Destinasyon Sosyal Sorumluluğu, Müşteri Memnuniyeti, Tekrar Ziyaret ve Tavsiye Niyeti Arasındaki İlişkilerin Belirlenmesi: İstanbul Örneği

Yıl 2024, Cilt: 21 Sayı: 1, 47 - 67, 29.03.2024

Nevres Sezen Emrah Keskin Hakan Çetiner

https://doi.org/10.24010/soid.1268374

Öz

Kurumsal sosyal sorumluluk, işletmelerin çevreye ve topluma yönelik görevleridir. Turizmde otel işletmelerinin de çevreye ve müşterilerine yönelik sorumlulukları vardır. Bu otel işletmelerinin sorumlulukları müşterilerin davranışsal niyetlerini etkilemektedir. Hazırlanan çalışma otel işletmelerindeki kurumsal sosyal sorumluluk, memnuniyet, tekrar ziyaret ve tavsiye etme niyeti arasındaki ilişkileri araştırmayı amaçlamıştır. Bu amaç doğrultusunda nicel araştırma yöntemi ve tesadüfi örnekleme yöntemlerinden biri olan basit küreleme örnekleme tekniği kullanılmış ve İstanbul’daki otelleri ziyaret edenlerin katılım sağladığı 500 anket toplanmıştır. Elde edilen anketlerin 481’i analiz için uygun bulunmuştur. Verilerin analizinde SPSS programından yararlanılmıştır. Analizler sonucunda İstanbul’daki otellerin kurumsal sosyal sorumluluklarının müşteri memnuniyeti ile tekrar ziyaret ve tavsiye niyeti arasında pozitif ve anlamlı bir ilişki belirlenmiştir. Bunun yanı sıra İstanbul deneyimi sonucu oluşan müşteri memnuniyeti ile tekrar ziyaret ve tavsiye niyeti arasında da pozitif ve anlamlı bir ilişki olduğu tespit edilmiştir.

Anahtar Kelimeler

Destinasyon, Sosyal Sorumluluk, Memnuniyet, Tekrar Ziyaret Niyeti, Tavsiye Niyeti

Etik Beyan

Nevşehir Hacı Bektaş Veli Üniversitesi Bilimsel Araştırmalar ve Yayın Etik Kurulu ve 27.04.2022 tarihinde alınan 137 nolu karar

Determining the Relationships Between Destination Social Responsibility, Customer Satisfaction, Revisit and Recommendation Intention: The Case of Istanbul

Öz

Corporate social responsibility is the duties of enterprises towards the environment and society. In tourism, hotel enterprises also have responsibilities towards the environment and their customers. The responsibilities of these hotel operators affect the intentions of their customers. The aim of the study is to investigate the relationships between corporate social responsibility, satisfaction, revisit and intention to recommend hotel businesses. For this purpose, 481 out of 500 questionnaires attended by visitors to hotels in Istanbul with the quantitative research method and simple curation sampling technique, which is one of the random sampling methods, were used for analysis. SPSS program was utilized in the analysis of the data. As a result of the analyzes, a positive and meaningful relationship was determined between customer satisfaction of the corporate social responsibilities of the hotels in Istanbul and the intention to visit and recommend again, and it was also determined that there was a positive and meaningful relationship between the customer satisfaction resulting from the Istanbul experience and the intention to visit and recommend again.

Anahtar Kelimeler

Destination, social responsibility, satisfaction, revisit ıntention, recommend ıntention

Kaynakça

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