Tüketicilerin Seyahat Acentalarına İlişkin Etik Algıları ve Niyetlerini Belirlemeye Yönelik Bir Araştırma

Year 2011, Volume: 11 Issue: 2, 325 - 338, 01.05.2011

Volkan Özbek Mehmet Emin Akkılıç Mehmet Oğuzhan İlban

Abstract

Bu araştırmanın üç amacı bulunmaktadır. Birincisi, seyahat acentalarının ürünlerini yanlış, eksik ya da nötr (olması gereken) bilgi kullanarak sunmalarının tüketicilerin etik problem algılama düzeyini değiştirip değiştirmediğini belirlemektir. İkinci amaç, eksik, yanlış ya da nötr bilgi sunumunda tüketicilerin firmaya ilişkin genel tutumlarının ve firma ürünlerini satın alma niyetlerinin değişip değişmediğini belirlemektir. Araştırmanın son amacı ise, algılanan etik problem, firmaya ilişkin genel tutum ve etik niyetler arasındaki olası doğrusal ilişkileri tespit etmektir. Araştırma, seyahat acentası müşterileri üzerinde senaryo tekniğine dayalı yüz yüze anket yöntemi kullanılarak gerçekleştirilmiştir. Cevaplayıcılar kolayda örnekleme yoluyla belirlenmiştir. Araştırma sonucunda, cevaplayıcıların farklı hikâyelerde farklı etik problem algılama düzeyine sahip olduğu bulunmuştur. Aynı şekilde, farklı hikâyelerde cevaplayıcıların seyahat acentasına olan genel tutumu ve acentanın hizmetlerini satın alma niyeti de farklılık göstermektedir. Araştırmanın bir diğer bulgusu, algılanan etik problem, genel tutum ve satın alma niyeti arasında doğrusal ilişkilerin tespit edilmiş olmasıdır

Keywords

Pazarlama etiği, algılanan etik problem, etik niyetler, turizm, seyahat acentası

A Study on Determining Consumers’ Ethical Perceptions and Intentions Regarding Travel Agents

Abstract

This study has three aims. Firstly, it is to determine whether travel agents’ serving their products incomplete, wrong and neutral ( how it should be) changes consumers’ level of perceiving ethical problem or not. Second aim is to determine whether consumers’ general attitudes towards the company and their intention to buy the products of the company have changed or not on presentation of incomplete, wrong and neutral products. The last aim of the study is to determine linear relationships among perceived ethical problem, general attitude towards the company and ethical intentions. The study was conducted on the consumers of travel agent by using face to face questionnaire based on scenario analysis. Participants were determined by convenience sampling. It was found in the result of the study that participants had different levels of ethical problem perceptions in different occasions. Similarly, in different occasions, participants’ general attitude to travel agent and intentions to buy services of travel agent differ. Another finding of the study is that a linear relationship has been determined among the perceived ethical problem, general attitude and intention to buy

Keywords

Marketing ethics, perceived ethical problem, ethical intentions, tourism, travel agent

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