Yeşil İmaj Ve Ağızdan Ağıza İletişimin Yeşil Otellere Fazla Ücret Ödeme Niyeti Üzerindeki Etkisi

Çevrede yaşanan olumsuz değişiklikler tüketicileri daha çevre dostu tatillere yönelttiği gibi turizm endüstrisinde faaliyet gösteren işletmelerin de çevre dostu uygulamaları işletmelerine adapte etmelerinde etkili olmuştur. Turistik işletmelerin çevre dostu uygulamaları başarılı bir şekilde hayata geçirmelerinde tüketici davranışlarının önemli bir etkisi bulunmaktadır. Tüketicilerin davranışlarının belirlenmesinde niyetlerinin öncül bir etken olduğu bilinmektedir. Tüketicilerin çevre dostu uygulamalara fazla ücret ödeme niyetleri, davranışlarının belirleyicisi konumundadır. Bu çalışmada tüketicilerdeki yeşil imaj algısı ve ağızdan ağıza iletişimin, yeşil otellere fazla ücret ödeme niyeti üzerindeki etkisi araştırılmaktadır. Araştırma kapsamında 200 üniversite öğrencisinden veri elde edilmiştir. Araştırmada önerilen modelin test edilmesinde yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonunda ağızdan ağıza iletişimin yeşil otellere fazla ücret ödeme niyeti üzerinde bir etkisi belirlenirken, yeşil imajın fazla ücret ödeme niyetine etki etmediği tespit edilmiştir.

The Effects of Green Image and Word-Of-Mouth (WOM) on Willingness to Pay More for Green Hotels

The negative changes in environment direct customers environmental friendly vacations as well as impact business in tourism industry adapting environmental friendly practices to their companies. Customer behaviors have an important effect on the success of environmental friendly applications in tourism businesses. It is widely known that intention is premises of customer behaviors. Customers’ willingness to pay more for environmental friendly applications leads their behavior. The effects of green image and word-of-mouth (WOM) on customers willingness to pay more for green hotels are investigated in this study. The data was gathered from 200 university students. Structural equation modeling (SEM) was performed in order to test the proposed model in the study. According to SEM results, while word-of-mouth affects the customers’ willingness to pay more for green hotels, the effect of green image on willingness to pay more have not been revealed.

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Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi-Cover
  • ISSN: 1304-4990
  • Yayın Aralığı: Yılda 4 Sayı
  • Yayıncı: Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Müdürlüğü