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Do customers prefer hotels that use non-fungible tokens as a marketing tool? A study based on the value-attitude-behavior model

Yıl 2023, Cilt: 5 Sayı: 2, 148 - 164, 31.12.2023

Öz

This study investigates the effect of egoistic and altruistic value orientations on behavioural intentions, and the mediating effect of attitude on the effects of these two value orientations, in relation to (non-fungible tokens) Non-fungible tokens (NFTs). Hotels in Turkey that offer NFTs to their customers as a marketing strategy tool were asked to evaluate the values, attitudes, and behavioural intentions of individuals who watch online broadcasts and know about NFTs. The participants were selected by convenience sampling and the data collected via an online questionnaire form. Of the 454 questionnaires were obtained, 406 were used to test the study’s hypotheses, following sling analysis and multiple normal distribution analysis. The results showed that egoistic and altruistic values have positive effects on attitude and behavioural intention while attitude also has a positive effect on behavioural intention. Finally, attitude partially mediates the effect of egoistic and altruistic values on behavioural intention. These findings suggest that hotels can increase their customers’ intention to prefer them through using NFTs as a marketing strategy tool.

Kaynakça

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  • Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665-683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
  • Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., & Ezatabadipoor, E. (2021). How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? Current Issues in Tourism, 24(13), 1897-1917. https://doi.org/10.1080/13683500.2020.1800601
  • Ali, O., Momin, M., Shrestha, A., Das, R., Alhajj, F., & Dwivedi, Y. K. (2023). A review of the key challenges of non-fungible tokens. Technological Forecasting and Social Change, 187, 122248. https://doi.org/10.1016/j.techfore.2022.122248
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/BF02723327
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
  • Bouman, T., Steg, L., & Kiers, H. A. (2018). Measuring values in environmental research: a test of an environmental portrait value questionnaire. Frontiers in Psychology, 9, 564. https://doi.org/10.3389/fpsyg.2018.00564
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Brouwer, A. R., D'Souza, C., Singaraju, S., & Arango-Soler, L. A. (2022). Value attitude behaviour and social stigma in the adoption of veganism: An integrated model. Food Quality and Preference, 97, 104479. https://doi.org/10.1016/j.foodqual.2021.104479
  • Cheng, V. T. P., & Guo, R. (2021). The impact of consumers’ attitudes towards technology on the acceptance of hotel technology-based innovation. Journal of Hospitality and Tourism Technology, 12(4), 624-640. https://doi.org/10.1108/JHTT-06-2020-0145
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  • Das, G. (2014). Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check. Journal of Retailing and Consumer Services, 21(4), 561-569. https://doi.org/10.1016/j.jretconser.2014.04.005
  • De Groot, J. I., & Steg, L. (2007). Value orientations and environmental beliefs in five countries: Validity of an instrument to measure egoistic, altruistic and biospheric value orientations. Journal of Cross-Cultural Psychology, 38(3), 318-332. https://doi.org/10.1177/0022022107300278
  • De Groot, J. I., & Steg, L. (2008). Value orientations to explain beliefs related to environmental significant behavior: How to measure egoistic, altruistic, and biospheric value orientations. Environment and Behavior, 40(3), 330-354. https://doi.org/10.1177/0013916506297831
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Müşteriler pazarlama aracı olarak nitelikli fikri tapu kullanan otelleri tercih eder mi? Değer-tutum-davranış modeline dayalı bir çalışma

Yıl 2023, Cilt: 5 Sayı: 2, 148 - 164, 31.12.2023

Öz

Bu çalışmada, egoist ve alturistik değer yönelimlerinin davranışsal niyet üzerindeki etkisi ve bu iki değer yöneliminin davranışsal niyet üzerine etkisinde tutumun aracılık rolü araştırılmıştır. Araştırma kapsamında, bir pazarlama stratejisi aracı olarak müşterilerine NFT'ler sunabilecek Türkiye'deki oteller bağlamında, çevrimiçi yayınları izleyen ve NFT'ler hakkında bilgi sahibi olan bireylere değerleri, tutumları ve davranışsal niyetleri sorulmuştur. Katılımcılar kolayda örnekleme yoluyla seçilmiş ve veriler çevrimiçi bir anket formu aracılığıyla toplanmıştır. Veri toplama süreci sonucunda, 454 anket formu elde edilmiştir. Yapılan çoklu normal dağılım ve sapan analizleri sonucunda 406 veri ile analizlere devam edilmiştir. Verilerin analizi sonucunda, egoist ve alturistik değerlerin tutum ve davranışsal niyet üzerinde olumlu etkileri olduğu, tutumun da davranışsal niyet üzerinde olumlu bir etkiye sahip olduğu bulgulanmıştır. Bunlara ek olarak tutumun, egoist ve alturistik değerlerin davranışsal niyet üzerindeki etkisinde kısmi aracılık rolü oynadığı tespit edilmiştir. Bulgulara istinaden, otellerin NFT'leri bir pazarlama stratejisi aracı olarak kullanarak müşterilerin onları tercih etme niyetini artırabileceği söylenebilir.

Kaynakça

  • Ajzen, I. (1998). Models of human social behavior and their application to health psychology. Psychology and Health, 13(4), 735-739. https://doi.org/10.1080/08870449808407426
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665-683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
  • Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., & Ezatabadipoor, E. (2021). How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? Current Issues in Tourism, 24(13), 1897-1917. https://doi.org/10.1080/13683500.2020.1800601
  • Ali, O., Momin, M., Shrestha, A., Das, R., Alhajj, F., & Dwivedi, Y. K. (2023). A review of the key challenges of non-fungible tokens. Technological Forecasting and Social Change, 187, 122248. https://doi.org/10.1016/j.techfore.2022.122248
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/BF02723327
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
  • Bouman, T., Steg, L., & Kiers, H. A. (2018). Measuring values in environmental research: a test of an environmental portrait value questionnaire. Frontiers in Psychology, 9, 564. https://doi.org/10.3389/fpsyg.2018.00564
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Brouwer, A. R., D'Souza, C., Singaraju, S., & Arango-Soler, L. A. (2022). Value attitude behaviour and social stigma in the adoption of veganism: An integrated model. Food Quality and Preference, 97, 104479. https://doi.org/10.1016/j.foodqual.2021.104479
  • Cheng, V. T. P., & Guo, R. (2021). The impact of consumers’ attitudes towards technology on the acceptance of hotel technology-based innovation. Journal of Hospitality and Tourism Technology, 12(4), 624-640. https://doi.org/10.1108/JHTT-06-2020-0145
  • Colicev, A. (2023). How can non-fungible tokens bring value to brands. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2022.07.003
  • Das, G. (2014). Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check. Journal of Retailing and Consumer Services, 21(4), 561-569. https://doi.org/10.1016/j.jretconser.2014.04.005
  • De Groot, J. I., & Steg, L. (2007). Value orientations and environmental beliefs in five countries: Validity of an instrument to measure egoistic, altruistic and biospheric value orientations. Journal of Cross-Cultural Psychology, 38(3), 318-332. https://doi.org/10.1177/0022022107300278
  • De Groot, J. I., & Steg, L. (2008). Value orientations to explain beliefs related to environmental significant behavior: How to measure egoistic, altruistic, and biospheric value orientations. Environment and Behavior, 40(3), 330-354. https://doi.org/10.1177/0013916506297831
  • De Leon, R. (2021, May 5). Gary Vaynerchuk is launching art NFTs linked to Ethereum cryptocurrency. CNBC. Available at https://www.cnbc.com/2021/05/05/gary-vee-launching-art-nfts-linked-to-ethereumcryptocurrency.html
  • Eid, R., Agag, G., & Shehawy, Y. M. (2021). Understanding guests’ intention to visit green hotels. Journal of Hospitality & Tourism Research, 45(3), 494-528. https://doi.org/10.1177/1096348020947800
  • Feather, N. T. (1995). Values, valences, and choice: The influences of values on the perceived attractiveness and choice of alternatives. Journal of Personality and Social Psychology, 68(6), 1135. https://doi.org/10.1037/0022-3514.68.6.1135
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Gao, Y. T. (2020). Revealing the psychological basis of green hotel visiting intention with the extended theory of planned behavior: An empirical study in Shenzhen, China. In Proceedings of the 2020 International Conference on Resource Sustainability: Sustainable Urbanisation in the BRI Era (icRS Urbanisation 2020) (pp. 459-469). Springer Singapore. https://doi.org/10.1007/978-981-15-9605-6_32
  • Hair, J. F. JR., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
  • Han, H., Hsu, L. T. J., & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528. https://doi.org/10.1016/j.ijhm.2009.02.004
  • Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013
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Toplam 79 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Turizm (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Ali Dalgıç 0000-0002-5575-4825

Emre Yaşar 0000-0003-1573-0930

Ayşegül Demircioğlu 0000-0002-8654-1259

Yayımlanma Tarihi 31 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 5 Sayı: 2

Kaynak Göster

APA Dalgıç, A., Yaşar, E., & Demircioğlu, A. (2023). Do customers prefer hotels that use non-fungible tokens as a marketing tool? A study based on the value-attitude-behavior model. Turizm Ekonomi Ve İşletme Araştırmaları Dergisi, 5(2), 148-164.