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Günümüzde hızla büyüyen ve küresel bir sektör haline gelen turizm endüstrisi, oldukça önemli bir gelir kaynağıdır. Fakat bilinçsiz bir şekilde kullanıldığı zaman tarihi ve kültürel değerler ve doğal hayat başta olmak üzere çevreye oldukça ciddi zararlar verebilmektedir. Özellikle konaklama işletmelerinde ciddi bir tüketim söz konusu olduğundan otellerin daha inşaat aşamasından başlanarak her alanının çevreye duyarlı olacak şekilde inşa edilmesi, kullanılan malzemelerin ekolojik olması, atık ve kimyasal yönetiminin oldukça iyi yönetilmesi ve geri dönüşüme önem verilerek çevreye en az zarar verecek şekilde düzenlenmesi ve yönetilmesi gerekmektedir. Her geçen gün artan çevre sorunları ve bu sorunların insan hayatına etkileri, çevrenin önemi ve korunması gerektiği konusunda farkındalığı da artırmaktadır. Bu durumun sonucunda çevre konusunda bilinçli olan müşteriler, tercihlerini daha çevreye duyarlı ürün ve hizmetlerden yana kullanmaktadırlar. Bu çalışma ile konaklama işletmelerinin çevre imajı ve çevre uygulamaları ile turistlerin çevre bilincinin fazla ücret ödeme eğilimine etkisinin X, Y, Z kuşaklarına göre değişikliklerin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda Muğla’da faaliyet gösteren ve çevreye duyarlı tesis (yeşil yıldız) belgesine sahip konaklama işletmelerinde konaklayan yerli ve yabancı turistlerden 2021 yılının Temmuz ve Ağustos aylarında veri toplanmıştır. Çevre bilinci, otelin çevre imajı ve çevre uygulamaları ve fazla ücret ödeme eğiliminin kuşaklar arasında anlamlı bir farklılık gösterip göstermediğinin belirlenmesi için yapılan tek yönlü varyans analizi (ANOVA) testi sonucunda kuşaklararası anlamlı bir farklılığın olmadığı tespit edilmiştir. Çoklu doğrusal regresyon analizi sonucuna göre turistlerin çevre bilincinin, otelin çevre imajı ve çevre uygulamalarının turistlerin fazla ücret ödeme eğilimi üzerindeki etkisini açıklamada, X ve Y kuşağının anlamlı katkısının olduğu fakat Z kuşağının anlamlı katkısının olmadığı ortaya çıkmıştır.
Today, the tourism industry, which is rapidly growing and becoming a global sector, is a very important source of income. But when used unconsciously, historical and cultural values and natural life can cause a very serious damage to the environment, primarily. In particular, because there is a serious consumption in the housing enterprises, it is necessary to build the hotels in a way that each area will be environmentally sensitive, the materials used are ecological, the waste and chemical management is very well managed and recycling is important to be organized and managed in a way that will harm the environment at least. The increasing environmental problems and the effects of these problems on human life also raise awareness of the importance of the environment and the need to be protected. As a result, customers who are environmentally aware use their preferences for more environmentally sensitive products and services. This study is aimed at studying changes according to the X, Y, Z generations of the environmental image and environmental practices of the accommodation companies and the impact of tourists’ environmental consciousness on the tendency to pay excess fees. For this purpose, data from domestic and foreign tourists who operate in Muğla and reside in accommodation companies with the environmentally sensitive facility (green star) certificate were collected in July and August of 2021. One-way variance analysis (ANOVA) test to determine the environmental awareness, the hotel’s environmental image and environmental practices and whether the tendency to pay excess fees shows a significant difference between generations has found that there is no significant difference between generations. According to the results of the multi-linear regression analysis, tourists’ environmental consciousness, the hotel’s environmental image and environmental practices have a significant contribution to the tendency of tourists to pay excess fees, but Z generations have not a significant contribution.
Today, the tourism industry, which has grown rapidly and has become a global sector, is a very important source of income. However, when it is used unconsciously, it can cause serious damage to the environment, especially to historical and cultural values and natural life. Since there is a serious consumption in accommodation establishments, hotels should be built in an environmentally friendly way starting from the construction stage, the materials used should be ecological, waste and chemical management should be managed very well, and should be arranged and managed in a way that gives the least damage to the environment by giving importance to recycling. Increasing environmental problems and the effects of these problems on human life also raise awareness about the importance of the environment and the need to protect it. As a result of this situation, customers who are conscious about the environment, prefer more environmentally friendly products and services. In this study, it is aimed to examine the environmental image and environmental practices of accommodation establishments and the effects of tourists' environmental awareness on the tendency to pay more, and the changes according to X, Y, Z generations. For this purpose, data were collected in July and August 2021 from domestic and foreign tourists staying in hotels operating in Muğla and having an environmentally friendly facility (green star) certificate. As a result of the one-way analysis of variance (ANOVA) test, which was conducted to determine whether environmental awareness, environmental image and environmental practices of the hotel, and the tendency to overpay show a significant difference between generations, it was determined that there was no significant intergenerational difference. According to the results of the multiple linear regression analysis, X and Y generations have a significant contribution to explain the effect of tourists' environmental awareness, hotel's environmental image and environmental practices on the tendency of tourists to overpay; but it has been revealed that the Z generation does not have a significant contribution.
Alan : Eğitim Bilimleri; Güzel Sanatlar; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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