OTEL İŞLETMELERİNDE UYGULANAN SOSYAL SORUMLULUK FAALİYETLERİNİN TURİSTLERİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: İSTANBUL ÖRNEĞİ

Sosyal sorumluluk faaliyetleri gerçekleştiren otel işletmelerinin, turist açısından daha olumlu algılandığı ve turistlerin satın alma kararlarında bu faaliyetlerin belirleyici olduğu bilinmektedir. Bu kapsamda araştırmanın amacı, otel işletmelerinde uygulanan sosyal sorumluluk faaliyetlerinin turistlerin satın alma niyeti üzerindeki etkisini belirlemektir. Bu amaçla, İstanbul’daki beş yıldızlı otel işletmelerinde konaklayan 500 turiste anket uygulanmıştır. Elde edilen bulgulara göre, sosyal sorumluluk faaliyetlerini oluşturan; gönüllü, etik ve yasal sorumlulukların, turistlerin satın alma niyeti üzerinde pozitif etkileri olduğu; ekonomik sorumluluğun ise anlamlı bir etkisinin olmadığı tespit edilmiştir. Buna göre; otel işletmelerinin başta gönüllü sorumluluk olmak üzere, etik ve yasal sorumluluk faaliyetleri gerçekleştirmesi önerilmektedir.

Anahtar Kelimeler:

Kurumsal sosyal sorumluluk, Satın alma niyeti, Otel işletmeleri, İstanbul

THE EFFECT OF SOCIAL RESPONSIBILITY ACTIVITIES APPLIED IN HOTELS ON PURCHASING INTENTION OF TOURISTS: THE CASE OF ISTANBUL

It is a fact that hotels applied social responsibility activities are perceived as more positively by tourists and these activities are determinant in tourists purchasing decisions. In this context, the aim of the research is to determine the effect of the social responsibility activities carried out in the hotels on the tourists' intention to purchase. For this purpose, a questionnaire was applied to 500 tourists who accommodated in Istanbul five star hotel enterprises. Results revealed that the social responsibility activities which are composed of voluntary, ethical and legal responsibilities have positive effect on tourists purchasing intention. But, results implied that economic responsibility has no significant effect on tourists purchasing intention. It can be concluded that it is recommended that hotel enterprises should implement ethical and legal responsibility activities, especially voluntary responsibility.

Keywords:

Corporate social responsibility, Purchase intention, Hotel business, Istanbul,

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