SavedAdd your journal

Journals / Abant Sosyal Bilimler Dergisi / 2021 / Cilt: 21 - Sayı: 1

EXAMINING TRADITIONAL WOM INTENTION IN THE CONTEXT OF THEORY OF PLANNED BEHAVIOR: A CASE OF TURKISH MOUNTAINEERS

GELENEKSEL WOM NİYETİNİN PLANLI DAVRANIŞ TEORİSİ BAĞLAMINDA İNCELENMESİ: TÜRK DAĞCILARI ÖRNEĞİ

Günseli GÜÇLÜTÜRK BARAN
Gamze ÖZOĞUL
Abdullah TANRISEVDİ
Özer ŞAHİN
Pages
63–89
Publication Date
2022-11-06
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB).
📊
Key Findings & Data:Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor.
💡
Conclusion & Impact:Various suggestions for future research are also made.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Planlı Davranış Teorisi · Ağızdan Ağıza İletişim · Dağcılık

Abstract

The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB). A survey was conducted on Turkish mountaineers to examine the extent of the influence of attitude, subjective norm, and perceived behavioral control on the TWOM by utilizing a partial least square algorithm. Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor. Further, the result of importance-performance map analysis (IPMA) indicates that while PBC seems to be the most important predictor of intention to WOM, the attitude needs to be the highest priority from service providers. Accordingly, practical implications for travel agency management are recommended. Various suggestions for future research are also made.

Özet

Araştırma Planlı Davranış Teorisi (TPB) bağlamında tutum (AT), öznel norm (SN) ve algılanan davranışsal kontrol (PBC) ile geleneksel WOM niyeti arasındaki ilişkilere ışık tutmaktadır. Türk dağcılar örnekleminde kısmi en küçük kareler algoritmaları kullanılarak Planlı Davranış Teorisi bileşenlerinin geleneksel WOM üzerindeki yordama gücünün incelenmesi amacıyla anket uygulanmıştır. Araştırma sonuçları tutum, algılanan davranışsal kontrol ve geleneksel WOM niyeti arasında anlamlı ilişkiler olduğunu göstermekte, öznel normun ise anlamlı bir yordayıcı olmadığına işaret etmektedir. Ayrıca önem performans analizi (ÖPA), algılanan davranışsal kontrolün geleneksel WOM niyetinin en önemli yordayıcısı gibi görünse de hizmet sağlayıcıların tutuma yüksek öncelik vermesi gerektiğine işaret etmektedir. Çalışmada elde edilen sonuçlardan hareketle seyahat acentaları için uygulamaya dönük çeşitli öneriler sunulmuştur. Ayrıca gelecekteki çalışmalar için de çeşitli önerilere yer verilmiştir.

🔖

Cite This Article

BARAN, G. G., ÖZOĞUL, G., TANRISEVDİ, A., ŞAHİN, Ö. (2022). EXAMINING TRADITIONAL WOM INTENTION IN THE CONTEXT OF THEORY OF PLANNED BEHAVIOR: A CASE OF TURKISH MOUNTAINEERS. Abant Sosyal Bilimler Dergisi, Cilt: 21 - Sayı: 1, 63–89. https://ajindex.com/articles/648062

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (16)

  1. Adventure Travel Trade Association. (ATTA). (2019). Adventure travel trends snapshot. India. Retrieved 18.02.2020 from https://www.adventuretravel.biz/research/2019-industry-snapshot.
  2. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
  3. Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27-58.
  4. Albayrak, T. & Caber, M. (2016). Destination attribute effects on rock climbing tourist satisfaction: an asymmetric impact-performance analysis. Tourism Geographies, 18(3), 1924-1936.
  5. Allsop, D. T., Bassett, R. B. & Hoskins, A. J. (2007). Word-of mouth research: Principles and applications. Journal of Advertising Research, December, 398-411.
  6. Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7 (2), 213-228.
  7. Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
  8. Andrew Smith, R., & Biddle, S. J. (1999). Attitudes and exercise adherence: Test of the theories of reasoned action and planned behaviour. Journal of Sports Sciences, 17(4), 269-281.
  9. Armitage, C. J. & Conner, M. (2001). Efficacy of the Theory of Planned Behavior: A meta-analytic review. British Journal of Social Psychology, 40, 471-499.
  10. Bamberg, S., Ajzen, I. & Schmidt, P., (2003). Choice of travel mode in the theory of planned behavior: the roles of past behavior, habit, and reasoned action. Basic and Applied Social Psychology, 25(3), 175-187.
  11. Beck, L. & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of Research in Personality, 25(3), 285-301.
  12. Brymer, E. (2010). Risk taking in extreme sports: A phenomenological perspective. Annals of Leisure Research, 13(1/2), 218-239.
  13. Buttle, F. & Bok, B. (1996). Hotel marketing strategy and the Theory of Reasoned Action. International Journal of Contemporary Hospitality Management, 8(3), 5-10.
  14. Chau, Y. K. P. & Hu, J.-H. P. (2001). Information technology acceptance by individual professionals: A model comparison approach. Decision Sciences, 32(4), 699-718.
  15. 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.
  16. Cheng, S., Lam, T., & Hsu, C. H. (2006). Negative word-of-mouth communication intention: An application of the theory of planned b