Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Halil İbrahim Günay; Seyda Fatih Harmandaroğlu

doi:10.24010/soid.1917974

TR EN

Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Öz

Bu araştırma, sürdürülebilir turizm ve otelcilik bağlamında yeşil satın alma niyetini şekillendiren psikolojik ve teknolojik faktörleri ile bu faktörlerin Y ve Z kuşakları arasındaki farklılaşma düzeyini incelemektedir. Kolayda örnekleme ile Bilecik'ten toplanan 418 geçerli veri; Yapısal Eşitlik Modellemesi, Çok Gruplu YEM ve t-Testi ile analiz edilmiştir. Bulgular; yeşil algılanan değer, öznel norm, bilişsel çevresel farkındalık ve üretken yapay zekâ (ÜYZ) kullanımının yeşil satın alma niyetini pozitif etkilediğini ortaya koymaktadır. Yeşil algılanan risk anlamlı etki göstermemiştir. Kuşak karşılaştırmasında Z kuşağının risk algısı ve ÜYZ kullanımının, Y kuşağının ise yeşil değer puanlarının daha yüksek olduğu belirlenmiştir. Kuşağa özgü pazarlama stratejileri ve ÜYZ entegrasyonu önerilmektedir.

Anahtar Kelimeler

Yeşil Satın Alma Niyeti, Sürdürülebilir Turizm, Üretken Yapay Zekâ, Y Kuşağı, Z Kuşağı

Destekleyen Kurum

Bu çalışma herhangi bir kurum veya kuruluş tarafından desteklenmemiştir.

Proje Numarası

Bu çalışmada bir proje söz konusu değildir.

Etik Beyan

Bilecik Üniversitesi Bilimsel Araştırma ve Yayın Etik Kurulu’ndan (08.01.2026 tarih, 1 sayı, 4 numaralı karar) gerekli izin alınmıştır.

Teşekkür

Araştırma kapsamında ankete katılarak değerli vakitlerini ayıran tüm katılımcılara teşekkür ederiz.

Determinants of Young Generations’ Sustainable Tourism Decisions

Öz

This study examines the psychological and technological determinants of green purchase intention in the context of sustainable tourism and hospitality and investigates whether these factors differ between Generation Y and Generation Z. Data collected from 418 valid respondents in Bilecik, Türkiye via convenience sampling were analyzed using Structural Equation Modeling, Multigroup SEM, and independent samples t-tests. Findings reveal that green perceived value, subjective norms, cognitive environmental awareness, and generative AI (GenAI) usage positively influence green purchase intention, while green perceived risk yielded no significant effect. Generational comparisons indicate that Generation Z exhibits higher risk perception and GenAI usage, whereas Generation Y reports higher green perceived value scores. Generation-specific sustainable marketing strategies and GenAI integration are recommended for tourism and hospitality operators.

Anahtar Kelimeler

Green Purchase Intention, Sustainable Tourism, Generative Artificial Intelligence, Generation Y, Generation Z

Destekleyen Kurum

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Proje Numarası

Bu çalışmada bir proje söz konusu değildir.

Etik Beyan

Necessary permission was obtained from the Scientific Research and Publication Ethics Committee of Bilecik University (dated 08.01.2026, issue 1, decision number 4)

Teşekkür

Special thanks are extended to all the participants who took part in the survey for their valuable time and contribution.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Turizm (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Halil İbrahim Günay
0009-0000-8228-4913
Türkiye

Seyda Fatih Harmandaroğlu ^*
0000-0001-5111-2940
Türkiye

Erken Görünüm Tarihi

24 Haziran 2026

Yayımlanma Tarihi

-

Gönderilme Tarihi

28 Mart 2026

Kabul Tarihi

27 Mayıs 2026

Yayımlandığı Sayı

Yıl 2026 Sayı: Advanced Online Publication

DOI

https://doi.org/10.24010/soid.1917974

IZ

https://izlik.org/JA46WX33TU

APA

Günay, H. İ., & Harmandaroğlu, S. F. (2026). Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. Seyahat ve Otel İşletmeciliği Dergisi, Advanced Online Publication, 518-557. https://doi.org/10.24010/soid.1917974

AMA

1.Günay Hİ, Harmandaroğlu SF. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 2026;(Advanced Online Publication):518-557. doi:10.24010/soid.1917974

Chicago

Günay, Halil İbrahim, ve Seyda Fatih Harmandaroğlu. 2026. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat ve Otel İşletmeciliği Dergisi, sy Advanced Online Publication: 518-57. https://doi.org/10.24010/soid.1917974.

EndNote

Günay Hİ, Harmandaroğlu SF (01 Haziran 2026) Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. Seyahat ve Otel İşletmeciliği Dergisi Advanced Online Publication 518–557.

IEEE

[1]H. İ. Günay ve S. F. Harmandaroğlu, “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”, SOİD, sy Advanced Online Publication, ss. 518–557, Haz. 2026, doi: 10.24010/soid.1917974.

ISNAD

Günay, Halil İbrahim - Harmandaroğlu, Seyda Fatih. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat ve Otel İşletmeciliği Dergisi. Advanced Online Publication (01 Haziran 2026): 518-557. https://doi.org/10.24010/soid.1917974.

JAMA

1.Günay Hİ, Harmandaroğlu SF. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 2026;:518–557.

MLA

Günay, Halil İbrahim, ve Seyda Fatih Harmandaroğlu. “Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler”. Seyahat ve Otel İşletmeciliği Dergisi, sy Advanced Online Publication, Haziran 2026, ss. 518-57, doi:10.24010/soid.1917974.

Vancouver

1.Halil İbrahim Günay, Seyda Fatih Harmandaroğlu. Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler. SOİD. 01 Haziran 2026;(Advanced Online Publication):518-57. doi:10.24010/soid.1917974

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Genç Kuşakların Sürdürülebilir Turizme Yönelik Kararlarını Etkileyen Faktörler

Öz

Anahtar Kelimeler

Destekleyen Kurum

Proje Numarası

Etik Beyan

Teşekkür

Determinants of Young Generations’ Sustainable Tourism Decisions

Öz

Anahtar Kelimeler

Destekleyen Kurum

Proje Numarası

Etik Beyan

Teşekkür

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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