Cultural Adaptation in the Context of Uncertainty Avoidance on Hotel Websites

Year 2025, Volume: 36 Issue: 2, 89 - 101

Çağdaş Ertaş

https://doi.org/10.17123/atad.1639757

Abstract

This research investigated how hotel websites reflect the cultural characteristics of the countries in which they operate, using Hofstede’s uncertainty avoidance dimension as a lens. In this context, the home pages of the world’s best hotels’ websites in 2023, as determined by Tripadvisor, were analyzed within the scope of thematic content analysis. The analysis was conducted within the scope of hotels operating in high uncertainty avoidance cultures and hotels operating in medium uncertainty avoidance cultures. The findings revealed that hotels in high uncertainty avoidance cultures prioritize structured, detailed content and trust-building elements. In contrast, hotels in medium uncertainty avoidance cultures emphasize luxurious visuals, unique experiences, and casual language. This study contributes to the academic literature by investigating specific strategies that hotels use to reduce uncertainty, and in the context of uncertainty avoidance, it offers practical insights that will guide hotel managers and web designers in developing website strategies that are appropriate for the cultural dynamics of the country in which they operate. In addition, this study is among the pioneering research on the subject in tourism literature.

Keywords

Cultural dimension, Uncertainty avoidance, Hotel websites, Digital marketing

Otel İnternet Sitelerinde Belirsizlikten Kaçınma Bağlamında Kültürel Uyum

Abstract

Bu araştırma, Hofstede’nin belirsizlikten kaçınma boyutunu bir mercek olarak kullanarak, otel internet sitelerinin faaliyet gösterdikleri ülkelerin kültürel özelliklerini nasıl yansıttığını araştırmaktadır. Bu kapsamda, Tripadvisor tarafından belirlenen 2023’teki dünyanın en iyi otellerinin internet sitelerinin ana sayfaları, tematik içerik analizi kapsamında analiz edilmiştir. Analiz, yüksek belirsizlikten kaçınma kültürlerinde faaliyet gösteren oteller ile orta belirsizlikten kaçınma kültürlerinde faaliyet gösteren oteller kapsamında yapılmıştır. Bulgular, yüksek belirsizlikten kaçınma kültürlerindeki otellerin yapılandırılmış, ayrıntılı içerik ve güven oluşturan unsurlara öncelik verdiğini ortaya koymaktadır. Buna karşılık, orta belirsizlikten kaçınma kültürlerindeki oteller lüks görsellere, benzersiz deneyimlere ve rahat dile vurgu yapmaktadır. Bu çalışma, otellerin belirsizliği azaltmak için kullandıkları belirli stratejileri araştırarak hem akademik alanyazına katkıda bulunmakta hem de belirsizlikten kaçınma bağlamında, otel yöneticilerine ve internet tasarımcılarına, faaliyet gösterdikleri ülkenin kültürel dinamiklerine uygun internet sitesi stratejileri geliştirmeleri yönünde yol gösterici nitelikte uygulama önerileri sunmaktadır. Ayrıca bu çalışma, turizm alanyazınında konuyla ilgili öncü araştırmalar arasındadır.

Keywords

Kültürel boyut, Belirsizlikten kaçınma, Otel internet siteleri, Dijital pazarlama

Thanks

Kodlama sürecindeki güvenilirliği sağlama aşamasında desteklerini esirgemeyen Doç. Dr. Halil İbrahim KARAKAN'a teşekkür ederim.

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