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Otel Isletmelerinde Markalasmanin Tuketici Satinalma Davranisi Uzerindeki Etkilerini Belirlemeye Yonelik Bir Arastirma

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Author Info

  • Murat Selim Selvi

    ()
    (Duzce Universitesi, Akcakoca Turizm Isletmeciligi ve Otelcilik Yuksekokulu)

  • Erdem Temeloglu

    ()
    (Canakkale Onsekiz Mart Universitesi, Ayvacik Meslek Yuksekokulu)

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    Abstract

    Bu arastirmanin amaci, markalasan ya da markalasma cabasinda olan otel isletmelerinin, tuketicilerin tatil satinalma davranisi uzerindeki etkilerini ortaya cikarmaktir. Bu amaca yonelik olarak, Istanbul’da faaliyet gosteren on tane bes yildizli otel kume olarak secilmis ve bu otellerde konaklayan 316 musteriye anket uygulanmistir. Uygulama sonunda elde edilen verileri betimlemek amaciyla ankette yer alan her bir ifade frekans ve yuzde dagilimlari alinarak degerlendirilmis ve soz konusu her bir ifadeye yonelik olarak belirtilen goruslerin musterilerin demografik ozelliklerine gore 0,05 anlamlilik duzeyinde onemli bir farklilik gosterip gostermedigi Bagimsiz Orneklemler icin T-Testi ve Tek Faktorlu Varyans Analizi ile test edilmistir. Cikan sonuclara gore; genel olarak otel isletmelerinin markalasmasinin musterilerin satinalma davranislarini olumlu yonde etkiledigi gozlemlenmistir. Diger taraftan, musterilerin genel olarak markalasmis otellere iliskin gorusleri bazi demografik ozelliklerine (yas, aylik gelir duzeyi ve meslek) gore anlamli farkliliklar gostermektedir.

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    Bibliographic Info

    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 8 (2008)
    Issue (Month): 1 ()
    Pages: 93-120

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    Handle: RePEc:ege:journl:v:8:y:2008:i:1:p:93-120

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    Web page: http://iibf.ege.edu.tr/ENG/
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    Related research

    Keywords: Marka; Markalasma; Otel Isletmeleri; Tuketici Satinalma Davranisi;

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