A Netnographic Look at Airbnb Experiences Based on Leisure Travels

Abstract

Individuals who aim to spend their leisure traveling to different destinations prefer different accommodation facilities such as hostels, hotels, apartments and residences for their accommodation needs. The Airbnb platform brings together users who provide both private and business accommodation services for these individuals with an e-commerce-oriented business model. Users' comments are important for the holistic evaluation of the platform and facilities. In this study, it is aimed to examine the comments of Airbnb users regarding the facility, destination and facility owners. The comments made by individuals who rented accommodation facilities on the Airbnb platform regarding the post-service space were analyzed using netnography method. Three important destinations, namely Istanbul, New York and Paris, where Airbnb usage is intense, were included in the study. In this context, user comments were examined, and the data were evaluated as themes. As a result, it has been revealed that Airbnb users focus on themes identified as location, trust, price, hygiene, room amenities, environment and hosts.

Keywords

• Airbnb
• accommodation
• netnography
• leisure

Boş Zaman Seyahatleri Temelinde Airbnb Deneyimlerine Netnografik Bir Bakış

Abstract

Boş zamanlarını farklı destinasyonlara seyahat ederek geçirmeyi amaçlayan bireyler, konaklama ihtiyaçları için pansiyon, otel, apart, hostel ve rezidans gibi farklı konaklama tesislerini tercih etmektedir. Airbnb platformu bu bireyler için hem özel hem de işletme bazında konaklama hizmeti sağlayan kullanıcıları e-ticaret odaklı bir iş modeliyle bir araya getirmektedir. Platformun ve tesislerin bütüncül bir şekilde değerlendirilmesi açısından kullanıcıların yorumları önem taşımaktadır. Bu çalışmada, Airbnb kullanıcılarının tesis, destinasyon ve tesis sahiplerine ilişkin görüşlerini içeren yorumların incelenmesi amaçlanmıştır. Airbnb platformu üzerinden konaklama tesislerini kiralayan bireylerin hizmet sonrası mekâna ilişkin yaptıkları yorumlar araştırma kapsamında netnografi yöntemiyle incelenmiştir. Araştırmaya Airbnb kullanımının yoğun olduğu İstanbul, New York ve Paris olmak üzere üç önemli destinasyon dahil edilmiştir. Bu kapsamda kullanıcı yorumları incelenmiş ve veriler temalar halinde değerlendirilmiştir. Sonuç olarak, Airbnb kullanıcılarının konum, güven, fiyat, hijyen, oda olanakları, çevre ve ev sahipleri şeklinde tespit edilen temalara odaklandığı ortaya çıkmıştır.

Keywords

• Airbnb
• konaklama
• netnografi
• boş zaman

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