Carroll’ın Kurumsal Sosyal Sorumluluk Modeli Kullanılarak Geliştirilen Toplumsal Pazarlama Ölçeği Çalışması
Societal Marketing Scale Study Developed Using Carroll's Corporate Social Responsibility Model

Summary/Abstract: With the impact of the rapidly developing competition, while the enterprises change in order to survive, they act with the awareness of social responsibility and take responsibility for the protection of the rights of future generations. Only companies that think about making profit are deleted from the market in time; The enterprises that think and protect all of their stakeholders and the world they live in have continued to exist as exemplary enterprises. Taking into account the concept of Societal Marketing (SM), the aim of our study is to develop a "Societal Marketing Scale" in the tourism sector and to make a shortage in the literature. This scale was developed to be adaptable to tourism researchers who wanted to work. The items pool created by the literature review was organized with expert opinion and a trial scale was created. According to the results of the surveys conducted only with the hotel managers, an explanatory and confirmatory factor analysis was performed. Reliability and validity coefficients were quite high. At the end of the factor analysis, the scale was finalized as 34 items. When developing our model, we used Archie Carroll's four-part CSR pyramid model in the CSR factor. However, at the end of the study, the dimension of ethical responsibility which is regarded as "expected responsibility" is out of our model developed in the tourism sector. In addition, the concept of societal marketing is generally used synonymously with social marketing in domestic literature and expressed in many sources as the same way. Emphasizing that these two concepts are not the same in our work, it is also desired to create awareness among the researchers. Another consequence of our work is that hotel managers are close and observing that some local governments are inadequate for environmental sustainability, especially for recycling, and urgently change their attitude.

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