Araştırma Makalesi
BibTex RIS Kaynak Göster

Uludağ’da Faaliyet Gösteren 4 ve 5 Yıldızlı Konaklama İşletmelerinin Çevrimiçi Tüketici Yorumlarının İncelenmesi: “TripAdvisor.com” Üzerinden İçerik Analizi

Yıl 2020, Cilt: 16 Sayı: 30, 2633 - 2658, 31.10.2020
https://doi.org/10.26466/opus.780219

Öz

Günümüzde insanlar bir turistik ürün satın almaya karar verirken birden çok web platformlarında yer alan çevrimiçi yorumlara bakmaktadır. Aynı zamanda, önceden seyahat süresince deneyimlenmiş davranışlardan gelen geri bildirimlere bakarak turistik ürün satın almak isteyen insanların bu gibi yorumları inceleme oranlarının gün geçtikçe arttığı bilinmektedir. Çevrimiçi yapılan bu tüketici yorumları, birçok insanı sosyal bir ağ üzerinden ortak paylaşım platformlarında buluşturmaktadır. Ayrıca günümüzde turistik ürünü satın aldıktan sonra birçok tüketici seyahatlerini ve deneyimlerini fotoğraf çekerek kayıt altına almaktadır. Kayıt altına alınan bu fotoğrafların ortak paylaşım platformlarına yüklenmesi ve herkes ile paylaşılması sonucunda yeni bir turistik ürün alacak kişiler bu platformlardaki yorumlara bakmaktadırlar. Bu çevrimiçi tüketici yorumları, turistik ürünü alacak kişilerin inceleme yapması sonucunda karar verme ve satın alma davranışlarını etkilemekte ve değiştirmektedir. Bu çalışmada, Tripadvisor.com web sitesi aracılığıyla Uludağ’da bulunan 4 ve 5 yıldızlı konaklama işletmeleri ile ilgili yazılan olumsuz yorumlar belirlenmiş ve incelenen yorumlar içerik analizinden yararlanılarak değerlendirilmiştir. Çalışmadaki işletmeler hakkında yazılan olumsuz yorumlar doğrultusunda çeşitli kriterler belirlenmiş ve sorunların önlenmesine yönelik öneriler getirilmiştir.

Kaynakça

  • Almeida, F. (2012). Web 2.0 Technologies and Social NetworkingSecurity Fears in Enterprises. International Journal of Advanced Computer Science and Applications. Portugal.
  • Alrawadieh, Z., & Demirkol, Ş. (2015). KONAKLAMA İŞLETMELERİNDE E-ŞİKÂYET YÖNETİMİ: İSTANBUL’DAKİ BEŞ YILDIZLI OTELLER ÜZERİNDE BİR ÇALIŞMA. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 130-148.
  • Ayeh, J. K., Au, N., & Law, R. (2013). "Do We Believe in TripAdvisor?”Examining Credibility Perceptionsand Online Travelers’ Attitude towardUsing User-Generated Content. Journal of Travel Research, 437-452.
  • Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. Spain.
  • Carmen, Burgess, S., Buultjens, C. S., & Cox, J. (2009). The Role of User-Generated Content in Tourists' Travel Planning Behavior. 743-762.
  • Chan, N. L., & Guillet, B. D. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? 345-368.
  • Chen, Y., & Xu, Y. (2015). Exploring the Determinants of Influential eWOM in Virtual Communities: An Empirical Study. INTERNATIONAL TEXTILE AND APPAREL ASSOCIATION (ITAA) ANNUAL CONFERENCE PROCEEDINGS, (s. 1-3). Santa Fe, New Mexico.
  • Chui, J. B. (2010). The rise of the networked enterprise: Web 2.0 finds its payday. mckinseyglobalinstitute.
  • Constantinides, E., & J.Fountain, S. (2008). Web 2.0: Conceptualfoundations andmarketing issues. Journal of Direct, Data and Digital Marketing Practice, s.232.
  • Doğan, S. (2017). Otellere Yönelik Yapılan Puanlama ve Çevrimiçi Yorumların Değerlendirilmesine İlişkin Aksaray İlinde Bir Araştırma. Aksaray Ünivertesi İİBF Dergisi , 27-36.
  • Ekiz, E., Khoo-Lattimore, C., & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels. 96-106.
  • Erlingsson, C., & Brysiewicz, P. (2017). A hands-on guide to doing content analysis. 93-99.
  • Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism. (H. W. O’Connor P., Dü.) Springer, Vienna, Austria. doi:https://doi.org/10.1007/978-3-211-77280-5_4
  • Gürkan, G. Ç., & POLAT, D. D. (2014). Ege ve Akdeniz Bölgesi’nde Faaliyet Gösteren Resort Konaklama İşletmeleri Hakkında Yapılan Şikayetler Üzerine Nitel Bir Araştırma. 45-61.
  • Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research, 60-75.
  • Kim, W. G., Lim, H., & Brymer, R. A. (2014). The effectiveness of managing social media on hotel performance. 165-171.
  • Lee, J., Park, D.-H., & Han, I. (2006). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 341-352.
  • Levy, S. E., Duan, W., & Boo, S. (2013). An Analysis of One-Star Online Reviews and Responses in the Washington D.C., Lodging Market. 49-63.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT. Hospitality and Tourism Management, 1-30.
  • Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. 99-107.
  • Mishra, A., & S.M.Satish. (2016). eWOM: Extant Research Review and Future Research Avenues. The Journal of Decision Makers.
  • O'Connor, P. (2010). Managing a Hotel's Image on TripAdvisor. Journal of Hospitality Marketing & Management, 754-772. doi:10.1080/19368623.2010.508007
  • S.Lock. (2019, October 8). TripAdvisor - Statistics & Facts. Statista: https://www.statista.com/topics/3443/tripadvisor/ adresinden alındı
  • Silverman, G. (2011). The Secrets of Word-of- Mouth Marketing. New York, USA: AMACOM.
  • Sparks, B. A., & Browning, V. (2010). Complaining in Cyberspace: The Motives and Forms of Hotel Guests' Complaints. 37-41.
  • Sunmak, M. E., Sunar, H., & COŞKUNER, M. (2017). OTEL SEÇİMİNDE ONLINE MÜŞTERİ DENEYİMLERİNE DAYALI ANALİTİK HİYERARŞİ SÜRECİ YÖNTEMİNİN KULLANILMASI: BOOKING.COM ÖRNEĞİ. INTERNATIONAL CONGRESS ON CULTURAL HERITAGE AND TOURISM, (s. 829-837).
  • Wang, Y., & RodgerS, S. (2011). Electronic Word of Mouth and Consumer Generated Content: From Concept to Application. 212-231. Austin,USA.
  • Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research , San Francisco.
  • Zaman, M., Botti, L., & Thanh, T. V. (2015). Weight of criteria in hotel selection: An empirical illustration. 132-138.
  • Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. 694-700.
  • Zheng, T., Youn, H., & Kincaid, C. S. (2009). An Analysis of Customers' E-Complaints for Luxury Resort Properties. 37-41.

Investigation of Online Consumer Reviews of 4 and 5 Star Accommodation Enterprises Operating in Uludağ: A Content Analysis on "TripAdvisor.com"

Yıl 2020, Cilt: 16 Sayı: 30, 2633 - 2658, 31.10.2020
https://doi.org/10.26466/opus.780219

Öz

Nowadays, people look at online consumer reviews on multiple web platforms when deciding to buy a tourism product. At the same time, it is known that the rate of people who want to buy tourism products by looking at the feedback from the behaviors experienced during the travels is increasing day by day. These online consumer reviews bring many people together on common sharing platforms over a social network. In addition, after buying the touristic product, many consumers record their travels and experiences by taking photos. Sharing the recorded photos with everyone will be beneficial for those who will buy new touristic products. These online consumer reviews influence and change the decision-making and purchasing behavior of tourist buyers as a result of the review. In this case, the negative reviews about the 4 and 5 star hotels in Uludağ were determined through the website of Tripadvisor.com and the investigated reviews were evaluated using the content analysis. In line with the negative comments written about the enterprises in the study, criteria have been determined and suggestions have been made to prevent problems.

Kaynakça

  • Almeida, F. (2012). Web 2.0 Technologies and Social NetworkingSecurity Fears in Enterprises. International Journal of Advanced Computer Science and Applications. Portugal.
  • Alrawadieh, Z., & Demirkol, Ş. (2015). KONAKLAMA İŞLETMELERİNDE E-ŞİKÂYET YÖNETİMİ: İSTANBUL’DAKİ BEŞ YILDIZLI OTELLER ÜZERİNDE BİR ÇALIŞMA. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 130-148.
  • Ayeh, J. K., Au, N., & Law, R. (2013). "Do We Believe in TripAdvisor?”Examining Credibility Perceptionsand Online Travelers’ Attitude towardUsing User-Generated Content. Journal of Travel Research, 437-452.
  • Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. Spain.
  • Carmen, Burgess, S., Buultjens, C. S., & Cox, J. (2009). The Role of User-Generated Content in Tourists' Travel Planning Behavior. 743-762.
  • Chan, N. L., & Guillet, B. D. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? 345-368.
  • Chen, Y., & Xu, Y. (2015). Exploring the Determinants of Influential eWOM in Virtual Communities: An Empirical Study. INTERNATIONAL TEXTILE AND APPAREL ASSOCIATION (ITAA) ANNUAL CONFERENCE PROCEEDINGS, (s. 1-3). Santa Fe, New Mexico.
  • Chui, J. B. (2010). The rise of the networked enterprise: Web 2.0 finds its payday. mckinseyglobalinstitute.
  • Constantinides, E., & J.Fountain, S. (2008). Web 2.0: Conceptualfoundations andmarketing issues. Journal of Direct, Data and Digital Marketing Practice, s.232.
  • Doğan, S. (2017). Otellere Yönelik Yapılan Puanlama ve Çevrimiçi Yorumların Değerlendirilmesine İlişkin Aksaray İlinde Bir Araştırma. Aksaray Ünivertesi İİBF Dergisi , 27-36.
  • Ekiz, E., Khoo-Lattimore, C., & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels. 96-106.
  • Erlingsson, C., & Brysiewicz, P. (2017). A hands-on guide to doing content analysis. 93-99.
  • Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism. (H. W. O’Connor P., Dü.) Springer, Vienna, Austria. doi:https://doi.org/10.1007/978-3-211-77280-5_4
  • Gürkan, G. Ç., & POLAT, D. D. (2014). Ege ve Akdeniz Bölgesi’nde Faaliyet Gösteren Resort Konaklama İşletmeleri Hakkında Yapılan Şikayetler Üzerine Nitel Bir Araştırma. 45-61.
  • Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research, 60-75.
  • Kim, W. G., Lim, H., & Brymer, R. A. (2014). The effectiveness of managing social media on hotel performance. 165-171.
  • Lee, J., Park, D.-H., & Han, I. (2006). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 341-352.
  • Levy, S. E., Duan, W., & Boo, S. (2013). An Analysis of One-Star Online Reviews and Responses in the Washington D.C., Lodging Market. 49-63.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). ELECTRONIC WORD-OF-MOUTH IN HOSPITALITY AND TOURISM MANAGEMENT. Hospitality and Tourism Management, 1-30.
  • Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. 99-107.
  • Mishra, A., & S.M.Satish. (2016). eWOM: Extant Research Review and Future Research Avenues. The Journal of Decision Makers.
  • O'Connor, P. (2010). Managing a Hotel's Image on TripAdvisor. Journal of Hospitality Marketing & Management, 754-772. doi:10.1080/19368623.2010.508007
  • S.Lock. (2019, October 8). TripAdvisor - Statistics & Facts. Statista: https://www.statista.com/topics/3443/tripadvisor/ adresinden alındı
  • Silverman, G. (2011). The Secrets of Word-of- Mouth Marketing. New York, USA: AMACOM.
  • Sparks, B. A., & Browning, V. (2010). Complaining in Cyberspace: The Motives and Forms of Hotel Guests' Complaints. 37-41.
  • Sunmak, M. E., Sunar, H., & COŞKUNER, M. (2017). OTEL SEÇİMİNDE ONLINE MÜŞTERİ DENEYİMLERİNE DAYALI ANALİTİK HİYERARŞİ SÜRECİ YÖNTEMİNİN KULLANILMASI: BOOKING.COM ÖRNEĞİ. INTERNATIONAL CONGRESS ON CULTURAL HERITAGE AND TOURISM, (s. 829-837).
  • Wang, Y., & RodgerS, S. (2011). Electronic Word of Mouth and Consumer Generated Content: From Concept to Application. 212-231. Austin,USA.
  • Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research , San Francisco.
  • Zaman, M., Botti, L., & Thanh, T. V. (2015). Weight of criteria in hotel selection: An empirical illustration. 132-138.
  • Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. 694-700.
  • Zheng, T., Youn, H., & Kincaid, C. S. (2009). An Analysis of Customers' E-Complaints for Luxury Resort Properties. 37-41.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Alan Eğitimleri
Bölüm Makaleler
Yazarlar

Azize Rana Arkadaş 0000-0002-1603-3232

Tuğrul Ayyıldız 0000-0001-6332-975X

Yayımlanma Tarihi 31 Ekim 2020
Kabul Tarihi 6 Ekim 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 16 Sayı: 30

Kaynak Göster

APA Arkadaş, A. R., & Ayyıldız, T. (2020). Uludağ’da Faaliyet Gösteren 4 ve 5 Yıldızlı Konaklama İşletmelerinin Çevrimiçi Tüketici Yorumlarının İncelenmesi: “TripAdvisor.com” Üzerinden İçerik Analizi. OPUS International Journal of Society Researches, 16(30), 2633-2658. https://doi.org/10.26466/opus.780219