Müslüman dostu oteller için satın alma niyeti: dindarlık ve Planlı Davranış Teorisinin rollerinin araştırılması

Yıl 2024, Cilt: 6 Sayı: 2, 365 - 373, 31.12.2024

Muhammed Taş

https://doi.org/10.53601/tourismandrecreation.1483861

Öz

Bu çalışma, Planlı Davranış Teorisinin (TPB) Müslüman dostu oteller (MFH) için satın alma niyetini tahmin etme üzerindeki etkisini araştırmayı amaçlamaktadır. Ayrıca bu çalışma dindarlığın (RG) TPB üzerindeki etkisini de incelemiştir. Kolayda örnekleme yöntemiyle seçilen MFH'leri tercih eden veya tercih etme niyetinde olan 272 kişiden anket tekniği kullanılarak veriler toplanmıştır. RG'nin TPB boyutları üzerinde anlamlı ve olumlu bir etkisi vardır. Çalışma, MFH'lerin Türkiye'deki Müslüman gezginleri etkileyen sosyo-çevresel faktörleri yönlendirebilmesi gerektiğini göstermektedir. Ayrıca RG'nin TPB üzerindeki önemli etkisi nedeniyle otellerin Müslüman ziyaretçilerin dini hassasiyetlerini de dikkate alarak hizmet sunması önemlidir. Bu çalışma, Müslüman turistlerin MFH'lere yönelik satın alma niyetlerini TPB çerçevesinde incelemesi nedeniyle değerlidir. Ayrıca bu çalışma, belirli bir popülasyonda RG'nin TPB üzerindeki etkilerini inceleyerek literatürdeki bir boşluğu doldurmaktadır.

Anahtar Kelimeler

Planlı Davranış Teorisi, Müslüman Dostu Oteller, Satın Alma Niyeti, Dindarlık

Purchase intention for Muslim-friendly hotels: exploring the roles of religiosity and the Theory of Planned Behavior

Öz

This study aims to investigate the impact of the Theory of Planned Behavior (TPB) on predicting purchase intention for Muslim-friendly hotels (MFH). Additionally, this study examined the impact of religiosity (RG) on TPB. Data were collected using a survey technique from 272 individuals who preferred or intended to prefer MFHs selected through a convenience sampling method. The RG has a significant and positive impact on TPB dimensions. The study indicates that MFHs should be able to navigate the socio-environmental factors that influence Muslim travelers in Türkiye. Moreover, because of the significant impact of RG on TPB, it is significant for hotels to provide services while also considering the religious sensitivity of Muslim travelers. This study is valuable because it examines Muslim travelers' purchase intentions towards MFHs within the TPB framework. Furthermore, this study fills a gap in the literature by examining the effects of RG on TPB in a specific population.

Anahtar Kelimeler

Theory of Planned Behavior, Muslim Friendly Hotel, Purchase Intention, Religiosity

Kaynakça

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