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Eurasian Academy Of Sciences Social Sciences JournalYl:2016 Say: 8 Alan: Turizm

imal AYMANKUY, zge GD DEMRBULAT,Yusuf AYMANKUY
POTANSYEL YERL TURSTLERN KONAKLAMA LETMELER TERCHNDE KONAKLAMA LETMELERNN SOSYAL SORUMLULUK FAALYETLERNN ETKS
 
Gnmzde youn rekabet ortamnn yaand turizm sektrnde, konaklama iletmelerinin bu pazardan daha fazla pay almalar ve maksimum kar elde etmeleri, turistlerin istek ve ihtiyalarn belirlemeye ynelik almalar yapmalarna ve bu istek ve ihtiyalar giderecek ve daha fazla talep yaratacak rn ve hizmetleri reterek sunmalarna baldr. Gnmzn bilinli ve duyarl tketicileri iin bir rn ya da hizmetin bir dierine tercih edilmesi noktasnda rnn/hizmetin fiyat ve kalitesi yannda satn alnan rn veya hizmeti reten iletmelerin sosyal sorumluluk faaliyetleri ile ilgili almalar da nem arz etmektedir. Tketiciler, satn alma karar srelerinde artk sosyal sorumluluk faaliyetlerine katlan ve bu ynde almalar yapan iletmelerin rnlerini nemser ve tercih eder hale gelmilerdir. Gnmzde rn ya da hizmetlerinde kalite ve fiyat farkllklar ile birbirlerine stnlk salayamayan iletmeler, bu farkllama yarnda topluma saladklar art deerler ile n plana kmaya abalamaktadrlar. letmeler, her geen gn daha seici ve bilgi sahibi olan tketicilere, sosyal sorumluluk faaliyetleri gibi farkl yntemlerle dokunmaya abalayarak, mteri sadakati oluturmann mcadelesini vermektedirler. Bu durumdan yola karak; bu almada potansiyel yerli turistlerin konaklama iletmesi tercihlerinde, konaklama iletmelerinin sosyal sorumluluk faaliyetlerine ynelik almalarnn, tercih edilmelerinde etkili olup olmadnn belirlenmesi amalanmaktadr. Aratrmada potansiyel yerli turistlerin kurumsal sosyal sorumluluk alglamalarn deerlendirmek amacyla Carrollun (1991) Drt Boyutlu Sosyal Sorumluluk Modeli temel alnarak gelitirilmi anket formundan yararlanlmtr. Sz konusu anket potansiyel yerli turist kapsamnda deerlendirmeye alnan 291 kiiye uygulanmtr. Aratrma sonucunda, potansiyel yerli turistlerin konaklama iletmeleri tercihlerinde srasyla; Yasal Sosyal Sorumluluk, Ekonomik Sosyal Sorumluluk, Saduyulu ve Gnll Sosyal Sorumluluk ve Ahlaki Sosyal Sorumluluk boyutlarnda snflandrlan sosyal sorumluluk faaliyetlerinde bulunan konaklama iletmeleri ynne tercihlerini ynlendirdikleri tespit edilmitir. Ayrca potansiyel yerli turistlerin eitim ve gelir dzeyleri ykseldike, tatilleri iin sosyal sorumluluk faaliyetlerinde bulunan konaklama iletmelerini tercih ettikleri sonucuna ulalmtr.

Anahtar Kelimeler: Sosyal Sorumluluk; Konaklama letmeleri; Turist Tercihi; Yerli Turist; Kurumsal Sosyal Sorumluluk


EFFECT OF SOCIAL RESPONSIBILITY ACTIVITIES OF THE ENTERPRISES IN ACCOMMODATION ENTERPRISE PREFERENCES OF POTENTIAL DOMESTIC TOURISTS
 
In the tourism sector today, where intensive competition environment is faced, if accommodation enterprises want to get more share from this market and want to maximize their profitability, they need to make studies in order to determine the requests and requirements of tourists and to present more product and services in order to fulfill these requests and requirements. For todays conscious and sensitive consumer, social responsibility activities of the enterprise which is providing the purchased product or service is important for selecting a product as well as its price and quality. Consumers started to pay attention and prefer the products of the enterprises which participate in social responsibility activities in their purchasing decision process. Today the enterprises which could not provide superiority against other enterprises in terms of price and quality try to become prominent with the positive values they provide to the community. Enterprises try to touch the consumers, who are becoming more selective and well informed day by day, by different methods such as social responsibility activities in order to create customer loyalty. From this point of view, the aim of this study is to determine whether social responsibility activities of the enterprises are effective in accommodation enterprise preferences of potential domestic tourists or not. In the research, in order to evaluate the corporate social responsibility perceptions of the potential domestic tourists the survey developed by taking the four dimension social responsibility model of Carroll (1991) as a basis, was used. This survey was applied to 291 people who were evaluated under the scope of potential domestic tourist. At the end of the research, it was determined that potential domestic tourists direct their preferences towards the accommodation enterprises which act respectively in legal social responsibility, economical social responsibility, prodent and voluntary social responsibility and moral social responsibility dimensions. Besides it was also concluded that the domestic tourists tend to prefer accommodation enterprises performing social responsibility activities as their education and income levels increase.

Keywords: Social Responsibility; Accommodation Enterprises; Tourist Preference; Domestic Tourist; Corporate Social Responsibility


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