EKOTURİZM FAALİYETLERİNE KATILAN BİREYLERİN DEĞER İNANÇ NORM TEORİSİ KAPSAMINDA ÇEVRE DOSTU DAVRANIŞLARININ AÇIKLANMASI

Bu araştırmanın amacı ekoturizm faaliyetlerine katılan turistik tüketicilerin çevre dostu davranışlarının değer inanç-norm teorisi kapsamında incelenmesidir. Araştırmanın evrenini Türkiye’de ekoturizm faaliyetine katılan turistik tüketiciler oluşturmaktadır. Araştırmada veri toplama tekniği olarak anket formu kullanılmıştır. Toplam 395 katılımcıya anket formları doldurtulmuştur. Verilerin analiz edilmesi sürecinde Smart PLS istatistik programından faydalanılmıştır. Araştırma sonuçları incelendiğinde biyosferik, özgecil ve egoistik değerin ekolojik dünya görüşüne olumlu yönde etkisi olduğu sonucuna ulaşılmıştır. Ekolojik dünya görüşünün sonuçların farkındalığına, sonuçların farkındalığının ise sorumluluk yüklenmeye olumlu yönde anlamlı etkisi olduğu tespit edilmiştir. Ayrıca, sorumluluk yüklenmenin kişisel norma, kişisel normun ise çevre dostu davranışa olumlu yönde etkisi olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Değer İnanç-Norm Teorisi, çevre dostu davranış, ekoturizm

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