OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

Öz

Küreselleşme olgusuyla birlikte gelişen teknoloji işletmelere yoğun bir rekabet ortamını da beraberinde getirmiştir. Turizm sektörü içerisinde yer alan otel işletmeleri rakiplerinden avantajlı hale gelebilmesi ve uzun süre turist sadakati sağlayabilmesi için değişik pazarlama yöntemlerinden faydalanması gerekmektedir. Bu pazarlama yöntemlerinden bir tanesi de ağızdan ağıza iletişim (AAİ-Word-of-mouth: WOM)’dir. Bu araştırmanın amacı Fethiye’deki otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişimleri arasındaki ilişkiyi incelemek aynı zamanda müşteri sadakatinin aracı etkisinin olup olmadığını araştırmaktır. Araştırmada nicel bir yöntem olan anket tekniğinden faydalanılmıştır. Fethiye’ye gelen yabancı turistlerin doldurduğu 384 adet anket ile çalışma gerçekleştirilmiştir. Toplanan veriler SPSS ve SmartPLS paket programı yardımıyla analiz edilmiştir. Araştırmanın sonucunda otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişim ve turist sadakati, turist sadakati ile de ağızdan ağıza iletişim (WOM) arasında anlamlı ve pozitif yönde bir ilişki olduğu belirlenmiştir. Aynı zamanda turist sadakatinin turist memnuniyeti ile ağızdan ağıza iletişim (WOM) arasında kısmı aracılık rolü olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Otel işletmeleri,Turist memnuniyeti,Turist Sadakati,ağızdan ağıza iletişim (WOM)

OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

Öz

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