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HE REFLECTING OF THE EXPERIENTIAL CRITICAL VALUE DRIVERS WITH ELECTRONIC WORD OF MOUTH COMMUNICATION ON THE 2.0 TRAVEL INFORMATION CHANNELS: A CONTENT ANALYSIS ON TRIPADVISOR.COM

Year 2014, Volume: 10 Issue: 22, 193 - 210, 01.05.2014
https://doi.org/10.11122/ijmeb.2013.9.19.459

Abstract

Tourists, while evaluating their holiday experiences on the online travel information channels; they are becoming opinion leaders affecting the other tourists. In this context, the aim of this research is to discover the critical value drivers evaluated by the opinion leaders with indicating the positive post-experience behavior on travel information sources which has become a focus group. In order to achieve this goal in this exploratory study, the reviews made on the chosen accommodation business in Antalya region on Tripadvisor.com- the world’s most visited online social travel network- were examined by content analysis of qualitative analysis methods. As a general result of the content analysis, it has been observed that the experiential value drivers framed around the physical evidence theme, food quality theme, and service quality leisure activities theme. The most widely spoken/commented experiential value drives in the context of the frequency analysis has emerged as being the internal environment theme, staff and eating theme and drinking quality theme

References

  • Akar, E. (2009). Pazarlama bağlamında geleneksel ve internette ağızdan ağıza iletişim: ku- ramsal bir çerçeve. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32: 113-134.
  • Arndt, J. A. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, (4), 291–295.
  • Australıan Tourısm Data Report, Warehouse. (2010). E-Marketing: customer reviews and tri- padvisor. Australıan Tourısm Data Warehouse, Tutorial 29, Australıa.
  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marke- ting, 21(3), 2–20.
  • Blackshaw, P., & Nazzaro, M. (2006). Consumer-generated media (cgm) 101: word-of-mouth in the age of the web-fortified consumer. Retrieved August 9, 2012, from http://www. nielsenonline.com/downloads/us/buzz/nbzm_wp_CGM101.pdf
  • Cavanagh, S. (1997). Content analysis: concepts, methods and applications. Nurse Researcher, 4 , 5–16.
  • Chen, S. C., Yen, D. C., & Hwang, M. (2012). Factors influencing the continuance intention to the usage of web 2.0: An empirical study. Computers in Human Behavior, 28, 933–941.
  • Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53 , 218–225.
  • Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49 (10), 1407–1424.
  • Dwyer, P. (2007). Measurıng the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), Spring.
  • Ekiz, E., Khoo-Lattimore, C., & Memarzadeh, F. (2010). Air the anger: investigating online complaints on luxury hotels. Journal of Hospitality and Tourism Technology, 3(2), 96- 106.
  • Evans, D. (2008). Social media marketing: an hour a day. Indiana: Wiley Publishing.
  • Güzel, F. Ö. (2012, Aralık). Müşteri yönetimli marka itibarını koruma yöneliminde çevrimiçi seyahat 2.0 bilgi kanallarında şikayet takibinin önemi. 13. Ulusal Turizm Kongresi, Akdeniz Üniversitesi, Antalya.
  • Güzel, F. Ö. (2012). Rekabet aracı olarak tasarım faktörünün duygu aracılığıyla hatırlanabilir- lik yaratma etkisine yönelik bir araştırma, Seyahat ve Otel İşletmeciliği Dergisi, Mayıs- Ağustos, 9(2), 6-16.
  • Gretzel, U., Hyan-Yoo K., & Purifoy, M. (2007). Online travel review study: the role and im- pact of online travel reviews. Texas A & M University: College Station, TX: Laboratory for Intelligent Systems in Tourism.
  • Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, (3), 479–498.
  • Hawkins, D. I., Best, R., & Coney, K. A. (2004). Consumer behavior: building marketing stra- tegy. Boston: Mcgraw-Hill.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of- mouth via consumer-opinion platforms: what motivates consumers to articulate them- selves on the internet?. Journal of Interactive Marketing, 18(1): 38–52.
  • Helm, S. (2000). Viral marketing – establishing customer relationships by ‘word-of-mouse’. Electronic Markets, 10(3), 158–161.
  • Jeong, E., & Jang, S. (2011). Restaurant experiences triggering positive electronic word-of- mouth (ewom) motivations. International Journal of Hospitality Management, (30), 356–366.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). From products to customers to the human spirit; marketing 3.0. USA: John Wiley & Sons, Inc., Hoboken.
  • Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195–203.
  • Kyngas, H., & Vanhanen, L. (1999).Content analysis (Finnish). Hoitotiede, 11, 3–12.
  • Kwon, J. M., Bae, J. I., & Phelan, K. (2011). Online consumer herding behaviors in the hotel industry. 16th Graduate Students Research Conference, Houston, Texas.
  • Laboy, F., & Torchio, P. (2007). Web 2.0 for the travel marketer and consumer. Retrieved Au- gust 9, 2012, from, http://www.sabrehospitality.com/pdf/whitepaper.pdf.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468.
  • Liao, J., & Zhong, C. (2010). The influence of electronic word-of-mouth on consumers’ quad- ratic selection: based on the positive research of banks in mainland china. Proceedings of the 2010 IEEE IEEM, 718-722.
  • Miguens, J., Baggio, R., & Costa, C. (2008, Mayıs). Social media and tourism destinations: Tripadvisor case study. IASK ATR Advances in Tourism Research, Portugal.
  • Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: the case of New Zealand. Journal of Vacation Marketing, 9(3), 285–299.
  • Mcintyre, D. A. (2010). 10 ways twitter will change american business.Retrieved Oc- tober le/0,28804,1901188_190120 7,00.html. from
  • http://www.time.com/time/specials/packages/artic
  • O’connor, P. (2010). Managing a hotel’s image on trip advisor. Journal of Hospitality Marke- ting & Management, 19, 754–772.
  • Pan, B., MacLaurin, T., & Crotts, J. (2007). Travel blogs and the implications for destination marketing. Journal of Travel Research, 46(1), 35–45.
  • Papatya, N., Papatya, G., & Güzel, F. Ö. (2013). Deneyimsel değer yaklaşımında kritik değer sürücüleri: Muğla bölgesinde faaliyet gösteren dört ve beş yıldızlı konaklama işletme- lerinde bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 87-105.
  • Papatya, N. (2007). Sürdürülebilir rekabetçi üstünlük sağlamada stratejik yönetim ve pazar- lama odağı kaynak tabanlı görüş - kavramsal ve kuramsal yaklaşım. Ankara: Asil Ya- yıncılık.
  • Park, D. H., Lee, J., & Han, J. (2007). The effect of online consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148.
  • Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7, 399–410.
  • Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition; co-creating unique va- lue with customers. USA: Harvard Business School Press.
  • Sarıışık, M., & Özbay, G., (2012). Elektronik ağızdan ağiza iletişim ve turizm endüstrisindeki uygulamalara ilişkin bir yazın incelemesi. Uluslararası Yönetim İktisat ve İşletme Der- gisi, 8(16), 1-22.
  • Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of- mouth communications: A moti- vational analysis. Advances in Consumer Research, 25, 527–531.
  • Schinler, R. M., & Bickart, B. (2005). Published word of mouth: referable, consumer- genera- ted information on the internet. Online Consumer Psychology: Understanding and Inf- luencing Consumer Behavior in the Virtual World, NJ: Lawrence Erlbaum Associates Inc.
  • Scott, D. M. (2010). Pazarlama ve iletişimin yeni kuralları: alıcılara doğrudan ulaşmak için basın bültenleri, bloglar, pod yayını, viral pazarlama ve online medyadan nasıl fayda- lanılır?. İstanbul: Mediacat Yayınları.
  • Schmitt, B. (2003). Customer experience management. USA: John Wiley & Sons Inc.
  • Tavşancıl, E., & Aslan, E. (2001). İçerik analizi ve uygulama örnekleri. İstanbul: Epsilon Ya- yınları.
  • Tsaı, S. P. (2005). Integrated marketing as management of holistic consumer experience. Busi- ness Horizons, 48, 431- 441.
  • Vasquez, C. (2011). Complaints online: The case of Tripadvisor. Journal of Pragmatics, 43, 1707-1717.
  • Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: the impact of online hotel reviews on consumer consideration. Tourism Management, 30 (1), 123–127.
  • Ye, Q. L. R. & Gu, B. (2009). The impact of online user reviews on hotel room sales. Interna- tional Journal of Hospitality Management, 28 (1), 180–182.
  • Ye, Q. L. R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human Behavior, (27), 634–639.
  • Yıldırım, A., & Şimşek, H. (2006). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seç- kin Yayıncılık.
  • Yüksel, A., & Yüksel, F. (2004). Turizmde bilimsel araştırma yöntemleri. Ankara: Turhan Kitapevi.
  • Weber, R. (1990). Basic content analysis. CA: Newbury Park, Sage.
  • Williams, R. (2009). What is social media marketing? Retrieved October 24, 2010, from, http:// orangejack.com/media/what-is-social-media-marketing.pdf.
  • Zomerdijk, L. G., & Voss, C. (2010). Service design for experience-centric services, Journal of Service Research, 13(1), 67–82.
  • Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? a study of consumer product reviews. Journal of Business Research, (63), 1336–1341.
  • Zhang, Z., Ye, O. L. R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popula- rity of restaurants: a comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29, 694–700.
  • Zhang, W., Yu, C., & Meng, W. (2007, Kasım). Opinion retrieval from blogs. CIKM’ 07 Proce- edings of the Sixteenth Acm Conference on Information and Knowledge Management. November 6–8, Lisboa, Portugal.
  • http://www.tripadvisor.com.tr/, Erişim Tarihi: 09.08.2012.
  • http://www.contentanalysis.org/, Erişim Tarihi: 12.12.2012.

Deneyimsel Kritik Değer Sürücülerinin Elektronik Ağızdan Ağıza İletişimle Seyahat 2.0 Bilgi Kanallarına Yansıması: Tripadvisor.com Üzerinde Bir İçerik Analizi

Year 2014, Volume: 10 Issue: 22, 193 - 210, 01.05.2014
https://doi.org/10.11122/ijmeb.2013.9.19.459

Abstract

Turistler, tatil deneyimlerini çevrimiçi seyahat bilgi kanalları üzerinde değerlendirirken, diğer müşterileri de etkileyen fikir liderleri[1] haline gelmektedirler. Bu araştırmanın amacı, odak grubu haline gelen seyahat 2.0 bilgi kaynaklarında yer alan fikir liderlerinin pozitif yönde satın alma sonrası eğilimlerini belirterek ağızdan ağıza iletişimle paylaştıkları deneyimsel kritik değer sürücülerini keşfetmektir. Bu amaçla Tripadvisor.com üzerinde Antalya turistik bölgesinde yer alan bir konaklama işletmesi seçilmiş ve yapılan yorumlar nitel araştırma yöntemlerinden içerik analizine tabi tutulmuştur. İçerik analizi sonucunda genel olarak tatil deneyimi sonrası vurgulanan deneyimsel değer sürücülerinin fiziksel kanıt, yeme-içme kalitesi, boş zaman etkinlikleri ve hizmet kalitesi temaları etrafında çerçevelendiği görülmüştür. [1]Fikir liderleri, ticari reklamlara göre daha güvenilir kabul edilen elektronik ağızdan ağıza iletişim kaynaklarıdır ve bu çalışmada 2.0 seyahat bilgi kanallarda yorum yapan müşteriler için fikir liderleri kavramı kullanılacaktır.

References

  • Akar, E. (2009). Pazarlama bağlamında geleneksel ve internette ağızdan ağıza iletişim: ku- ramsal bir çerçeve. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32: 113-134.
  • Arndt, J. A. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, (4), 291–295.
  • Australıan Tourısm Data Report, Warehouse. (2010). E-Marketing: customer reviews and tri- padvisor. Australıan Tourısm Data Warehouse, Tutorial 29, Australıa.
  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marke- ting, 21(3), 2–20.
  • Blackshaw, P., & Nazzaro, M. (2006). Consumer-generated media (cgm) 101: word-of-mouth in the age of the web-fortified consumer. Retrieved August 9, 2012, from http://www. nielsenonline.com/downloads/us/buzz/nbzm_wp_CGM101.pdf
  • Cavanagh, S. (1997). Content analysis: concepts, methods and applications. Nurse Researcher, 4 , 5–16.
  • Chen, S. C., Yen, D. C., & Hwang, M. (2012). Factors influencing the continuance intention to the usage of web 2.0: An empirical study. Computers in Human Behavior, 28, 933–941.
  • Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53 , 218–225.
  • Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49 (10), 1407–1424.
  • Dwyer, P. (2007). Measurıng the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), Spring.
  • Ekiz, E., Khoo-Lattimore, C., & Memarzadeh, F. (2010). Air the anger: investigating online complaints on luxury hotels. Journal of Hospitality and Tourism Technology, 3(2), 96- 106.
  • Evans, D. (2008). Social media marketing: an hour a day. Indiana: Wiley Publishing.
  • Güzel, F. Ö. (2012, Aralık). Müşteri yönetimli marka itibarını koruma yöneliminde çevrimiçi seyahat 2.0 bilgi kanallarında şikayet takibinin önemi. 13. Ulusal Turizm Kongresi, Akdeniz Üniversitesi, Antalya.
  • Güzel, F. Ö. (2012). Rekabet aracı olarak tasarım faktörünün duygu aracılığıyla hatırlanabilir- lik yaratma etkisine yönelik bir araştırma, Seyahat ve Otel İşletmeciliği Dergisi, Mayıs- Ağustos, 9(2), 6-16.
  • Gretzel, U., Hyan-Yoo K., & Purifoy, M. (2007). Online travel review study: the role and im- pact of online travel reviews. Texas A & M University: College Station, TX: Laboratory for Intelligent Systems in Tourism.
  • Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, (3), 479–498.
  • Hawkins, D. I., Best, R., & Coney, K. A. (2004). Consumer behavior: building marketing stra- tegy. Boston: Mcgraw-Hill.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of- mouth via consumer-opinion platforms: what motivates consumers to articulate them- selves on the internet?. Journal of Interactive Marketing, 18(1): 38–52.
  • Helm, S. (2000). Viral marketing – establishing customer relationships by ‘word-of-mouse’. Electronic Markets, 10(3), 158–161.
  • Jeong, E., & Jang, S. (2011). Restaurant experiences triggering positive electronic word-of- mouth (ewom) motivations. International Journal of Hospitality Management, (30), 356–366.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). From products to customers to the human spirit; marketing 3.0. USA: John Wiley & Sons, Inc., Hoboken.
  • Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195–203.
  • Kyngas, H., & Vanhanen, L. (1999).Content analysis (Finnish). Hoitotiede, 11, 3–12.
  • Kwon, J. M., Bae, J. I., & Phelan, K. (2011). Online consumer herding behaviors in the hotel industry. 16th Graduate Students Research Conference, Houston, Texas.
  • Laboy, F., & Torchio, P. (2007). Web 2.0 for the travel marketer and consumer. Retrieved Au- gust 9, 2012, from, http://www.sabrehospitality.com/pdf/whitepaper.pdf.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468.
  • Liao, J., & Zhong, C. (2010). The influence of electronic word-of-mouth on consumers’ quad- ratic selection: based on the positive research of banks in mainland china. Proceedings of the 2010 IEEE IEEM, 718-722.
  • Miguens, J., Baggio, R., & Costa, C. (2008, Mayıs). Social media and tourism destinations: Tripadvisor case study. IASK ATR Advances in Tourism Research, Portugal.
  • Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: the case of New Zealand. Journal of Vacation Marketing, 9(3), 285–299.
  • Mcintyre, D. A. (2010). 10 ways twitter will change american business.Retrieved Oc- tober le/0,28804,1901188_190120 7,00.html. from
  • http://www.time.com/time/specials/packages/artic
  • O’connor, P. (2010). Managing a hotel’s image on trip advisor. Journal of Hospitality Marke- ting & Management, 19, 754–772.
  • Pan, B., MacLaurin, T., & Crotts, J. (2007). Travel blogs and the implications for destination marketing. Journal of Travel Research, 46(1), 35–45.
  • Papatya, N., Papatya, G., & Güzel, F. Ö. (2013). Deneyimsel değer yaklaşımında kritik değer sürücüleri: Muğla bölgesinde faaliyet gösteren dört ve beş yıldızlı konaklama işletme- lerinde bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 87-105.
  • Papatya, N. (2007). Sürdürülebilir rekabetçi üstünlük sağlamada stratejik yönetim ve pazar- lama odağı kaynak tabanlı görüş - kavramsal ve kuramsal yaklaşım. Ankara: Asil Ya- yıncılık.
  • Park, D. H., Lee, J., & Han, J. (2007). The effect of online consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148.
  • Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7, 399–410.
  • Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition; co-creating unique va- lue with customers. USA: Harvard Business School Press.
  • Sarıışık, M., & Özbay, G., (2012). Elektronik ağızdan ağiza iletişim ve turizm endüstrisindeki uygulamalara ilişkin bir yazın incelemesi. Uluslararası Yönetim İktisat ve İşletme Der- gisi, 8(16), 1-22.
  • Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of- mouth communications: A moti- vational analysis. Advances in Consumer Research, 25, 527–531.
  • Schinler, R. M., & Bickart, B. (2005). Published word of mouth: referable, consumer- genera- ted information on the internet. Online Consumer Psychology: Understanding and Inf- luencing Consumer Behavior in the Virtual World, NJ: Lawrence Erlbaum Associates Inc.
  • Scott, D. M. (2010). Pazarlama ve iletişimin yeni kuralları: alıcılara doğrudan ulaşmak için basın bültenleri, bloglar, pod yayını, viral pazarlama ve online medyadan nasıl fayda- lanılır?. İstanbul: Mediacat Yayınları.
  • Schmitt, B. (2003). Customer experience management. USA: John Wiley & Sons Inc.
  • Tavşancıl, E., & Aslan, E. (2001). İçerik analizi ve uygulama örnekleri. İstanbul: Epsilon Ya- yınları.
  • Tsaı, S. P. (2005). Integrated marketing as management of holistic consumer experience. Busi- ness Horizons, 48, 431- 441.
  • Vasquez, C. (2011). Complaints online: The case of Tripadvisor. Journal of Pragmatics, 43, 1707-1717.
  • Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: the impact of online hotel reviews on consumer consideration. Tourism Management, 30 (1), 123–127.
  • Ye, Q. L. R. & Gu, B. (2009). The impact of online user reviews on hotel room sales. Interna- tional Journal of Hospitality Management, 28 (1), 180–182.
  • Ye, Q. L. R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human Behavior, (27), 634–639.
  • Yıldırım, A., & Şimşek, H. (2006). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seç- kin Yayıncılık.
  • Yüksel, A., & Yüksel, F. (2004). Turizmde bilimsel araştırma yöntemleri. Ankara: Turhan Kitapevi.
  • Weber, R. (1990). Basic content analysis. CA: Newbury Park, Sage.
  • Williams, R. (2009). What is social media marketing? Retrieved October 24, 2010, from, http:// orangejack.com/media/what-is-social-media-marketing.pdf.
  • Zomerdijk, L. G., & Voss, C. (2010). Service design for experience-centric services, Journal of Service Research, 13(1), 67–82.
  • Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? a study of consumer product reviews. Journal of Business Research, (63), 1336–1341.
  • Zhang, Z., Ye, O. L. R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popula- rity of restaurants: a comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29, 694–700.
  • Zhang, W., Yu, C., & Meng, W. (2007, Kasım). Opinion retrieval from blogs. CIKM’ 07 Proce- edings of the Sixteenth Acm Conference on Information and Knowledge Management. November 6–8, Lisboa, Portugal.
  • http://www.tripadvisor.com.tr/, Erişim Tarihi: 09.08.2012.
  • http://www.contentanalysis.org/, Erişim Tarihi: 12.12.2012.
There are 59 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

F. Özlem Güzel This is me

Publication Date May 1, 2014
Published in Issue Year 2014 Volume: 10 Issue: 22

Cite

APA Güzel, F. Ö. (2014). Deneyimsel Kritik Değer Sürücülerinin Elektronik Ağızdan Ağıza İletişimle Seyahat 2.0 Bilgi Kanallarına Yansıması: Tripadvisor.com Üzerinde Bir İçerik Analizi. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 10(22), 193-210. https://doi.org/10.11122/ijmeb.2013.9.19.459