SATIN ALMA KARAR SÜRECİNDE OTEL MÜŞTERİLERİNİN İNTERNET KULLANIM ALIŞKANLIKLARINA YÖNELİK DURUM ANALİZİ

Year 2018, Volume: 6 Issue: 2, 135 - 158, 31.08.2018

Gülçin Özbay , Mehmet Sarıışık

https://doi.org/10.22139/jobs.407706

Abstract

Amaç: Yoğun tempolu çalışma koşulları, stres, şehir hayatının
trafik, gürültü, hava kirliliği gibi olumsuz etkenleri nedeniyle tatil, insan
hayatının vazgeçilmez bir parçası haline gelmiştir. İnsanlar yılda en az bir
defa turistik faaliyetlere katılım için bir satın alma kararı vermek durumunda
kalmaktadır. Tüketim ve tüketme düşüncesinin hakim olduğu bir dünyada tüketicileri
anlama, tüketicileri anlamak için de satın almayla ilgili her şeyin öğrenilmesi
gerekmektedir. İnternet ise artık insan hayatının anahtar bileşenlerinden biri
olarak değerlendirilmektedir. Hal böyle olunca tüketici ve internet kavramları
incelenmesi gereken temel konular olarak gündeme gelmektedir. Çalışmada otel
müşterilerinin satın alma karar sürecinde internet kullanım alışkanlıklarına
ilişkin bir durum analizi yapılması amaçlanmıştır.

Yöntem: Veri toplama aracı olarak anket tercih edilmiş, 3 yıldız
ve üzeri otel işletmelerinde konaklayan müşterilere uygulanmıştır. 682 anket
değerlendirmeye alınmış, veriler SPSS aracılığıyla analiz edilmiştir.

Bulgular: Katılımcıların %79.2’u için internet günlük hayatlarında
zamanlarının büyük bir kısmını alan önemli bir bileşendir. Katılımcıların
%40.6’sı otel tercihi için internette 1-2 saat arası zaman harcadığını
belirtmektedir. Otel tercihi için internette geçirilen sürenin cinsiyetler
açısından farklılık gösterdiği saptanmıştır. Erkeklerin daha çabuk karar
verdikleri, kadın katılımcıların %37.4’ünün ise 3 saatten fazla internette
kalarak otel tercihlerini şekillendirdikleri tespit edilmiştir.

Sonuç:
Teknoloji gelişimiyle beraber birçok
satın alma kararında olduğu gibi konaklama işletmesi tercihlerinde de insanları
internet üzerinde yoğun zaman harcamaya yöneldikleri dikkat çekmektedir.
Cinsiyet bağlamında ise kadınların bu araştırmalara erkeklere oranla daha fazla
zaman ayırdıkları saptanmıştır. Bunun temel nedenleri arasında kadınların daha
detaycı olmaları ve birçok beklentinin bir arada karşılanması arzularının
yüksekliği gösterilebilir. Ayrıca gerçekleştirilecek konaklama maliyetlerinin
erkekler tarafından karşılanma olasılığının yüksek olmasının kadın
katılımcıların bu konudaki hassasiyetlerini arttırmış olabileceği de
unutulmamalıdır.

Keywords

eWOM, internet kullanımı, otel tercihi

AN INVESTIGATION ON INTERNET USE HABITS OF HOTEL CUSTOMERS DURING PURCHASE DECISION

Abstract

Aim: The holiday has become an important part of human life due to the negative factors such as intense working conditions, stress, urban life, traffic, noise and air pollution. People have to make a purchase decision at least once a year to participate in tourist activities. In order to understand consumers in a world where consumption is dominant, it is necessary to learn all kinds of information about purchasing to understand consumers. The Internet is regarded as one of the key components of purchasing and human life. That’s why, consumer and internet concepts are considered as essential issues to be examined and need to be considered together. In the study, it was aimed to conduct a situation analysis of internet usage in hotel purchasing decision process. It has been tried to determine how much time is spent in the virtual environment while the hotel is being made and whether the attendance differs according to the demographic characteristics of the participants.

Method: Questionnaire was preferred as a data collection tool, and the survey was applied to 3 star and the customers staying in hotel management. 682 questionnaires were taken and various analyzes were performed using the SPSS (Statistical Packages for the Social Sciences) analysis program. Various data such as frequency analysis, mean, cross table, descriptive statistics such as T-test, one-way ANOVA test, correlation analysis have been applied to be interpreted.

Findings: For 79.2% of the participants, internet is an important component that takes a lot of time in daily life. 40.6% of respondents indicated that they spend 1-2 hours on the internet for hotel preference. It has been determined that the preference for hotels differs in terms of gender on the internet. It was found that 37.4% of the female participants, which men decided more quickly, stayed in the internet for more than 3 hours and shaped hotel preferences. As the level of importance given to virtual consumer comments in participant's preference for the hotel increases, the frequency of utilization of these interpretations also increases.

Results: As with many developments in technology development, as well as in accommodation management preferences, people are attracted to spend a lot of time on the internet. In terms of gender, it was found that women spend more time in these researches than men. The main reasons for this may be the height of the desire for women to be more elaborate and to meet many expectations together. It should also be remembered that the high probability that the costs of accommodation will be met by men may have increased the sensitivity of female participants in this regard.

Keywords

eWOM, internet usage, hotel preference, procurement decision process

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