Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi

Vedat İYİTOĞLU, Nilüfer TETİK
1.987 379

Öz


Araştırmanın temel amacı fazla oda satışı gerçekleştiğinde standart bir iyileştirme uygulaması olarak benzer standartlardaki başka otellere transfer edilen yerli konukların memnuniyetlerini ve tekrar geri gelme niyetlerini belirlemek ve bunların cinsiyet, yaş ve tatil deneyimi gibi bazı değişkenlere göre değişip değişmediğini incelemektir. Araştırma verileri 2014 Mayıs-Haziran döneminde Mersin-Anamur bölgesinde senaryo tabanlı bir anketle toplanmıştır. Anket uygulaması kartopu ve kolayda örnekleme yöntemleri kullanılarak daha önce 4 ya da 5 yıldızlı bir konaklama işletmesinde tatil deneyimi olan katılımcılara yönelik yapılmıştır. Araştırma sonunda ilgili iyileştirme uygulamasının konuk memnuniyetine ve tekrar geri gelme niyetine etkisinin olumsuz anlamda oldukça derin olduğu tespit edilmiştir. Bununla birlikte tatil deneyimi az olan konuklar ile daha genç konukların uygulamaya tepkileri istatistiksel açıdan daha iyi seviyelerde gerçekleşmiştir. Bu nedenle yerli konuk pazarı fazla olan işletmelerin fazla rezervasyon uygulamalarında çok daha temkinli olmaları gerekmektedir. Bir şekilde başka işletmelere transfer yapılmasının kaçınılmaz olduğu durumlarda ise öncelikle tatil deneyimi en az olan en genç konuklar tercih edilmesi önerilmektedir.          


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