The effect of conspicuous consumption trends on accommodation business preferences. An application on teachers

The aim of this research is to measure the tendency of customers to conspicuous consumption while exhibiting purchasing behavior and to determine the effect of this tendency on the preferences of accommodation establishments. For this purpose, 400 pieces of data were collected from teachers and school administrators working in public schools affiliated to the Ministry of Education in Kütahya province and its districts, using the online survey method. On the collected data; validity and reliability analysis, t-test, ANAVO test, exploratory factor analysis, correlation and regression analysis were performed. As a result of the study, it is seen that conspicuous consumption has a significant and positive effect on purchasing preferences. In addition, it has been observed that there is a significant, positive and moderate relationship between teachers' conspicuous consumption tendencies and accommodation business preferences. As a result; Of the 18 hypotheses established to measure the effect of teachers' conspicuous consumption tendencies on the choice of accommodation business, 10 of them were accepted and 8 of them were rejected. Keywords: Conspicuous Consumption, Accommodation Businesses, The Effect of Pretentious Consumption Trends on Accommodation Business Preferences