Otel İşletmeleri ve Seyahat Acentaları İlişkisinde Bağlılık Düzeyi Analizi: Alanya Bölgesi Otel İşletmelerinde Ampirik Bir Çalışma

The aim of this study is to explore the confidence and loyalty relationship between hotels and travel agencies with an applied research in 3-stars, 4-stars and 5-stars hotels situated in Alanya region. Hotel front office managers were handed a demographic and a field survey questionnaire designed for this study. A total of 92 completed questionnaires were returned, representing a response rate of 41.82%. Demographic survey part of the questionnaire was composed of 11 variables and 18 variables existed on the second part of the questionnaire to measure the perceptions of managers for research issue. The instrument consisted of these 18 items answered on a five-point Likert scale anchored by the terms “strongly agree” (1) and “strongly disagree” (5).SPSS pc + version 16.0 was used for statistical analysis. A factor analysis “varimax rotation” was used to condense the number of items and focus on the underlying structures in the descriptive and inferential analyses. The internal consistency was tested by Cronbach’s alpha, and the Pearson correlation coefficient was used to calculate the correlation between the factors. And also, regression analysis was used because it provided estimates of net effects and explanatory power. The adjusted explained variance (the adjusted R) was used in this research to measure explanatory power. The research findings indicated that 28% of the variance in dependent variable (loyalty) was explained by “communication”, “coordination” and “confidence” independent variables.