The factors affecting hotel choice of consumers during the Covid-19 process

Abstract

It is seen that Covid-19 affects the tourism industry on a global scale, causing economic losses, especially in the hotel industry. Knowing the factors affecting the hotel choices of consumers during the pandemic process may contribute to the hotels reviewing their practices in this direction, thereby eliminating the said losses. In this context, it was aimed to evaluate the factors affecting the hotel choice behavior of consumers during the pandemic process within the framework of measures for accommodation facilities and services. The survey technique was used within the scope of the research and the research was conducted with 791 domestic tourists. During the pandemic period, 4 of the 5 hypotheses created for the effect of consumers on the hotel choice decision were supported and 1 was rejected. Covid-19 measures of the hotel, the characteristics of the hotel, the human density of the hotel and the service practices of the hotel affect the hotel choice decision of consumers, but personal service preferences do not. Considering the pandemic conditions in the research, the measures for the accommodation facility and its environment regarding the holidays of the consumers become important.

Keywords

• Covid-19
• Hotel Covid-19 measures
• Hotel characteristics
• Human density
• Hotel services
• Hotel choice

Covid-19 sürecinde tüketicilerin otel seçimini etkileyen faktörler

Öz

Covid-19’un küresel ölçekte turizm sektörünü etkileyerek özellikle otel endüstrisi üzerinde ekonomik kayıplara sebep olduğu görülmektedir. Pandemi sürecinde tüketicilerin otel seçimlerini etkileyen faktörlerin bilinmesi otellerin uygulamalarını bu doğrultuda yeniden gözden geçirmelerine böylece söz konusu kayıpların giderilmesine katkı sağlayabilecektir. Bu kapsamda araştırma ile pandemi sürecinde tüketicilerin tatil satınalma davranışını etkileyen faktörlerin konaklama tesisi ve hizmetlerine yönelik tedbirler çerçevesinde değerlendirilmesi amaçlanmıştır. Araştırma kapsamında anket tekniğinden faydalanılmış olup araştırma 791 yerli turist ile gerçekleştirilmiştir. Pandemi sürecinde tüketicilerin tatil satınalma kararı üzerinde etkisine yönelik oluşturulan 5 hipotezden 4’ü desteklenmiş 1’i reddedilmiştir. Covid-19’a yönelik, tesisin Covid-19 tedbirleri, tesisin özellikleri, tesisin insan yoğunluğu ve tesisin hizmet uygulaması tüketicilerin tatil satınalma sürecinde otel seçim kararını etkilerken hizmet tercihlerinin bir etkisi olmadığı görülmektedir. Araştırmada pandemi koşulları dikkate alınarak tüketicilerin tatillerine ilişkin konaklama tesisi ve çevresine yönelik tedbirler önemli hale gelmektedir.

Anahtar Kelimeler

• Covid-19
• Otel Covid-19 tedbirleri
• Otel özellikleri
• İnsan yoğunluğu
• Otel hizmetleri
• Otel seçimi

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