KÜRESEL KİMLİĞİN EKOTURİZME YÖNELME ÜZERİNDEKİ ETKİSİNDE ÇEVRE KORUMA MOTİVASYONUNUN ARACI ROLÜ

Öz

Bu araştırmanın amacı, turistleri ekotourizme yönlendiren unsurların değer temelli çevresel endişe teorisi temelinde tespit edilmesidir. Bu amaç doğrultusunda, küresel kimlik olgusu kullanılmak suretiyle kimlik teorisi, değer temeli çevresel endişe teorisi ile entegre edilmiştir. Amacı gerçekleştirmek için, 12 ay içinde seyahat etmiş olan 374 turistin bakış açısından elde edilen veri tabanı aracılığıyla araştırma hipotezleri test edilmiştir. Hipotez testi, PLS-SEM aracılığıyla gerçekleştirilmiştir. Sonuç olarak, küresel kimliğin motivasyon faktörlerini (normatif, diğergam, biyosferik) açıklama etkinliği açısından önemli bir rol oynadığı tespit edilmiştir. Ayrıca, hem biyosferik hem de normatif motivasyonun, ekoturizm odaklı seyahatlere katılmaya yönelik davranışsal niyeti arttırdığı görülmüştür. Diğergam motivasyonun ise ekoturizme yönelik davranışsal niyet üzerinde istatistiksel olarak herhangi bir etkisi gözlemlenmemiştir.

Anahtar Kelimeler

• değer temelli çevresel endişe teorisi
• ekoturizm
• küresel kimlik
• biosperik motivasyon
• normatif motivasyon

THE MEDIATING ROLE OF ENVIRONMENTAL PROTECTION MOTIVATION IN THE IMPACT OF GLOBAL IDENTITY ON ECOTOURISM PARTICIPATION INTENTION

Öz

The research aims to investigate and explicate the ecotourism participation intention of tourists by merging the global identity phenomenon within the conceptual framework of value-basis theory for environmental concern. It delineates the transformative role of adopting global identity on values and consumption habits. To fulfill the aim, research hypotheses are tested using a database derived from the viewpoint of 374 tourists having participated in some form of leisure activity in the preceding 12 months. Hypothesis testing is conducted via PLS-SEM. It is revealed that global identity plays an outstanding role in terms of the predictive ability of motivation factors - normative, altruistic, and biospheric. What is more, both biospheric and normative motivation appear to enhance the intention to participate in ecotourism-type travel. As for altruistic motivation, it is seen to have an insignificant effect on ecotourism-related participation intention.

Anahtar Kelimeler

• value-basis theory for environmental concern
• ecotourism
• global identity
• biosperic motivation
• normative motivation

Kaynakça

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