers as a product of green practices in tourism enterprises. In this context, the aim of the study is to examine the relationship between consumers' thoughts about environmentally friendly hotels and underlying intention of consumers who prefer to stay in green hotels. The research has been conducted on customers who prefer to stay in green hotels in Antalya region. In order to collect data, questionnaire technique which is a quantitative method, has been used. In this research, data has been collected from 227 customers staying in five star hotels with green stars in Antalya region and analyzed with SPSS program. As a result of the study, it has been determined that there is a statistically significant relation between consumers’ thoughts and intention to stay in environment friendly hotels. In addition, it has been found that in terms of participants who participated in the study, there is a significant positive correlation between the eco-friendly strategies that are used in tourism establishments and consumers buying behaviors.
Field : Filoloji; Hukuk; İlahiyat; Sağlık Bilimleri; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Journal Type : Ulusal
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