Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma

Engin Tengilimoğlu

doi:10.24010/soid.1616329

EN TR

The Impact of Online Ratings on Recommendation Intentions: A Study on Hospitality Industry

Abstract

In the purchasing of tourism products, processes such as information search, identification of alternatives, and purchasing are predominantly conducted online. Numerous studies have demonstrated that consumer-generated information significantly influences the decisions of potential consumers during these processes. However, there is a scarcity of research that evaluates consumer behavior using such data sources. This study investigates the impact of online customer ratings on hotel recommendation intentions for hotels operating in Turkey's coastal tourism destinations. Data obtained from the Otelpuan.com platform were analyzed using a multiple regression model. The results indicate that service quality, price-performance ratio, room conditions, and food quality have significant effects on recommendation intentions, whereas swimming facilities do not. These findings provide insights into the key factors influencing consumers' hotel recommendation intentions and offer guidance for hotel managers in strategic planning.

Keywords

Online Reviews, Online Ratings, Recommendation Intentions

Ethical Statement

Çalışmada ikincil veri kaynakları kullanıldığından dolayı etik kurul izni gerekmemektedir.

Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma

Abstract

Turistik ürün satın alımlarında bilgi arama, alternatifleri belirleme ve satın alma süreçlerinin büyük oranda internet üzerinden yürütüldüğü görülmektedir. Bu süreçlerde tüketici kaynaklı bilgilerin potansiyel tüketicilerin kararları üzerinde etkili olduğu birçok çalışma tarafından kanıtlanmıştır. Buna karşın bu tür veri kaynaklarını kullanarak tüketici davranışlarını değerlendiren çok az sayıda çalışma bulunmaktadır. Bu çalışma, Türkiye’deki kıyı turizmi destinasyonlarında faaliyet gösteren oteller için online platformlardaki müşteri puanlamalarının otel tavsiye etme niyetleri üzerindeki etkisini araştırmaktadır. Çalışmada, otelpuan.com sitesinden alınan veriler üzerinde çoklu regresyon analizi uygulanmıştır. Analiz sonuçları, hizmet, fiyat/performans, oda ve yemek kriterlerinin tavsiye niyeti üzerinde anlamlı etkileri olduğunu, ancak yüzme kriterinin etkili olmadığını göstermektedir. Bu bulgular, tüketicilerin otel tavsiye niyeti üzerinde etkili olan temel unsurların belirlenmesine ve otel yöneticilerinin stratejik planlamalarına rehberlik etmektedir.

Keywords

Online Yorumlar, Online Puanlamalar, Tavsiye Niyeti

Ethical Statement

Çalışmada ikincil veri kaynakları kullanıldığından dolayı etik kurul izni gerekmemektedir.

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Details

Primary Language

Turkish

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Engin Tengilimoğlu ^*
0000-0001-7080-6147
Türkiye

Early Pub Date

March 25, 2025

Publication Date

March 27, 2025

Submission Date

January 9, 2025

Acceptance Date

March 13, 2025

Published in Issue

Year 2025 Volume: 22 Number: 1

DOI

https://doi.org/10.24010/soid.1616329

IZ

https://izlik.org/JA43BH56FG

APA

Tengilimoğlu, E. (2025). Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma. Seyahat Ve Otel İşletmeciliği Dergisi, 22(1), 253-269. https://doi.org/10.24010/soid.1616329

AMA

1.Tengilimoğlu E. Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma. SOİD. 2025;22(1):253-269. doi:10.24010/soid.1616329

Chicago

Tengilimoğlu, Engin. 2025. “Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma”. Seyahat Ve Otel İşletmeciliği Dergisi 22 (1): 253-69. https://doi.org/10.24010/soid.1616329.

EndNote

Tengilimoğlu E (March 1, 2025) Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma. Seyahat ve Otel İşletmeciliği Dergisi 22 1 253–269.

IEEE

[1]E. Tengilimoğlu, “Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma”, SOİD, vol. 22, no. 1, pp. 253–269, Mar. 2025, doi: 10.24010/soid.1616329.

ISNAD

Tengilimoğlu, Engin. “Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma”. Seyahat ve Otel İşletmeciliği Dergisi 22/1 (March 1, 2025): 253-269. https://doi.org/10.24010/soid.1616329.

JAMA

1.Tengilimoğlu E. Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma. SOİD. 2025;22:253–269.

MLA

Tengilimoğlu, Engin. “Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma”. Seyahat Ve Otel İşletmeciliği Dergisi, vol. 22, no. 1, Mar. 2025, pp. 253-69, doi:10.24010/soid.1616329.

Vancouver

1.Engin Tengilimoğlu. Çevrimiçi Puanlamaların Tavsiye Niyeti Üzerindeki Etkisi: Konaklama İşletmeleri Üzerine Bir Çalışma. SOİD. 2025 Mar. 1;22(1):253-69. doi:10.24010/soid.1616329

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Seyahat ve Otel İşletmeciliği (Journal of Travel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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