BEŞ YILDIZLI OTEL İŞLETMELERİNDEKİ İÇSEL PAZARLAMA FAALİYETLERİNİN İÇ GİRİŞİMCİLİK DAVRANIŞLARI ÜZERİNDEKİ ETKİSİ: ALANYA ÖRNEĞİ

Year 2021, Volume: 11 Issue: 3, 1448 - 1462, 30.09.2021

Aysel Aliyeva , Hatice Yılmaz

https://doi.org/10.30783/nevsosbilen.870449

Cited By: 1

Abstract

Bu araştırmanın temel amacı içsel pazarlama uygulamalarının ve alt faktörlerinin iç girişimcilik davranışları üzerindeki etkisini ortaya koymaktır. Belirlenen amaç doğrultusunda nicel veri toplama tekniklerinden olan anket tekniği kullanılmıştır. Araştırma verileri, 2019 Haziran ayı içerisinde Alanya ilçesinde faaliyet gösteren beş yıldızlı otel işletmelerinde çalışan 400 katılımcı üzerinde anket gerçekleştirilerek elde edilmiştir. Verilerin çözümlenmesinde güvenirlik analizi, betimsel istatikler için yüzde, frekans, aritmetik ortalama ve standart sapma değerleri, ilişki testlerinde korelasyon analizi ve regresyon analizi yöntemleri kullanılmıştır. Analizler sonucunda içsel pazarlama uygulamalarının iç girişimcilik davranışları üzerinde anlamlı bir etkiye sahip olduğu belirlenmiştir.

Keywords

İçsel Pazarlama, İç Girişimcilik, Beş Yıldızlı Otel İşletmeleri, Alanya

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