- Turizm Ekonomi ve İşletme Araştırmaları Dergisi
- Cilt: 5 Sayı: 2
- Do customers prefer hotels that use non-fungible tokens as a marketing tool? A study based on the va...
Do customers prefer hotels that use non-fungible tokens as a marketing tool? A study based on the value-attitude-behavior model
Authors : Ali Dalgiç, Emre Yaşar, Ayşegül Demircioğlu
Pages : 148-164
View : 111 | Download : 102
Publication Date : 2023-12-31
Article Type : Research
Abstract :This study investigates the effect of egoistic and altruistic value orientations on behavioural intentions, and the mediating effect of attitude on the effects of these two value orientations, in relation to (non-fungible tokens) Non-fungible tokens (NFTs). Hotels in Turkey that offer NFTs to their customers as a marketing strategy tool were asked to evaluate the values, attitudes, and behavioural intentions of individuals who watch online broadcasts and know about NFTs. The participants were selected by convenience sampling and the data collected via an online questionnaire form. Of the 454 questionnaires were obtained, 406 were used to test the study’s hypotheses, following sling analysis and multiple normal distribution analysis. The results showed that egoistic and altruistic values have positive effects on attitude and behavioural intention while attitude also has a positive effect on behavioural intention. Finally, attitude partially mediates the effect of egoistic and altruistic values on behavioural intention. These findings suggest that hotels can increase their customers’ intention to prefer them through using NFTs as a marketing strategy tool.Keywords : Egoist değer, Alturistik değer, Tutum, Davranışsal niyet, NFT, Oteller