The Determination of Mediator Effect of Hotel Attributes on Relationship Between Service Importance and Behavioral Intentions

Yıl 2014, Sayı: 1, 1 - 22, 01.01.2014

Mehmet Emin Akkılıç Fatih Koç Mehmet Oğuzhan İlban Yakup Dinç Hayal Çetintaş

Öz

The aim of this study is to determine whether there is a mediator effect of hotel attributes on the relationship between service importance and behavioral intentions. A mediation model, which is composed of hotel attributes, service importance and behavioral intentions recommend and repurchase variables, was structured to achieve the aim of the study. The research was conducted in thermal tourism firms in Balıkesir. Sample of the study determined with convenience sampling and data was gathered from 550 consumers of these firms by using face to face survey method. Multiple regression analysis was conduct to analyze the mediator effect purposed in the model. The results of the study showed that service importance and hotel attributes are determinant of behavioral intentions and hotel attributes variable has mediator effect on the relationship between service importance and behavioral intentions

Anahtar Kelimeler

Hotel Attributes, Service Importance, Behavioral, Intentions, Thermal Tourism, Mediator Effect

HİZMETİN ÖNEMİ İLE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİDE OTEL NİTELİKLERİNİN ARACI ETKİSİNİN TESPİTİ

Öz

Bu çalışmanın amacı, termal turizmde, hizmetin önemi ile davranışsal niyetler arasındaki ilişkide otel niteliklerinin aracı etkisinin olup olmadığının tespit edilmesidir. Çalışmanın amacına ulaşmak için, otel nitelikleri, hizmetin önemi ve davranışsal niyetler başkalarına öneride bulunma ve yeniden satın alma değişkenleri kullanılarak bir aracı etki modeli oluşturulmuştur. Araştırma, Balıkesir ilinde faaliyet gösteren termal turizm işletmelerinde yapılmıştır. Bu işletmelerden hizmet alan ve kolayda örnekleme yöntemi seçilen 550 tüketici ile yüz yüze görüşülerek veriler toplanmıştır. Modele ilişkin hipotezleri test etmek için regresyon analizi Aracı Etki Analizi kullanılmıştır. Yapılan analizler sonucunda, hizmetin öneminin ve otel niteliklerinin davranışsal niyetlerin belirleyicisi olduğu ve hizmetin önemi ile davranışsal niyetler arasındaki ilişkide otel niteliklerinin kısmi aracı etkiye sahip olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Otel Nitelikleri, Hizmetin Önemi, Davranışsal, Niyetler, Termal Turizm, Aracı Etki

Kaynakça

• Baptista, C. S. (2014). Product Importance and Complexity as Determinants of Adaptation Processes in Business Relationships, Journal of Business & Industrial Marketing, 29(1): 75–87
• Barbeau, J. B. ve Qualls, W. J. (1984). Consumers' Perceptions Of Attributes and Behavioral Intentions: An Extended Comparison-Level Model, Advances in Consumer Research, 11, 143- 147.
• Baron, R. M. ve Kenny, D. A. (1986). “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, 51 (6): 1173-1182.
• Bloch, P. H. ve Richins, M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions, Journal of Marketing, Vol. 47, (Summer 1983), 69-81.
• Blodgett, J. G., Wakefield, K. L. ve Barnes, J. H., (1995). The Effects Of Customer Service On Consumer Complaining Behavior, Journal Of Services Marketing, 9 (4): 31-42.
• Boga, T. C. ve Weiermair, K. (2011). Branding New Services in Health Tourism, Tourism Review, 66 (1/2): 90-106
• Bowen, J.T. ve Shoemaker, S. (1998). Loyalty: A Strategic Commitment. The Cornell Hotel and Restaurant Administration Quarterly, February, 12-25.
• Bush, A. J., Martin, C. A. ve Bush, V. D. (2004), “Sports Celebrity Influence On The Behavioral Intentions Of Generation Y”, Journal of Advertising Research, 44(1): 108-118.
• Büyüköztürk, Ş. (2006). “Sosyal Bilimler İçin Veri Analizi El Kitabı- İstatistik, Araştırma Deseni SPSS Uygulamaları Ve Yorum”, Pegem Akademi Yayıncılık, 6. Baskı, Ankara
• Chen, C. F., (2008), “Investigating Structural Relationships Between Service Quality, Perceived Value, Satisfaction, And Behavioral Intentions For Air Passengers: Evidence From Taiwan”, Transportation Research Part A: Policy and Practice, 42(4):709-717.
• Cronin, J. J, Brady, M. K. ve Hult, G. T. M., (2000), “Assessing The Effects Of Quality, Value, And Customer Satisfaction On Consumer Behavioral Intentions In Service Environments”, Journal of Retailing, 76(2): 193-218.
• Çetin, T. (2011). Termal Turizm Potansiyeli Açısından Kozaklı (Nevşehir) Kaplıcaları, International Periodical For The Languages, Literature And History Of Turkish Or Turkic, 6(1): 899-924.
• Çiçek, R. ve Avderen, S. (2013). Sağlık Turizmi Açısından İç Anadolu Bölgesi’ndeki Kaplıca ve Termal Tesislerin Mevcut Yapısının ve Potansiyelinin Belirlenmesine Yönelik Bir Araştırma, KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 15 (25): 27-28
• Dervişoğlu, S. ve Kılıç, D. S. (2012). Planlanmış Davranış Teorisi Çerçevesinde Geliştirilen Su Tasarrufu Davranışı Anketi, 10. Ulusal Fen Bilimleri ve Matematik Eğitimi Kongresi, Niğde
• Dolnicar, S. ve Otter, T. (2003). Which Hotel Attributes Matter?A Review of Previous and A Framework For Future Research, InT.Griffin,&R.Harris (Eds.), Proceedings of the 9th Annual Conference of the Asia Pacific Tourism Association (APTA), University of Technology Sydney,1, 176–188.
• Dube, L. ve Renaghan, L. M. (2000). Creating Visible Customer Value, Cornell Hotel and Restaurant Administration Quarterly, 41(1): 62–72.
• Emir, O ve Durmaz, G. (2009). Afyonkarahisar’ın Termal Turizm İmajı Üzerine Bir Değerlendirme, Anatolia: Turizm Araştırmaları Dergisi, 20 (1): 25-32.
• Emir, O. ve Saraçli, S. (2011). Determinants of Customer Satisfaction with Thermal Hotels, Anatolia: An International Journal of Tourism and Hospitality Research, 22 (01):56-68
• Frazier, P. A., Tix, A. P. ve Baron, K. E. (2004). Testing Moderator and Mediator Effects in Counseling Psychology Research, Journal of Counseling Psychology, 51(1):115–34.
• Garcia, R. H., Garcia, M. L. ve Consolacion, C. (2014). Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures, International Journal of Tourism Research, 16: 65–75.
• Goeldner, C. (1989). 39th Congress AIEST: English Workshop Summary, Revue de Tourisme, 44(4): 6-7.
• Gustafsson, A. ve Johnson, M. D. (2004). Determining Attribute Importance in a Service Satisfaction Model, Journal of Service Research, 7(2): 124-141.
• Gürbüz, E., Büyükkeklik, A., Avcılar, M. Y. ve Toksarı, M. (2008). Algılanan Hizmet Kalitesinin Tatmin ve Davranışsal Niyetler Üzerine Etkisi: Niğde İlindeki Süpermarketler Üzerine Ampirik Bir Çalışma, Ege Akademik Bakış, 8 (2): 785-812.
• Hall, M. C. (2011). Health And Medical Tourism: A Kill or Cure for Global Public Health?, Tourism Review, 66 (1/2): 4-15.
• Han, H. (2013). The Healthcare Hotel: Distinctive Attributes for International Medical Travelers, Tourism Management, 36, 257-268.
• Han, H., ve Ryu, K. (2006). Moderating Role Of Personal Characteristics in Forming Restaurant Customers’ Behavioral Intentions: An Upscale Restaurant Setting. Journal of Hospitality and Leisure Marketing, 15(4): 25–54.
• Hartline, M. D. ve Keith C. J. (1996). Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions, Journal of Business Research, 35: 207-215.
• Hayes, Andrew, “http://afhayes.com/spss-sas-and-mplus-macros-and-code.html”, Erişim tarihi: 20.03.2014
• Hsieh, C-M. (2008). Importance Counts: The Role of Relative Importance of Service Elements in Client Satisfaction Measures, Journal of Social Service Research, 35(1): 23-31.
• Hsieh, C-M. (2012). Perceived Importance of Service Elements in Client Satisfaction Measures, Journal of Social Service Research, 38(4): 529-540.
• İlban, M. O., Köroğlu, A. ve Bozok D. (2008). Termal Turizm Amaçlı Seyahat Eden Turistlerde Destinasyon İmajı: Gönen Örneği, İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 7 (13): 105 -129.
• Kalaycı, Ş. (2008). “SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri”, Asil Yayın Dağıtım, 3. Baskı, Ankara
• Kaur, G. ve Gupta, S. (2012). Consumers’ Behavioral Intentions Toward Self-Service Technology in the Emerging Markets, Journal of Global Marketing, 25(5): 241-261.
• Kenny, David A. http://www.davidakenny.net/cm/mediate.htm, (Erişim tarihi:24.02.2014).
• Kim, D. ve Perdue, R. R. (2013). The Effects of Cognitive, Affective, and Sensory Attributes on Hotel Choice, International Journal of Hospitality Management, 35, 246– 257.
• Kuo, C-M., Chen, L-C. ve Lin, S-Y. (2010). Exploring the Relationship Between Hotel-Based Service Attribute Importance and Customer Satisfaction at International Conferences in Taiwan, Journal of Convention & Event Tourism, 11(4): 293-313.
• Lam, S. Y., Shankar, V., Erramilli, M. K. ve Murthy B. (2004). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from A Business-To-Business Service Context. Journal of The Academy of Marketing Science, 32(3): 293-311.
• Law, R. ve Hsu, C. H. C. (2005). Customers' Perceptions on the Importance of Hotel Web Site Dimensions and Attributes, International Journal of Contemporary Hospitality Management, 17(6/7): 493-503.
• Lin, C-F. (2014).Exploring the Hotel Service Personnel’s Cognitive Implications toward Service Attributes and Ethics, Human Factors and Ergonomics in Manufacturing & Service Industries, 24 (1): 14–28.
• McQuarrie, E. F. ve Munson, J. M. (1992). A Revised Product Involvement Inventory: Improved Usability And Validity, Advances in Consumer Research, Vol.19,109-115.
• Millar, M., Mayer K. J., Baloglu S. (2012). Importance of Green Hotel Attributes to Business and Leisure Travelers, Journal of Hospitality Marketing & Management, 21(4): 395–413.
• Mittal, V., Kumar, P. ve Tsiros, M. (1999). Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System Approach, Journal of Marketing, 63, April, 88- 101.
• Öztürk, Y. ve Yazıcıoğlu İ. (2002). Gelişmekte Olan Ülkeler İçin Alternatif Turizm Faaliyetleri Üzerine Teorik Bir Çalışma, Ticaret ve Turizm Eğitim Fakültesi Dergisi, Sayı:2, 183-195.
• Preacher, K. J. ve Hayes, A. (2008). Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models, Behavior Research Methods, 40 (3): 879-891
• Qu, H., Ryan, B. ve Chu, R. (2000). The Importance of Hotel Attributes in Contributing to Travelers' Satisfaction in the Hong Kong Hotel Industry, Journal of Quality Assurance in Hospitality & Tourism, 1(3): 65-83.
• Reutter, K. K. ve Bigatti, S. M. (2014). Religiosity and Spirituality as Resiliency Resources: Moderation, Mediation, or Moderated Mediation?, Journal for the Scientific Study of Religion, 53(1):56–72
• Saleh, F. ve Ryan, C. (1992). Client Perceptions of Hotels: A Multi-Attribute Approach, Tourism Management, 13 (2): 163-168.
• Seçilmiş, C. (2012). Termal Turizm Destinasyonlarından Duyulan Memnuniyet Düzeyinin Tekrar Ziyaret Niyetine Etkisi: “Sakarıılıca Örneği”, Elektronik Sosyal Bilimler Dergisi, 11(39): 231- 250
• Shanka, T.ve Taylor, R. (2004). An Investigation into the Perceived Importance of Service and Facility Attributes to Hotel Satisfaction, Journal of Quality Assurance in Hospitality and Tourism, 4 (3-4): 119-134.
• Türkiye Cumhuriyeti Kültür ve Turizm Bakanlığı, “http://www.ktbyatirimisletmeler.gov.tr/TR,11475/genel-tanimlar.html”, Erişim tarihi: 24.02.2014.
• Türkiye Cumhuriyeti Kültür ve Turizm Bakanlığı, “http://www.ktbyatirimisletmeler.gov.tr/TR,11478/dunyada-saglik-ve-termal-turizm.html”, Erişim tarihi: 24.02.2014.
• Türkiye Cumhuriyeti Sağlık Bakanlığı, http://www.saglik.gov.tr/SaglikTurizmi/belge/1-10451/saglik- turizmi-cesitleri.html, Erişim tarihi: 16.07.2014.
• Türkiye Cumhuriyeti Sağlık Bakanlığı, “http://www.saglikturizmi.gov.tr/168-genel-bilgi.html”, Erişim tarihi: 24.02.2014.
• Taplin, R. H., (2012). The Value of Self-stated Attribute Importance to Overall Satisfaction, Tourism Management, 33(2):295-304.
• Tokman, M., Davis L. M. ve Lemon, K. N. (2007). The WOW Factor: Creating Value Through Win- Back Offers to Reacquire Lost Customers, Journal of Retailing, 83(1): 47–64.
• Türksoy, A. ve Türksoy S.S. (2010). Termal Turizmin Geliştirilmesi Kapsamında Çeşme İlçesi Termal Kaynaklarının Değerlendirilmesi, Ege Akademik Bakış, 10 (1): 699-725.
• Ünal, A., ve Demirel, G. (2011). Sağlık Turizmi İşletmelerinden Yararlanan Müşterilerin Beklentilerinin Belirlenmesine Yönelik Bolu İlinde Bir Araştırma, Electronic Journal of Vocational Colleges, Aralık, 106-115
• Varki, S. and Colgate, M. (2001), The Role of Price Perceptions in an Integrated Model of Behavioral Intentions, Journal of Service Research, 3(3): 232-240.
• Wang, C-H. ve Chen, S-C. (2012). The Relationship Of Full-Service Restaurant Attributes, Evaluative Factors and Behavioral Intention, The International Journal of Organizational Innovation, 5(2) Fall:248-262.
• Wei, S., Ruys H. ve Muller T. E. (1999). A Gap Analysis of Perceptions of Hotel Attributes by Marketing Managers And Older People in Australia, Journal of Marketing Practice: Applied Marketing Science, 5 (6/7/8): 200-212.
• Wind, J., Green, P.E., Shifflet, D. ve Scarbrough, M. (1989). Courtyard by Marriott: Designing A Hotel Facility with Consumer-Based Marketing Models, Interfaces, 19 (1): 25-47
• Wu, H-C. (2013) An Empirical Study of the Effects of Service Quality, Perceived Value, Corporate Image, and Customer Satisfaction on Behavioral Intentions in the Taiwan Quick Service Restaurant Industry, Journal of Quality Assurance in Hospitality & Tourism, 14(4): 364-390.
• Yang, Z. ve Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology and Marketing, 21(10): 799-822.
• Yavas, U. ve Babakuş, E. (2005), Dimensions of Hotel Choice Criteria: Congruence between Business and Leisure Travelers, International Journal of Hospitality Management, 24, 359-367
• Yücenur, G. N., Demirel N. H., Ceylan C. ve Demirel T., (2011), Hizmet Değerinin Müşterilerin Davranışsal Niyetleri Üzerindeki Etkisinin Yapısal Eşitlik Modeli İle Ölçülmesi, Doğuş Üniversitesi Dergisi, 12(1): 156-168.