(The Effect of Consumer Innovativeness on Perceived Risk: The Example of 5 Star Hotel’s Guests in Kuşadası)

Abstract

Purpose – The aim of this study in which consumer innovativeness and perceived risk concepts which are important for the hotels, is to show the effect of the guest the dimensions of innovativeness trend on the perceived risk level. Design/methodology/approach – This questionnaire was applied to the guests in 5-star hotels in Kuşadası. 402 questionnaires obtained from 7 hotels were evaluated for this study because of the decrease in guest number and closed hotels in January-March term in 2019. In the result of the study it has been found that the dimensions of consumer innovativeness have effects on the dimensions of perceived risk. Due to the normal distribution of the data obtained from the participants within the research, parametric analyzes were used. Findings – Consumer innovation has a negative relationship with perceived risk. Cognitive innovation dimension has no effect on total-time risk, physical-performance risk, psychological-financial risk dimension and social risk dimension. However, it is seen that hedonic, social and functional innovation dimensions have an effect. Discussion – The guests who stay at the hotels based on service perceive risks before they purchase a new product or a service. Different personal traits affect the perceived risk level against a certain situation. Therefore, knowing the personal traits of potential guests, hotels both enlarge the marketing rate and provide the increase in purchasing.