TURİZM İŞLETMELERİNDEKİ KURUMSAL SOSYAL SORUMLULUK UYGULAMALARININ SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİ: TURİSTLERE YÖNELİK BİR ARAŞTIRMA

Bu çalışmanın temel amacı, turistlerin Antalya bölgesinde turizm sektöründe hizmet veren konaklama işletmelerinin kurumsal sosyal sorumluluk (KSS) uygulamalarına yönelik algılarını ortaya çıkarmak ve söz konusu uygulamaların turistlerin satın alma niyetleri üzerindeki etkisini incelemektir. Bu kapsamda Antalya'da faaliyet gösteren otel işletmelerini ziyaret eden 480 turistle bir anket çalışması yapılmıştır. KSS'nin satın alma niyeti üzerindeki etkisini belirlemek amacıyla regresyon analizinden faydalanılmıştır. Regresyon analizi sonuçları KSS'yi oluşturan, çalışanlar ve toplum, müşteriler ve çevre, otel deneyimi ve müşteri memnuniyeti boyutlarının satın alma niyeti üzerinde olumlu bir etkiye sahip olduğunu, kurumsal sosyal sorumluluğun tanınırlığı boyutunun ise herhangi bir etkisinin olmadığını göstermiştir. Elde edilen bulgular, turizm sektöründe uygulanan kurumsal sosyal sorumluluk faaliyetlerinin turistler tarafından olumlu algılanmadığını göstermiştir. Bulgular ayrıca, turistlerin sosyal sorumluluk konusundaki bilinç düzeylerinin ortalamanın üzerinde olduğunu ve oteli değerlendirirken yüksek sosyal sorumluluk bilinciyle hareket ettiğini, dolayısıyla turistlerin sosyal sorumluluk konusunda faaliyet gösteren otelleri daha sık tercih ettiğini ortaya koymuştur

THE EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY PRACTICES IN TOURISM ENTERPRISES ON PURCHASING INTENTION: A RESEARCH FOR TOURISTS

The main objective of this study is to reveal the corporate social responsibility perceptions of the tourists about the hotels operating in tourism industry in Antalya region and to examine the impact of corporate social responsibility (CSR) applications on tourists’ holiday preferences.In this context, a survey was conducted with 480 tourists visiting the hotel enterprises operating in Antalya. Regression analysis was used to determine the impact of the CSR on the purchase intention. The results of the regression analysis showed that employees and society, customers and the environment, hotel experience and customer satisfaction dimensions of CSR have a positive effect on purchase intention, and that the recognition of corporate social responsibility dimension has no effect. The findings also revealed that corporate social responsibility activities in the tourism sector has been not perceived so positive by tourists. The findings also revealed that the social responsibility awareness level of the tourists is above average and they act with the sense of social responsibility during the evaluation process, therefore they rather stay in hotels having social responsibility applications

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