YEŞİL DAVRANIŞLARA KARŞI TUTUMUN ZİYARET NİYETİNE ETKİSİNDE YEŞİL İMAJIN DÜZENLEYİCİLİK ROLÜ: YEŞİL OTELLER ÖRNEĞİ

Year 2019, Volume: 29 Issue: 2, 303 - 315, 30.08.2019

Sinan Çavuşoğlu , Yakup Durmaz

https://doi.org/10.18069/firatsbed.540080

Cited By: 10

Abstract

Bu çalışmanın amacı, yeşil otelleri ziyaret eden otel
müşterilerinin yeşil davranışlara karşı tutumunun tekrar ziyaret niyeti
üzerindeki etkisini ve yeşil imajın düzenleyicilik rolünün belirlenmesidir. Araştırmanın
örneklemini yeşil otelleri ziyaret eden 390 otel müşterisi oluşturmuştur. Çalışmada
veri toplama aracı olarak anket tekniği kullanılmıştır. Ankette yeşil
davranışlara karşı tutum, tekrar ziyaret etme niyeti ve yeşil imaj değişkenlerini
ölçmeye yönelik ifadelere ve demografik özelliklere ilişkin sorulara yer
verilmiştir. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Elde edilen bulgular göre yeşil
davranışlara karşı tutumun tekrar ziyaret etme niyeti üzerinde olumlu yönde anlamlı
bir etkisi vardır. Ayrıca yeşil davranışlara karşın tutumun ziyaret etme
niyetine etkisinde yeşil imajın düzenleyici rolü olmadığı tespit edilmiştir. 

Keywords

Yeşil davranışlara karşı tutum, Tekrar ziyaret etme niyeti, Yeşil imaj, Yeşil otel

References

• Ajzen I. & Madden, T. J. (1986). Prediction of Goal-Directed Behavior: Attitudes, İntentions and Perceived Behavioral Control. Journal of Experimental Social Psychology, 22, 453-474.
• Ajzen, I. (1985). From İntentions To Actions: A Theory Of Planned Behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
• Ajzen, I. & Fishbein, M. (1980). Understanding Attitude and Predicting Social Behavior. Prentice-Hall, Englewood Cliffs, NJ.
• Akenji, L. (2014). Consumer Scapegoatism and Limits To Green Consumerism. Journal of Cleaner Production, 63, 13-23.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling İn Practice: A Review And Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
• Arkonaç, S. A. (2001). Sosyal Psikoloji. (Değiştirilmiş ve Genişletilmiş 2. Baskı). İstanbul: Alfa Basım Yayım Dağıtım.
• Bukhari, A., Rana, R. A., & Bhatti, U. T. (2017). Factors İnfluencing Consumer's Green Product Purchase Decision by Mediation of Green Brand İmage. International Journal of Research, 4(7), 1620-1632.
• Chan, E. S., Hon, A. H., Okumus, F. & Chan, W. (2017). An Empirical Study of Environmental Practices and Employee Ecological Behavior in the Hotel Industry. Journal of Hospitality & Tourism Research, 41(5), 585-608.
• Chan, R. (2001). Determinants of Chinese Consumers’ Green Purchase Behaviour, Psychology and Marketing, 18(4), 389-413.
• Chan, R. & Lau, L. (2001). Explaining Green Purchasing Behavior: A Cross-Cultural Study On American And Chinese Consumers. Journal of International Consumer Marketing, 14 (2/3), 9-40.
• Chan, W. W. (2009). Environmental Measures for Hotels' Environmental Management Systems: ISO 14001. International Journal of Contemporary Hospitality Management, 21(5), 542-560.
• Chen, Y. S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307-319.
• Cooper, I. (1998). Emerging Issues in Environmental Management. In Facility Management: Theory and Practice (pp. 111-119). London: Spon Press.
• Cretu, A. E., & Brodie, R. J. (2007). The İnfluence Of Brand İmage And Company Reputation Where Manufacturers Market To Small Firms: A Customer Value Perspective. Industrial Marketing Management, 36(2), 230-240.
• D’souza, C., & Taghian, M. (2005). Green Advertising Effects On Attitude And Choice Of Advertising Themes. Asia Pacific Journal of Marketing and Logistics, 17(3), 51-66.
• Fietkau, H. J. & Kessel, H. (1981). Umweltlernen: Veraenderungsmoeglichkeiten des Umweltbewusstseins. Modell-Erfahrungen (Koenigstein, Hain).
• Fishbein, M. (1980). A Theory of Reasoned Action: Some Applications and Implications. In Nebraska Symposium on Motivation, H.E. Howe and M.M. Page, eds., 65-116. Lincoln, NE: University of Nebraska Press.
• Fishbein, M. (ed.) (1967). Readings in Attitude Theory and Measurement. New York: Wiley.
• Green Hotels Association (GHA) (2018). What Are Green Hotels? http://www.greenhotels.com/ (Erişim Tarihi: 26.10.2018).
• Han, H. & Kim, Y. (2010). An İnvestigation of Green Hotel Customers’ Decision Formation: Develeoping an Extended Model of The Theory of Planned Behavior. International Journal of Hospitality Management, 29(4), 659-668.
• Han, H., Hsu, L. T. J., & Lee, J. S. (2009). Empirical Investigation of the Roles of Attitudes Toward Green Behaviors, Overall Image, Gender, and Age in Hotel Customers’ Eco-Friendly Decision-Making Process. International Journal of Hospitality Management, 28(4), 519-528.
• Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY: The Guilford Press.
• Hines, J. M., Hungerford, H. R. & Tomera, A. N. (1986/87). Analysis and Synthesis of Research on Responsible Environmental Behavior: A Meta-analysis. Journal of Environmental Education, 18(2), 1-8.
• Homer, P. M., & Kahle, L. R. (1988). A Structural Equation Test Of The Value-Attitude Behavior Hierarchy. Journal of Personality and Social Psychology, 54, 638-646.
• Howard, J. A. ve Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley & Sons.
• Hrubes, D., Ajzen, I., & Daigle, J. (2001). Predicting hunting intentions and behavior: An application of the theory of planned behavior. Leisure Sciences, 23(3), 165-178.
• Hsieh, Y. C. (2012). Hotel Companies' Environmental Policies And Practices: A Content Analysis Of Their Web Pages. International Journal of Contemporary Hospitality Management, 24(1), 97-121.
• Hu, B. (2003). The İmpact Of Destination İnvolvement On Travelers' Revisit İntentions. In Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy, Purdue University.
• Jain, S. K., & Kaur, G. (2004). Green Marketing: An Indian Perspective. Decision (0304-0941), 31(2). 168-209.
• Jeong, E., Jang, S. S., Day, J., & Ha, S. (2014). The İmpact Of Eco-Friendly Practices On Green İmage And Customer Attitudes: An İnvestigation İn A Café Setting. International Journal of Hospitality Management, 41, 10-20.
• Kalafatis, S.P. Pollard, M. East, R. & Tsogas, M.H. (1999). Green marketing and Ajzen’s theory of planned behavior: a cross-market examination. Journal of Consumer Marketing, 16 (5), 441–460.
• Kalaycı, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. İstanbul: Asil Yayın Dağıtım.
• Karaçar, E. (2016). Rekreatif Faaliyetlerde Çevreye Yönelik Tutumların Ve Destinasyon İmajının Tekrar Ziyaret Niyetine Etkisi: Ilgaz Dağı Milli Parkı Örneği. Yayımlanmamış Doktora Tezi, Gazi Üniversitesi, Rekreasyon Anabilim Dalı, Ankara.
• Keller, K. L. (1993). Conceptualizing, Measuring, And Managing Customer-Based Brand Equity. The Journal of Marketing, 57(1), 1-22.
• Kement, Ü. (2015). Doğaya Yönelik Gerçekleştirilen Rekreatif Etkinliklerde Tüketicilerin Çevre Dostu Rekreasyon Davranışlarının İncelenmesi: Kamping Örneği. Yayınlanmamış Doktora Tezi. Gazi Üniversitesi Sosyal Bilimler Enstitüsü. Ankara.
• Kınacı, B., Pehlivan, N. A., & Seyhan, G. (2011). Turizm ve Çevre (Çevre Koruma). Ankara: Pegem Akademi.
• Kim, H. D., & Lough, N. (2007). An Investigation İnto Relationships Among Constructs Of Service Quality, Customer Satisfaction, And Repurchase İntention İn Korean Private Golf Courses. The ICHPER-SD Journal of Research in Health, Physical Education, Recreation, Sport & Dance, 2(1), 14-22.
• Kollmuss, A. & Agyeman, J. (2002). Mind the Gap: Why Do People Act Environmentally and What Are the Barriers to Pro-Environmental Behavior?. Environmental Education Research, 8(3), 239-260.
• Laroche, M. Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting Consumers Who Are Willing To Pay More For Environmentally Friendly Products. Journal of Consumer Marketing, 18 (6), 503–520.
• Lau, A. L., & McKercher, B. (2004). Exploration Versus Acquisition: A Comparison Of First-Time And Repeat Visitors. Journal of Travel Research, 42(3), 279-285.
• Lee, S. Y. (2006). A Conceptual Model Of The Roles Of Price, Quality, And İntermediary Constructs İn Determining Behavioral İntention To Visit A Festival, Unpublished doctoral dissertation, Texas: A&M University.
• Manaktola, K., & Jauhari, V. (2007). Exploring Consumer Attitude And Behaviour Towards Green Practices İn The Lodging İndustry İn India. International Journal of Contemporary Hospitality Management, 19(5), 364-377.
• Mayer, R., Ryley, T., & Gillingwater, D. (2012). Passenger Perceptions Of The Green İmage Associated With Airlines. Journal of Transport Geography, 22, 179-186
• McCarty, J.A., & Shrum, L.J. (1994). The recycling of solid wastes: personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research, 30 (1), 53–62.
• Middleton, V. T. C. (1988). Marketing in Travel and Tourism. Oxford, U.K.: Heinemann.
• Mill, R. C., & Morrison, A. M. (2002). The Tourism System (4rd ed.). Dubuque, Iowa: Kendall/Hunt Publishing Company.
• Mintel (2010). Mintel Reports, Mintel Group Ltd, UK. http://oxygen.mintel.com/sinatra/oxygen/search_results/show&/display/id=479948. (Erişim Tarihi: 15.01.2019)
• Mostafa, M. (2007). Gender Differences İn Egyptian Consumers’ Green Purchase Behavior: The Effects Of Environmental Knowledge, Concern And Attitude. International Journal of Consumer Studies, 31, 220–229.
• Moutinho, L. (1987). Consumer Behavior in Tourism. European Journal of Marketing, 21 (10), 1-44.
• Munshi, D., & Kurian, P. (2005). Imperializing Spin Cycles: A Postcolonial Look At Public Relations, Greenwashing, And The Separation Of Publics. Public Relations Review, 31(4), 513 520.
• Nimse, P., Vijayan, A., Kumar, A., & Varadarajan, C. (2007). A Review Of Green Product Databases. Environmental Progress, 26(2), 131-137.
• Noyan, F., & Simsek, G. G. (2012). A Partial Least Squares Path Model Of Repurchase İntention Of Supermarket Customers. Procedia-Social and Behavioral Sciences, 62, 921-926.
• Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective On The Consumer. New York: McGraw-Hill.
• Patterson, P. G., & Spreng, R. A. (1997). Modeling The Relationship Between Perceived Value, Satisfaction, And Repurchase İntentions İn A Business To Business, Services Context: An Empirical Examination. International Journal of Service Industry Management, 8(5), 414-434.
• Ryan, T. A. (2014). The Role Of Beliefs in Purchase Decisions: A Look At Green Purchase Behavior And Altruism. In Partıal Fulfıllment Of The Requırements For The Degree Of Doctor Of Phılosophy. Unıversıty Of Mınnesota, United States.
• Shao, A. T. (2002). Marketing Research. An Aid to Decision Making. Cincinnati.
• Singh, A., & Verma, P. (2017). Factors İnfluencing Indian Consumers’ Actual Behaviour Towards Organic Food Products. Journal of Cleaner Production, 167, 473-483.
• Stern, P. C. (2000). New Environmental Theories: Toward A Coherent Theory Of Environmentally Significant Behavior. Journal of Social Issues, 56(3), 407-424.
• T.C. Kültür ve Turizm Bakanlığı, (2019). Yeşil Yıldız Simgesi, http://yigm.kulturturizm.gov.tr/TR-11596/cevreye-duyarlilik kampanyasi-yesil-yildiz.html, (Erişim tarihi: 26.01.2019).
• Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of cleaner production, 196, 11-22.
• Uzun, N., & Sağlam, N. (2005). Sosyo-Ekonomik Durumun Çevre Bilinci Ve Çevre Akademik Başarısı Üzerine Etkisi. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 29(29), 194-202.
• Verma, V. K., & Chandra, B. (2018). An Application Of Theory Of Planned Behavior To Predict Young Indian Consumers' Green Hotel Visit İntention. Journal of Cleaner Production, 172, 1152-1162.
• Wang, J., Wang, S., Xue, H., Wang, Y. & Li, J. (2018). Green İmage And Consumers’ Word Of Mouth İntention İn The Green Hotel İndustry: The Moderating Effect Of Millennials. Journal of Cleaner Production, 181, 426-436.
• Woodside, A. G., & King, R. L. (2001). An Updated Model Of Travel And Tourism Purchase-Consumption Systems. Journal of Travel and Tourism Marketing, 10 (1), 3-27.
• Wu, K. & Teng, Y. (2011). Applying The Extended Theory Of Planned Behavior To Predict The İntention Of Visiting A Green Hotel. African Journal of Business Management, 5(17), 7579-7587.
• Zeithaml, V.A., L.L. Berry, & A. Parasuraman (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(April), 31-46.
• Zhao, C. (2011). An Analysis Of Hotels' Green Activities And İts İnfluence On Hotels' Projected İmage Using A Mixed Methodology. Unpublished Doctoral Dissertation, Purdue University.