Covid-19’un Tüketici Davranışları Üzerindeki Etkisi: Yerli Turistler Üzerinde Bir Araştırma

Year 2021, , 1160 - 1175, 20.11.2021

Kazim Dağ , Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.21076/vizyoner.873679

Cited By: 2

Abstract

Covid-19’un insanların normal yaşamları, gündelik uğraşıları, turizm faaliyetleri ve tüketici davranışı üzerinde birtakım etkileri olabilmektedir. Tüketiciler bu tür salgın dönemlerinde, yere ve zamana bağlı olarak tüketim konusunda alışkanlıklar geliştirmektedirler. Araştırma, Covid-19 algısının tüketici davranışları üzerindeki, özellikle normal yaşam ve turizm; tutum ve tercihlerine bağlı olarak turizm eğilimi ve tur biçimi; yemek ve konaklama ile hijyen gibi güvenlik ihtiyaçlarının yerli turistler üzerindeki etkilerini incelemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Türkiye’deki yerli turistler oluşturmaktadır. Araştırma kapsamında tesadüfî olmayan örneklem kapsamında ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 407 anket formunda yer alan verilerden yola çıkılarak değerlendirilmiştir. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için Smart PLS 3 programı, bootstrapping tekniği uygulanmıştır. Yol analizi sonuçlarına göre Covid-19 algısının genel etki kapsamında yaşam-turizm üzerindeki etkiyi ve tutum ve tercih kapsamında turizm eğilimi-tur biçimini olumsuz yönde etkilediği belirlenmiştir. Benzer şekilde Covid-19 algısının hijyen ve güvenlik kapsamında yemek-konaklama düzenini olumsuz yönde etkilediği de tespit edilmiştir. 

Keywords

Covid-19, Turizm, Tüketici Davranışı

The Impact of Covid-19 on Consumer Behavior: A Study on Domestic Tourists

Abstract

Covid-19 can have some effects on people's daily lives, activities, tourism activities and consumer behaviour. During such epidemic periods, consumers develop habits in terms of consumption depending on the place and time. Research focuses on Covid-19 perception on consumer behaviour, particularly normal life and tourism; tourism trend and tour style depending on attitudes and preferences. It is carried out to examine the effects of security needs such as food, accommodation and hygiene on local tourists. The universe of the study consists of domestic tourists in Turkey. Within the scope of the study, "convenience sampling" method is applied within the scope of non-random sampling. The sample size is evaluated on the basis of the data in the 407 questionnaire forms. Smart PLS 3 program, bootstrapping technique is used for testing the hypotheses aimed to be measured in the study. According to the results of the path analysis, it is determined that the perception of Covid-19 negatively affects the impact on life-tourism within the scope of the general effect and the tourism trend-tour style within the scope of attitude and choice. Similarly, it is also determined that the perception of Covid-19 negatively affects the food-accommodation arrangement within the scope of hygiene and safety.

Keywords

Covid-19, Tourism, Consumer Behavior

References

• Aldaco, R., Hoehn D., Laso J., Margallo M., Ruiz-Salmón J., Cristobal J., … Vazquez-Rowe, I. (2020). Food waste management during the COVID-19 outbreak: A holisticclimate, economic and nutritional approach. Science of the Total Environment,742, 140524.
• Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. ve Ryu, K. (2018). An assessment of theuse of partialleastsquaresstructuralequationmodeling (PLS-SEM) in hospitalityresearch. International Journal of ContemporaryHospitality Management, 30(1), 514-538.
• Ammar, A., Chtourou, H., Boukhris, O., Trabelsi, K., Masmoudi, L., Brach, M., ... ve ECLB-COVID19 Consortium. (2020). COVID-19 home confinement negatively impacts social participation and life satisfaction: a worldwide multicenter study. International journal of environmental research and public health, 17(17), 6237.
• Aydın, B. ve Doğan, M. (2020). Yeni Koronavirüs (COVID-19) Pandemisinin Turistik Tüketici Davranışları ve Türkiye Turizmi Üzerindeki Etkilerinin Değerlendirilmesi. Pazarlama Teorisi ve Uygulamaları Dergisi, 6(1), 93-115.
• Bahar, O. ve İlal, N.Ç. (2020). Coronavirüsün (Covid-19) turizm sektörü üzerindeki ekonomik etkileri. International Journal of Social Sciences and Education Research, 6(1), 125-139.
• Baum, T. ve Hai, N.T.T. (2020). Hospitality, tourism, human rights and the impact of COVID-19. International Journal of Contemporary Hospitality Management, 32(7), 2397-2407.
• Can, G. ve Kılıç, F. (2021). Türkiye’de COVID-19 Salgınının Tüketici ve Üretici DavranışlarıÜzerindeki Etkisi. Biga İktisadi ve İdari Bilimler Fakültesi Dergisi, 2(1), 17-27.
• Clemens, K.S., Matkovic, J., Faasse, K. ve Geers, A.L. (2020). Determinants of safety-focused product purchasing in the United States atthe beginning of the global COVID-19 pandemic. Safety Science, 130, 1048942.
• de Sousa Jabbour, A.B.L., Jabbour, C.J.C., Hingley, M., Vilalta-Perdomo, E.L., Ramsden, G. ve Twigg, D. (2020). Sustainability of supply chains in the wake of the coronavirus (COVID-19/SARS-CoV-2) pandemic: lessons and trends. Modern Supply Chain Research and Applications, ahead-of-print(ahead-of-print).
• De Vos, J. (2020). The effect of COVID-19 and subsequent social distancing on travel behavior. Transportation Research Interdisciplinary Perspectives, 5, 100-121.
• Demir, M, Günaydın, Y. ve Demir, Ş. (2020). Koronavirüs (Covid-19) salgınının Türkiye'de turizm üzerindeki öncülleri, etkileri ve sonuçlarının değerlendirilmesi. International Journal of Social Sciences and Education Research, 6(1), 80-107.
• Eryılmaz, B. (2020). Türkiye’de faaliyet gösteren otel zincirlerinin yeni tip koronavirüs (Covid-19) bilgilendirmeleri. Turizm Akademik Dergisi, 7(1), 15-27.
• Fan, S., Si, W. ve Zhang, Y. (2020). How to prevent a global food and nutrition security crisis under COVID-19?. China Agricultural Economic Review, ahead-of-print(ahead-of-print).
• Fong, L.H.,N., Law, R. ve Ye, B., H.(2020).Outlook of tourism recovery amid an epidemic:Importance of outbreak control by the government. Annals of Tourism Research.
• Fornell, C. ve Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebraand statistics. Journal of Marketing Research, May, 382-388.
• Gössling S., Scott, D. ve Hall, C.M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20.
• Gu, H. ve Ryan, C. (2008). Chinese clientele at Chinese hotels-Preferences and satisfaction. International Journal of Hospitality Management, 27(3), 337-345.
• Guo, J., Feng, X.L., Wang, X.H. ve van IJzendoorn, M.H. (2020). Coping with COVID-19: Exposure to COVID-19 and negative ımpact on livelihood predict elevated mental health problems in Chinese adults. International Journal of Environmental Research and Public Health, 17(11), 3857.
• Hair, J.F., Ringle, C.M. ve Sarstedt, M. (2011). PLS-SEM: Indeed a silverbullet. Journal of Marketing TheoryandPractice, 19(2), 139-152.
• Hair, J.F., Sarstedt, M., Ringle, C.M. ve Mena, J.A. (2012). An Assessment of theUse of PartialLeastSquaresStructuralEquationModeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.
• Hair, J.F., Risher, J.J., Sarstedt, M. ve Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
• Henseler, J., Ringle, C.M. ve Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. EmeraldGroup Publishing Limited.
• Hong, Y., Cai, G., Mo, Z., Gao, W., Xu, L., Jiang, Y. ve Jiang, J. (2020). The Impact of COVID-19 on tourist satisfaction with B&B in zhejiang, China: An ımportance–performance analysis. International Journal of Environmental Research and Public Health, 17(10), 3747.
• Hu, L.T. ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A MultidisciplinaryJournal, 6(1), 1-55.
• Jamal, T. ve Budke, C. (2020). Tourism in a world with pandemics: Local-global responsibility and action. Journal of Tourism Futures, ahead-of-print(ahead-of-print).
• Jiang, Y. ve Wen, J. (2020). Effects of COVID-19 on hotel marketing and management: A perspective article. International Journal of Contemporary Hospitality Management.
• Kabadayi, S., O’Connor, G.E. ve Tuzovic, S. (2020). Viewpoint: The impact of coronavirus on service ecosystems as service mega-disruptions, Journal of Services Marketing, ahead-of-print(ahead-of-print).
• Kaiser, H.F. (1974). An index of factorialsimplicity. Psychometrika, 39(1), 31-36.
• Kement, U., Çavuşoğlu, S., Demirağ, B., Durmaz, Y. ve Bükey, A. (2020). Effect of perception of COVID-19 and nonpharmaceutical intervention on desire and behavioral intention in touristic travels in Turkey. Journal of Hospitality and Tourism Insights, ahead-of-print(ahead-of-print).
• Kirk, C.P. ve Rifkin, L.S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124-131.
• Kraus,S., Clauss, T., Breier, M., Gast, J., Zardin, A. ve Tiberius, V. (2020). The economics of COVID-19: initial empirical evidence on how family firms in five European countries cope with the corona crisis. International Journal of Entrepreneurial Behavior & Research.
• Laato, S., Islam, A.N., Farooq, A. ve Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
• Lee, C.K., Song, H.J., Bendle, L.J., Kim, M.J. ve Han, H. (2012). The impact of nonpharmaceutical interventions for 2009 H1N1 influenza on travel intentions: A model of goal-directed behavior. Tourism Management, 33, 89-99.
• Lockyer, T. (2005). The perceived importance of price as one hotel selection dimension. Tourism Management, 26(4), 529-537.
• Newsome, D. (2020). The collapse of tourism and its impact on wildlife tourism destinations. Journal of Tourism Futures, ahead-of-print(ahead-of-print).
• Pantano, E., Pizzi, G., Scarpi, D. ve Dennis, C.(2020). Competing during a pandemic? Retailers’ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209-213.
• Pine, R. ve McKercher, B. (2004). The impact of SARS on Hong Kong’s tourism industry. International Journal of Contemporary Hospitality Management, 16(2), 139-143.
• Qiu, R.T., Park, J., Li, S. ve Song, H. (2020). Social costs of tourism during the COVID-19 pandemic. Annals of Tourism Research, 84, 102994.
• Remko, V.H. (2020). Research opportunities for a more resilient post-COVID-19 supply chain-closing the gap between research findings and industry practice. International Journal of Operations & Production Management, 40(4), 341-355.
• Rizou, M., Galanakis, I.M., Aldawoud, T.M. ve Galanakis, C.M. (2020). Safety of foods, food supply chain and environment within the COVID-19 pandemic. Trends in food science & technology, 102, 293-299.
• Sharma, A. ve Nicolau J.L. (2020).An open market valuation of the effects of COVID-19 on the traveland tourism industry. Annals of Tourism Research, 83, 1029902.
• Sheth, J. (2020). Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return orDie?.Journal of Business Research, 117, 280-283.
• Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321.
• Soylu, Ö. (2020). Türkiye ekonomisinde COVID-19’un sektörel etkileri. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 7(6), 169-185.
• Suau-Sanchez, P., Voltes-Dorta, A. ve Cugueró-Escofet, N. (2020). An early assessment of the impact of COVID-19 on air transport: Just another crisis or the end of aviation as we know it? Journal of Transport Geography, 102749.
• TÜİK. (2020). Turizm istatistikleri 1. Erişim adresi: https://yigm.ktb.gov.tr/TR-9851/turizm-istatistikleri.html, (21.07.2020).
• Van, D., McLaws, M. L., Crimmins, J., MacIntyre, C.R. ve Seale, H. (2010). University life and pandemic influenza: Attitudes and intended behaviour of staff and students towards pandemic (H1N1) 2009. BMC Public Health, 10(1), 1-9.
• Wen, J., Kozak, M., Yang, S. ve Liu, F. (2020). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review, ahead-of-print(ahead-of-print).
• Wen, Z., Huimin, G. ve Kavanaugh, R.R. (2005). The Impacts of SARS on the Consumer Behaviour of Chinese Domestic Tourists. Current Issues in Tourism, 8(1), 22-38.
• Wilder-Smith, A. (2006). The severe acute respiratory syndrome: Impact on travel and tourism. Travel Medicine and Infectious Disease, 4(2), 53-60.
• Wong, K.K.K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
• Yang, Y., Zhang, H. ve Chen, X. (2020). Coronavirus pandemic and tourism: Dynamic stochastic generalequilibrium modeling of infectious disease outbreak. Annals of Tourism Research.
• Yaşlıoğlu, M.M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yazıcıoğlu, Y. ve Erdoğan, S. (2007). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay Yayıncılık.
• Yu, X., Liu, C., Wang, H. ve Feil, J.-H. (2020). The impact of COVID-19 on food prices in China: evidence of four major food products from Beijing, Shandong and Hubei Provinces, China Agricultural Economic Review, ahead-of-print(ahead-of-print).