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.

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.

Kaynakça

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).

Andreassen, T. W. ve Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1),7-23.

Back, K. (2001). The Effects of Image Congruence on Customer Satisfaction and Brand Loyalty in The Lodging Industry (Unpublished PhD thesis). Pennsylvania: The Pennsylvania State University The graduate School College of Health and Human Development.

Baker, J. (1987). The role of the environment in marketing services: The consumer perspective. In J. Czepiel, C. Congram, & J. Shanahan (Eds.), The services challenge: Integrating for competitive advantage (79-84). Chicago: American Marketing Association.

Baker, J., Levy, M. ve Grewal, D. (1992). An experimental approach to making retail store environmental decisions, Journal of Retailing. 68(4). 445-460.

Barich, H., ve Kotler, P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32(2), 94-104.

Bendixen, M., Bukasa, K. A., ve Abratt, R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management,33(5), 371–380.

Biswas, D., Szocs, C., Chacko, R. ve Wansınk, B. (2017). Shining Light on Atmospherics: How Ambient Light Influences Food Choices. Journal of Marketing Research, 111–123.

Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing,56(2), 57–71.

Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2. ed.). New York, NY, US: Routledge/Taylor & Francis Group.

Cheng,J., T.W.Tang, H.Y. Shih, T ve Wang, C. (2016). Designing lifestyle hotels, International Journal of Hospitality Management, (58), 95-106.

Countryman, C.C. ve Jang, S.C. (2006). The effects of atmospheric elements on customer impression: the case of hotel lobbies. International Journal of Contemporary Hospitality Management 18 (7), 534–545.

Dobni, D. ve Zinkhan, G. M. (1990). In search of brand image: a foundation analysis. NA-Advancesin Consumer Research,17, 110–119.

Dodds, W. B., Monroe, K. B., ve Grewal, D. (1991). Effects of price, brand, and store information on buyers’product evaluations. Journal of Marketing Research,28(3), 320–327.

Durna, U. ve Dedeoğlu, B.B. (2013). Uluslararası Otel İşletmelerindeki Müşterilerin İmaj Algılamalarında Hizmet Alanının Fiziksel ve İletişimsel Sunumunun Rolü, Uluslararası Alanya İşletme Fakültesi Dergisi, 5(3), 29-38.

Feder, A. (1965). Atmosphere and lighting. Cornell Hospitality Quarterly. 6(3). 66-68.

Gifford, R. (1988). Light, Décor, Arousal, Comfort, and Communication. Journal of Environmental Psychology, 8, 177-189.

Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.

Haller, R., Rummel, C., Henneberg S., Pollmer, U. ve Köster, E.P. (1999). The Influence of Early Experience with Vanillin on Food Preference Later in Life. Chemical Senses,(24):465–467.

Han, H., Back, K. ve Barrett B. (2009). Influencing factors on restaurant customers’ revisit intention: the roles of emotions and switching barriers. International Journal of Hospitality Management, 28, 563–572.

Hirsch, A. (1995). Effects of Ambient Odors on Slot-Machine Usage in a Las Vegas Casino. Psychology and Marketing, 12, 585–594.

Hopkinson, R. G., Petherbridge, P. ve Longmore, J. (1966). Daylighting. London: Heinemann. Intentions: Application of an Extended Mehrabian–Russell Model to Restaurants. Journal of Business Research, 62, 451–460.

Jang, S.C. ve Namkung, Y. (2009). Perceived Quality, Emotions, and Behavioral Intentions: Application of an Extended Mehrabian–Russell Model to Restaurants. Journal of Business Research, 62, 451–460.

Jani, D. ve Han, H. (2014). Personality, Satisfaction, Image, Ambience, and Loyalty: Testing Their Relationships in The Hotel Industry. International Journal of Hospitality Management, (37): 11-20.

Kandampully, J., ve Hu, H. H. (2007). Do hoteliers need to manage image to retain loyal customers?, International Journal of Contemporary Hospitality Management, 19(6), 435-443.

Kandampully, J. ve Suhartanto, D. (2000). Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image, International Journal of Contemporary Hospitality Management, 2 (6): 346-351.

Kandampully, J. ve Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry, Journal of Hospitality & Leisure Marketing, 10(1-2), 3-25.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing,57(1), 1–22.

Kotler, P. (1973). Atmospherics as a marketing too. Journal of Retailing,49(4), 48–64.

Lau, G. T. ve Lee, S. H. (1999). Consumers’trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370.

Lee, G. S. (2003). The Role of Hotel Image and Image Congruence and Effects on Repeat Intention in the Hotel Industry (Master’s Thesis). Las Vegas: University of Nevada the Graduate College.

Lin, I.Y. (2009). The combined effect of color and music on customer satisfaction in hotel bars, Journal of Hospitality Marketing & Management, 19(1), 22-37.

MacInnis, D.J. ve Price, L.L. (1987). The role of imagery in information processing: review and extension. Journal of Consumer Research 13, 473–491.

Magnini, V.P. ve Parker, E.E. (2009). The Psychological Effects of Music: Implications for Hotel Firms. Journal of Vacation Marketing, 15(1), 53-62.

Mattila, A. ve Wirtz, J. (2001). Congruency of Scent and Music as a Driver of İn-store Evaluation and Behavior. Journal of Reatiling (77), 273-289.

McNeill, D. (2008). The hotel and the city. Progress in Human Geography, 32(3). 383–398.

Milliman, R. E. (1986). The influence of background music on the behavior of restaurant patrons. Journal of Consumer Research, 13(2), 286-289.

Nguyen, N. ve Leblanc, G. (1995). Cues Used By Customers Evaluating Corporate Image in Service Firms: An Empirical Study in Financial Institutions, International Journal of Service, 7 (2): 44-56.

Nguyen, N. ve Leblanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. International Journal of Bank Marketing, 16(2), 52-65.

North, A.C. ve Hargreaves, D.J. (1998). The Effect of Music on Atmosphere and Purchase Intentions in a Cafeteria. Journal of Applied Social Psychology, 28, 2254-2273.

Ryu, K. ve Han, H. (2011). New or repeat customers: How does physical environment influence their restaurant experience?, International Journal of Hospitality Management, 30(1): 599-611.

Ryu, K. ve Jang, S.C. (2008). Dinescape: A Scale for Customers' Perception of Dining Environments. Journal of Foodservice Business Research, 11(1), 2-22.

Scheibehenne, B., Todd, P. ve Wansink, B. (2010). Dining in the Dark. The Importane of Visual Cues for Food Consumption and Satiety. Appetite, 55(3), 710-713.

Siguaw, J. A., Mattila, A., ve Austin, J. R. (1999). The brand-personality scale. Cornell HospitalityQuarterly,40(3), 48.

Sirgy, M. J., Grewal, D., Amngleburg, T., Park, J., Chon, K., Claiborne, C. B., Johar, J. S. ve Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence, Journal of the Academy of Marketing Science, 25 (3): 229-241.

Stewart, K. J. (2003). Trust transfer on the world wide web. Organization Science,14(1), 5–17.

Sulek, J. M. ve Hensley, R. L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-Service Restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45, 235-248.

Şahin, E. (2019). Menü Dizaynı ve Restoran Ambiyansının Menüden Yemek Seçimine Etkisi, (Yayınlanmamış Doktora Tezi). Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.

Tansik D.A. ve Routhieaux R (1999). Customer stress-relaxation: the impact of music in a hospital waiting room. International Journal of Service Industry Management. 10, 68-81.

Uslu, A. ve Eren, R. (2020). Critical Review Of Service Quality Scales With A Focus On Customer Satisfaction And Loyalty in Restaurants. Deturope. 12(1), 64-84.

Walley, K., Custance, P., Taylor, S., Lindgreen, A. ve Hingley, M. K. (2007). The importance of brand in the industrial purchase decision: a case study of United Kingdom tractor market. Journal of Business and Industrial Marketing,22(6), 383–393.

Yazıcıoğlu, Y. ve Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.

Zemke, D. M. ve Shoemaker, S. (2007). Scent Across a Crowded Room: Exploring the Effect of Ambient Scent on Social Interactions, Hospitality Management. 26, 927–940.

Zhang, J. ve Mao, Z. (2012). Image of All Hotel Scales on Travel Blogs: Its Impact on Customer Loyalty, Journal of Hospitality Marketing & Management, 21(2), 113-131.

Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3(1), 58-62.

Kaynak Göster

APA Uslu, A. & Aysal, O. (2021). Otel Ambiyansının Otelin İmajına ve Turist Memnuniyetine Etkisi: Alanya’daki Otel İşletmelerinde Bir Araştırma . Güncel Turizm Araştırmaları Dergisi , 5 (2) , 425-438 . DOI: 10.32572/guntad.944297