Otel Ambiyansının Otelin İmajına ve Turist Memnuniyetine Etkisi: Alanya’daki Otel İşletmelerinde Bir Araştırma

Bu çalışmanın amacı otel işletmelerinin ambiyansının otel imajına ve turist memnuniyetine etkisini araştırmaktır. Nicel bir veri toplama yöntemi olan anket tekniğinden faydalanılmıştır. Araştırmanın evreni, Alanya’daki otel işletmelerine gelen turistler oluşturmaktadır. Bu amaçla turistlere yüz yüze anket uygulanarak toplamda 420 anket içerisinde verileri eksik olan 34 anket çıkarılmış ve geriye kalan 386 anket ile çalışmanın analizleri gerçekleştirilmiştir. Araştırma sonuçlarına göre, otel ambiyansının otel imajına ve turist memnuniyetine olumlu etkisi olduğu tespit edilmiştir. Bu bağlamda otel işletmeleri imajlarını güçlendirmeleri için öncelikli olarak oteldeki ambiyansı daha nitelikli hale getirmelidirler. Ambiyans ve imajın güçlenmesi memnuniyeti ve sonrasında sadakati artıracaktır.

Anahtar Kelimeler:

Otel İşletmeleri, Otel Ambiyansı, Otel İmajı, Turist Memnuniyeti, Alanya

The Effect of Hotel Ambiance on Hotel Image and Tourist Satisfaction: A Study at Hotel Enterprises in Alanya

The aim of this study is to investigate the effect of hotel ambience on hotel image and tourist satisfaction. The questionnaire technique, which is a quantitative data collection method, was used. The population of the research consists of tourists coming to the hotel enterprises in Alanya. For this purpose, tourists were filled with face-to-face questionnaires and 34 questionnaires with incomplete data were removed in 420 questionnaires, and the remaining 386 questionnaires were analyzed. According to the research results, it has been determined that hotel ambiance has a positive impact on hotel image and turist satisfaction. In this context, in order to strengthen the image of hotel enterprises, they should first make their hotel ambiance more qualified. The strengthening of the ambiance and image of the hotel enterprises will increase satisfaction and then loyalty.

Keywords:

Hotel Enterprises, Hotel Ambiance, Hotel Image, Tourist Satisfaction, Alanya,

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Alanya Turizm ve Tanıtma Vakfı, ALTAV, 2019 yılı turist verileri [URL: https://www.yenialanya.com/haber/3943312/iste-alanyanin-2020-yilindaki-turist-hedefi], (Erişim tarihi: 19 Eylül.2020).
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