Turizm Sektöründe STARA Farkındalığı, Psikolojik Güçlendirme ve Örgütsel Kimlik Arasındaki İlişki: Nicel Bir Araştırma

Year 2025, Volume: 6 Issue: Global Academic Perspective in Social Sciences, 147 - 175, 28.10.2025

Begüm Al

Abstract

Bu araştırmanın amacı, turizm sektöründe çalışan yöneticilerin STARA (Akıllı Teknolojiler, Yapay Zeka, Robotik, Algoritmalar) teknolojilerine ilişkin farkındalıklarının psikolojik güçlendirme ve örgütsel özdeşleşme üzerindeki etkilerini incelemektir. Araştırmada nicel bir saha çalışması yürütülmüştür. Veri toplama aracı olarak yapılandırılmış anket kullanılmıştır. Katılımcılar, Türkiye genelinde faaliyet gösteren turizm işletmelerinde orta ve üst düzey yönetici pozisyonlarında çalışan bireylerden amaçlı örnekleme yöntemi ile seçilmiştir. Çalışmaya toplam 350 kişi dâhil edilmiştir. Bulgular, STARA farkındalığının yöneticilerin psikolojik güçlendirmelerini artırarak örgütsel özdeşleşme düzeylerini güçlendirdiğini ortaya koymuştur. Regresyon analizi sonuçları, STARA farkındalığının hem örgütsel özdeşleşme hem de psikolojik güçlendirme üzerinde anlamlı etkileri olduğunu göstermiştir. Aracılık analizi sonuçları, psikolojik güçlendirmenin alt boyutlarının STARA farkındalığının örgütsel özdeşleşme üzerindeki etkisinde önemli aracılık rolleri oynadığını göstermektedir. Sonuçlar STARA farkındalığının, yöneticilerin anlamlı iş algıları, yetkinlik algıları, karar alma süreçlerinde özerklik algıları ve örgütsel etkilerini artırabileceklerine olan inançları aracılığıyla, örgütleriyle hem doğrudan hem de dolaylı olarak özdeşleşmelerini güçlendirdiğini göstermektedir.

Keywords

STARA , psikolojik güçlendirme , örgütsel özdeşleşme , turizm sektörü

The Relationship Between STARA Awareness, Psychological Empowerment and Organizational Identification in the Tourism Sector: A Quantitative Research

Abstract

The purpose of this research is to examine the effects of managers working in the tourism sector’s awareness of STARA (Smart Technologies, Artificial Intelligence, Robotics, Algorithms) technologies on psychological empowerment and organizational identification. A quantitative field study was conducted in the research. A structured questionnaire was used as the data collection tool. Participants were selected through a purposive sampling method from individuals working in middle and senior management positions in tourism establishments operating throughout Türkiye. A total of 350 individuals were included in the study. Findings revealed that STARA awareness strengthens managers’ levels of organizational identification by increasing their psychological empowerment. Regression analysis results indicated that STARA awareness has significant effects on both organizational identification and psychological empowerment. Mediation analysis results indicate that the sub-dimensions of psychological empowerment play significant mediating roles in the effect of STARA awareness on organizational identification. The results indicate that STARA awareness strengthens managers’ identification with their organizations both directly and indirectly through their perception of meaningful work, their sense of competence, their perception of autonomy in decision-making and their belief that they can increase their organizational impact.

Keywords

STARA , psychological empowerment , organizational identification , tourism industry

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