Mobil Otel Rezervasyon Uygulaması Tasarımının Kullanıcı Davranışı Üzerindeki Etkilerine Yönelik Bütünleşik Bir Teorik Çerçeve: Oteller Perspektifi

Abstract

Bu çalışma, mobil otel rezervasyon uygulamalarının turizm ve hizmet sektörü içerisindeki rolünü inceleyerek, bu dijital platformların uluslararası bağlamda kullanıcı davranışını nasıl şekillendirdiğine odaklanmaktadır. Çalışmanın amacı, otel yöneticilerinin mobil rezervasyon uygulamalarına yönelik algılarını ortaya koymak ve bu algıların kullanıcı deneyimi, memnuniyet ve turizm sektöründeki stratejik karar alma süreçleriyle nasıl ilişkilendiğini belirlemektir. Çalışmada kullanıcı davranışının temel belirleyicileri; teknolojik (kullanım kolaylığı, fayda, uygulama kalitesi), psikolojik (algılanan kontrol, güven, gizlilik, risk alma) ve davranışsal çıktılar (memnuniyet, sadakat, ağızdan ağıza iletişim) olarak kavramsallaştırılmıştır. Yönetici algılarının, teknolojik tasarımın davranışsal sonuçlara dönüşümünü aracılık eden yorumlayıcı bir katman olarak ele alınması, çalışmanın teknoloji kabulü ve hizmet deneyimi modellerine uluslararası otel yönetimi bağlamında katkı sağlamasına imkân tanımaktadır. Araştırmada nitel, fenomenolojik bir yaklaşım benimsenmiş ve Türkiye’deki on iki otel ile ABD’deki on iki otelden toplam 24 yöneticiyle yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Açık kodlama, tema geliştirme ve ülkeler arası karşılaştırma süreçlerini içeren tematik analiz yöntemi kullanılarak ortak ve farklı algılar ortaya konulmuştur. Bulgular, iyi tasarlanmış mobil rezervasyon uygulamalarının misafir memnuniyetini önemli ölçüde artırdığını, rezervasyon süreçlerini kolaylaştırdığını ve turizm sektöründe sadakat ile doğrudan satışların artmasına katkı sağladığını göstermektedir. Her iki ülkedeki yöneticiler sorunsuz bir kullanıcı deneyiminin önemini vurgularken, Türkiye’deki katılımcılar dijital süreçlere karşı daha yüksek düzeyde direnç ve insan hataları ile sistem kaynaklı hatalara yönelik daha güçlü endişeler dile getirerek dijital hazırlık açısından bölgesel farklılıklara işaret etmiştir.

Keywords

• mobil otel rezervasyon uygulamaları
• uygulama tasarımı
• uygulama kalitesi
• kullanıcı davranışı
• tematik analiz
• karşılaştırmalı analiz

Project Number

TUBITAK – Project No. 1059B192201916

An Integrated Theoretical Framework for the Effects of Mobile Hotel Reservation App Design on User Behaviour: A Perspective from Hotels

Abstract

This study examines the role of mobile hotel reservation applications within the broader tourism and service industry, focusing on how these digital platforms shape user behaviour in international contexts. The aim of the study is to explore hotel managers’ perceptions of mobile reservation apps and to identify how these perceptions relate to user experience, satisfaction, and strategic decision-making in the tourism sector. The study conceptually groups the core determinants of user behaviour as technological (ease of use, usefulness, app quality), psychological (perceived control, trust, privacy, risk-taking), and behavioural outcomes (satisfaction, loyalty, word-of-mouth). By framing managerial perceptions as an interpretive layer that mediates the translation of technological design into behavioural outcomes, the study enhances existing technology acceptance and service experience models within a cross-national hospitality management context. A qualitative, phenomenological approach was adopted, and semi-structured interviews were conducted with 24 managers from twelve hotels in Turkey and twelve in the USA. Thematic analysis was applied through open coding, theme development, and cross-country comparison to reveal shared and divergent perceptions. Findings indicate that well-designed mobile reservation apps significantly enhance guest satisfaction, streamline booking processes, and contribute to increased loyalty and direct sales in the tourism industry. While managers in both countries emphasized the importance of seamless user experience, Turkish participants highlighted greater resistance to digital processes and stronger concerns regarding human errors and system-based inaccuracies, suggesting regional differences in digital readiness.

Keywords

• mobile hotel reservation apps
• app design
• app quality
• user behaviour
• thematic analysis
• comparative analysis

Project Number

TUBITAK – Project No. 1059B192201916

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