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Sürdürülebilir Kalkınma Amaçları

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• MakaleAçık Erişim2025/r/bayburt/14450
  TOURIST DECISION-MAKING WHEN SELECTING A DESTINATION: AN ANALYTICAL HIERARCHY PROCESS ANALYSIS OF CONSUMPTION VALUES

  Turk, Bahar; Yildiz, Tugba; Dursun, Mehmet Tahir

  Within the context of tourism-related activities, numerous factors may influence a traveller's choice of destinations. Therefore, it is crucial to understand which factors will mostly influence destination selection. It is common knowledge that in a destination selection process, people are likely to visit sites they believe are worthwhile. The Analytical Hierarchy Process (AHP) was used in the study, and the data were collected from twelve experts, including six academicians of tourism and destination marketing, and six tour guides with more than ten years of experience in the sector. The research aims to determine the priority order of consumption values in determining the preferences of tourists for the destinations they have selected. The results show that epistemic value was the most important factor in determining a tourist's choice of destination. Moreover, it was found that the following dimensions, namely functional value, i.e., worth the money, emotional value, i.e., feel secure, social value, i.e., meet friendly and hospitable people, epistemic value, i.e., providing novelty experiences, and conditional value, i.e., personal safety have also been given priority. By identifying the priorities of a tourist in the destination selection process, it is envisaged that tourism businesses operating in tourist destinations will be able to provide better value-added activities, such as in food and beverage, lodging, entertainment, and travel agencies. In providing theoretical and empirical information for those involved in the sector, a more efficient process is thus ensured. With the help of this knowledge of what is expected of tourists as consumers, it will be easier to develop comprehensive strategies and solutions.

  AtıfWoS1

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• MakaleYalnız künye2025/r/bayburt/16190
  The Effect of Consumer Minimalism on Sustainable Consumption: The Mediator Role of Perceived Consumer Effectiveness

  Yildiz, Tugba; Devecı, Fatma Gorgün

  This study aims to determine the effect of consumer minimalism on sustainable consumption and to reveal the mediation effect of perceived consumer effectiveness. The research sample consisted of 1010 consumers aged 18 and above. Structural equation modeling and Process Macro were utilized in data analysis. According to the findings “clutter removal” and “longevity” have an effect on “perceived consumer effectiveness”. Perceived consumer effectiveness has an effect on “rethinking”, “reusing”, “refurbish”, “reuse” and “repurpose”. Further, “clutter removal” and “cautious shopping” has a direct effect on “rethinking”, “refurbish” and “reuse”. “Longevity” has a direct effect on “reusing”, “refurbish” and “repurpose”. Finally, “self-sufficiency” has a direct effect on “rethinking”, “refurbish" and “repurpose”. Mediation effects have been revealed by adding the “perceived consumer effectiveness” variable to the direct effect model for the “clutter removal” and “longevity” dimensions.

  AtıfTR Dizin1

  İncele
• MakaleYalnız künye2024/r/bayburt/16397
  Havayolu şirketlerinde kurum itibarının müşteri memnuniyeti, güven ve telafi memnuniyeti çerçevesinde ele alınması

  Yildiz, Tugba; Altun, Melek

  Bu çalışma telafi memnuniyetinin müşteri memnuniyeti ve güveni üzerindeki etkisi ile bu iki değişkenin kurum itibarı üzerindeki etkisinin belirlenmeyi amaçlanmıştır. Müşteri memnuniyeti ve güveni rekabet avantajı elde etmede havayolu şirketlerine fırsatlar sunmaktadır. Memnuniyet sağlanması ve güven kazanımı noktasında hizmet sunumu sırasında ortaya çıkabilecek hataların telafi edilme sürecinin göz önünde bulundurulması gerekmektedir. Bu bağlamda çalışmada müşterilerin şirkete güven duyması ve memnun olması açısından telafi memnuniyetinin etkisi de belirlenmeye çalışılmıştır. Verilerin toplanma sürecinde çevrimiçi anket yönetimi ile katılımcılara ulaşılmıştır. Havayolu ile seyahat eden ve şikâyetine çözüm bulunan 402 katılımcının anket formu değerlendirmeye alınmıştır. Araştırma sonuçlarına göre telafi memnuniyeti müşteri memnuniyeti ve güveni üzerinde, müşteri memnuniyeti ve güveni ise kurum itibarı üzerinde olumlu etkiye sahiptir.

  AtıfTR Dizin2

  İncele
• MakaleAçık Erişim2024/r/bayburt/16300
  Üniversite Öğrencilerinin Yeşil Ürünleri Satın Almaya Yönelik Tutumlarının Çevre Bilgileri, Tüketim Değerleri ve Reklama Duyarlılıkları Kapsamında Araştırılması

  Yildiz, Tugba; Korkutata, Zeynep

  Bu çalışma çevre bilgisi kapsamında yeşil tüketim değerleri ile yeşil reklama duyarlılığın yeşil ürünleri satın almaya yönelik tutum üzerindeki etkilerini incelemeyi amaçlamaktadır. Ürün seçimine giden süreçte bilginin rolü doğrultusunda çevre bilgisinin yeşil tüketim değerleri üzerindeki etkisi araştırılmıştır. Bireyin tüketim değerlerinin iletişim sürecine ve ürünlere olan bakış açısına etkisini belirlemek için ise tüketim değerlerinin satın almaya yönelik tutum ve yeşil reklama duyarlılık üzerindeki etkisi incelenmiştir. İletişim stratejilerinin yeşil pazarlama sürecindeki rolünü ele almak için ise yeşil reklama duyarlılığın satın almaya yönelik tutum üzerindeki etkisi belirlenmeye çalışılmıştır. Verilerin analizinde SPSS 20 istatistik programı kullanılmış ve regresyon analizi yapılmıştır. 375 öğrencinin yer aldığı çalışmanın sonuçlarına göre çevre bilgisi yeşil tüketim değerleri üzerinde olumlu yönde etkilidir. Bunun yanı sıra yeşil tüketim değerlerinin yeşil reklama duyarlılık ve çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu da görülmüştür. Son olarak yeşil reklama duyarlılığın çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu tespit edilmiştir.

  AtıfTR Dizin1

  İncele
• MakaleAçık Erişim2024/r/bayburt/15845
  A research on the evaluation of hotel customers’ citizenship behaviors in the experiencescape

  Yildiz, Tugba; Devecı, Fatma Gorgün

  Customer citizenship behavior provides many advantages to businesses in the service sector. In order to obtain these advantages, the antecedents of the variable must be determined. Therefore, this research aims to determine the direct, indirect, and mediating effects for customer citizenship behavior within the scope of Experiencescape from a marketing perspective in the hospitality industry. For this reason, in addition to customer citizenship behavior, Experiencescape, memorable tourism experience, and customer satisfaction variables were included in the research model. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “localness,” and “escapism” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences also effect on customer satisfaction and “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Besides this, customer satisfaction is effect on the “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.

  İncele
• MakaleAçık Erişim2022/r/bayburt/16682
  Click or avoid the advertising: a research on consumers’ online in-video advertising watching behaviors

  Yildiz, Tugba; Devecı, Fatma Gorgün

  This study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.

  AtıfOpenAlex2·TR Dizin1

  İncele
• MakaleAçık Erişim2022/r/bayburt/15806
  Health-Seeking Consumer: Cognitive Dissonance Encountered After Panic Buying

  Yildiz, Tugba; Devecı, Fatma Gorgün

  This study aims to specify whether the “health-seeking” consumers’ information overload and cyberchondria that arise as a result of the information they acquire, cause panic buying and whether these purchases can later cause cognitive dissonance. The study sample, for which an online survey method was preferred, consisted of consumers aged 18 years and older who stated that they made panic purchases due to health concerns. Structural equation modeling and mediation analyses were applied to analyze the data in the study, which included 400 participants. The findings showed that health information seeking has an effective on information overload; both information and communication overload have an effective on cyberchondria; cyberchondria has an effective on panic buying and cognitive dissonance dimensions. Panic buying has an effective on cognitive dissonance dimensions and has a mediating effect between cyberchondria and cognitive dissonance dimensions. People's health concerns are a constant, which will in turn lead to a cycle of seeking information. With this foresight, the research investigates the consumers’ panic buying. However, proposed research model does not end with panic buying. The focus is on the response of the consumer after these purchases, and this is thought to be a contribution to the literature.

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  AtıfOpenAlex3

  İncele
• MakaleAçık Erişim2022/r/bayburt/15755
  Investigation of green consumers 'subjective well being within the scope of purchase behavior, attitudes and personality traits

  Erciş, Aysel; Yildiz, Tugba

  Environmental problems that increase with global developments require individuals to behave more envi- ronmentally. The determination of this requirement depends on increasing the awareness of individuals and motivating green consumer behaviors. At this point, one of the most important factors is the happiness and satisfaction levels of people's lives, known as subjective well-being. The increase in the subjective well-being of individuals creates a win-win relationship between the environment and the consumer, and presents the gains of being a green consumer back to the consumer as life satisfaction. In this study, personality traits were first examined in order to define green consumers correctly. Later, the effect of personality traits on the environment and helping attitudes was revealed, and finally, the effect of green purchasing behavior on sub- jective well-being, which is an important indicator of social welfare, was investigated. The results revealed that personality traits affect green consumers' attitudes towards both the environment and helping, and these attitudes have an effect on green purchasing behavior. In addition, it was determined that green purchasing behavior was effective on the output variable of the model, subjective well-being.

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  AtıfOpenAlex5·TR Dizin2

  İncele
• Kitap BölümüYalnız künye2022/r/bayburt/11955
  Reflections on sustainable consumption in the time of the COVID-19 pandemic

  Yildiz, Tuğba; Başar, Enes Emre

  The COVID-19 pandemic, which has caused severe diseases and deaths around the world, impacts not only health, but also daily lives, economies, and social systems. It is observed that consumers' purchasing patterns and preferences have changed significantly along with the new normal brought by the pandemic. For example, tons of plastic waste each day caused by disposable masks used to prevent the spread of viruses and the dramatic increase in disposable plastic tableware waste caused by the increasing number of food deliveries and takeaway meals as a result of measures such as social distancing and quarantine lead to significant environmental concerns. Furthermore, the additional packaging waste generated by e-commerce trades, which increases incrementally every day, is also an important source of environmental concerns. Although a growing number of consumers are interested in preserving the environment and participating more actively in sustainable consumption around the world, the changes caused by COVID-19 in their lives deeply affect sustainable consumption behaviors. Therefore, the discussion of how sustainable consumption behaviors of consumers are affected during the pandemic may contribute to the development of new strategies in this field. From this point of view, the effects of environmental concerns and sensitivity on sustainable consumption were first discussed from different aspects in this section. Then, the reflection of the pandemic on consumer behaviors was analyzed within a general framework. Finally, how the pandemic influenced the tendency toward sustainability was revealed.

  İncele
• MakaleAçık Erişim2021/r/bayburt/14622
  A Research on the Changing Shopping Behaviors with the COVID19 Process within the Framework of Consumer Thinking Styles

  Yildiz, Tugba; Devecı, Fatma Gorgün

  In this study, it has been discussed that the effect of consumer thinking styles on COVID-19 risk perception and involvement and the effects of these two variables on attitudes towards social distancing. At the same time, it has been tried to determine the effect of COVID-19 involvement on COVID-19 risk perception and whether the attitude towards social distancing reveals the changing shopping behavior. The main population of the research, in which the online survey method was used, consisted of consumers aged 18 and older, who stated that there were changes in their shopping behaviors during the COVID-19 process. According to the results of the study, which included 406 participants, judgmental thinking style has an effect on COVID19 risk perception and involvement, executive thinking style has an effect on COVID-19 involvement. In addition to this, COVID-19 involvement has an effect on COVID-19 risk perception and these two variables have an effect on attitude towards social distancing. Lastly, it has been determined that the attitude towards social distancing has an effect on the changing shopping behavior.

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