COVİD-19 KORKUSUNUN TATİL YAPMA NİYETİNE ETKİSİNDE SEYAHAT KAYGISININ VE TATİL MOTİVASYONLARININ ARACI ROLÜNÜ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Öz

Dünya modern çağın en büyük salgın hastalığı ile karşı karşıyadır. Dünya vatandaşları ekonomik, sosyal ve psikolojik açıdan salgın hastalıktan etkilenmekteyken, başta turizm endüstrisi olmak üzere, ulaşım, konaklama, yiyecek-içecek ve eğlence gibi pek çok sektör bu süreçten ekonomik açıdan olumsuz etkilenmiştir. Salgının yayılmasını önlemek amacıyla ülkelerin sınırlarını kapatması, ulaşımın ve sosyalleşme olanaklarının kısıtlanması, insanların bir arada bulunmasını engelleyici çeşitli tedbirlerin alınması bireyler üzerinde korku, kaygı ve stres yaratmıştır. Ortaya çıkan bu olumsuzlukların yanında gerek yazılı ve görsel medyada gerekse sosyal medyada sunulan haberler bireylerde covid-19 korkusunu ve buna bağlı seyahat kaygısını tetiklemiştir. Turizm sektörünün yaşadığı ekonomik kayıpların giderilebilmesi için bireylerin bu süreçten ne şekilde etkilendiği, tatil yapmaya yönelik davranışsal niyetlerini belirleyen faktörlerin bu süreçte nasıl şekillendiğini belirlemek; hem tüketici davranışlarını açıklamak hem de turizm paydaşlarına yol göstermek için önemlidir. Bu çalışmada bireylerin covid-19 nedeniyle yaşadıkları korkuların pandemi sürecinde seyahat etmeye yönelik davranışsal niyetlerine etkisinde seyahat kaygısının ve tatil motivasyonunun rolünü incelemek amaçlanmıştır. Araştırma kapsamında 685 katılımcıyla online anket gerçekleştirilmiştir. Yapılan analizler sonucunda bireylerin covid-19 korkularının pandemi sürecinde tatil yapma niyetlerini etkilediği ve bu etkileşimde seyahat kaygısının aracı rolü olduğu tespit edilmiştir. Araştırma sonucunda post-covid dönemi için araştırmacılara birtakım önerilerde bulunulurken, turizm endüstrisi için de birtakım çıkarımlarda bulunulmuştur.

Anahtar Kelimeler

• Covid-19 Korkusu
• Seyahat Kaygısı
• Tatil Motivasyonu
• Tüketici Davranışları
• Destinasyon Pazarlaması

A STUDY TO DETERMINE THE MEDIATING ROLE OF TRAVEL ANXIETY AND HOLIDAY MOTIVATIONS IN THE EFFECT OF FEAR OF COVID-19 ON INTENTION TO TAKE A HOLIDAY

Abstract

The world is facing the biggest epidemic of the modern age. While the citizens of the world are affected by the epidemic disease economically, socially and psychologically, many sectors such as transportation, accommodation, food and beverage and entertainment, especially the tourism industry, have been negatively affected by this process. In order to prevent the spread of the epidemic, the closing of the borders of countries, the restriction of transportation and socialization opportunities, and the taking of various measures to prevent people from being together created fear, anxiety and stress on individuals. In addition to these negativities, the news presented both in the written and visual media and in the social media have triggered the fear of covid-19 and related travel anxiety in individuals. In order to eliminate the economic losses experienced by the tourism sector, to determine how individuals are affected by this process and how the factors that determine their behavioral intentions towards vacation are shaped in this process; It is important both to explain consumer behavior and to guide tourism stakeholders. In this study, it was aimed to examine the role of travel anxiety and holiday motivation in the effect of fears experienced by individuals due to covid-19 on their behavioral intentions to travel during the pandemic process. Within the scope of the research, an online survey was conducted with 685 participants. As a result of the analyzes, it has been determined that the fear of covid-19 affects the intentions of individuals to take a vacation during the pandemic process and travel anxiety has a mediating role in this interaction. As a result of the research, while some suggestions were made to the researchers for the post-covid period, some inferences were made for the tourism industry.

Keywords

• Fear of Covid-19
• Travel Anxiety
• Holiday Intention
• Consumer Behaviour
• Destination Marketing

Kaynakça

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