Examination of Online Visitor Comments for Accommodation Enterprises Operating in Kırklareli Province via Content Analysis

Year 2022, Volume: 15 Issue: 4, 1606 - 1621, 15.12.2022

Haluk Tanrıverdi , Kartal Doğukan Çıkı

https://doi.org/10.35674/kent.1108308

Cited By: 4

Abstract

The increasing use of the Internet causes online reviews to gradually influence potential customers' booking decisions. In this regard, the aim of the research is to examine the online evaluations of the experiences of the visitors staying in Kirklareli. In line with the purpose of the research, some criteria were determined. In order to keep the comments up-to-date, the comments made between 2017 and 2021 were taken into account, and only the comments made in Turkish and English languages were examined in order to avoid any semantic shifts. 12 accommodation enterprises operating in Kirklareli, which comply with the criteria, were included in the scope of the research. The online narratives (n=465) of visitors who have experienced accommodation in Kirklareli were collected from the online travel platform TripAdvisor, one of the most visited websites in the world, and analyzed using content analysis, which is one of the qualitative approaches. As a result of the research, 6 main themes were obtained: "employee behavior", "quality and features of food", "memorable experience", "atmosphere-related features", "price-performance" and "hotel location". The main themes obtained support previous researches. It has been determined that a significant part of the online comments of the visitors staying in Kirklareli province are positive and they are satisfied with their experience.

Keywords

Kirklareli, Accommodation Enterprises, Online Visitor Reviews, Content Analysis

Kırklareli İlinde Faaliyet Gösteren Konaklama İşletmelerine Yönelik Çevrimiçi Ziyaretçi Yorumlarının İçerik Analizi İle İncelenmesi

Abstract

İnternet kullanımının giderek artması, çevrimiçi yorumların potansiyel müşterilerin rezervasyon kararlarını daha fazla etkilemesine yol açmaktadır. Bu bağlamda araştırmanın amacı, Kırklareli ilinde konaklayan ziyaretçilerin deneyimlerine yönelik çevrimiçi değerlendirmelerini incelemektir. Araştırmanın amacı doğrultusunda bazı kriterler belirlenmiştir. Yorumların güncel olması amacıyla 2017-2021 yılları arasında yapılan yorumlar dikkate alınmış ve anlam kayması yaşanmaması açısından ise sadece Türkçe ve İngilizce dillerinde yapılan yorumlar incelenmiştir. Kriterlere uygun Kırklareli’nde faaliyet gösteren 12 adet konaklama işletmesi araştırma kapsamına dahil edilmiştir. Kırklareli’nde konaklama deneyimi yaşayan ziyaretçilerin çevrimiçi anlatıları (n=465), dünyada en fazla ziyaret edilen internet sitelerinden biri olan çevrimiçi seyahat platformu TripAdvisor'dan toplanmış ve nitel yaklaşımlardan biri olan içerik analizi kullanılarak analiz edilmiştir. Araştırma sonucunda “çalışan davranışları”, “yemeklerin kalitesi ve özellikleri”, “unutulmaz bir deneyim”, “atmosfer ile ilgili özellikler”, “fiyat-performans” ve “otel konumu” olmak üzere 6 ana tema elde edilmiştir. Elde edilen ana temalar, daha önceki araştırmaları destekler niteliktedir. Kırklareli ilinde konaklayan ziyaretçilerin çevrimiçi yorumlarının önemli bir kısmının olumlu yönde olduğu ve deneyiminden memnun kaldığı tespit edilmiştir.

Keywords

Kırklareli, Konaklama İşletmeleri, Çevrimiçi Ziyaretçi Yorumları, İçerik Analizi

References

• Alrawadieh, Z. ve Demirkol, Ş. (2015). Konaklama işletmelerinde e-şikâyet yönetimi: İstanbul’daki beş yıldızlı oteller üzerinde bir çalışma. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 3(1), 130-148.
• Anderson, C. (2012). The impact of social media on lodging performance. Cornell Hospitality Report, 12(15), 6–11.
• Atsız, O. Cifci, I. and Law, R. (2021). Understanding food experience in sharing-economy platforms: insights from Eatwith and Withlocals. Journal of Tourism and Cultural Change, 1-26.
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57–71. Braun-LaTour, K. Grinley, M. and Loftus, E. (2006). Tourist memory distortion. Journal of Travel Research, 44, 360–367.
• Cantallops, A. S. and Salvi, F. (2014). New consumer behavior: a review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41–51.
• Cifci, I., Atsız, O. and Gupta, V. (2021). The street food experiences of the local-guided tour in the meal-sharing economy: the case of Bangkok. British Food Journal, 123(22), 4030-4048.
• Ciftci, O., Berezina, K., Cavusoglu, M. and Cobanoglu, C. (2020). Winning the battle: the importance of price and online reviews for hotel selection. Advances in Hospitality and Tourism Research, 8(1), 177-202.
• Dinçer, M. Z. and Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: a content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing & Management, 26(8), 785-804.
• Doğan, S. (2017). Otellere yönelik yapılan puanlama ve çevrimiçi yorumların değerlendirilmesine ilişkin Aksaray ilinde bir araştırma. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(3), 27-36.
• Gursoy, D., Akova, O. and Atsız, O. (2021). Understanding the heritage experience: a content analysis of online reviews of world heritage sites in Istanbul. Journal of Tourism and Cultural Change, 1-24.
• Gretzel, U. and Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism 2008, 35–46.
• Guo, Y., Barnes, S. J. and Jia, Q. (2017). Mining meaning from online ratings and reviews: tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467–483.
• Jang, S. and Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian – Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
• Keskin, H. D. ve Çilingir, Z. (2010). Web sitelerinin globalizasyonu üzerine büyük global Amerikan markalarına yönelik bir içerik analizi uygulaması. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 5(2), 51- 66.
• Kim, J. and Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing & Management, 19(7), 735–753.
• Kim, J. H. Ritchie, J. B. and McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12-25.
• Litvin, S. W., Goldsmith, R. E. and Pan, B. (2008). Ellectronic word-of mouth in hospitality and tourism management. Tourism Management, 29, 458-468.
• Lu, W. and Stepchenkova, S. (2014). User-generated content as a research mode in tourism and hospitality applications: Topics, methods, and software. Journal of Hospitality Marketing & Management, 24(2), 119–154.
• Nemeschansky, B. (2020). Listen to your customer-how to manage your restaurant more effectively. Journal of Foodservice Business Research, 23(1), 17-45.
• Neirotti, P., Raguseo, E. and Paolucci, E. (2016). Are customers’ reviews creating value in the hospitality industry? Exploring the moderating effects of market positioning. International Journal of Information Management, 36(6), 1133-1143.
• O'Connor, P. (2010). Managing a hotel’s image on TripAdvisor. Journal of Hospitality Marketing & Management, 19(7), 754-772.
• Organisation for Economic Co-operation and Development. (2007). Participative web: User-generated content. 20.03.2022 tarihinde http://www.oecd.org/dataoecd/57/14/38393115.pdf adresinden alındı.
• Phillips, P., Barnes, S., Zigan, K. and Schegg, R. (2017). Understanding the impact of online reviews on hotel performance: an empirical analysis. Journal of Travel Research, 56(2), 235-249.
• Quan, S. and Wang, N. 2004. Towards a structural model of the tourist experience: an illustration from food experiences in tourism. Tourism management, 25(3), 297-305.
• Saleem, A. and Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products on social networking websites. Pakistan Journal of Commerce and Social Sciences, 11(2), 597–622.
• Seyitoğlu, F. and Ivanov, S. (2020). Understanding the robotic restaurant experience: a multiple case study. Journal of Tourısm Futures, 8(1), 55-72.
• Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7–25.
• Smith, D., Menon, S. and Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15–37.
• Sthapit, E. (2017). Exploring tourists’ memorable food experiences: a study of visitors to Santa’s official hometown. Anatolia, 28(3), 404-421.
• Su, Allan Y. (2004). Customer Satisfaction Measurement Practice İn Taiwan Hotels”. Hospitality Management, 23, 397–408. Tanford, S. and Montgomery, R. (2015). The effects of social influence and cognitive dissonance on travel purchase decisions. Journal of Travel Research, 54(5), 596–610.
• Torres, E. N., Adler, H., Lehto, X., Behnke, C. and Li, M. (2013). One experience and multiple reviews: the case of upscale US hotels. Tourism Review, 68(3), 3–20.
• TripAdvisor. (2022). Tripadvisor hakkında. 20.03.2022 tarihinde https://tripadvisor.mediaroom.com/TR-about-us adresinden alındı. Ünlüönen, K., Tayfun, A. ve Kılıçlar, A. (2015). Turizm Ekonomisi. Ankara: Nobel Akademik Yayıncılık.
• Verma, R., Stock, D. and McCarthy, L. (2012). Customer preferences for online, social media, and mobile innovations in the hospitality industry. Cornell Hospitality Quarterly, 53(3), 183-186.
• Williams, W., Parkes, E. L. and Davies, P. (2013). Wordle: a Method for Analysing MBA Student Induction Experience. The International Journal of Management Education, 11(1), 44-53.
• Ye, Q., Law, R. and Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.
• Yoo, K. H. and Purifoy, M. (2007). Online travel review study-role & impact of online travel reviews. 20.03.2022 tarihinde https://www.tripadvisor.com/pdfs/OnlineTravelReviewReport.pdf adresinden alındı.
• Zhang, H., Wu, Y. and Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326-336.
• Zhang, M., Kim, P.B. and Goodsir, W. (2019). Effects of service experience attributes on customer attitudes and behaviours: the case of New Zealand cafe´ industry. Journal of Hospitality Marketing & Management, 28(81), 28-50.
• Zhang, Z., Ye, Q., Law, R. and Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: a comparison of consumer reviews and editor reviews. nternational Journal of Hospitality Management 29(4), 694-700.
• Zorlu, N. ve Uzgören, E. (2020). Elektronik ağızdan ağıza iletişimin tüketicilerin satın alma davranışları üzerindeki etkisinin belirleyicileri: üniversite öğrencileri üzerinde bir araştırma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 63, 107-130.
• Zhu, J., Cheng, M. and Li, Z. (2021). Peer-to-peer accommodation experience and guest actual recommendations: a novel mixed-method approach. Tourism Management Perspectives, 38, 100816.