İmleç İzleme Yöntemiyle Otel Web sitesi Ziyaretçilerinin Görsel İlgisinin Analizi

Year 2020, Volume: 21 Issue: 1, 41 - 58, 03.07.2020

Eniser Atabay , Beykan Cizel

https://doi.org/10.17494/ogusbd.763371

Abstract

Bu çalışmanın amacı mouse (fare) imleciyle oluşturulan tıklamaları inceleyerek, konaklama işletmelerinin web sitelerini ziyaret edenlerin davranışlarını analiz etmektir. Bünyesinde 13 oteli barındıran ulusal bir otel grubuna ait web sitesinin ana sayfasını bir sene boyunca ziyaret eden ziyaretçilerin verileri değerlendirilmiş-tir. Böylelikle konaklama işletmeleri, web sitelerini ziyaret edenlerin davranışlarından anlamlı ve ilişkilendirilebilir enformas-yon elde ederek hizmet üretim ve pazarlama süreçlerinde kullanabileceklerdir. İncelemeye dâhil edilen örneklem sayısı toplam 97891 kişiden oluşmaktadır. Bu durum çalışmasında veriler Yandex.Metrica aracılığıyla toplanmış ve oluşturulan tıklama haritaları segmentlere (ülke ve cinsiyet) ayrılmıştır. Böylece site ziyaretçilerinin segmentlere göre hangi davranışları sergilediği incelenmiştir. Türkçe ve Rusça ana sayfayı ziyaret edenlerin davranışlarının diğer dillere ait sayfaları ziyaret edenler-den daha çok birbirine benzerlik gösterdiği sonucuna ulaşılmıştır. Kullanıcı verileri üzerinden hareket edilerek yapılan bu saptama, turistik ürün ve hizmet üreten turizm arz unsurları açısından önemlidir. Araştırma sonuçları uygulamacılara ve araştırmacılara turist davranışı ile ilgili bazı ipuçları sunmaktadır.

Keywords

Görsel İlgi, Mouse İzleme, Online Turist Davranışı

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