Research Article
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Examınation of E-Complaints with Content Analysis for Tourist Guides

Year 2019, , 10 - 17, 30.06.2019
https://doi.org/10.34090/tured.581396

Abstract

Purpose and Importance: Tourist guides that establish
a bond between the travel agent and the tourists directly influence the
satisfaction of tourists attending the tour. Nowadays, tourists who are not
satisfied because of the increase in Internet usage began to announce their complaints
from online complaints platforms. In this study, the main purpose of the study
is to investigate the tourist guides and e-complaints of tourists participating
in the tour. Thus, the content and frequency of complaints related to tourist
guides are determined and the aim is to contribute to the development of
solutions for travel agencies.

Methodology: In the study, complaints about the tourist
guide on the Internet Complaints pages were examined by the content analysis
method. It is aimed to determine which tourists complain about tourist guides
and the most intense complaint issues. For this reason, Turkey's major
complaints platforms, www. Complaint has been examined complaints for tourist
guides, content analysis method has been applied and 397 e-complaints were
identified. The research data is divided into categories and sub-categories
according to the status of the relationship between concepts conceptualized and
identified complaints.

Findings: As a result of the review, e-complaints about
tourist guides are divided into 4 categories and 16 sub-categories. As a result
of the content analysis, the e-complaints mainly for tourist guides have been
determined to complain about complaints and professional qualifications of the
behavior of tourist guides. Rude behaviour and apathy are the most remarkable
complaints in complaints of the behavior of tourist guides. Another important
complaint is that the guide does not comply with the tour program and the guide
is insufficient.







Originality/Value: The study constitutes one of
the few studies that address customer complaints and complaints behaviour in
professional tours. However, it offers important information to the literature
and travel agencies in the context of the results.

References

  • Ap John , Wong Kevin K.F. (2001), Case study on tour guiding: professionalism, issues and problems, Tourism Management 22, ss.551-563
  • Bickart, B., ve Schindler, R. M. (2001). Internet forums as influential sources of customer information. Journal of Interactive Marketing, 15(3), ss.31–40.
  • Bowie David Ve Chang Jui Chi, (2005). Tourist satisfaction: A view from a mixed international guided package tour, Journal of Vacation Marketing 11, 4, ss. 303–322
  • Broadbridge, A. ve Marshall, J. (1995), ``Consumer complaint behavior: the case of electrical goods'', International Journal of Retail & Distribution Management, 23 (9), ss.8-18
  • Büyüköztürk, Ş., Akgün Ö. E., Karadeniz Ş., Demirel F. ve Kılıç E. (2013). Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi Yayıncılık.
  • Crié, D. (2003). Consumers’ complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. The Journal of Database Marketing & Customer Strategy Management, 11, ss.60–79.
  • Çiçek, E.(2005). Süpermarket Ve Hipermarketlerde Müşteri İlişkileri Yönetimi Ve Bir Uygulama. Yayınlanmamış Doktora Tezi. Selçuk Üniversitesi. SBE. Konya.
  • Deighton J., Romer, D. ve McQueen, J. (1989). Using Drama to Persuade. Journal of Consumer Research, 335-343.
  • Durvasula, S., Lysonski, S., & Mehta, S. C. (2000). Business-to-business marketing service recovery and customer satisfaction issues with ocean shipping lines. European Journal of Marketing, 34, 433–452.
  • Fornell, C. Ve Wernerfelt, B. (1987) ‘Defensive marketing strategy by customer complaint management: A theoretical analysis’, Journal of Marketing Research, 24(4), ss. 337 –346.
  • Harrison-Walker, L. J. (2001). E-complaining: A content analysis of an internet comment forum. Journal of Services Marketing, 15, ss.397–412.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of mouth via customer-opinion platforms: What motivates customers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), ss.38–52.
  • Huang Songshan, Hsu Cathy ve Chan Andrew, (2010). Tour Guıde Performance And Tourıst Satısfactıon: A Study Of The Package Tours In Shanghaı, Journal of Hospitality & Tourism Research, 34, 1, ss. 3-33.
  • Huang, J. H., Huang, C. T., ve Wu, S. (1996). National character and response to unsatisfactory hotel service. International Journal of Hospitality Management, 15, ss.229–243.
  • Jagdip Singh (1998) Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues, Journal of Marketing, 52(1), ss. 93-107
  • Kılıç Burhan Ve Ok Serap, (2012). Otel İşletmelerinde Müşteri Şikâyetleri Ve Şikâyetlerin Değerlendirilmesi, Journal of Yaşar University. 25(7), ss. 4189-4202.
  • Kutluk Ayşegül Ve Arpacı Özgür, (2016). E-Wom Bağlamında Seyahat Acentalarına Yönelik E-Şikâyetlerin Gömülü Teori Ve İçerik Analizi İle İncelenmesi, Balıkesir University The Journal of Social Sciences Institute, 19, 35, ss. 367-386
  • Mossberg,L.(1995).Tour leaders and their importance in charter tours. Tourism Management, 16(6), ss.437-445.
  • Naylor, G. (2003). The complaining customer: A service provider’s best friend? Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 16, ss241–248.
  • Sujithamrak Siriporn And Lam Terry, (2005). Relationship Between Customer Complaint Behavior and Demographic Characteristics: A Study of Hotel Restaurants’ Patrons, Asia Pacific Journal of Tourism Research, 10,3, ss. 289-387
  • Tai Cheng-Ling,(2012). Tourists’ Perceptions of Group Package Tour Relative Parties’ Questionable Tour-Related Behaviors, Contemporary Management Research 8,3, ss. 229-250.
  • Tanrısever Canan, (2018). Paket Tur Satın Alan Müşterilerin Şikâyet Analizi, Turizm Akademik Dergisi, 5 (1), ss.114-123.
  • Temizkan S. Pınar, Temizkan Rahman Ve Tokay Simge, (2013). Turist Rehberliği Meslek Kanunu Ve Turist Rehberi Eğitiminde Yeni Bir Paradoks, 14. Ulusal turizm Kongresi Bildiriler Kitabı, KAYSERİ, ss.474-486.
  • Westwood, S. H., Morgan, N., Pritchard, A. and Ineson, E. M. (1999) ‘Branding the Package Holiday – The Role and Significance of Brands for UK Air Tour Operators’, Journal of Vacation Marketing, 5(3), ss.238–52.
  • Wong Sımon Ve Lau Elaine, (2001). Understanding the Behavior of Hong Kong Chinese Tourists on Group Tour Packages, Journal of Travel Research, 40, ss. 57-67.

Turist Rehberlerine Yönelik E-Şikâyetlerin İçerik Analizi ile İncelenmesi

Year 2019, , 10 - 17, 30.06.2019
https://doi.org/10.34090/tured.581396

Abstract

Amaç ve Önem:
Seyahat acentesi ile turist arasında bağ kuran turist rehberleri, tura katılan
turistlerin memnuniyetini doğrudan etkilemektedirler. Günümüzde internet
kullanımı arttığı için memnun olmayan turistler şikâyetlerini çevrimiçi şikâyet
platformlarından duyurmaya başladılar. Bu çalışmada tura katılan turistlerin,
turist rehberleri ile ilgili e-şikâyetlerinin incelenmesi çalışmanın temel
amacını oluşturuyor. Böylece turist rehberleri ile ilgili şikâyetlerin içeriği
ve sıklığı belirlenerek, seyahat acenteleri için çözüm yollarının
geliştirilmesine katkı sağlanması hedeflenmiştir.



Yöntem:
Araştırmada, internette yer alan şikâyet sayfalarında turist rehberi ile ilgili
şikâyetler içerik analizi yöntemiyle incelenmiştir. Turistlerin turist
rehberlerini hangi konularda şikâyet ettiği ve en yoğun olan şikâyet konuları
saptanması amaçlanmıştır. Bu nedenle Türkiye’nin önemli şikâyet
platformlarından olan www.şikayetvar.com’da turist rehberlerine yönelik
şikâyetler incelenmiş, içerik analizi yöntemi uygulanmış ve 397 adet e-şikâyet
saptanmıştır. Tespit edilen şikâyetler kavramlaştırılıp, kavramlar arasındaki
ilişki durumuna göre araştırma verileri kategori ve alt-kategori olarak
ayrılmıştır.



Bulgular: Yapılan inceleme
sonucunda turist rehberleri ile ilgili e-şikâyetler 4 kategori ve 16
alt-kategori olarak ayrılmıştır. İçerik analizinin sonucunda genel olarak
turist rehberlerine yönelik e-şikâyetlerin ağırlıklı olarak turist
rehberlerinin davranışlarına ait şikâyetler ve mesleki yeterlilikleri ile
ilgili şikâyetler olduğu belirlenmiştir. Turist rehberlerinin davranışlarına
ait şikâyetlerde kaba davranış ve ilgisizlik en dikkat çeken şikâyet unsurudur.
Diğer önemli şikâyet unsuru ise rehberin tur programına uymaması ve rehberin
yetersiz olmasıdır.



Özgünlük/Bilimsel Katkı: Çalışma profesyonel turlarda müşteri şikâyetlerini ve
şikâyet davranışlarını ele alan çok az sayıdaki çalışmadan birisini teşkil
etmektedir. Bununla birlikte sonuçları bağlamında literatüre ve seyahat
acentelerine önemli bilgiler sunmaktadır. 

References

  • Ap John , Wong Kevin K.F. (2001), Case study on tour guiding: professionalism, issues and problems, Tourism Management 22, ss.551-563
  • Bickart, B., ve Schindler, R. M. (2001). Internet forums as influential sources of customer information. Journal of Interactive Marketing, 15(3), ss.31–40.
  • Bowie David Ve Chang Jui Chi, (2005). Tourist satisfaction: A view from a mixed international guided package tour, Journal of Vacation Marketing 11, 4, ss. 303–322
  • Broadbridge, A. ve Marshall, J. (1995), ``Consumer complaint behavior: the case of electrical goods'', International Journal of Retail & Distribution Management, 23 (9), ss.8-18
  • Büyüköztürk, Ş., Akgün Ö. E., Karadeniz Ş., Demirel F. ve Kılıç E. (2013). Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi Yayıncılık.
  • Crié, D. (2003). Consumers’ complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. The Journal of Database Marketing & Customer Strategy Management, 11, ss.60–79.
  • Çiçek, E.(2005). Süpermarket Ve Hipermarketlerde Müşteri İlişkileri Yönetimi Ve Bir Uygulama. Yayınlanmamış Doktora Tezi. Selçuk Üniversitesi. SBE. Konya.
  • Deighton J., Romer, D. ve McQueen, J. (1989). Using Drama to Persuade. Journal of Consumer Research, 335-343.
  • Durvasula, S., Lysonski, S., & Mehta, S. C. (2000). Business-to-business marketing service recovery and customer satisfaction issues with ocean shipping lines. European Journal of Marketing, 34, 433–452.
  • Fornell, C. Ve Wernerfelt, B. (1987) ‘Defensive marketing strategy by customer complaint management: A theoretical analysis’, Journal of Marketing Research, 24(4), ss. 337 –346.
  • Harrison-Walker, L. J. (2001). E-complaining: A content analysis of an internet comment forum. Journal of Services Marketing, 15, ss.397–412.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of mouth via customer-opinion platforms: What motivates customers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), ss.38–52.
  • Huang Songshan, Hsu Cathy ve Chan Andrew, (2010). Tour Guıde Performance And Tourıst Satısfactıon: A Study Of The Package Tours In Shanghaı, Journal of Hospitality & Tourism Research, 34, 1, ss. 3-33.
  • Huang, J. H., Huang, C. T., ve Wu, S. (1996). National character and response to unsatisfactory hotel service. International Journal of Hospitality Management, 15, ss.229–243.
  • Jagdip Singh (1998) Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues, Journal of Marketing, 52(1), ss. 93-107
  • Kılıç Burhan Ve Ok Serap, (2012). Otel İşletmelerinde Müşteri Şikâyetleri Ve Şikâyetlerin Değerlendirilmesi, Journal of Yaşar University. 25(7), ss. 4189-4202.
  • Kutluk Ayşegül Ve Arpacı Özgür, (2016). E-Wom Bağlamında Seyahat Acentalarına Yönelik E-Şikâyetlerin Gömülü Teori Ve İçerik Analizi İle İncelenmesi, Balıkesir University The Journal of Social Sciences Institute, 19, 35, ss. 367-386
  • Mossberg,L.(1995).Tour leaders and their importance in charter tours. Tourism Management, 16(6), ss.437-445.
  • Naylor, G. (2003). The complaining customer: A service provider’s best friend? Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 16, ss241–248.
  • Sujithamrak Siriporn And Lam Terry, (2005). Relationship Between Customer Complaint Behavior and Demographic Characteristics: A Study of Hotel Restaurants’ Patrons, Asia Pacific Journal of Tourism Research, 10,3, ss. 289-387
  • Tai Cheng-Ling,(2012). Tourists’ Perceptions of Group Package Tour Relative Parties’ Questionable Tour-Related Behaviors, Contemporary Management Research 8,3, ss. 229-250.
  • Tanrısever Canan, (2018). Paket Tur Satın Alan Müşterilerin Şikâyet Analizi, Turizm Akademik Dergisi, 5 (1), ss.114-123.
  • Temizkan S. Pınar, Temizkan Rahman Ve Tokay Simge, (2013). Turist Rehberliği Meslek Kanunu Ve Turist Rehberi Eğitiminde Yeni Bir Paradoks, 14. Ulusal turizm Kongresi Bildiriler Kitabı, KAYSERİ, ss.474-486.
  • Westwood, S. H., Morgan, N., Pritchard, A. and Ineson, E. M. (1999) ‘Branding the Package Holiday – The Role and Significance of Brands for UK Air Tour Operators’, Journal of Vacation Marketing, 5(3), ss.238–52.
  • Wong Sımon Ve Lau Elaine, (2001). Understanding the Behavior of Hong Kong Chinese Tourists on Group Tour Packages, Journal of Travel Research, 40, ss. 57-67.
There are 25 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Kübra Kanlı 0000-0002-0650-5646

Publication Date June 30, 2019
Published in Issue Year 2019

Cite

APA Kanlı, K. (2019). Turist Rehberlerine Yönelik E-Şikâyetlerin İçerik Analizi ile İncelenmesi. Turist Rehberliği Dergisi (TURED), 2(1), 10-17. https://doi.org/10.34090/tured.581396