Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Halil İbrahim Günay; Seyda Fatih Harmandaroğlu

doi:10.24010/soid.1917974

TR EN

Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Abstract

Bu araştırma, sürdürülebilir turizm ve otelcilik bağlamında yeşil satın alma niyetini şekillendiren psikolojik ve teknolojik faktörleri ile bu faktörlerin Y ve Z kuşakları arasındaki farklılaşma düzeyini incelemektedir. Kolayda örnekleme ile Bilecik'ten toplanan 418 geçerli veri; Yapısal Eşitlik Modellemesi, Çok Gruplu YEM ve t-Testi ile analiz edilmiştir. Bulgular; yeşil algılanan değer, öznel norm, bilişsel çevresel farkındalık ve üretken yapay zekâ (ÜYZ) kullanımının yeşil satın alma niyetini pozitif etkilediğini ortaya koymaktadır. Yeşil algılanan risk anlamlı etki göstermemiştir. Kuşak karşılaştırmasında Z kuşağının risk algısı ve ÜYZ kullanımının, Y kuşağının ise yeşil değer puanlarının daha yüksek olduğu belirlenmiştir. Kuşağa özgü pazarlama stratejileri ve ÜYZ entegrasyonu önerilmektedir.

Keywords

Yeşil Satın Alma Niyeti, Sürdürülebilir Turizm, Üretken Yapay Zekâ, Y Kuşağı, Z Kuşağı

Supporting Institution

Bu çalışma herhangi bir kurum veya kuruluş tarafından desteklenmemiştir.

Project Number

Bu çalışmada bir proje söz konusu değildir.

Ethical Statement

Bilecik Üniversitesi Bilimsel Araştırma ve Yayın Etik Kurulu’ndan (08.01.2026 tarih, 1 sayı, 4 numaralı karar) gerekli izin alınmıştır.

Thanks

Araştırma kapsamında ankete katılarak değerli vakitlerini ayıran tüm katılımcılara teşekkür ederiz.

Determinants of Young Generations’ Sustainable Tourism Decisions

Abstract

This study examines the psychological and technological determinants of green purchase intention in the context of sustainable tourism and hospitality and investigates whether these factors differ between Generation Y and Generation Z. Data collected from 418 valid respondents in Bilecik, Türkiye via convenience sampling were analyzed using Structural Equation Modeling, Multigroup SEM, and independent samples t-tests. Findings reveal that green perceived value, subjective norms, cognitive environmental awareness, and generative AI (GenAI) usage positively influence green purchase intention, while green perceived risk yielded no significant effect. Generational comparisons indicate that Generation Z exhibits higher risk perception and GenAI usage, whereas Generation Y reports higher green perceived value scores. Generation-specific sustainable marketing strategies and GenAI integration are recommended for tourism and hospitality operators.

Keywords

Green Purchase Intention, Sustainable Tourism, Generative Artificial Intelligence, Generation Y, Generation Z

Supporting Institution

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Project Number

Bu çalışmada bir proje söz konusu değildir.

Ethical Statement

Necessary permission was obtained from the Scientific Research and Publication Ethics Committee of Bilecik University (dated 08.01.2026, issue 1, decision number 4)

Thanks

Special thanks are extended to all the participants who took part in the survey for their valuable time and contribution.

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Details

Primary Language

Turkish

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Halil İbrahim Günay
0009-0000-8228-4913
Türkiye

Seyda Fatih Harmandaroğlu ^*
0000-0001-5111-2940
Türkiye

Early Pub Date

June 24, 2026

Publication Date

-

Submission Date

March 28, 2026

Acceptance Date

May 27, 2026

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.24010/soid.1917974

IZ

https://izlik.org/JA46WX33TU

APA

Günay, H. İ., & Harmandaroğlu, S. F. (2026). Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. Seyahat Ve Otel İşletmeciliği Dergisi, Advanced Online Publication, 518-557. https://doi.org/10.24010/soid.1917974

AMA

1.Günay Hİ, Harmandaroğlu SF. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 2026;(Advanced Online Publication):518-557. doi:10.24010/soid.1917974

Chicago

Günay, Halil İbrahim, and Seyda Fatih Harmandaroğlu. 2026. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat Ve Otel İşletmeciliği Dergisi, no. Advanced Online Publication: 518-57. https://doi.org/10.24010/soid.1917974.

EndNote

Günay Hİ, Harmandaroğlu SF (June 1, 2026) Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. Seyahat ve Otel İşletmeciliği Dergisi Advanced Online Publication 518–557.

IEEE

[1]H. İ. Günay and S. F. Harmandaroğlu, “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”, SOİD, no. Advanced Online Publication, pp. 518–557, June 2026, doi: 10.24010/soid.1917974.

ISNAD

Günay, Halil İbrahim - Harmandaroğlu, Seyda Fatih. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat ve Otel İşletmeciliği Dergisi. Advanced Online Publication (June 1, 2026): 518-557. https://doi.org/10.24010/soid.1917974.

JAMA

1.Günay Hİ, Harmandaroğlu SF. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 2026;:518–557.

MLA

Günay, Halil İbrahim, and Seyda Fatih Harmandaroğlu. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat Ve Otel İşletmeciliği Dergisi, no. Advanced Online Publication, June 2026, pp. 518-57, doi:10.24010/soid.1917974.

Vancouver

1.Halil İbrahim Günay, Seyda Fatih Harmandaroğlu. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 2026 Jun. 1;(Advanced Online Publication):518-57. doi:10.24010/soid.1917974

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Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Abstract

Keywords

Supporting Institution

Project Number

Ethical Statement

Thanks

Determinants of Young Generations’ Sustainable Tourism Decisions

Abstract

Keywords

Supporting Institution

Project Number

Ethical Statement

Thanks

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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