Covid-19’un Tüketici Davranışları Üzerindeki Etkisi: Yerli Turistler Üzerinde Bir Araştırma

Öz

Covid-19’un insanların normal yaşamları, gündelik uğraşıları, turizm faaliyetleri ve tüketici davranışı üzerinde birtakım etkileri olabilmektedir. Tüketiciler bu tür salgın dönemlerinde, yere ve zamana bağlı olarak tüketim konusunda alışkanlıklar geliştirmektedirler. Araştırma, Covid-19 algısının tüketici davranışları üzerindeki, özellikle normal yaşam ve turizm; tutum ve tercihlerine bağlı olarak turizm eğilimi ve tur biçimi; yemek ve konaklama ile hijyen gibi güvenlik ihtiyaçlarının yerli turistler üzerindeki etkilerini incelemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Türkiye’deki yerli turistler oluşturmaktadır. Araştırma kapsamında tesadüfî olmayan örneklem kapsamında ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 407 anket formunda yer alan verilerden yola çıkılarak değerlendirilmiştir. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için Smart PLS 3 programı, bootstrapping tekniği uygulanmıştır. Yol analizi sonuçlarına göre Covid-19 algısının genel etki kapsamında yaşam-turizm üzerindeki etkiyi ve tutum ve tercih kapsamında turizm eğilimi-tur biçimini olumsuz yönde etkilediği belirlenmiştir. Benzer şekilde Covid-19 algısının hijyen ve güvenlik kapsamında yemek-konaklama düzenini olumsuz yönde etkilediği de tespit edilmiştir. 

Anahtar Kelimeler

• Covid-19
• Turizm
• Tüketici Davranışı

The Impact of Covid-19 on Consumer Behavior: A Study on Domestic Tourists

Öz

Covid-19 can have some effects on people's daily lives, activities, tourism activities and consumer behaviour. During such epidemic periods, consumers develop habits in terms of consumption depending on the place and time. Research focuses on Covid-19 perception on consumer behaviour, particularly normal life and tourism; tourism trend and tour style depending on attitudes and preferences. It is carried out to examine the effects of security needs such as food, accommodation and hygiene on local tourists. The universe of the study consists of domestic tourists in Turkey. Within the scope of the study, "convenience sampling" method is applied within the scope of non-random sampling. The sample size is evaluated on the basis of the data in the 407 questionnaire forms. Smart PLS 3 program, bootstrapping technique is used for testing the hypotheses aimed to be measured in the study. According to the results of the path analysis, it is determined that the perception of Covid-19 negatively affects the impact on life-tourism within the scope of the general effect and the tourism trend-tour style within the scope of attitude and choice. Similarly, it is also determined that the perception of Covid-19 negatively affects the food-accommodation arrangement within the scope of hygiene and safety.

Anahtar Kelimeler

• Covid-19
• Tourism
• Consumer Behavior

Kaynakça

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