Airbnb Hosts’ Strategies to Market Their Place: The Case of Eskisehir

Yıl 2022, Cilt: 24 Sayı: 43, 717 - 730, 30.12.2022

Orhan Can Yılmazdoğan , Selçuk Yücesoy , Tuna Demiray

Öz

The aim of the research is to understand the marketing and promotion strategies of the owners of Airbnb houses, which are operating within the borders of Eskisehir province and are becoming increasingly widespread, offering alternative accommodation options to the visitors and being successful examples of the sharing economy. For this purpose, face-to-face semi-structured interviews were conducted with the owners of 20 of the houses that are active on the Airbnb platform and have received at least five visitor comments. In addition, before carrying out these meetings, the analysis of the tourist attractions Heat Map of Eskisehir and Eskisehir Airbnb Houses Heat Map was made via Microsoft Power Map and it was scientifically revealed that these houses are concentrated around the tourist attractions. In addition, during the interviews with the hosts, themes related to the decision to join Airbnb, information about other hosts, guest profile, pricing strategies, marketing strategies, guest relations and security were reached. After the interviews with the hosts, marketing strategies were put forward and interpretations and suggestions were given on these.

Anahtar Kelimeler

Marketing Strategies, Heat Map, Airbnb, Eskisehir

Airbnb Ev Sahiplerinin Evlerini Pazarlama Stratejileri: Eskişehir Örneği

Öz

Araştırmanın amacı Eskişehir ili sınırları içerisinde faaliyet gösteren ve giderek yaygınlaşan, ziyaretçilere alternatif konaklama seçenekleri sunan ve paylaşım ekonomisinin başarılı örneklerinden olan Airbnb evlerinin sahiplerinin, pazarlama ve tutundurma stratejilerini anlamaktır. Bu amaç doğrultusunda, Airbnb platformunda aktif olan ve en az beş ziyaretçi yorumu almış olan evlerden 20 tanesinin sahipleriyle yüz yüze yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Ayrıca bu görüşmeleri gerçekleştirmeden önce Microsoft Power Map aracılığıyla Eskişehir ilinin turistik çekicilikler Isı Haritası ve Eskişehir Airbnb Evleri Isı Haritası analizi yapılmış ve bu evlerin turistik çekicilikler etrafından yoğunlaştığı bilimsel olarak ortaya koyulmuştur. Ayrıca ev sahipleriyle yapılan görüşmelerde Airbnb'ye katılma kararı, diğer ev sahipleri hakkında bilgi, misafir profili, fiyatlama stratejileri, pazarlama stratejilerii misafir ilişkileri ve güvenlik ile ilgili temalara ulaşılmıştır. Ev sahipleri ile yapılan görüşmeler sonrası pazarlama stratejileri ortaya konulmuş ve bunlar üzerinden yorumlamalar ve önerilere yer verilmiştir.

Anahtar Kelimeler

Eskisehir., Airbnb, Pazarlama Stratejileri, Isı Haritası

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