OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

Öz Küreselleşme olgusuyla birlikte gelişen teknoloji işletmelere yoğun bir rekabet ortamını da beraberinde getirmiştir. Turizm sektörü içerisinde yer alan otel işletmeleri rakiplerinden avantajlı hale gelebilmesi ve uzun süre turist sadakati sağlayabilmesi için değişik pazarlama yöntemlerinden faydalanması gerekmektedir. Bu pazarlama yöntemlerinden bir tanesi de ağızdan ağıza iletişim (AAİ-Word-of-mouth: WOM)’dir. Bu araştırmanın amacı Fethiye’deki otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişimleri arasındaki ilişkiyi incelemek aynı zamanda müşteri sadakatinin aracı etkisinin olup olmadığını araştırmaktır. Araştırmada nicel bir yöntem olan anket tekniğinden faydalanılmıştır. Fethiye’ye gelen yabancı turistlerin doldurduğu 384 adet anket ile çalışma gerçekleştirilmiştir. Toplanan veriler SPSS ve SmartPLS paket programı yardımıyla analiz edilmiştir. Araştırmanın sonucunda otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişim ve turist sadakati, turist sadakati ile de ağızdan ağıza iletişim (WOM) arasında anlamlı ve pozitif yönde bir ilişki olduğu belirlenmiştir. Aynı zamanda turist sadakatinin turist memnuniyeti ile ağızdan ağıza iletişim (WOM) arasında kısmı aracılık rolü olduğu sonucuna ulaşılmıştır.

OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

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Kaynak Göster

Bibtex @araştırma makalesi { pausbed681672, journal = {Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1308-2922}, eissn = {2147-6985}, address = {Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Kınıklı Yerleşkesi 20070 Kınıklı – DENİZLİ / TÜRKİYE}, publisher = {Pamukkale Üniversitesi}, year = {2020}, volume = {}, pages = {1 - 16}, doi = {10.30794/pausbed.681672}, title = {OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ}, key = {cite}, author = {Uslu, Abdullah} }
APA Uslu, A . (2020). OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ . Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , (40) , 1-16 . DOI: 10.30794/pausbed.681672
MLA Uslu, A . "OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ" . Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 1-16 <https://dergipark.org.tr/tr/pub/pausbed/issue/55392/681672>
Chicago Uslu, A . "OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ". Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 1-16
RIS TY - JOUR T1 - OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ AU - Abdullah Uslu Y1 - 2020 PY - 2020 N1 - doi: 10.30794/pausbed.681672 DO - 10.30794/pausbed.681672 T2 - Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 1 EP - 16 VL - IS - 40 SN - 1308-2922-2147-6985 M3 - doi: 10.30794/pausbed.681672 UR - https://doi.org/10.30794/pausbed.681672 Y2 - 2020 ER -
EndNote %0 Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ %A Abdullah Uslu %T OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ %D 2020 %J Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1308-2922-2147-6985 %V %N 40 %R doi: 10.30794/pausbed.681672 %U 10.30794/pausbed.681672
ISNAD Uslu, Abdullah . "OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ". Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 40 (Haziran 2020): 1-16 . https://doi.org/10.30794/pausbed.681672
AMA Uslu A . OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. PAUSBED. 2020; (40): 1-16.
Vancouver Uslu A . OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (40): 1-16.
IEEE A. Uslu , "OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ", Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sayı. 40, ss. 1-16, Haz. 2020, doi:10.30794/pausbed.681672