Muhafazakar Otellerin Çevrimiçi Yorumlar ile Değerlendirilmesi

Abstract

Muhafazakâr turizm paradigması, oldukça yeni ve gelişmeye devam eden bir araştırma alanıdır. Bu durum, araştırmacıların ve uygulayıcıların sınırlı bilgiler ışığında çalışmalarını sürdürmesine neden olmaktadır. Bu çalışmada alandaki bilgi eksikliğinin giderilmesine katkı sağlamak amacıyla muhafazakâr temalı otel deneyimlerine yönelik Tripadvisor platformunda yapılan değerlendirmeler, deneyimsel pazarlama perspektifi ile analiz edilmiştir. Analiz işlemi, Antalya’da faaliyette bulunan muhafazakâr oteller için Tripadvisor platformunda yapılan 5275 değerlendirmen dikkate alınarak yapılmıştır. Analiz doğrultusunda muhafazakâr otellerin tercih edilmesini etkileyen faktörler belirlenmiş, ilgili oteller memnuniyet düzeylerine göre sıralanmıştır. Bulgular muhafazakâr otellerden hizmet alan tüketicilerin memnuniyetlerini en çok verilen hizmet düzeyinin en az ise otel konumunun etkilediğine işaret etmektedir. Analize tabi tutulan otellerden duyulan memnuniyet düzeyleri arasındaki farklılıklar ise otellerin farklı stratejilerle yönetildiğini ve birbirine benzemediğini göstermektedir. Bu araştırma her ne kadar Antalya ili ile sınırlı olsa da bulgular tüm turizm destinasyonları için yol gösterme potansiyeli taşımaktadır.

Keywords

• Muhafazakar Otel
• Deneyimsel Pazarlama
• TripAdvisor
• Varyans Analizi

Evaluation of Conservative Hotels with Online Reviews

Abstract

The conservative tourism paradigm is a fairly new and developing field of research. This situation causes researchers and practitioners to continue their studies in the light of limited information. In this study, the evaluations made on the Tripadvisor platform for conservative-themed hotel experiences were analyzed with an experiential marketing perspective in order to contribute to the elimination of the lack of information in the field. The analysis was carried out by considering the 5275 reviews on the Tripadvisor platform for conservative hotels operating in Antalya. In line with the analysis, the factors affecting the preference of conservative hotels were determined and the related hotels were ranked according to their satisfaction levels. Findings indicate that the level of service provided most to the satisfaction of consumers receiving services from conservative hotels, and the location of the hotel affects the least. The differences between the satisfaction levels of the hotels under analysis show that the hotels are managed with different strategies and are not similar. Although this research is limited to Antalya province, the findings have the potential to guide all tourism destinations.

Keywords

• Conservative Hotel
• Experiential Marketing
• TripAdvisor
• Variance Analysis

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