Research Article
BibTex RIS Cite

Resort Otellerde Çevrim İçi Yorum Manipülasyonu

Year 2024, Volume: 7 Issue: 1, 16 - 31, 29.02.2024
https://doi.org/10.53353/atrss.1302316

Abstract

Resort otel yöneticilerinin çevrim içi yorum manipülasyonuna yönelik tutum ve davranışlarını belirlemek amacıyla yürütülen bu araştırmada, otellerde çevrim içi yorumları manipüle edici uygulamaların neden ve nasıl yapıldığı ortaya koyulmaktadır. Bu amaç doğrultusunda nicel araştırma yaklaşımı ve betimsel araştırma tasarımı benimsenmiş, Bodrum’da faaliyet gösteren 42 otel işletmesinin yöneticilerine anket uygulanmıştır. Frekans analizi yoluyla ulaşılan sonuçlar otel yöneticilerinin; işletmenin itibarını korumak, rakiplere üstünlük sağlamak, tur operatörlerinin baskısını yönetebilmek ve tazminat ödemeleriyle karşılaşmamak için çevrim içi yorum manipülasyonu yapabildiklerini göstermektedir. Bu kapsamda uygulanan stratejiler ise olumsuz yorumları engellemek için misafirlere çeşitli parasal teşviklerin (ücretsiz geç çıkış vb.) sunulması, personelden bir misafir gibi sahte yorum yazmasının veya misafirlere olumlu yorum yazdırmasının istenmesi, rakip otellerin aleyhine sahte yorumların yazılması ve çevrim içi platformlara yüksek komisyon bedellerinin ödenmesidir. Araştırmanın sonuçları mevcut literatürle ilişkilendirilerek tartışılmış ve otelcilik sektöründeki güncel durum üzerine bir değerlendirme yapılmıştır. Çevrim içi yorum manipülasyonu konusunu resort oteller perspektifinden inceleyen öncü çalışmalardan olması, bu araştırmanın özgünlüğünü ve literatüre katkısını ortaya koymaktadır.

References

  • Anagnostopoulou, S. C., Buhalis, D., Kountouri, I. L., Manousakis, E. G. & Tsekrekos, A. E. (2020). The impact of Online Reputation on Hotel Profitability. International Journal of Contemporary Hospitality Management, 32(1), 20-39.
  • Ansari, S. & Gupta, S. (2021). Customer Perception of the Deceptiveness of Online Product Reviews: A Speech Act Theory Perspective. International Journal of Information Management, 57, 102286.
  • Aureli, S. & Supino, E. (2017). Online Reputation Monitoring: An Exploratory Study on Italian Hotel Managers’ Practices. International Journal of Hospitality & Tourism Administration, 18(1), 84-109.
  • Banerjee, S. (2022). Exaggeration in Fake vs. Authentic Online Reviews for Luxury and Budget Hotels. International Journal of Information Management, 62, 1-11.
  • Banerjee, S. & Chua, A. Y. (2014). Applauses in Hotel Reviews: Genuine or Deceptive?. Science and Information Conference, 938-942.
  • Bilim, Y., Başoda, A. & Özer, Ö. (2013). Elektronik Tüketici Yorumlarının Nitel Çözümlemesi ve Pazarlama Bilgi Aracı Olarak Kullanımı: Tatil Otellerine Yönelik Bir Uygulama. 14. Ulusal Turizm Kongresi, s. 387-407.
  • Brislin, R. W. (1970). Back Translation for Cross-Cultural Research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Cao, H. (2020). Online Review Manipulation by Asymmetrical Firms: Is a Firm’s Manipulation of Online Reviews Always Detrimental to Its Competitor? Information & Management, 57(6), 1-16.
  • Chaves, M. S., Gomes, R. & Pedron, C. (2012). Analysing Reviews in the Web 2.0: Small and Medium Hotels in Portugal. Tourism Management, 33(5), 1286-1287.
  • De Pelsmacker, P., van Tilburg, S. & Holthof, C. (2018). Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 47-55.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1401-1424.
  • Dellarocas, C. (2006). Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms. Management Science, 52(10), 1577-1593.
  • Duan, W., Gu, B. & Whinston, A. B. (2008). Do Online Reviews Matter? An empirical Investigation of Panel Data. Decision Support Systems, 45(4), 1007-1016.
  • Dünya Ekonomi Forumu (2021). Fake Online Reviews Cost $152 Billion a Year. Here's How E-Commerce Sites can Stop Them. Erişim Adresi (19.03.2023): https://www.weforum.org/agenda/2021/08/fake-online-reviews-are-a-152-billion-problem-heres-how-to-silence-them/
  • El-Said, O. A. (2020). Impact of Online Reviews on Hotel Booking Intention: The Moderating Role of Brand Image, Star Category, and Price. Tourism Management Perspectives, 33, 1-12.
  • Fang, B., Ye, Q., Kucukusta, D. & Law, R. (2016). Analysis of the Perceived Value of Online Tourism Reviews: Influence of Readability and Reviewer Characteristics. Tourism Management, 52, 498-506.
  • Gavilan, D., Avello, M. & Martinez-Navarro, G. (2018). The Influence of Online Ratings and Reviews on Hotel Booking Consideration. Tourism Management, 66, 53-61.
  • Ghosh, T. (2017). Predicting Hotel Book Intention: The Influential Role of Helpfulness and Advocacy of Online Reviews. Journal of Hospitality Marketing & Management, 27(3), 299-322.
  • Gössling, S., Hall, C. M. & Andersson, A. (2018). The Manager's Dilemma: A Conceptualization of Online Review Manipulation Strategies. Current Issues in Tourism, 21(5), 484-503.
  • Gössling, S., Zeiss, H., Hall, C. M., Martin-Rios, C., Ram, Y. & Grøtte, I.-P. (2019). A Cross-Country Comparison of Accommodation Manager Perspectives on Online Review Manipulation. Current Issues in Tourism, 22(14), 1744-1763.
  • Gretzel, U., Yoo, K. H. & Purifoy, M. (2007). Online Travel Review Study: Role and Impact of Online Travel Reviews. Erişim Adresi (18.03.2023): https://www.tripadvisor.com/pdfs/OnlineTravelReviewReport.pdf
  • Hu, N., Bose, I., Koh, N. S. & Liu, L. (2012). Manipulation of Online Reviews: An Analysis of Ratings, Readability, and Sentiments. Decision Support Systems, 52(3), 674-684.
  • Kasavana, M. L., Nusair, K. & Teodosic, K. (2010). Online Social Networking: Redefining the Human Web. Journal of Hospitality and Tourism Technology, 1(1), 68-82.
  • Leung, D., Law, R., Hoof, H. & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
  • Li, J., Bian, Y., Liu, C. & Liu, F. (2021). Strategic Manipulation of Online Information in Duopolies: Inducing Fight-Back?. Electronic Commerce Research and Applications, 47, 1-17.
  • Luca, M. & Zervas, G. (2016). Fake It till You Make It: Reputation, Competition, and Yelp Review Fraud. Management Science, 62(12), 3412-3427.
  • Marchiori, E. & Cantoni, L. (2011). The Online Reputation Construct: Does it Matter for the Tourism Domain? A Literature Review on Destinations’ Online Reputation. Information Technology & Tourism, 13(3), 139-159.
  • Mauri, A. G. & Minazzi, R. (2013). Web Reviews Influence on Expectations and Purchasing Intentions of Hotel Potential Customers. International Journal of Hospitality Management, 34, 99-107.
  • Mayzlin, D., Dover, Y. & Chevalier, J. (2014). Promotional Reviews: An Empirical Investigation of Online Review Manipulation. American Economic Review, 104(8), 2421-2455.
  • Muğla İl Kültür ve Turizm Müdürlüğü (2022). İşletme Belgeli Tesisler. Erişim Adresi (25.11.2022): https://mugla.ktb.gov.tr/Eklenti/102365,isletme-belgeli-tesisler--agustospdf.pdf?0
  • Palmer, A. (2022). Amazon Sues Thousands of Facebook Group Administrators over Fake Reviews. Erişim Adresi (19.03.2023): https://www.cnbc.com/2022/07/19/amazon-sues-facebook-group-administrators-over-fake-reviews.html
  • Perez-Aranda, J., Vallespín, M. & Molinillo, S. (2019). Hotels’ Online Reputation Management: Benefits Perceived by Managers. International Journal of Contemporary Hospitality Management, 31(2), 615-632.
  • Rodríguez-Díaz, M., Rodríguez-Díaz, R. & Espino-Rodríguez, T. (2018). Analysis of the Online Reputation based on Customer Ratings of Lodgings in Tourism Destinations. Administrative Sciences, 8(3), 51.
  • Salehi-Esfahani, S., Ravichandran, S., Israeli, A. & Bolden, E. (2016). Investigating Information Adoption Tendencies based on Restaurants’ User-Generated Content Utilizing a Modified Information Adoption Model. Journal of Hospitality Marketing & Management, 25(8), 925-953.
  • Sotiriadis, M. D. (2017). Sharing Tourism Experiences in Social Media: A Literature Review and a Set of Suggested Business Strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225.
  • Sparks, B. A. & Browning, V. (2011). The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust. Tourism Management, 32(6), 1310-1323.
  • Sparks, B., So, K. F. & Bradley, G. (2016). Responding to Negative Online Reviews: The Effects of Hotel Responses on Customer Inferences of Trust and Concern. Tourism Management, 53, 74-85.
  • Statista (2023). Online Travel Market Size Worldwide from 2020 to 2022, with a Forecast for 2023 and 2030. Erişim Adresi (19.03.2023): https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/
  • TDK [Türk Dil Kurumu] (2023). Sözlük. Erişim Adresi (19.03.2023): https://sozluk.gov.tr/
  • Vermeulen, I. E. & Seegers, D. (2009). Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration. Tourism Management, 30(1), 123-127.
  • Wang, Y., Yu, Q. & Fesenmaier, D. R. (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing. Tourism Management, 23(4), 407-417.
  • Yalvaç, H., Kaya, S. Ertürk, H. & Sop, S.A. (2022). Golf Otellerinde Misafir Deneyimini Etkileyen Unsurların Belirlenmesi. 22. Ulusal Turizm Kongresi, s. 188-198.
  • Ye, Q., Law, R. & Gu, B. (2009). The Impact of Online User Reviews on Hotel Room Sales. International Journal of Hospitality Management, 28(1), 180-182.
  • Zervas, G., Proserpio, D. & Byers, J. W. (2020). A First Look at Online Reputation on Airbnb, where Every Stay is Above Average. Marketing Letters, 32(1), 1-16.
  • Zhao, C. & Wang, C. A. (2021). A Cross-Site Comparison of Online Review Manipulation Using Benford’s Law. Electronic Commerce Research, 1-42.
  • Zhao, X. R., Wang, L., Guo, X. & Law, R. (2015). The Influence of Online Reviews to Online Hotel Booking Intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
  • Zhuang, M., Cui, G. & Peng, L. (2018). Manufactured Opinions: The Effect of Manipulating Online Product Reviews. Journal of Business Research, 87, 24-35.

Online Review Manipulation in Resort Hotels

Year 2024, Volume: 7 Issue: 1, 16 - 31, 29.02.2024
https://doi.org/10.53353/atrss.1302316

Abstract

This study, conducted to determine the attitudes and behaviors of resort hotel managers towards online review manipulation, reveals why and how online review manipulation practices are applied in hotels. A quantitative research approach and descriptive research design were adopted, and a questionnaire was applied to the managers of 42 hotel businesses operating in Bodrum. Frequency analysis results indicated that hotel managers can manipulate online reviews to protect the business's reputation, gain an advantage over competitors, manage the pressure of tour operators and avoid compensation payments. The strategies applied are offering guests various monetary incentives (i.e., free late check-out) to prevent negative reviews, asking staff to write fake reviews as a guest or asking guests to write positive reviews, writing fake reviews against rival hotels, and paying high commission fees to online platforms. The results were discussed concerning the literature and the hotel industry. The fact that this is one of the pioneering studies examining the issue of online review manipulation from the perspective of resort hotels reveals the originality and contribution of this research to the existing literature.

References

  • Anagnostopoulou, S. C., Buhalis, D., Kountouri, I. L., Manousakis, E. G. & Tsekrekos, A. E. (2020). The impact of Online Reputation on Hotel Profitability. International Journal of Contemporary Hospitality Management, 32(1), 20-39.
  • Ansari, S. & Gupta, S. (2021). Customer Perception of the Deceptiveness of Online Product Reviews: A Speech Act Theory Perspective. International Journal of Information Management, 57, 102286.
  • Aureli, S. & Supino, E. (2017). Online Reputation Monitoring: An Exploratory Study on Italian Hotel Managers’ Practices. International Journal of Hospitality & Tourism Administration, 18(1), 84-109.
  • Banerjee, S. (2022). Exaggeration in Fake vs. Authentic Online Reviews for Luxury and Budget Hotels. International Journal of Information Management, 62, 1-11.
  • Banerjee, S. & Chua, A. Y. (2014). Applauses in Hotel Reviews: Genuine or Deceptive?. Science and Information Conference, 938-942.
  • Bilim, Y., Başoda, A. & Özer, Ö. (2013). Elektronik Tüketici Yorumlarının Nitel Çözümlemesi ve Pazarlama Bilgi Aracı Olarak Kullanımı: Tatil Otellerine Yönelik Bir Uygulama. 14. Ulusal Turizm Kongresi, s. 387-407.
  • Brislin, R. W. (1970). Back Translation for Cross-Cultural Research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Cao, H. (2020). Online Review Manipulation by Asymmetrical Firms: Is a Firm’s Manipulation of Online Reviews Always Detrimental to Its Competitor? Information & Management, 57(6), 1-16.
  • Chaves, M. S., Gomes, R. & Pedron, C. (2012). Analysing Reviews in the Web 2.0: Small and Medium Hotels in Portugal. Tourism Management, 33(5), 1286-1287.
  • De Pelsmacker, P., van Tilburg, S. & Holthof, C. (2018). Digital Marketing Strategies, Online Reviews and Hotel Performance. International Journal of Hospitality Management, 72, 47-55.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1401-1424.
  • Dellarocas, C. (2006). Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms. Management Science, 52(10), 1577-1593.
  • Duan, W., Gu, B. & Whinston, A. B. (2008). Do Online Reviews Matter? An empirical Investigation of Panel Data. Decision Support Systems, 45(4), 1007-1016.
  • Dünya Ekonomi Forumu (2021). Fake Online Reviews Cost $152 Billion a Year. Here's How E-Commerce Sites can Stop Them. Erişim Adresi (19.03.2023): https://www.weforum.org/agenda/2021/08/fake-online-reviews-are-a-152-billion-problem-heres-how-to-silence-them/
  • El-Said, O. A. (2020). Impact of Online Reviews on Hotel Booking Intention: The Moderating Role of Brand Image, Star Category, and Price. Tourism Management Perspectives, 33, 1-12.
  • Fang, B., Ye, Q., Kucukusta, D. & Law, R. (2016). Analysis of the Perceived Value of Online Tourism Reviews: Influence of Readability and Reviewer Characteristics. Tourism Management, 52, 498-506.
  • Gavilan, D., Avello, M. & Martinez-Navarro, G. (2018). The Influence of Online Ratings and Reviews on Hotel Booking Consideration. Tourism Management, 66, 53-61.
  • Ghosh, T. (2017). Predicting Hotel Book Intention: The Influential Role of Helpfulness and Advocacy of Online Reviews. Journal of Hospitality Marketing & Management, 27(3), 299-322.
  • Gössling, S., Hall, C. M. & Andersson, A. (2018). The Manager's Dilemma: A Conceptualization of Online Review Manipulation Strategies. Current Issues in Tourism, 21(5), 484-503.
  • Gössling, S., Zeiss, H., Hall, C. M., Martin-Rios, C., Ram, Y. & Grøtte, I.-P. (2019). A Cross-Country Comparison of Accommodation Manager Perspectives on Online Review Manipulation. Current Issues in Tourism, 22(14), 1744-1763.
  • Gretzel, U., Yoo, K. H. & Purifoy, M. (2007). Online Travel Review Study: Role and Impact of Online Travel Reviews. Erişim Adresi (18.03.2023): https://www.tripadvisor.com/pdfs/OnlineTravelReviewReport.pdf
  • Hu, N., Bose, I., Koh, N. S. & Liu, L. (2012). Manipulation of Online Reviews: An Analysis of Ratings, Readability, and Sentiments. Decision Support Systems, 52(3), 674-684.
  • Kasavana, M. L., Nusair, K. & Teodosic, K. (2010). Online Social Networking: Redefining the Human Web. Journal of Hospitality and Tourism Technology, 1(1), 68-82.
  • Leung, D., Law, R., Hoof, H. & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
  • Li, J., Bian, Y., Liu, C. & Liu, F. (2021). Strategic Manipulation of Online Information in Duopolies: Inducing Fight-Back?. Electronic Commerce Research and Applications, 47, 1-17.
  • Luca, M. & Zervas, G. (2016). Fake It till You Make It: Reputation, Competition, and Yelp Review Fraud. Management Science, 62(12), 3412-3427.
  • Marchiori, E. & Cantoni, L. (2011). The Online Reputation Construct: Does it Matter for the Tourism Domain? A Literature Review on Destinations’ Online Reputation. Information Technology & Tourism, 13(3), 139-159.
  • Mauri, A. G. & Minazzi, R. (2013). Web Reviews Influence on Expectations and Purchasing Intentions of Hotel Potential Customers. International Journal of Hospitality Management, 34, 99-107.
  • Mayzlin, D., Dover, Y. & Chevalier, J. (2014). Promotional Reviews: An Empirical Investigation of Online Review Manipulation. American Economic Review, 104(8), 2421-2455.
  • Muğla İl Kültür ve Turizm Müdürlüğü (2022). İşletme Belgeli Tesisler. Erişim Adresi (25.11.2022): https://mugla.ktb.gov.tr/Eklenti/102365,isletme-belgeli-tesisler--agustospdf.pdf?0
  • Palmer, A. (2022). Amazon Sues Thousands of Facebook Group Administrators over Fake Reviews. Erişim Adresi (19.03.2023): https://www.cnbc.com/2022/07/19/amazon-sues-facebook-group-administrators-over-fake-reviews.html
  • Perez-Aranda, J., Vallespín, M. & Molinillo, S. (2019). Hotels’ Online Reputation Management: Benefits Perceived by Managers. International Journal of Contemporary Hospitality Management, 31(2), 615-632.
  • Rodríguez-Díaz, M., Rodríguez-Díaz, R. & Espino-Rodríguez, T. (2018). Analysis of the Online Reputation based on Customer Ratings of Lodgings in Tourism Destinations. Administrative Sciences, 8(3), 51.
  • Salehi-Esfahani, S., Ravichandran, S., Israeli, A. & Bolden, E. (2016). Investigating Information Adoption Tendencies based on Restaurants’ User-Generated Content Utilizing a Modified Information Adoption Model. Journal of Hospitality Marketing & Management, 25(8), 925-953.
  • Sotiriadis, M. D. (2017). Sharing Tourism Experiences in Social Media: A Literature Review and a Set of Suggested Business Strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225.
  • Sparks, B. A. & Browning, V. (2011). The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust. Tourism Management, 32(6), 1310-1323.
  • Sparks, B., So, K. F. & Bradley, G. (2016). Responding to Negative Online Reviews: The Effects of Hotel Responses on Customer Inferences of Trust and Concern. Tourism Management, 53, 74-85.
  • Statista (2023). Online Travel Market Size Worldwide from 2020 to 2022, with a Forecast for 2023 and 2030. Erişim Adresi (19.03.2023): https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/
  • TDK [Türk Dil Kurumu] (2023). Sözlük. Erişim Adresi (19.03.2023): https://sozluk.gov.tr/
  • Vermeulen, I. E. & Seegers, D. (2009). Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration. Tourism Management, 30(1), 123-127.
  • Wang, Y., Yu, Q. & Fesenmaier, D. R. (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing. Tourism Management, 23(4), 407-417.
  • Yalvaç, H., Kaya, S. Ertürk, H. & Sop, S.A. (2022). Golf Otellerinde Misafir Deneyimini Etkileyen Unsurların Belirlenmesi. 22. Ulusal Turizm Kongresi, s. 188-198.
  • Ye, Q., Law, R. & Gu, B. (2009). The Impact of Online User Reviews on Hotel Room Sales. International Journal of Hospitality Management, 28(1), 180-182.
  • Zervas, G., Proserpio, D. & Byers, J. W. (2020). A First Look at Online Reputation on Airbnb, where Every Stay is Above Average. Marketing Letters, 32(1), 1-16.
  • Zhao, C. & Wang, C. A. (2021). A Cross-Site Comparison of Online Review Manipulation Using Benford’s Law. Electronic Commerce Research, 1-42.
  • Zhao, X. R., Wang, L., Guo, X. & Law, R. (2015). The Influence of Online Reviews to Online Hotel Booking Intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
  • Zhuang, M., Cui, G. & Peng, L. (2018). Manufactured Opinions: The Effect of Manipulating Online Product Reviews. Journal of Business Research, 87, 24-35.
There are 47 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Research Articles
Authors

Serhat Adem Sop 0000-0001-9096-9496

Fuat Atasoy 0000-0003-2336-2234

Yusuf Günaydın 0000-0002-0638-5621

Publication Date February 29, 2024
Submission Date May 25, 2023
Acceptance Date August 18, 2023
Published in Issue Year 2024 Volume: 7 Issue: 1

Cite

APA Sop, S. A., Atasoy, F., & Günaydın, Y. (2024). Resort Otellerde Çevrim İçi Yorum Manipülasyonu. GSI Journals Serie A: Advancements in Tourism Recreation and Sports Sciences, 7(1), 16-31. https://doi.org/10.53353/atrss.1302316

22039