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EFFECT OF GERMAN TOURISTS' ENVIRONMENTAL CONSCIOUSNESS AND ENVIRONMENTALLY FRIENDLY HOTEL (GREEN HOTEL) PERCEPTION ON BEHAVIORAL INTENTIONS

Abstract

Author(s): S. Banu YILDIZ, Sultan N. KILIÇ

The purpose of this study is to determine the effect of German tourists' environmental consciousness and environmentally friendly hotel (green hotel) perception on behavioral intentions. For this purpose, a questionnaire was conducted to German tourists at Antalya Airport and 360 questionnaires were taken into evaluation. The frequency and percentage analysis were utilized for the interpretation of data on demographic variables. Mann-Whitney U-test and Kruskal-Wallis test were used to determine whether the scales differ with its demographic characteristics. The correlation analysis was conducted to measure the relationship between scales and the regression analysis was conducted to measure their effects on behavioral intention. According to the results of the study, tourists' environmental consciousness, environmentally friendly hotel perception and behavioral intentions were found to be at positive level. The significant differences were found in terms of variables for the tourists' gender, education level, hotel's environmental sensitivity and being an environmentally firendly hotel. As a result of the regression analysis, it was determined that the most effective factor that affects tourists' behavioral intentions is the perception of environmentally friendly hotel. In addition, it is obtained that tourists' environmental consciousness affects tourists' behavioral intentions.

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