Leyla ÖZER, Üzeyir KEMENT, Beyza GÜLTEKİN

Genişletilmiş Planlanmış Davranış Teorisi Kapsamında Yeşil Yıldızlı Otelleri Tekrar Ziyaret Etme Niyeti

Bu araştırmanın amacı, Planlanmış Davranış Teorisi modelinin genişletilmiş halini kullanarak yeşil yıldızlı otelleri ziyaret eden otel müşterilerinin bu otelleri tekrar ziyaret etme niyetlerini incelemektir. Bu bağlamda PDT kapsamında ele alınan tutum, subjektif norm, algılanan davranışsal kontrol değişkenlerine hizmet kalitesi değişkeni eklenerek tekrar ziyaret etme niyeti araştırılmaktadır. Araştırmada kullanılacak olan veriler, yeşil yıldızlı otelde konaklayan 284 müşteriye anket uygulanması ile elde edilmiştir. Yapısal eşitlik modellemesi sonuçlarına göre, sübjektif norm ve hizmet kalitesi, tekrar ziyaret etme niyetini olumlu yönde etkilemektedir. Diğer taraftan, tutum ve algılanan davranışsal kontrol tekrar ziyaret etme niyetini etkilememektedir.

Anahtar Kelimeler:

Yeşil yıldızlı oteller, planlanmış davranış teorisi

THE REVISIT INTENTION TO GREEN HOTELS IN THE CONTEXT OF THE EXTENDED THEORY OF PLANNED BEHAVIOR

The purpose of this study is to examine the revisit intentions of green hotels customers by the Extended Theory of Planned Behavior. In this context, green hotels customers’ revisit intentions are studied by adding service quality to the Theory of Planned Behavior variables such as attitude, subjective norm, behavioral beliefs, control beliefs, perceived behavioral control. Data used in the study is collected from 284 green hotel customers by survey method. Based on the structural equation modelling results, service quality and subjective norm positively influence customers’ revisit intention. On the contrary, attitude and perceived behavioral control do not have an influence on revisit intention.

PDF

___

Ajzen, I. (1985) “From Intentions to Actions: A Theory of Planned Behavior”. In J. Kuhl & J. Beckman (Ed), Action Control, From Cognition to Behaviour, Springer-Verlag Berlin Heidelberg, 11-39.
Ajzen, I. (1991) “The Theory of Planned Behaviour”, Organization Behaviour and Human Decision Process, 50, 179-211.
Ajzen, I. (2012) “The Theory of Planned Behavior. İn Lange, P. A. M”.
Kruglanski W. ve Higgins E. T. (Ed.), Handbook of Theories of Social Psychology, 1, 438-459, Londra, İngiltere: Sage.
Ajzen, I. ve Fishbein, M. (1977) “Attitude-behavior Relations: A Theoretical Analysis And Review of Empirical Research”, Psychological Bulletin, 84(5), 888.
Ajzen, I. Fishbein, M. (1980) Understanding Attitude and Predicting Social Behavior. Prentice-Hall, Englewood Cliffs, NJ.
Ajzen, I. ve Fishbein, M. (2008) “Scaling and Testing Multiplicative Combinations in The Expectancy–Value Model of Attitudes”, Journal of Applied Social Psychology, 38(9), 2222-2247.
Ajzen I. ve Madden, T. J. (1986) “Prediction of Goal-Directed Behavior: Attitudes, İntentions and Perceived Behavioral Control”, Journal of Experimental Social Psychology, 22, 453-474.
Alam, S. S. ve Sayuti N. M. (2011) “Applying the Theory of Planned Behavior (TPB) in Halal Food Purchasing”, İnternational Journal of Commerce and Management, 21(1), 8-20.
Alexandris, K., Dimitriadis, N. ve Markata, D. (2002) “Can perceptions of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece”, Managing Service Quality, 12(4), 224-231.
Baker, R. K. ve White K. M. (2010) “Predicting Adoloscents’ Use of Social Networking Sites from An Extended Theory of Planned Behavior Perspective”, Computers in Human Behavior, 26, 1591-1597.
Bansal, H. S. Taylor, S. F. (1999) “The service provider switching model (SPSM): A Model of Consumer Switching Behavior in The Service İndustry”, Journal of Service Research, 2(2), 200–218.
Beaulieu, D. ve Godin G. (2011) “Factors Predicting Staying in School to Eat Lunch”, Health Education, 111(1), 20-33.
Boulding, W., Kalra, A., Staelin, R., ve Zelthaml, V. A. (1993) “A Dynamic Process Model of Sevice Quality: From Expectations to Behavioral Intentions”, Journal of Marketing Research.
Cronin, J. J. ve Taylor S. A. (1992) “Measuring Service Quality: a Reexamination and Extension”, Journal of Marketing, 56, 55–68.
Cronin, J. J. ve Taylor S. A. (1994) “Servperf Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality”, Journal of Marketing, 58, 125-131.
Cronin, J. J., Brady, M. K., Brand, R. R., Hightower Jr, R. ve Shemwell,
D. J. (1997) “A Cross-Sectional Test of The Effect and Conceptualization of Service Value”, Journal of Services Marketing, 11(6), 375-391.
Demirci, B. ve Aslaner, E. (2012) “Fuar Organizasyonlarının Yerel Ekonomiye ve Tekrar Gelme Niyetine Etkileri: Bursa Örneği”, Sosyal ve Beşeri Bilimler Dergisi, 4(2), 63-73.
D’Souza, C. ve Taghian, M. (2005) “Green Advertising Effects on Attitude and Choice of Advertising Themes”, Asian Pacific Journal of Marketing and Logistics, 17, 51–66.
Erten, S. (2002) “Planlanmış Davranış Teorisi ile Uygulamalı Ders İşleme Öğretim Metodu”, Hacettepe Üniversitesi, Edebiyat Fakültesi Dergisi, 19(2), 217-233.
Forward, S. E. (2009) “The Theory of Planned Behaviour: The Role of Descriptive Norms and Past Behaviour in the Prediction of Drivers’ İntentions to Violate”, Transportation Research Part F, 12, 198-207.
Ghobadian, A., Speller S. ve Jones, M. (1994) “Service Quality: Concepts and Models”, İnternational Journal of Quality & Reliability Management, 11(9), 43-66.
Han, H. Hsu, L. ve Sheu, C. (2010) “Application of The Theory of Planned Behavior to Green Hotel Choice: Testing The Effect of Environmental Friendly Activities”, Tourism Management, 31, 325–334.
Han, H. ve Kim, Y. (2010) “An İnvestigation of Green Hotel Customers’ Decision Formation: Develeoping an Extended Model of The Theory of Planned Behavior”, İnternational Journal of Hospitality Management, 29, 659-668.
Huang, Y. C., Wu Y. C. J., Wang Y. C. ve Boulanger N. C. (2011) “Decision Making in Online Auctions”, Management Decision, 49(5), 784-800.
Kim, H. Y. ve Chung, J. E. (2011) “Consumer Purchase İntention for Organic Personal Care Products”, Journal of Consumer Marketing, 28, 1, 40 – 47.
Kuo, Y. F., Wu, C. M., ve Deng, W. J. (2009) “The Relationships Among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase İntention in Mobile Value-Added Services”, Computers in human behavior, 25(4), 887-896.
Kültür ve Turizm Bakanlığı, (2014) http://www.kultur.gov.tr/TR,72308/cevreci--otellere-yesil-yildiz-cevre-oduluveriliyor.html:09.09.2014.
Lam, T. ve Hsu, C. H. C. (2004) “Theory of Planned Behavior: Potential Travelers From China”, Journal of Hospitality & Tourism Research, 28, 463-482.
Lee, M. J. ve Back K. (2009) ”Association Meeting Participation: A Test of Competing Models”, Journal of Travel Research, 46, 300–310.
Martin, D. S., Ramamonjiarivelo Z. ve Martin W. S. (2011) “MEDTOUR: A Scale for Measuring Medical Tourism İntentions”, Tourism Review, 66(1), 45-56.
Moan, I. S. ve Rise J. (2011) “Predicting İntentions Not to ‘Drink and Drive’ Using an Extended Version of The Theory of Planned Behavior”, Accident Analysis and Prevention, 43, 1378-1384.
Mullan, B. ve Wong C. (2010) “Using the Theory of Planned Behavior to Desing a Food Hygiene İntervention”, Food Control, 21, 1524-1529.
Robbins, S. (1994) Örgütsel Davranışın Temelleri (Çev: Sevgi Ayşe Öztürk) Eskişehir ETAM Basım Yayın.
Roney, S. A. (2011). Turizm Bir Sistemin Analizi, Detay Yayıncılık, 1. Baskı, Ankara.
Ryan, M. J. ve Bonfield, E. H. (1975) “The Fishbein Extended Model and Consumer Behavior”, Journal of Consumer Research, 2, 118-36.
Parasuraman, A., Zeithaml V. A. ve Berry L. L. (1985) “A Conceptual Model of Service Quality and İts İmplications for Future Research”, Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml V. A. ve Berry, L. L. (1988) “SERVQUAL: A Multiple-İtem Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64(1), 12–40.
Park, S. H. (2003) Six Sigma for Quality and Productivity Promotion. Tokyo: Asian Productivity Organization.
Perugini, M. ve Bagozzi, R. P. (2001) “The Role of Desires and Anticipated Emotions in Goal-Directed Behaviors: Broadening and Deepening The Theory of Planned Behavior”, British Journal of Social Psychology, 40, 79–98.
Quintal, V. A., Lee J. A. ve Soutar G. N. (2010) ”Risk, Uncertainty and
the Theory of Planned Behavior: A Tourism Example”, Tourism Management, 31, 797-805.
Rah, J. H., Hasler C. M., Painter J. E. ve Novakofski K. M. C. (2004) “Applying the Theory of Planned Behavior to Women’s Behavioral Attitudes on and Consumption of Soy Products”, Journal of Nutrational Education Behavior, 36, 238-244.
Sparks, B. (2007) “Planning a Wine Tourism Vacation? Factors that Help to Predict Tourist Behavioral İntentions”, Tourism Management, 28, 1180-1192.
Tabachnick, B. G. ve Fidell, L. S. (2001) Using Multivariate Statistics (4th ed.). Needham Heights, MA: Allyn & Bacon.
Teo, T. ve Lee C. B. (2010) “Explaining the İntention to Use Technology Among Student Teachers, An Application of the Theory of Planned Behavior (TPB)”, Campus-Wide İnformation Systems, 27(2), 60-67.
Vela, S. P., Chou S. Y., Melcher, A. J. ve Pearson, J. M. (2010) “Why Provide an Online Review? An Extended Theory of Planned Behavior and the Role of Big-Five Personality Traits”, Computers in Human Behavior, 26, 685-696.
Wang, Y., Lo, H. P. ve Yang, Y. (2004) “An İntegrated Framework For Service Quality, Customer Value, Satisfaction: Evidence From China's Telecommunication İndustry”. Information Systems Frontiers, 6(4), 325-340.
Yağcı, M. İ. ve Duman, T. (2006) “Hizmet Kalitesi “Müşteri Memnuniyeti İlişkisinin Hastane Türlerine Göre Karşılaştırılması: Devlet, Özel ve Üniversite Hastaneleri Uygulaması”, Doğuş Üniversitesi Dergisi, 7(2), 218-238.
Zeithaml, V. A. Parasuraman, A. ve Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectation, Free Press, ABD.
Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). “The Behavioral Consequences of Service Quality”, The Journal of Marketing, 31-46.