INVESTIGATING LUXURY ACCOMMODATION PURCHASE INTENTION and BEHAVIOR THROUGH the THEORY of PLANNED BEHAVIOR

Öz

In modern societies, holidays are not merely considered leisure activities but are regarded as a fundamental need that supports individuals’ physical, mental, and social well-being. In this context, luxury accommodation services emerge as a multidimensional field of research that goes beyond functional benefits, encompassing symbolic and psychological aspects such as prestige, social approval, and personal satisfaction, which shape consumer behavior. In Turkiye, the recent decline in the number of foreign tourists has led five-star hotels to adopt more flexible pricing policies, making luxury accommodation accessible to different income groups and rendering domestic consumers’ tendencies toward luxury stays more visible. Building on this transformation, the present study examines purchase intention and behavior toward luxury accommodation within the framework of the Theory of Planned Behavior (Ajzen, 1991). The effects of attitude, subjective norm, and perceived behavioral control on intention, as well as the intention-behavior relationship, were tested. This study contributes to the relatively limited body of empirical research on luxury services and offers both theoretical and practical insights by explaining the behavioral dynamics of consumers across different income groups. A quantitative research design was employed, with data collected through a survey administered to 449 individuals. The findings indicate that perceived behavioral control does not have a significant effect on luxury accommodation purchase behavior, whereas all other variables exert statistically significant effects. Among them, attitude was found to be the strongest predictor of purchase intention, while subjective norm and perceived behavioral control also played meaningful roles. Furthermore, purchase intention significantly explained behavior, thereby supporting the structure proposed by the Theory of Planned Behavior. Overall, the results suggest that consumers’ purchase intentions and behaviors toward luxury accommodation are shaped by both individual perceptions and social influences.

Anahtar Kelimeler

• Theory of Planned Behavior
• Luxury Accommodation
• Purchase Intention

PLANLI DAVRANIŞ TEORİSİ KAPSAMINDA LÜKS KONAKLAMA HİZMETİ SATIN ALMA NİYETİ VE DAVRANIŞININ İNCELENMESİ

Öz

Tatil, modern toplumlarda yalnızca boş zaman etkinliği değil, bireylerin fiziksel, zihinsel ve sosyal iyilik hâllerini destekleyen temel bir ihtiyaç olarak değerlendirilmektedir. Bu bağlamda, lüks konaklama hizmetleri yalnızca işlevsel faydalar sunmakla kalmayıp, prestij, sosyal onay ve kişisel tatmin gibi sembolik ve psikolojik unsurlarıyla da tüketici davranışlarını şekillendiren çok boyutlu bir araştırma alanı olarak ön plana çıkmaktadır. Türkiye’de son yıllarda yabancı turist sayısında yaşanan azalmalar, beş yıldızlı otellerin fiyat politikalarında esnekliğe giderek farklı gelir gruplarına ulaşmalarını sağlamış ve yerli tüketicilerin lüks konaklamaya yönelik eğilimlerini daha görünür hâle getirmiştir. Bu çalışma, söz konusu dönüşümden hareketle PDT (Ajzen, 1991) çerçevesinde lüks konaklama hizmetlerine yönelik satın alma niyeti ve davranışlarını incelemektedir. Tutum, subjektif norm ve algılanan davranışsal kontrolün niyet üzerindeki etkileri ile niyet-davranış ilişkisi test edilmiştir. Çalışma, literatürde lüks hizmetler bağlamında sınırlı olan ampirik araştırmalara katkı sağlamakta ve farklı gelir gruplarındaki tüketicilerin davranış dinamiklerini açıklayarak hem teorik hem de sektörel açıdan çıkarımlar sunmaktadır. Çalışmada nicel araştırma yöntemi tercih edilmiştir. Veri toplama aracı olarak anket kullanılmış ve 449 bireye ulaşılmıştır. Araştırma sonuçlarına göre yalnızca algılanan davranışsal kontrolün lüks konaklama satın alma davranışı üzerindeki etkisi anlamsız bulunmuş olup diğer tüm değişkenlerin etkisi istatistiksel olarak anlamlı bulunmuştur. Tutum, satın alma niyeti üzerinde en güçlü etkiye sahipken, subjektif norm ve algılanan davranışsal kontrol de önemli katkılar sunmuştur. Ayrıca satın alma niyeti, davranışı anlamlı düzeyde açıklayarak PDT’nin öngördüğü yapıyı desteklemiştir. Elde edilen bulgular, bireylerin lüks konaklama satın alma niyeti ve davranışının hem bireysel algılar hem de sosyal etkiler doğrultusunda şekillendiğini göstermektedir.

Anahtar Kelimeler

• Planlı Davranış Teorisi
• Lüks Konaklama
• Satın Alma Niyeti

Kaynakça

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