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Müslüman dostu oteller için satın alma niyeti: dindarlık ve Planlı Davranış Teorisinin rollerinin araştırılması

Year 2024, Volume: 6 Issue: 2, 365 - 373, 31.12.2024

Muhammed Taş

https://doi.org/10.53601/tourismandrecreation.1483861

Abstract

Bu çalışma, Planlı Davranış Teorisinin (TPB) Müslüman dostu oteller (MFH) için satın alma niyetini tahmin etme üzerindeki etkisini araştırmayı amaçlamaktadır. Ayrıca bu çalışma dindarlığın (RG) TPB üzerindeki etkisini de incelemiştir. Kolayda örnekleme yöntemiyle seçilen MFH'leri tercih eden veya tercih etme niyetinde olan 272 kişiden anket tekniği kullanılarak veriler toplanmıştır. RG'nin TPB boyutları üzerinde anlamlı ve olumlu bir etkisi vardır. Çalışma, MFH'lerin Türkiye'deki Müslüman gezginleri etkileyen sosyo-çevresel faktörleri yönlendirebilmesi gerektiğini göstermektedir. Ayrıca RG'nin TPB üzerindeki önemli etkisi nedeniyle otellerin Müslüman ziyaretçilerin dini hassasiyetlerini de dikkate alarak hizmet sunması önemlidir. Bu çalışma, Müslüman turistlerin MFH'lere yönelik satın alma niyetlerini TPB çerçevesinde incelemesi nedeniyle değerlidir. Ayrıca bu çalışma, belirli bir popülasyonda RG'nin TPB üzerindeki etkilerini inceleyerek literatürdeki bir boşluğu doldurmaktadır.

Keywords

Planlı Davranış Teorisi Müslüman Dostu Oteller Satın Alma Niyeti Dindarlık

References

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Purchase intention for Muslim-friendly hotels: exploring the roles of religiosity and the Theory of Planned Behavior

Year 2024, Volume: 6 Issue: 2, 365 - 373, 31.12.2024

Muhammed Taş

https://doi.org/10.53601/tourismandrecreation.1483861

Abstract

This study aims to investigate the impact of the Theory of Planned Behavior (TPB) on predicting purchase intention for Muslim-friendly hotels (MFH). Additionally, this study examined the impact of religiosity (RG) on TPB. Data were collected using a survey technique from 272 individuals who preferred or intended to prefer MFHs selected through a convenience sampling method. The RG has a significant and positive impact on TPB dimensions. The study indicates that MFHs should be able to navigate the socio-environmental factors that influence Muslim travelers in Türkiye. Moreover, because of the significant impact of RG on TPB, it is significant for hotels to provide services while also considering the religious sensitivity of Muslim travelers. This study is valuable because it examines Muslim travelers' purchase intentions towards MFHs within the TPB framework. Furthermore, this study fills a gap in the literature by examining the effects of RG on TPB in a specific population.

Keywords

Theory of Planned Behavior Muslim Friendly Hotel Purchase Intention Religiosity

References

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  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T.
  • Ajzen, I. (2011) The theory of planned behaviour: Reactions and reflections, Psychology & Health, 26:9, 1113-1127, 10.1080/08870446.2011.613995.
  • Al Ziadat, M. T. (2015). Applications of planned behavior theory (TPB) in Jordanian tourism. International Journal of Marketing Studies, 7(3), 95. 10.5539/ijms.v7n3p95.
  • Asnawai, A., & Sihombing, P. R. (2021). The antecedent of intention to visit halal tourism areas using the theory of planned behavior: the moderating effect of religiosity. Journal of Tourism Management Research, 8(2), 127-135. 10.18488/journal.31.2021.82.127.135.
  • Azhar, M., Ali, R., Hamid, S., Akhtar, M. J., & Rahman, M. N. (2022). Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior. Future Business Journal, 8(1), 1-16. https://doi.org/10.1186/s43093-022-00161-5.
  • Azmi, (2024, 25 March). Growing Business Potential in the Halal Tourism Sector: How You Can Take Advantage. halalfoundation.org. https://halalfoundation.org/growing-business-potential-in-the-halal-tourism-sector-how-you-can-take-advantage/. (Accessed 30 July 2024).
  • Bashir, A. M., Bayat, A., Olutuase, S. O., and Abdul Latiff, Z. A. (2019). Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling. Journal of food products marketing, 25(1), 26-48. https://doi.org/10.1080/10454446.2018.1452813.
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  • Boğan, E., & Sarıışık, M. (2019). Halal tourism: Conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87–96. https://doi.org/10.1108/JIMA-06-2017-0066.
  • Boğan, E., Dedeoğlu, B. B., Batman, O., & Yıldırgan, R. (2020). Exploring the predictors of prospective employees' job pursuit intention in Muslim-friendly hotels. Tourism Management Perspectives, 34, 100663. https://doi.org/10.1016/j.tmp.2020.100663.
  • Bozkurt Kutluk, A., & Avcıkurt, C. (2019). Planlanmış Davranış Teorisi ile Yerli Y Kuşağı Turistlerin Destinasyon Tercih Etme Niyetinin Belirlenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(4), 1294-1307. https://doi.org/10.32709/akusosbil.474828.
  • Byrne, B. M. (2016), Structural equation modeling with AMOS (Third Edition). USA: Routledge.
  • Cahyaningsih, E., & Nugroho, A. P. (2022). Intention to Halal Tourism: The Influence of Religiosity and Personal Efficacy. Cakrawala: Jurnal Studi Islam, 17(1), 1-9. https://doi.org/10.31603/cakrawala.4700.
  • Carboni, M., Perelli, C., & Sistu, G. (2014). Is Islamic tourism a viable option for Tunisian tourism? Insights from Djerba. Tourism Management Perspectives, 11, 1-9. https://doi.org/10.1016/j.tmp.2014.02.002.
  • Chen, M. F., & Tung, P. J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International journal of hospitality management, 36, 221-230. https://doi.org/10.1016/j.ijhm.2013.09.006.
  • Choi, Y., Paulraj, A., & Shin, J. (2013). Religion or religiosity: which is the culprit for consumer switching behavior?. Journal of International Consumer Marketing, 25(4), 262-280.
  • COMCEC Standing Committee for economic and Commercial Cooperation of the Organization of Islamic Cooperation (2016). Muslim friendly tourism: Understanding the demand and supply sides in the OIC member countries. availableat: https://www.comcec.org/wp-content/uploads/2021/07/2016-TUR-OUT.pdf (accessed 21 January 2020).
  • Demirağ, B., Çavuşoğlu, S., & Dağ, K. (2020). Dindarlık, tutum ve davranışsal niyetler arasındaki ilişkinin incelenmesi: Almanya’daki müslüman tüketicilerin helal gıda etiketli ürünlere yönelik algılarının vab modeli ile incelenmesi. İşletme araştırmaları dergisi, 12(4), 3405-3420.
  • Eid, R. and El-Gohary, H., (2015). The role of islamic religiosity on the relationship between perceived value and tourist satisfaction, Tourism Management, vol 46, pp. 477-488. https://doi.org/10.1016/j.tourman.2014.08.003.
  • El-Gohary, H. (2016). Halal tourism, is it really Halal?. Tourism Management Perspectives, 19, 124-130. https://doi.org/10.1016/j.tmp.2015.12.013.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://journals.sagepub.com/doi/abs/10.1177/002224378101800104.
  • Future Marketing İnsight, (2023, Jan 9). Halal Tourism Market Snapshot from 2024 to 2034, (www.futuremarketinsights.com) https://www.futuremarketinsights.com/reports/halal-tourism-industry-overview#:~:text=The%20halal%20tourism%20market%20had,3.6%25%20from% 202024%20to%202034. (Accessed 30 July 2024).
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  • Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism management, 31(3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013.
  • Hidayat, A. A., Yasin, M., & Jufri, A. (2021). Influence of muslim-friendly facilities, prices, and locations on decisions to stay at three and four-star hotels in Mataram city. American Journal of Humanities and Social Sciences Research, 5(1), 416-424. www.ajhssr.com/wp-content/uploads/2021/01/ZZ21501416424.pdf.
  • Huriah, T., Permana, I., Octavia, M., and Hamid, S. H. B. A. (2022). Understanding the purchasing behaviors of halal cosmetics of teenagers in Indonesia using the theory of planned behavior and theory of consumption value. Bali Medical Journal, 11(3), 1608–1613. https://doi.org/10.15562/bmj.v11i3.3704.
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There are 63 citations in total.

Details

Primary Language English
Subjects Tourism Economics, Tourism Sociology, Tourism (Other)
Journal Section Research Articles
Authors

Muhammed Taş 0000-0002-5789-2826

Publication Date December 31, 2024
Submission Date May 14, 2024
Acceptance Date September 30, 2024
Published in Issue Year 2024 Volume: 6 Issue: 2

Cite

APA Taş, M. (2024). Purchase intention for Muslim-friendly hotels: exploring the roles of religiosity and the Theory of Planned Behavior. Tourism and Recreation, 6(2), 365-373. https://doi.org/10.53601/tourismandrecreation.1483861
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