Davranışsal inançlarının turistlerin ödeme istekliliği ile olan ilişkisinde algılanan davranışsal kontrolün aracılık rolü: Manavgat’ı ziyaret eden turistler üzerine bir araştırma

This research aims to provide comprehensive data on the mediating role of perceived behavioural control in the relationship between behavioural beliefs and tourists' willingness to pay, as well as the relationships between these variables in this process. In this context, the scales were applied to guests staying in three different 5-star hotels operating in Manavgat, which accept guests from the languages in which the scales were prepared and from the countries that send the most tourists in the world, during the winter season of 2025 (January). Analyses were carried out on the remaining 397 questionnaires from the 410 questionnaires collected. The data collection tool consists of a 4-dimensional questionnaire adapted by the researcher from 2 different studies. According to the result obtained with SPSS Statistics Base v23 and PROCESS Model 4, perceived behavioural control has a mediating role between behavioural beliefs and willingness to pay. In other words, behavioural beliefs indirectly affect tourists' willingness to pay through perceived behavioural control. In addition, the study found that behavioural beliefs have a positive effect on tourists' willingness to pay. This finding suggests that tourists' willingness to pay is influenced by their positive perceptions and beliefs towards specific products and services. In addition, perceived behavioural control was found to have a significant impact on tourists' payment decisions. Behavioural beliefs were found to positively affect perceived behavioural control. Finally, perceived behavioural control was found to play an important mediating role between behavioural beliefs and willingness to pay.