The Role of Lifestyle in The Intention to Choose Green Hotel

Abstract

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.

Keywords

• 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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