Yeşil İmaj Ve Ağızdan Ağıza İletişimin Yeşil Otellere Fazla Ücret Ödeme Niyeti Üzerindeki Etkisi

Year 2020, Volume: 24 Issue: 1, 249 - 261, 15.03.2020

Reyhan Arslan Ayazlar Gamze Gün

Abstract

Çevrede yaşanan olumsuz değişiklikler tüketicileri
daha çevre dostu tatillere yönelttiği gibi turizm endüstrisinde faaliyet
gösteren işletmelerin de çevre dostu uygulamaları işletmelerine adapte
etmelerinde etkili olmuştur. Turistik işletmelerin çevre dostu uygulamaları
başarılı bir şekilde hayata geçirmelerinde tüketici davranışlarının önemli bir
etkisi bulunmaktadır. Tüketicilerin davranışlarının belirlenmesinde
niyetlerinin öncül bir etken olduğu bilinmektedir. Tüketicilerin çevre dostu
uygulamalara fazla ücret ödeme niyetleri, davranışlarının belirleyicisi konumundadır.
Bu çalışmada tüketicilerdeki yeşil imaj algısı ve ağızdan ağıza iletişimin,
yeşil otellere fazla ücret ödeme niyeti üzerindeki etkisi araştırılmaktadır.
Araştırma kapsamında 200 üniversite öğrencisinden veri elde edilmiştir.
Araştırmada önerilen modelin test edilmesinde yapısal eşitlik modellemesi
kullanılmıştır. Araştırma sonunda ağızdan ağıza iletişimin yeşil otellere fazla
ücret ödeme niyeti üzerinde bir etkisi belirlenirken, yeşil imajın fazla ücret
ödeme niyetine etki etmediği tespit edilmiştir.

Keywords

Yeşil imaj, yeşil otel, ağızdan ağıza iletişim, fazla ücret ödeme niyeti

The Effects of Green Image and Word-Of-Mouth (WOM) on Willingness to Pay More for Green Hotels

Abstract

The negative changes in environment direct customers
environmental friendly vacations as well as impact business in tourism industry
adapting environmental friendly practices to their companies. Customer
behaviors have an important effect on the success of environmental friendly
applications in tourism businesses. It is widely known that intention is premises
of customer behaviors. Customers’ willingness to pay more for environmental
friendly applications leads their behavior. The effects of green image and
word-of-mouth (WOM) on customers willingness to pay more for green hotels are
investigated in this study. The data was gathered from 200 university students.
Structural equation modeling (SEM) was performed in order to test the proposed
model in the study. According to SEM results, while word-of-mouth affects the
customers’ willingness to pay more for green hotels, the effect of green image
on willingness to pay more have not been revealed.

Keywords

Green image, green hotel, Word-of-mouth (WOM), willingness to pay more

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