THE EFFECT OF SOCIAL RESPONSIBILITY ACTIVITIES APPLIED IN HOTELS ON PURCHASING INTENTION OF TOURISTS: THE CASE OF ISTANBUL

Year 2018, Volume: 5 Issue: 3, 615 - 631, 27.12.2018

Cenk Murat Koçoğlu

https://doi.org/10.30798/makuiibf.428321

Abstract

It
is a fact that hotels applied social responsibility activities are perceived as
more positively by tourists and these activities are determinant in tourists purchasing
decisions. In this context, the aim of the research is to determine the effect
of the social responsibility activities carried out in the hotels on the
tourists' intention to purchase. For this purpose, a questionnaire was applied
to 500 tourists who accommodated in Istanbul five star hotel enterprises.
Results revealed that the social responsibility activities which are composed
of voluntary, ethical and legal responsibilities have positive effect on
tourists purchasing intention. But, results implied that economic
responsibility has no significant effect on tourists purchasing intention. It
can be concluded that it is recommended that hotel enterprises should implement
ethical and legal responsibility activities, especially voluntary responsibility.

Keywords

Corporate social responsibility, Purchase intention, Hotel business, Istanbul

OTEL İŞLETMELERİNDE UYGULANAN SOSYAL SORUMLULUK FAALİYETLERİNİN TURİSTLERİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: İSTANBUL ÖRNEĞİ

Abstract

Sosyal
sorumluluk faaliyetleri gerçekleştiren otel işletmelerinin, turist açısından
daha olumlu algılandığı ve turistlerin satın alma kararlarında bu faaliyetlerin
belirleyici olduğu bilinmektedir. Bu kapsamda araştırmanın amacı, otel
işletmelerinde uygulanan sosyal sorumluluk faaliyetlerinin turistlerin satın
alma niyeti üzerindeki etkisini belirlemektir. Bu amaçla, İstanbul’daki beş
yıldızlı otel işletmelerinde konaklayan 500 turiste anket uygulanmıştır. Elde
edilen bulgulara göre, sosyal sorumluluk faaliyetlerini oluşturan; gönüllü,
etik ve yasal sorumlulukların, turistlerin satın alma niyeti üzerinde pozitif
etkileri olduğu; ekonomik sorumluluğun ise 
anlamlı bir etkisinin olmadığı tespit edilmiştir. Buna göre; otel
işletmelerinin başta gönüllü sorumluluk olmak üzere, etik ve yasal sorumluluk
faaliyetleri gerçekleştirmesi önerilmektedir.

Keywords

Kurumsal sosyal sorumluluk, Satın alma niyeti, Otel işletmeleri, İstanbul

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