OTEL İŞLETMELERİNDEKİ YEŞİL UYGULAMALARIN MÜŞTERİLERİN İŞLETMEYE YÖNELİK TUTUMLARINA ETKİSİ: NİTEL BİR ARAŞTIRMA

Öz

İklim değişikliğinin yarattığı sorunlar, otel işletmelerini yeşil uygulamalara yöneltmiştir. Hava kalitesi, su ve enerji tasarrufu, geri dönüşüm ve atık yönetimi başlıklarında gerçekleştirilen yeşil uygulamaları yürüten otel işletmeleri Kültür ve Turizm Bakanlığı tarafından Yeşil Yıldız olarak tescillenmiştir. Bu araştırmanın amacı otel işletmeleri tarafından gerçekleştirilen yeşil uygulamaların müşterilerin işletmeye yönelik tutumlarını nasıl etkilediğini belirlemektir. Bu kapsamda İzmir’de bulunan 27 adet yeşil yıldızlı otel işletmesinde konaklayan 42 müşteri ile 1 Ocak – 15 Nisan 2024 tarihleri arasında görüşmeler gerçekleştirilmiştir. Görüşme metinlerine içerik analizi uygulanmıştır. Analizler sonucunda müşteriler yeşil uygulama farkındalığı olanlar ve olmayanlar olarak iki kategoriye ayrılmıştır. Yeşil uygulama farkındalığı olmayan müşterilerin farklı nedenlerle bu otel işletmelerinde konaklamayı tercih ettikleri belirlenmiştir. Yeşil uygulama farkındalığı olan müşterilerin ise çoğunun iklim değişikliği ve sürdürülebilirlik ile ilgili bilgi sahibi oldukları tespit edilmiştir. Ayrıca bu müşterilerin yeşil yıldızlı otel işletmelerinde konaklayarak iklim değişikliği ile mücadeleye katkıda bulunduklarını düşündükleri belirlenmiştir. Bu müşterilerin otel işletmesine ilişkin tekrar ziyaret etme, tavsiye etme ve sosyal ağlarında otel işletmelerine ilişkin olumlu paylaşımlarda bulunma niyetlerinin olduğu tespit edilmiştir.

Anahtar Kelimeler

• Yeşil Yıldız
• Yeşil Uygulama
• Müşteri Tutumu
• İzmir

THE IMPACT OF GREEN PRACTICES IN HOTEL BUSINESSES ON CUSTOMERS ATTITUDES TOWARDS THE BUSINESS: A QUALITATIVE STUDY

Öz

The struggle against climate change has directed hotels towards green practices. These practices, carried out in the areas of air quality, water and energy conservation, recycling, and waste management, have been certified by the Ministry of Culture and Tourism as Green Star hotels. The aim of this research is to determine how the green practices implemented by hotels affect customers' attitudes towards the business. In this context, interviews were conducted with 42 customers staying at 27 Green Star hotels in Izmir between January 1st and April 15th, 2024. Content analysis was applied to the interview transcripts. As a result of the analysis, customers were divided into two categories: those with awareness of green practices and those without. It was determined that customers without awareness of green practices preferred to stay at these hotels for various reasons. Customers with awareness of green practices, on the other hand, were mostly found to be knowledgeable about climate change and sustainability. Additionally, it has been determined that these customers believed they were contributing to the struggle against climate change by staying at these hotels. It has been also determined that these customers have intention to revisit, recommend it, and share positive posts about the hotel business in their social networks.

Anahtar Kelimeler

• Green Star
• Green Practice
• Customer Attitude
• İzmir

Kaynakça

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