Otel Rezervasyon Sistemlerinde Oyunlaştırmanın Önemi: Turistler ve Konaklama İşletmeleri Üzerine Nitel bir Araştırma

Öz

Bu çalışmanın temel amacı, çevrim içi otel rezervasyon sistemlerine entegre edilecek oyunlaştırma unsurlarının turistler ve konaklama işletmeleri için katma değer yaratma potansiyelini değerlendirmektir. Ayrıca hangi oyunlaştırma bileşenlerinin bu katma değeri sağlayabileceği de analiz edilmektedir. Bu çalışmada iki farklı yarı yapılandırılmış görüşme formu kullanılmıştır. Veri toplama süreci toplam 20 katılımcı ile yapılan görüşmeler aracılığıyla gerçekleştirilmiştir: Daha önce online otel rezervasyonu yapmış 10 turist ve konaklama işletmelerinin rezervasyon departmanlarında çalışan 10 çalışan. Bu görüşmelerde katılımcıların seçiminde amaçlı ve kartopu örnekleme yöntemleri kullanılmıştır. Katılımcılardan elde edilen veriler MAXQDA programı kullanılarak analiz edilmiştir. Analiz sonucunda oyunlaştırmanın konaklama işletmelerine müşteri kazanımı, marka sadakati ve rekabet avantajı açısından; turistlere ise deneyim zenginleştirme, sosyal etkileşim ve kişisel tatmin açısından önemli katkılar sağladığı görülmüştür. Konaklama işletmeleri için puanlama, rozet sistemleri ve seviye atlama gibi dinamikler müşteri etkileşimini artırmakta, veri analizi ve kişiselleştirme imkânları ile pazarlama stratejileri optimize edilebilmektedir. İlgi çekici ara yüzler, sanal gerçeklik deneyimleri ve ödül mekanizmaları, rezervasyon işlemini turistler için keyifli ve anlamlı hale getirir.

Anahtar Kelimeler

• Online Otel Rezervasyon Sistemi
• Konaklama İşletmeciliği
• Oyunlaştırma.

Etik Beyan

Etik kurul izni 15 Mart 2024 tarihinde E-26428519-050.99-120828 numarasıyla alınmıştır.

The Importance of Gamification in Hotel Reservation Systems: A Qualitative Research on Tourists and Accommodation Businesses

Öz

The primary purpose of this study is to evaluate the potential of gamification elements to be integrated into online hotel reservation systems to create added value for tourists and accommodation businesses. It also analyzes which gamification components can provide this added value. In this study, two different semi-structured interview forms were utilized. The data collection process was carried out through interviews with a total of 20 participants: 10 tourists who had previously made online hotel reservations and 10 employees working in the reservation departments of accommodation establishments. In these interviews, purposive and snowball sampling were used to select the participants. The data obtained from the participants were analyzed using the MAXQDA program. As a result of the analysis, it is seen that gamification significantly contributes to hospitality businesses in terms of customer acquisition, brand loyalty, and competitive advantage, as well as to tourists in terms of experience enrichment, social interaction, and personal satisfaction. For hospitality businesses, dynamics such as scoring, badge systems, and leveling up increase customer interaction, and marketing strategies can be optimized with data analysis and personalization opportunities. Engaging interfaces, virtual reality experiences, and reward mechanisms make booking enjoyable and meaningful for tourists.

Anahtar Kelimeler

• Online Hotel Reservation System
• Hospitality Business
• Gamification.

Etik Beyan

Ethics committee permission was obtained on 15 March 2024 with the number E-26428519-050.99-120828.

Kaynakça

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