Temalı Park Şirketlerinin Web Sitelerinin İçerik Analizi ile Değerlendirilmesi: Dünyadaki ve Türkiye’deki Örneklerin Kıyaslanması

Year 2020, Volume: 16 Issue: 31, 4404 - 4429, 30.11.2020

Muhammet Emin Soydaş , Emrah Göz

https://doi.org/10.26466/opus.695481

Abstract

Temalı parkların turizm talebi artışında önemli rol oynamaya başladığı görülmektedir. Son yıllarda temalı parkların sayılarında artış gözlenirken, bu pazardaki rekabetin de arttığı görülmektedir. Temalı parklar, insanların bos zamanlarını değerlendirmek amacıyla yaşadığı ortamdan uzaklaşarak farklı deneyimler kazanmak ve güzel vakit geçirmek için ziyaret ettikleri alanlar olarak ifade edilebilir. Temalı parklar aynı zamanda teknolojiyi de kulanan alanlar olarak görülmektedir. Bilgi teknolojilerindeki gelişme ile beraber işletme web sayfaları önem kazanmıştır. Satın alma karar sürecinde web sayfalarının sahip olduğu özellikler etkili olmaktadır.Yapılan bilimsel yayınlara bakıldığında turizm amaçlı satın almalarda çevrim içi satın almanın payının da gittikçe arttığı görülmektedir. Son yıllarda gittikçe artan bir ilgi ile karşı karşıya olan tematik parkların web sitelerinin durumunu ortaya koymaya çalışan bu çalışmada dünyada en çok ziyaretçi çeken ilk on temalı park web siteleri ile Türkiye’deki ilk on temalı parkların web siteleri içerik analizi ile ortaya konularak karşılaştırılmıştır. Yapılan analiz sonucunda, Türkiye’deki işletmelerin Web sayfalarının dünyada en fazla ziyaretçi kabul eden işletmeler kadar başarılı olmadıkları görülmüştür.

Keywords

Temalı park, web sitesi, ziyaretçi, turizm, içerik analizi

Evaluation of Themed Park Companies Web Sites Using Content Analysis: Comparison of the Samples in the World and in Turkey

Abstract

It is observed that the theme parks have started to play an important role in the increase in tourism demand. While there has been an increase in the number of themed parks in recent years, competition in this market has also increased. Themed parks can be expressed as areas that people visit to gain different experiences and have a good time by moving away from the environment in which they live. Theme parks also use technology. With the development of information technologies, business web pages have gained importance. The features of web pages are effective in the purchasing decision process. Considering the scientific publications, it is seen that the share of online purchases in tourism purchases is increasing. In this study, Web sites situation of themed parks, which has been increasingly attracted in recent years has been tried to reveal. Web sites of the top ten themed parks that most visited in the world and top ten themed parks in Turkey were evaluated by content analysis and compared. Results showed that web pages of companies in Turkey are not as successful as top ten themed parks that most visited in the world in terms of effective usage.

Keywords

Themed park, web site, visitor, tourism,content analysis

References

• Anfara, V. A Jr ve Mertz, N, T.(2006). Theoretical frameworks in qualitative research.
• Ateş, U. ve Boz, M. (2015). Konaklama işletmelerinin web sitelerinin değerlendirilmesi: Çanakkale örneği. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 1(1), 63-84.
• Aymankuy, Y., Soydaş, M. E. ve Saçlı, Ç. (2013). Sosyal medya kullanımının turistlerin tatil kararlarına etkisi: Akademik personel üzerinde bir uygulama. Internationa lJournal of Human Sciences, 10 (1), 376-398
• Bohur, E. ve Kirali, A. E. (2015). Impact of globalization and technology on marketing activities and sales channels in the tourism industry. PressAcademia Procedia, 1(1), 81-93
• Braun, P. (2002). Networking tourism SMEs: e-commerce and e-marketing issues in regional Australia. Information Technology & Tourism, 5(1), 13-23.
• Buhalis, D. ve Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism management, 29(4), 609-623.
• Conyette, M. (2012). A framework explaining how consumers plan and book travel online. International Journal of Management and Marketing Research, 5(3), 57-67.
• Dalgın, T. ve Karadağ, L. (2013). Restoran işletmeleri web sitelerinin içerik analizi: Marmaris-Bodrum örneği. Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi.
• Éthier, J., Hadaya, P., Talbot, J. ve Cadieux, J. (2006). B2C web site quality and emotions during online shopping episodes: An empirical study. Information & Management, 43(5), 627-639.
• Forrec. (t.y). Forrec is an experience design company. 10.06.2019 tarihinde www.forrec.com adresinden erişilmiştir.
• Güdük, T. ve Uca, S. (2017). Evaluation of the websites of the first-class restaurants in terms of design and marketing activities. Revista de turism-studii si cercetari in turism, 23.
• Hançer, M. ve Ataman, C. (2006). Seyahat acentalarında iletişim teknolojisinin kullanımı ve web sitelerinin değerlendirilmesi: Ege Bölgesi Örneği. Dokuzeylül Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, 8(3), 193-207
• Ho, C. I. ve Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434-1449.
• Hojeghan, S. B. ve Esfangareh, A. N. (2011). Digital economy and tourism impacts, influences and challenges. Procedia-Social and Behavioral Sciences, 19, 308-316.
• Homburg, C., Koschate, N. ve Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
• Hsu, K., Zhu, Z. ve Agrusa, J. (2004). Turning click-through visitors into customers: A study of Chinese hotel websites. Journal of Hospitality & Leisure Marketing, 11(4), 81-91.
• Ip, C., Law, R. ve Lee, H. A. (2011). A review of website evaluation studies in the tourism and hospitality fields from 1996 to 2009. International Journal of Tourism Research, 13(3), 234-265.
• Islam, E., B., S. and Nevenka, C, (2016). Evaluation of hotel website contents: existence-importance analysis. Journal of Hospitality and Tourism Technology, 7(4).
• Jeong, M., Oh, H. ve Gregoire, M. (2005). The role of website quality in online hotel reservations. Information Technology in Hospitality, 4(1), 3-13.
• Karamustafa, K., Biçkes, D. M. ve Ulama, Ş. (2002). Türkiye’deki konaklama işletmelerinin internet web sitelerini değerlendirmeye yönelik bir çalişma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19, 51-92.
• Kemperman, A. (2000). Temporal aspects of theme park choice behavior: modeling variety seeking, seasonality and diversification to support theme park planning. Eindhoven: Technische Universiteit Eindhoven. https://doi.org/10.6100/IR542240
• Kerlinger, F. N. (1986). Foundations of behavioural research. 3 rd Edition. New York. Cited in:
• Kim, D. Y., Lehto, X. Y. ve Morrison, A. M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism management, 28(2), 423-433.
• Kim, W. G., Ma, X. ve Kim, D. J. (2006). Determinants of Chinese hotel customers’e-satisfaction and purchase intentions. Tourism Management, 27(5), 890-900.
• Law, R. ve Cheung, C. (2005). Weighing of hotel website dimensions and attributes. ENTER içinde (s. 350-359).
• Law, R. ve Hsu, C. H. (2006). Importance of hotel website dimensions and attributes: Perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295-312.
• Middleton, V. T. (1989). Marketing implications for attractions. Tourism Management, 10(3), 229-232.
• Moreo, A., Cobanoglu, C. ve De Micco, F. (2007). A comparative analysis of restaurant websites and hospitality school restaurant websites. Journal of Hospitality & Tourism Education, 19(3), 40-47.
• Özdipçiner, N. S. ve Ceylan, S. (2017). Restoran işletmeleri internet siteleri içerik analizi: Denizli ili araştirmasi. Yalova Üniversitesi Sosyal Bilimler Dergisi, 7(14), 51-61.
• Park, C. (2002). A content analysis of travel agency web‐sites in Korea. Asia Pacific Journal of Tourism Research, 7(1), 11-18.
• Park, C. H. ve Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International journal of retail & distribution management, 31(1), 16-29.
• Pearce, P. L. (1988). Recent research in psychology. The Ulysses factor: Evaluating visitors in tourist settings. New York, NY, US: Springer-Verlag Publishing.
• Purnawan, P. (2011). Evaluating websites by features: do independent hotels in Singapore get it right?. UNLV Theses, Dissertations, Professional Papers, and Capstones. 1102.
• Ranganathan, C. ve Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
• Salem, I. E. B. ve Čavlek, N. (2016). Evaluation of hotel website contents: existence-importance analysis. Journal of Hospitality and Tourism Technology, 7(4), 366-389.
• Shoemaker, S., Lewis, R. C. ve Yesawich, P. C. (2007). Marketing leadership in hospitality and tourism: Strategies and tactics for competitive advantage. Upper Saddle River, NJ: Pearson Prentice Hall.
• Sun, P., Cárdenas, D. A. ve Harrill, R. (2016). Chinese customers’ evaluation of travel website quality: A decision- tree analysis. Journal of Hospitality Marketing & Management, 25(4), 476-497.
• TEA. ( t.y). Main page. 30.08.2019 tarihinde www.aecom.com adresinden erişilmiştir.
• Themed Entertainment Association (TEA) (2019). Global attractions attendance report https://www.aecom.com/wp-content/uploads/2019/05/Theme-Index-2018-4.pdf
• Tripadvisor. (t.y). 2017-2018. TripBarometer global report. 22.04.2019 tartihinde https://www.tripadvisor.com/TripAdvisorInsights/w4594 adresinden erişilmiştir.
• Türob. (2017). UNWTO 2017 turizm barometresi. 11.06.2019 tarihinde http://www.turob.com/tr/istatistikler/unwto- 2017-turizm-barometresi adresinden erişilmiştir.
• Waresocial (2019) Digital report. https://wearesocial.com/blog/ 2019/01/digital-2019-global-internet-use- accelerates (erişim: 18.10.2019)
• Wong, K. K. ve Cheung, P. W. (1999). Strategic theming in theme park marketing. Journal of Vacation Marketing, 5(4), 319-332.
• Ziaullah, M., Feng, Y. ve Akhter, S. N. (2014). Online retailing: relationship among e-tailing system quality, e- satisfaction, e-trust and customers commitment in China. International Journal of Economics, Commerce and Management, 2(10), 1-17.