The Study of Relation Among Personality Characteristics, Perceived Risks And Repurchasing Behaviours Of Consumers: A Research Of Hotel Enterprises

Abstract

Preference is the main problem of consumers’ attitude. Consumers perceive some risks and be undecisive while making purchasing preference. The main responsibilities of operating is prevent perceiving risks. Besides, personality features are nor the same for every consumer. In this way, hotel operating endeavor for knowing personality features of consumers, that can help decrease perceiving risks of tourists. The aim of this work is designating variety of perceiving risks to personality features of consumers who purchase those touristic products. Related to this, it is exposed if there is a relation between personality features and perceived risk of purchasing. In this study, Çanakkale and Balıkesir that operate in four and five star hotels 398 domestic tourists staying in a hotel completed the questionnaire. As a result of research, personality characteristics and perceived risk; personality characteristics and attitudes; perceived risk with re-purchase behavior and re-purchasing behavior with the attitude it has been found that there is a relationship between significant and positive directional.