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INVOLVEMENT OF GENERATION Z ON HOLIDAY

Year 2020, Volume: 15 Issue: 54, 529 - 554, 30.07.2020

Abstract

Studies on generations are among the current research topics in marketing and consumer behavior. Generation Z shows itself as new consumers. The involvement of Generation Z, which is more intertwined with technology than the previous generations, is the topic of this study. Factors such as value perceptions, risk
perceptions and interests of consumers give important clues in understanding consumer involvement. Gender variable is another important variable taken into consideration in marketing studies. In this respect, the aim of this study is to determine whether there is a significant difference in the involvement of Generation Z according to gender and planned holiday status, and to determine the theoretical fit of the data obtained from the Turkish Z Generation sample with the model. In this study, data were collected from a total of 314 participants with convenience sampling method and face-to-face survey technique. Validity and reliability analyses were
performed on the data. As the data meet the normal distribution assumption, then we conducted Explanatory Factor Analysis and Confirmatory Factor Analysis to the Involvement Scale in accordance with the purpose of the study. Independent samples t test was used to reveal differences between groups. According to the results of
the study, it was found that Generation Z did not show a significant difference in the involvement for holiday by gender, but for the participants who planned their holidays, the interest/perceived importance from the holiday was significantly higher than who did not make plan for holiday. In addition, it was determined that the original involvement scale adapted for the holiday product of the data obtained from Generation Z was in fit with the five-factor of the theoretical structure.

References

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Z KUŞAĞININ TATİLE YÖNELİK İLGİLENİMİ

Year 2020, Volume: 15 Issue: 54, 529 - 554, 30.07.2020

Abstract

Kuşaklar üzerine yapılan çalışmalar, pazarlama ve tüketici davranışı açısından güncel araştırma konuları arasında yer alır. Z kuşağı yeni tüketiciler olarak kendini göstermektedir. Önceki kuşaklara göre teknolojiyle daha iç içe yaşayan Z kuşağının tatile yönelik ilgilenimi bu çalışmanın konusunu oluşturmaktadır. Tüketicilerin
değer algıları, risk algıları ve ilgileri gibi etkenler tüketici ilgileniminin anlaşılması yönünde önemli ipuçları vermektedir. Cinsiyet değişkeni ise pazarlama çalışmalarında göz önüne alınan önemli bir diğer değişkendir. Bu doğrultuda çalışmanın amacı, Z kuşağının cinsiyete ve planlı tatil yapma durumuna göre ilgilenimde anlamlı bir farklılık olup olmadığını ortaya koymak ve Türk Z kuşağı örnekleminden elde edilen verilerin teorik açıdan modelle uyumunu belirlemektir. Çalışmada kolayda örnekleme yöntemiyle ve yüz yüze anket tekniğiyle toplam 314 katılımcıdan veri toplanmıştır. Veriler üzerinde geçerlilik ve güvenirlilik analizleri yapılmıştır. Verilerin normal dağılım varsayımını karşıladığı anlaşılmıştır. Ardından çalışma amacına uygun şekilde İlgilenim Ölçeği’ne Açıklayıcı Faktör Analizi ve Doğrulayıcı Faktör Analizi gerçekleştirilmiştir. Gruplar arası farklılıkların ortaya çıkarılması için bağımsız gruplar t testi uygulanmıştır. Çalışma sonucuna göre Z kuşağının cinsiyete göre
tatile yönelik ilgilenimde anlamlı farklılık göstermediği, ancak planlı tatil yapanların tatile yönelik ilgisinin/ üründen algıladıkları önemin plansız tatil yapanlara göre anlamlı şekilde daha yüksek olduğu tespit edilmiştir. Ayrıca Z kuşağı örnekleminden elde edilen verilerin tatil ürünü için uyarlanan orijinal ilgilenim ölçeğinin beş
faktörlü teorik yapı ile uyum içerisinde olduğu belirlenmiştir.

References

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  • Arıkan, R. (2011). Araştırma Yöntem ve Teknikleri. 1. Basım. Ankara: Nobel Akademik Yayıncılık.
  • Bakewell, C. & Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail & Distribution Management. 31(2), 95-106.
  • Bauer, R. A. (1967). Consumer behavior as risk taking. Cox, D. F. (Ed.). In Risk Taking and Information Handling in Consumer Behavior. (pp: 23-33). Boston: Harvard University Press.
  • Bloch, P. H. (1981). An exploration into the scaling of consumers’ involvement with a product class. Monroe, K. B. & Abor, A. (Eds.). In NA-Advances in Consumer Research. (pp: 61-65). Vol. 08. MI: Association for Consumer Research.
  • Bloch, P. H. (1982). Involvement beyond the purchase process: Conceptual Issues and empirical investigation, Mitchell, A. & Abor, A. (Eds.). In NA-Advances in Consumer Research. (pp: 413-417). Vol. 09. MI:Association for Consumer Research.
  • Bonadonna, A., Giachino, C. & Truant, E. (2017). Sustainability and mountain tourism: The millennial’s perspective. Sustainability. 9, (1219), 2-15.
  • CBI Netherlands Ministry of Foreign Affairs. (2019). Which trends offer opportunities or pose threats on the European outbound tourism market?. https://www.cbi.eu/node/2208/pdf/ adresinden alındı. [Erişim Tarihi: 01.12.2019].
  • Chiang, L., Manthiou, A., Tang, J. S., Shin, J. & Morrison, A. (2014). A comparative study of generational preferences for trip-planning resources: A case study of international tourists to shanghai. Journal of Quality Assurance in Hospitality & Tourism. 15(1), 78-99.
  • Clements, J. C. & Josiam, B. (1995). Role of involvement in the travel decision. Journal of Vacation Marketing. 1(4), 337-348.
  • Comrey, A. L. & Lee, H. B. (1992). A First Course in Factor Analysis. New Jersey, NJ: Hillsdale Erlbaum. Cronbach, J. L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. 16(8), 297-334.
  • Dimanche, F., Havitz, M. E. & Howard, D. R. (1991). Testing the involvement profile scale in the context of selected recreational and touristic activities, Journal of Leisure Research. 23(1), 51-66.
  • Dimanche, F., Havitz, M. E. & Howard, D. R. (1993) Segmenting recreationists and tourists using involvement profiles. Journal of Travel and Tourism Marketing. 1(4), 33-52.
  • Dodd, H. T. (1994). Influences of consumer attitudes and involvement on purchase behavior in an industrial tourism context. (Unpublished Doctor of Philosophy Thesis). Texas Tech University, USA.
  • Doğan, O., Bulut, Z. A. & Çımrın, F. K. (2015). Bireylerin sürdürülebilir tüketim davranışlarının ölçülmesine yönelik bir ölçek geliştirme çalışması. İktisadi ve İdari Bilimler Dergisi. 29(4), 659-678.
  • Engizek, N. & Şekerkaya, A. (2016). X ve Y Kuşağı kadınlarının karar verme tarzları bakımından incelenmesi. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 13(36), 242-271.
  • Expedia Group. (2019). Japanese multi-generational travel trends. https://tourism.tropicalnorthqueensland.org.au/wp-content/uploads/2019/03/Japanese-Multi-Generational-Travel-Trends-Small.pdf. adresinden alındı. [Erişim Tarihi: 01.12.2019].
  • Expedia. (2018). Generations on the move. The Center for Generational Kinetics. January, 7-12. https://viewfinder.expedia.com/wp-content/uploads/2017/12/Expedia-Generations-on-the-Move.pdf.adresinden alındı. [Erişim Tarihi: 25.08.2019].
  • Femenia-Serra, F., Perles-Ribes, J. F. & Ivars-Baidal, J. A. (2018). Smart destinations and tech-savvy millennial tourists: hype versus reality. Tourism Review. 74(1), 63-81.
  • Florya, Y. (2014). Three generations travel saimaa holiday oravi. (Unpublished Bachelor’s Thesis). MAMK University, Finland.
  • Gardiner, S., Grace, D. & King, C. (2014). The generation effect: The future of domestic tourism in Australia, Journal of Travel Research. 53(6), 705-720.
  • Gürbüz, S. & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. (4. Baskı). Ankara: Seçkin Yayıncılık.
  • Gürsoy, D. & Gavcar, E. (2003). International leisure tourists’ involvement profile, Annals of Tourism Research. 30(4), 906-926.
  • Haddouche, H. & Salomone, C. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures. 4(1), 69-79.
  • Hair, Jr. F. J., Black, C. W., Babin, J. B. & Anderson, E. R. (2010). Multivariate Data Analysis. 7. Edition. New Jersey: Pearson Prentice-Hall International.
  • Havitz, M. E. & Dimanche, F. (1990). Propositions for testing the involvement construct in recreational and tourism contexts, Leisure Sciences. 12(2), 179-196.
  • Hirschman, E. C. & M. B. Holbrook (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing. 46(3), Summer, 92-101.
  • Hochgraefe, C., Faulk, S. & Vieregge, M. (2012). Links between Swiss Hotel Guests’ product involvement and brand loyalty, Journal of Hospitality Marketing & Management. 21(1), 20-39.
  • Jennings, K. M., Stoker, L. & Bowers, J. (2009). Politics across generations: Family transmission reexamined, Journal of Politics. 71(3), 782-799.
  • Jowet, S. G. & O’Donnell, V. (2019). Propaganda & Persuasion. (7th Edition). Los Angeles: SAGE Publications Inc.
  • Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. (3. Baskı). Ankara: Asil Yayıncılık.
  • Kamboj, R. & Sharma, P. (2016). Tourism for tomorrow: Travel trends across generations: From baby boomers to millennials. Amity Research Journal of Tourism, Aviation and Hospitality. 01(02), 70-83.
  • Kapferer, J. N. & Laurent, G. (1985). Consumer’s involvement profile: New empirical results. Hirschman, E. & Holbrook, M (Eds.) In Advances in consumer research. (pp. 290-295). Vol.12. Provo, UT: Association for Consumer Research.
  • Kapferer, J.-N. & Laurent, G. (1993). Further evidence on the consumer involvement profile: Five antecedents of involvement, Psychology & Marketing. 10(4), 347-355.
  • Karasar, N. (2008). Bilimsel Araştırma Yöntemi. (18. Baskı). Ankara: Nobel Yayın Dağıtım.
  • Kotler, P. & Keller, L. K. (2012). Marketing Management. (14th Ed). New Jersey: Pearson, Prentice Hall.
  • Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly. 29(3), 349-356.
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Details

Primary Language Turkish
Journal Section Makale Başvuru
Authors

Günseli Güçlütürk Baran This is me

Elçin Noyan

Ali Naci Karabulut This is me

Publication Date July 30, 2020
Published in Issue Year 2020 Volume: 15 Issue: 54

Cite

APA Güçlütürk Baran, G., Noyan, E., & Karabulut, A. N. (2020). Z KUŞAĞININ TATİLE YÖNELİK İLGİLENİMİ. Öneri Dergisi, 15(54), 529-554.

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377