THE DETERMINATION OF THE EFFECT ON BEHAVIORAL INTENTIONS OF THE HEDONIC AND UTILITARIAN CONSUMPTION TENDENCIES IN THE THERMAL TOURISM BUSINESS

Öz

The aim of this study is to determine whether there is an effect of the hedonic and utilitarion consumption tendencies on behavioral intentions in the thermal tourism business. A model, which is composed of hedonic consumption, utilitarian connsumption and behavioral intentions (recommend and revisiting) variables, was structured to achieve the aim of the study. The research was conducted in the thermal tourism business in Balikesir. Sample of the study determined with convenience sampling and data was collected from consumers of these businesses by using face to face survey method. The regression analysis was used to test the hypotheses regarding the model. The results of the study showed that some dimensions of the hedonic and utilitarian consumption has significant and positive effects on behavioral intentions.

Anahtar Kelimeler

• Hedonic Consumption,Utilitarian Consumption,Behavioral Intentions

TERMAL TURİZM İŞLETMELERİNDE HEDONİK VE FAYDACI TÜKETİM EĞİLİMİNİN DAVRANIŞSAL NİYETLER ÜZERİNE ETKİSİ

Öz

Bu çalışmanın amacı, termal turizm işletmelerinde hedonik ve faydacı tüketim eğiliminin davranışsal niyetler üzerindeki etkisini tespit etmektir. Çalışmanın amacına ulaşmak için hedonik ve faydacı tüketim ile davranışsal niyetler (başkasına önerme ve yeniden ziyaret etme) değişkenleri kullanılarak bir model oluşturulmuştur. Araştırma Balıkesir ilinde faaliyet gösteren termal turizm işletmelerinde yapılmıştır. Bu işletmelerden hizmet alan ve kolayda örnekleme yöntemi ile seçilen 550 kişi ile yüz yüze görüşülerek veriler elde edilmiştir. Modele ilişkin hipotezleri test etmek için regresyon analizi kullanılmıştır. Yapılan istatistiksel analizler sonucunda, hedonik tüketim ile faydacı tüketim değişkenlerinin bazı boyutlarının davranışsal niyetler üzerinde anlamlı ve pozitif bir etkisinin olduğu tespit edilmiştir. Bazı boyutların ise davranışsal niyetler üzerinde herhangi bir anlamlı ve pozitif etkisinin olmadığı görülmüştür.

Anahtar Kelimeler

• Hedonik Tüketim,Faydacı Tüketim,Davranışsal Niyetler

Kaynakça

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