The Determination of Mediator Effect of Hotel Attributes on Relationship Between Service Importance and Behavioral Intentions

Year 2014, Issue: 1, 1 - 22, 01.01.2014

Mehmet Emin Akkılıç Fatih Koç Mehmet Oğuzhan İlban Yakup Dinç Hayal Çetintaş

Abstract

The aim of this study is to determine whether there is a mediator effect of hotel attributes on the relationship between service importance and behavioral intentions. A mediation model, which is composed of hotel attributes, service importance and behavioral intentions recommend and repurchase variables, was structured to achieve the aim of the study. The research was conducted in thermal tourism firms in Balıkesir. Sample of the study determined with convenience sampling and data was gathered from 550 consumers of these firms by using face to face survey method. Multiple regression analysis was conduct to analyze the mediator effect purposed in the model. The results of the study showed that service importance and hotel attributes are determinant of behavioral intentions and hotel attributes variable has mediator effect on the relationship between service importance and behavioral intentions

Keywords

Hotel Attributes, Service Importance, Behavioral, Intentions, Thermal Tourism, Mediator Effect

HİZMETİN ÖNEMİ İLE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİDE OTEL NİTELİKLERİNİN ARACI ETKİSİNİN TESPİTİ

Abstract

Bu çalışmanın amacı, termal turizmde, hizmetin önemi ile davranışsal niyetler arasındaki ilişkide otel niteliklerinin aracı etkisinin olup olmadığının tespit edilmesidir. Çalışmanın amacına ulaşmak için, otel nitelikleri, hizmetin önemi ve davranışsal niyetler başkalarına öneride bulunma ve yeniden satın alma değişkenleri kullanılarak bir aracı etki modeli oluşturulmuştur. Araştırma, Balıkesir ilinde faaliyet gösteren termal turizm işletmelerinde yapılmıştır. Bu işletmelerden hizmet alan ve kolayda örnekleme yöntemi seçilen 550 tüketici ile yüz yüze görüşülerek veriler toplanmıştır. Modele ilişkin hipotezleri test etmek için regresyon analizi Aracı Etki Analizi kullanılmıştır. Yapılan analizler sonucunda, hizmetin öneminin ve otel niteliklerinin davranışsal niyetlerin belirleyicisi olduğu ve hizmetin önemi ile davranışsal niyetler arasındaki ilişkide otel niteliklerinin kısmi aracı etkiye sahip olduğu sonucuna ulaşılmıştır.

Keywords

Otel Nitelikleri, Hizmetin Önemi, Davranışsal, Niyetler, Termal Turizm, Aracı Etki

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