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Türkiye’de Konaklama İşletmelerinin Web Sitelerinde Yer Verilen Faktörlerin Başarımı

Year 2010, Volume: 5 Issue: 2, 189 - 218, 01.10.2010

Abstract

Bu çalışmada Türkiye’de faaliyet gösteren konak‐ lama işletmelerinin web sitelerinin başarımı web sitelerinde bulunması gereken faktörler açısından değerlendirilmektedir. Örneklem çerçevesindeki konaklama işletmeleri web siteleri, altı grupta toplanan 80 değişken açısından incelenmiştir. Ana faktör gruplarından sadece, “sunulan hizmetlere ilişkin bilgiler” ile ilgili başarımının %50’nin üzerinde ve diğer gruplara göre oldukça yüksek olduğu ve başarımı en yüksek değişkenlerin bu grupta yoğunlaştığı görülmektedir. Diğer taraftan, “çevrimiçi rezer‐ vasyon bilgileri”nin ise başarımı oldukça düşüktür. Bu sonuçlar, Türkiye’deki konaklama işletmelerinin web sitelerinin çevrimiçi işlem yeteneklerinin kısıtlı olduğunu ve daha ziyade online bir broşür gibi hizmet verdiğini ortaya koymaktadır. Çalışma sonuçları, üst sınıfta yer alan konaklama işletmelerinin web sitelerindeki değişkenlerin başarımlarının alt sınıftakilere kıyasla daha yüksek olduğunu göstermektedir.

References

  • Aksu, A. ve E. Tarcan (2002), “The Internet and Five‐Star Hotels: A Case Study From the Antalya Region in Turkey”, International Journal of Contemporary Hospitality Management, 14(2), 94‐97.
  • Altunışık, R., R. Coşkun, S. Bayraktaroğlu ve E. Yıldırım (2007), Sosyal Bilimlerde Araştırma Yöntemleri – SPSS Uygulamalı; Geliştirilmiş 5. Baskı, Sakarya: Sakarya Yayıncılık.
  • Anckar, B. ve P. Walden (2001), “Introducing Web Technology in a Small Peripheral Hospitality Organization”, International Journal of Contemporary Hospitality Management, 13(5), 241‐250.
  • Bayram, M. ve A. Yaylı (2009), “Otel Web Sitelerinin İçerik Analizi Yöntemiyle De‐ ğerlendirilmesi”, Elektronik Sosyal Bilimler Dergisi, 8(27), Kış, 347‐379.
  • Boisvert, H. ve M. A. Caron (2006), “Benchmarking Web Site Functions”, Benc‐ hmarking: An International Journal, 13(1/2), 174‐189.
  • Chiang, L. C. (2003), “Effectiveness of the Hotel Websites In Singapore: A Perspective From Business‐To‐Business (B2B) Organisations”, Asia Pacific Journal of Tourism Research, 8(2), 38‐47.
  • Doolin, B., L. Burgess ve J. Cooper (2002), “Evaluating the Use of the Web for Tourism Marketing: A Case Study From New Zealand”, Tourism Management, 23, 557–561.
  • Gilbert, D. C., J. Powell‐Perry ve S. Widijoso (1999), “Approaches by Hotels to the Use of the Internet as a Relationship Marketing Tool”, Journal of Marketing Practice: Applied Marketing Science, 5(1), 21‐38.
  • Han, J. H. ve J. E. Mills (2006), “Zero Acquaintance Benchmarking at Travel Destination Websites: What is the First Impression that National Tourism Organizations Try to Make?”, International Journal Of Tourism Research, 8, 405– 430.
  • Huang, W., T. Le, X. Li ve S. Gandha (2006), “Categorizing Web Features and Functions to Evaluate Commercial Web Sites”, Industrial Management & Data Systems, 106(4), 523‐539.
  • Karamustafa, K., M. Biçkes ve Ş. Ulama (2002), “Türkiye’deki Konaklama İşletmele‐ rinin İnternet Web Sitelerini Değerlendirmeye Yönelik Bir Çalışma”, Erciyes Üni‐ versitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19, 51‐92.
  • Kozak, N. (2006), Turizm Pazarlaması, Ankara: Detay Yayıncılık.
  • Kültür ve Turizm Bakanlığı, Türlerine ve Sınıflarına Göre Turizm Belgeli Konaklama Tesislerinin Sayısı, http://www.kultur.gov.tr/TR/Genel/dg.ashx?DIL=1&BELGEANA H =239492&DOSYAISIM=tesis2008.rar, (Erişim Tarihi: 23.01.2010).
  • Kültür ve Turizm Bakanlığı, Turizm Tesislerinin Belgelendirilmesine ve Niteliklerine İlişkin Yönetmelik, 21.06.2005 tarih ve 25852 sayılı resmi gazete, http://yigm.kulturturizm.gov.tr/Genel/BelgeGoster.aspx?F6E10F8892433CFF0307 7CA1048A1834C64021E4744284FD, (Erişim Tarihi: 15.09.2009).
  • Law, R. ve C. H.C. Hsu (2005), “Customers’ Perceptions on the Importance of Hotel Web Site Dimensions and Attributes”, International Journal of Contemporary Hospitality Management, 17(6), 493‐503.
  • Law, R., I. Chan ve C. Goh (2007), “Where To Find the Lowest Hotel Room Rates on the Internet? The Case of Hong Kong”, International Journal of Contemporary Hospitality Management, 19(6), 495‐506.
  • Law, R. ve K. Liang (2005), “A Multi‐Criteria Decision‐Making Approach To Compare And Contrast The Websites Of China‐Based And U.S.‐Based Hotels”, FIU Hospitality Review, 23(1), Spring, 64‐82.
  • Law, R., K. Leung ve J. Wong (2004), “The Impact of the Internet on Travel Agencies”, International Journal of Contemporary Hospitality Management, 16(2), 100‐107.
  • Martin, L. M. (2004), “E‐innovation: Internet Impacts on Small UK Hospitality Firms”, International Journal of Contemporary Hospitality Management, 16(2), 82‐ 90.
  • Merwe, R. V. D. ve J. Bekker (2003), “A Framework and Methodology for Evaluating E‐Commerce Web Sites”, Internet Research: Electronic Networking Applications and Policy, 13(5), 330‐341.
  • Middleton, V. T. C. ve J. Clarke (2008), Marketing in Travel and Tourism, 3rd Edition, Great Britain: Elsevier.
  • Murphy, J., Edward J. F., C. E. Wotring ve R. A. Brymer (1996), “Hotel Management and Marketing on the Internet”, Cornell Hotel and Restaurant Administration Quarterly, Jun 37(3), 70‐82.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Ankara: Seçkin Yayınları.
  • Nusair, K. ve J. Kandampully (2008), “The Antecedents of Customer Satisfaction With Online Travel Services: A Conceptual Model”, European Business Review, 20(1), 4‐19.
  • Park, Y. A., U. Gretzel ve E. Sirakaya (2007), “Measuring Web Site Quality for Onli‐ ne Travel Agencies”, Journal of Travel & Tourism Marketing, 23(1), 15‐30.
  • Pfaffenberg, C. ve J. Burnett (2007), “Users of Hotel Web Site Reservation Systems: A Demographic Profile”, The Consortium Journal, 11(2), 51‐60.
  • Rachman, Z. M. ve J. Buchanan (1999), “Effective Tourism Web Sites ‐ Part 2”, Department of Management Systems Research Report Series, University of Waikato, Hamilton, N.Z., 99‐13.
  • Rong, J., G. Li ve R. Law (2009), “A Contrast Analysis of Online Hotel Web Service Purchasers and Browsers”, International Journal of Hospitality Management, 28, 466–478.
  • Seock, Y. K. ve M. J. T. Norton (2007), “Capturing College Students on the Web: Analysis of Clothing Web Site Attributes”, Journal of Fashion Marketing and Management, 11(4), 539‐552.
  • Vrana, V., C. Zafiropoulos ve D. Paschaloudis (2004), “Measuring the Provision of Information Services in Tourist Hotel Web Sites: The Case of Athens‐Olympic City 2004”, Tourism and Hospitality Planning & Development, 1(3), December, 255– 272.
  • Webb, H. W. ve L. A. Webb (2004), “SiteQual: An Integrated Measure of Web Site Quality”, The Journal of Enterprise Information Management, 17(6), 430–440.
  • Welling, R. ve L. White (2006), “Web Site Performance Measurement: Promise and Reality”, Managing Service Quality, 16(6), 654‐670.
  • Zafiropoulos, C. (2006), “The Internet Practices of Hotel Companies: An Analysis From Greece”, International Journal of Contemporary Hospitality Management, 18(2), 156‐163.
  • Zafiropoulos, C. ve V. Vrana (2005), “Information Services Offered Through the Hotel Web Sites: A Comparative Study Between Cyprus and Greece”, The Cyprus Journal of Sciences, 3, 225‐247.
  • Zafiropoulos, C., V. Vrana ve D. Paschaloudis (2006), “Patterns of Information Services on Hotel Websites: The Case of Greece”, Anatolia: An International Journal of Tourism and Hospitality Research, 17(1), 55‐74.

Performance of the Hotel Web Site Factors in Turkey

Year 2010, Volume: 5 Issue: 2, 189 - 218, 01.10.2010

Abstract

This study investigates the web site performance of hotels operating in Turkey. Hotel web sites within the sampling frame have been investi‐gated related to 80 variables under six groups. As the findings of this study indicate, perfor‐mance of only one group called “information about the services offered” has found to be higher than 50% and many higher performance rate variables belong to this group. On the other hand, performance of the group called “informa‐tion about online reservation” is very low. These results indicate that hotel web sites in Turkey have very limited online processing capabilities and mostly as online brochure. It has been also found out that the higher the hotel class the higher the hotel web site capabilities comparing to those of lower classes.

References

  • Aksu, A. ve E. Tarcan (2002), “The Internet and Five‐Star Hotels: A Case Study From the Antalya Region in Turkey”, International Journal of Contemporary Hospitality Management, 14(2), 94‐97.
  • Altunışık, R., R. Coşkun, S. Bayraktaroğlu ve E. Yıldırım (2007), Sosyal Bilimlerde Araştırma Yöntemleri – SPSS Uygulamalı; Geliştirilmiş 5. Baskı, Sakarya: Sakarya Yayıncılık.
  • Anckar, B. ve P. Walden (2001), “Introducing Web Technology in a Small Peripheral Hospitality Organization”, International Journal of Contemporary Hospitality Management, 13(5), 241‐250.
  • Bayram, M. ve A. Yaylı (2009), “Otel Web Sitelerinin İçerik Analizi Yöntemiyle De‐ ğerlendirilmesi”, Elektronik Sosyal Bilimler Dergisi, 8(27), Kış, 347‐379.
  • Boisvert, H. ve M. A. Caron (2006), “Benchmarking Web Site Functions”, Benc‐ hmarking: An International Journal, 13(1/2), 174‐189.
  • Chiang, L. C. (2003), “Effectiveness of the Hotel Websites In Singapore: A Perspective From Business‐To‐Business (B2B) Organisations”, Asia Pacific Journal of Tourism Research, 8(2), 38‐47.
  • Doolin, B., L. Burgess ve J. Cooper (2002), “Evaluating the Use of the Web for Tourism Marketing: A Case Study From New Zealand”, Tourism Management, 23, 557–561.
  • Gilbert, D. C., J. Powell‐Perry ve S. Widijoso (1999), “Approaches by Hotels to the Use of the Internet as a Relationship Marketing Tool”, Journal of Marketing Practice: Applied Marketing Science, 5(1), 21‐38.
  • Han, J. H. ve J. E. Mills (2006), “Zero Acquaintance Benchmarking at Travel Destination Websites: What is the First Impression that National Tourism Organizations Try to Make?”, International Journal Of Tourism Research, 8, 405– 430.
  • Huang, W., T. Le, X. Li ve S. Gandha (2006), “Categorizing Web Features and Functions to Evaluate Commercial Web Sites”, Industrial Management & Data Systems, 106(4), 523‐539.
  • Karamustafa, K., M. Biçkes ve Ş. Ulama (2002), “Türkiye’deki Konaklama İşletmele‐ rinin İnternet Web Sitelerini Değerlendirmeye Yönelik Bir Çalışma”, Erciyes Üni‐ versitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19, 51‐92.
  • Kozak, N. (2006), Turizm Pazarlaması, Ankara: Detay Yayıncılık.
  • Kültür ve Turizm Bakanlığı, Türlerine ve Sınıflarına Göre Turizm Belgeli Konaklama Tesislerinin Sayısı, http://www.kultur.gov.tr/TR/Genel/dg.ashx?DIL=1&BELGEANA H =239492&DOSYAISIM=tesis2008.rar, (Erişim Tarihi: 23.01.2010).
  • Kültür ve Turizm Bakanlığı, Turizm Tesislerinin Belgelendirilmesine ve Niteliklerine İlişkin Yönetmelik, 21.06.2005 tarih ve 25852 sayılı resmi gazete, http://yigm.kulturturizm.gov.tr/Genel/BelgeGoster.aspx?F6E10F8892433CFF0307 7CA1048A1834C64021E4744284FD, (Erişim Tarihi: 15.09.2009).
  • Law, R. ve C. H.C. Hsu (2005), “Customers’ Perceptions on the Importance of Hotel Web Site Dimensions and Attributes”, International Journal of Contemporary Hospitality Management, 17(6), 493‐503.
  • Law, R., I. Chan ve C. Goh (2007), “Where To Find the Lowest Hotel Room Rates on the Internet? The Case of Hong Kong”, International Journal of Contemporary Hospitality Management, 19(6), 495‐506.
  • Law, R. ve K. Liang (2005), “A Multi‐Criteria Decision‐Making Approach To Compare And Contrast The Websites Of China‐Based And U.S.‐Based Hotels”, FIU Hospitality Review, 23(1), Spring, 64‐82.
  • Law, R., K. Leung ve J. Wong (2004), “The Impact of the Internet on Travel Agencies”, International Journal of Contemporary Hospitality Management, 16(2), 100‐107.
  • Martin, L. M. (2004), “E‐innovation: Internet Impacts on Small UK Hospitality Firms”, International Journal of Contemporary Hospitality Management, 16(2), 82‐ 90.
  • Merwe, R. V. D. ve J. Bekker (2003), “A Framework and Methodology for Evaluating E‐Commerce Web Sites”, Internet Research: Electronic Networking Applications and Policy, 13(5), 330‐341.
  • Middleton, V. T. C. ve J. Clarke (2008), Marketing in Travel and Tourism, 3rd Edition, Great Britain: Elsevier.
  • Murphy, J., Edward J. F., C. E. Wotring ve R. A. Brymer (1996), “Hotel Management and Marketing on the Internet”, Cornell Hotel and Restaurant Administration Quarterly, Jun 37(3), 70‐82.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Ankara: Seçkin Yayınları.
  • Nusair, K. ve J. Kandampully (2008), “The Antecedents of Customer Satisfaction With Online Travel Services: A Conceptual Model”, European Business Review, 20(1), 4‐19.
  • Park, Y. A., U. Gretzel ve E. Sirakaya (2007), “Measuring Web Site Quality for Onli‐ ne Travel Agencies”, Journal of Travel & Tourism Marketing, 23(1), 15‐30.
  • Pfaffenberg, C. ve J. Burnett (2007), “Users of Hotel Web Site Reservation Systems: A Demographic Profile”, The Consortium Journal, 11(2), 51‐60.
  • Rachman, Z. M. ve J. Buchanan (1999), “Effective Tourism Web Sites ‐ Part 2”, Department of Management Systems Research Report Series, University of Waikato, Hamilton, N.Z., 99‐13.
  • Rong, J., G. Li ve R. Law (2009), “A Contrast Analysis of Online Hotel Web Service Purchasers and Browsers”, International Journal of Hospitality Management, 28, 466–478.
  • Seock, Y. K. ve M. J. T. Norton (2007), “Capturing College Students on the Web: Analysis of Clothing Web Site Attributes”, Journal of Fashion Marketing and Management, 11(4), 539‐552.
  • Vrana, V., C. Zafiropoulos ve D. Paschaloudis (2004), “Measuring the Provision of Information Services in Tourist Hotel Web Sites: The Case of Athens‐Olympic City 2004”, Tourism and Hospitality Planning & Development, 1(3), December, 255– 272.
  • Webb, H. W. ve L. A. Webb (2004), “SiteQual: An Integrated Measure of Web Site Quality”, The Journal of Enterprise Information Management, 17(6), 430–440.
  • Welling, R. ve L. White (2006), “Web Site Performance Measurement: Promise and Reality”, Managing Service Quality, 16(6), 654‐670.
  • Zafiropoulos, C. (2006), “The Internet Practices of Hotel Companies: An Analysis From Greece”, International Journal of Contemporary Hospitality Management, 18(2), 156‐163.
  • Zafiropoulos, C. ve V. Vrana (2005), “Information Services Offered Through the Hotel Web Sites: A Comparative Study Between Cyprus and Greece”, The Cyprus Journal of Sciences, 3, 225‐247.
  • Zafiropoulos, C., V. Vrana ve D. Paschaloudis (2006), “Patterns of Information Services on Hotel Websites: The Case of Greece”, Anatolia: An International Journal of Tourism and Hospitality Research, 17(1), 55‐74.
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Kurtuluş Karamustafa This is me

Mustafa Öz This is me

Publication Date October 1, 2010
Published in Issue Year 2010 Volume: 5 Issue: 2

Cite

APA Karamustafa, K., & Öz, M. (2010). Türkiye’de Konaklama İşletmelerinin Web Sitelerinde Yer Verilen Faktörlerin Başarımı. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 5(2), 189-218.