The Role of Lifestyle in The Intention to Choose Green Hotel

Yıl 2018, , 9 - 17, 15.12.2018

Hacı Mehmet Yıldırım , Ayşe Sünnetçioğlu , Lütfi Atay

https://doi.org/10.18506/anemon.452584

Cited By: 1

Öz

One of
the psychographic variables is the lifestyle is considered as a tool for
understanding and defining travel behaviour. The aim of this study is to
explain the role of lifestyle on consumers' intention to choose green hotels.
The sample of the research is 219 academicians who are reached by convenience
sampling method. Questionnaire was used for the data collection. Exploratory
factor analysis was applied to reveal the dimensions of lifestyle. The
lifestyle dimension in which the consumers are clustered is determined by
performing clustering analysis.  Simple
regression analysis was used to determine how lifestyle affected the intention
to choose green hotels. As a result of the analyses lifestyle is a variable
explaining the intention to choose green hotel behaviour.

Anahtar Kelimeler

Lifestyle, Green Hotel, Green Hotel Choice, Psychographic Segmentation

Yaşam Tarzının Yeşil Otel Tercihinde Rolü

Öz

Tüketicilerin
davranışlarını belirleyen onlara yön veren önemli psikografik değişkenlerden
biri olan yaşam tarzı, seyahat davranışının anlaşılması ve tanımlanabilmesi
için bir araç olarak değerlendirilmektedir. 
Yapılan bu çalışma tüketicilerin yaşam tarzının yeşil otel tercih etme
davranışındaki rolünü açıklamak amaçlanmaktadır. Araştırmanın örneklemi,
kolayda örnekleme yöntemi ile ulaşılan 219 akademisyenden oluşmaktadır. Araştırmada
veri toplama aracı olarak anket kullanılmıştır. Çalışmada yaşam tarzı
boyutlarını ortaya koyabilmek amacıyla açımlayıcı faktör analizi uygulanmıştır.
Tüketicilerin hangi yaşam tarzı boyutunda kümelendiğini belirlemek için kümeleme
analizi, yaşam tarzının yeşil otel tercih etme eğilimini nasıl etkilediğini
ortaya koymak için ise, basit regresyon analizi uygulanmıştır. Gerçekleştirilen
analizler sonucunda, yaşam tarzının yeşil otel tercih etme davranışındaki rolü ortaya
koyularak, yaşam tarzının yeşil otel tercih etme eğiliminin açıklayıcısı olarak
tespit edilmiştir.

Anahtar Kelimeler

Yaşam Tarzı, Yeşil Otel, Yeşil Otel Tercihi, Psikografik Bölümlendirme

Kaynakça

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