THE EFFECT OF SOCIAL RESPONSIBILITY ACTIVITIES APPLIED IN HOTELS ON PURCHASING INTENTION OF TOURISTS: THE CASE OF ISTANBUL

It is a fact that hotels applied social responsibility activities are perceived as more positively by tourists and these activities are determinant in tourists purchasing decisions. In this context, the aim of the research is to determine the effect of the social responsibility activities carried out in the hotels on the tourists' intention to purchase. For this purpose, a questionnaire was applied to 500 tourists who accommodated in Istanbul five star hotel enterprises. Results revealed that the social responsibility activities which are composed of voluntary, ethical and legal responsibilities have positive effect on tourists purchasing intention. But, results implied that economic responsibility has no significant effect on tourists purchasing intention. It can be concluded that it is recommended that hotel enterprises should implement ethical and legal responsibility activities, especially voluntary responsibility