Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 2149-3871 Nevşehir Hacı Bektaş Veli Üniversitesi 10.30783/nevsosbilen.870449 BEŞ YILDIZLI OTEL İŞLETMELERİNDEKİ İÇSEL PAZARLAMA FAALİYETLERİNİN İÇ GİRİŞİMCİLİK DAVRANIŞLARI ÜZERİNDEKİ ETKİSİ: ALANYA ÖRNEĞİ https://orcid.org/0000-0002-7480-5800 Aliyeva Aysel AFYON KOCATEPE ÜNİVERSİTESİ https://orcid.org/0000-0002-7488-6460 Yılmaz Hatice AFYON KOCATEPE ÜNİVERSİTESİ, AFYON MESLEK YÜKSEKOKULU 09 30 2021 11 3 1448 1462 01 29 2021 07 29 2021 Copyright © 2011, Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 2011 Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi

Bu araştırmanın temel amacı içsel pazarlama uygulamalarının ve alt faktörlerinin iç girişimcilik davranışları üzerindeki etkisini ortaya koymaktır. Belirlenen amaç doğrultusunda nicel veri toplama tekniklerinden olan anket tekniği kullanılmıştır. Araştırma verileri, 2019 Haziran ayı içerisinde Alanya ilçesinde faaliyet gösteren beş yıldızlı otel işletmelerinde çalışan 400 katılımcı üzerinde anket gerçekleştirilerek elde edilmiştir. Verilerin çözümlenmesinde güvenirlik analizi, betimsel istatikler için yüzde, frekans, aritmetik ortalama ve standart sapma değerleri, ilişki testlerinde korelasyon analizi ve regresyon analizi yöntemleri kullanılmıştır. Analizler sonucunda içsel pazarlama uygulamalarının iç girişimcilik davranışları üzerinde anlamlı bir etkiye sahip olduğu belirlenmiştir.

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