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19
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Covid-19’un küresel ölçekte turizm sektörünü etkileyerek özellikle otel endüstrisi üzerinde ekonomik kayıplara sebep olduğu görülmektedir. Pandemi sürecinde tüketicilerin otel seçimlerini etkileyen faktörlerin bilinmesi otellerin uygulamalarını bu doğrultuda yeniden gözden geçirmelerine böylece söz konusu kayıpların giderilmesine katkı sağlayabilecektir. Bu kapsamda araştırma ile pandemi sürecinde tüketicilerin tatil satınalma davranışını etkileyen faktörlerin konaklama tesisi ve hizmetlerine yönelik tedbirler çerçevesinde değerlendirilmesi amaçlanmıştır. Araştırma kapsamında anket tekniğinden faydalanılmış olup araştırma 791 yerli turist ile gerçekleştirilmiştir. Pandemi sürecinde tüketicilerin tatil satınalma kararı üzerinde etkisine yönelik oluşturulan 5 hipotezden 4’ü desteklenmiş 1’i reddedilmiştir. Covid-19’a yönelik, tesisin Covid-19 tedbirleri, tesisin özellikleri, tesisin insan yoğunluğu ve tesisin hizmet uygulaması tüketicilerin tatil satınalma sürecinde otel seçim kararını etkilerken hizmet tercihlerinin bir etkisi olmadığı görülmektedir. Araştırmada pandemi koşulları dikkate alınarak tüketicilerin tatillerine ilişkin konaklama tesisi ve çevresine yönelik tedbirler önemli hale gelmektedir.
Covid-19 has a global impact on the tourism industry, causing economic losses especially on the hotel industry. The knowledge of the factors that influence consumers’ hotel choices during the pandemic process will be able to re-examinate the hotel’s practices in this direction so that they can contribute to the removal of those losses. In this context, research and pandemic processes are aimed at evaluating the factors affecting consumers' holiday purchasing behavior in the framework of the accommodation facilities and services. The survey was conducted with 791 local tourists. Four of the 5 hypotheses created towards the impact of consumers on the vacation purchase decision during the pandemic process were supported and one was rejected. For Covid-19, the facility's Covid-19 measures, the facility's characteristics, the facility's human intensity and the facility's service application appear to have no impact on the customer's hotel choice decision during the holiday purchase process while the service preferences are not affected. In the study, taking into account the conditions of pandemic becomes important for consumers’ holidays related accommodation and environmental measures.
It is seen that Covid-19 affects the tourism industry on a global scale, causing economic losses, especially in the hotel industry. Knowing the factors affecting the hotel choices of consumers during the pandemic process may contribute to the hotels reviewing their practices in this direction, thereby eliminating the said losses. In this context, it was aimed to evaluate the factors affecting the hotel choice behavior of consumers during the pandemic process within the framework of measures for accommodation facilities and services. The survey technique was used within the scope of the research and the research was conducted with 791 domestic tourists. During the pandemic period, 4 of the 5 hypotheses created for the effect of consumers on the hotel choice decision were supported and 1 was rejected. Covid-19 measures of the hotel, the characteristics of the hotel, the human density of the hotel and the service practices of the hotel affect the hotel choice decision of consumers, but personal service preferences do not. Considering the pandemic conditions in the research, the measures for the accommodation facility and its environment regarding the holidays of the consumers become important.
Alan : Eğitim Bilimleri; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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