Tüketicilerin Seyahat Acentalarına İlişkin Etik Algıları ve Niyetlerini Belirlemeye Yönelik Bir Araştırma

Makalenin İngilizce İsmi: 
A Study on Determining Consumers’ Ethical Perceptions and Intentions Regarding Travel Agents
Makale İçerik Bilgileri
Makale Dili: 
Türkçe
Anahtar Kelimeler: 
Pazarlama Etiği
Turizm
algılanan etik problem
etik niyetler
seyahat acentası.
Türkçe Özet: 

Bu araştırmanın üç amacı bulunmaktadır. Birincisi, seyahat
acentalarının ürünlerini yanlış, eksik ya da nötr (olması
gereken) bilgi kullanarak sunmalarının tüketicilerin etik
problem algılama düzeyini değiştirip değiştirmediğini
belirlemektir. İkinci amaç, eksik, yanlış ya da nötr bilgi
sunumunda tüketicilerin firmaya ilişkin genel tutumlarının ve
firma ürünlerini satın alma niyetlerinin değişip değişmediğini
belirlemektir. Araştırmanın son amacı ise, algılanan etik
problem, firmaya ilişkin genel tutum ve etik niyetler arasındaki
olası doğrusal ilişkileri tespit etmektir. Araştırma, seyahat
acentası müşterileri üzerinde senaryo tekniğine dayalı
yüz yüze anket yöntemi kullanılarak gerçekleştirilmiştir.
Cevaplayıcılar kolayda örnekleme yoluyla belirlenmiştir.
Araştırma sonucunda, cevaplayıcıların farklı hikâyelerde farklı
etik problem algılama düzeyine sahip olduğu bulunmuştur.
Aynı şekilde, farklı hikâyelerde cevaplayıcıların seyahat
acentasına olan genel tutumu ve acentanın hizmetlerini satın
alma niyeti de farklılık göstermektedir. Araştırmanın bir diğer
bulgusu, algılanan etik problem, genel tutum ve satın alma
niyeti arasında doğrusal ilişkilerin tespit edilmiş olmasıdır.

Key Words: 
Marketing Ethics
Tourism
perceived ethical problem
ethical intentions
travel agent.
İngilizce Özet: 

This study has three aims. Firstly, it is to determine whether
travel agents’ serving their products incomplete, wrong and
neutral ( how it should be) changes consumers’ level of perceiving
ethical problem or not. Second aim is to determine
whether consumers’ general attitudes towards the company
and their intention to buy the products of the company have
changed or not on presentation of incomplete, wrong and
neutral products. The last aim of the study is to determine
linear relationships among perceived ethical problem, general
attitude towards the company and ethical intentions. The
study was conducted on the consumers of travel agent by using
face to face questionnaire based on scenario analysis. Participants
were determined by convenience sampling. It was
found in the result of the study that participants had different
levels of ethical problem perceptions in different occasions.
Similarly, in different occasions, participants’ general attitude
to travel agent and intentions to buy services of travel agent
differ. Another finding of the study is that a linear relationship
has been determined among the perceived ethical problem,
general attitude and intention to buy.

Yazar Bilgileri
1. Yazar
Yazar Adı: 
VOLKAN ÖZBEK
Yazar Ünvanı: 
Öğretim Görevlisi
Yazar E-posta: 
2. Yazar
Yazar Adı: 
Mehmet Emin AKKILIÇ
Yazar Ünvanı: 
Yardımcı Doçent
Yazar E-posta: 
3. Yazar
Yazar Adı: 
Mehmet Oğuzhan İLBAN
Yazar Ünvanı: 
Yardımcı Doçent
Yazar E-posta: 
Makale Künye Bilgisi
Makalenin Yayımlandığı Dergi: 
Ege Akademik Bakış Dergisi
Makale Yayın Yılı: 
2011
Cilt/Sayı: 
11
Sayı: 
2
Sayfa Aralığı: 
325 - 338
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