Olumsuz Ewom Mesajlarının Kriz İletişimi Stratejileri Kapsamında Değerlendirilmesi: 4 ve 5 Yıldızlı Otel İşletmelerine Yönelik Nitel Bir Araştırma

Yıl 2021, Cilt: 5 Sayı: 3, 1249 - 1274, 30.09.2021

Ayşe Özer Ali Ender Altunoğlu

https://doi.org/10.29023/alanyaakademik.845649

Öz

Bu çalışmada Türk ve Britanyalı turistlerin yaptığı olumsuz çevrimiçi yorumlar aracılığıyla müşterilerin yaşadığı olumsuzlukların kaynağı ve otel yöneticilerinin bu yorumlara karşı kullandıkları kriz iletişimi stratejileri tespit edilmiştir. Ayrıca Durumsal Kriz İletişimi Stratejileri, çalışmaya uygun olacak şekilde geliştirilerek, ilgili alana yeni bir formda sunulmuştur. Bunun için Muğla ili ve çevresinde faaliyet gösteren 4 ve 5 yıldızlı oteller için Tripadvisor sitesi üzerinden yapılan toplam 1128 olumsuz çevrimiçi yorum ve işletme yanıtı incelenmiştir. Elde edilen veriler Nvivo 12 programıyla betimsel olarak analiz edilmiştir. Analiz sonuçlarına göre Türk ve Britanyalı turistlerin olumsuz yorum yapmasına sebep olan en büyük etken “hizmet” olarak tespit edilmiştir. Ayrıca otel yöneticileri tarafından olumsuz çevrimiçi yorumlara verilen yanıtlarda en çok "yeniden inşa" stratejisi kullanılmıştır.

Anahtar Kelimeler

eWOM, Çevrimiçi yorumlar, Kriz iletişimi, Kriz iletişimi stratejileri

Evaluation of Negative Ewom Messages Within the Scope of Crisis Communication Strategies: A Qualitative Research for 4 and 5-Star Hotel

Öz

In this study, the source of the negativities experienced by the customers through the negative online comments made by Turkish and British tourists and the crisis communication strategies used by the hotel managers against these comments were determined. In addition, Situational Crisis Communication Strategies have been developed in accordance with the study and presented to the relevant field in a new form. For this, a total of 1128 negative online reviews and business responses of 4 and 5-star hotels that are operating in and around Muğla province were examined on the Tripadvisor website. The data obtained were analyzed descriptively with the Nvivo 12 program. According to the results of the analysis, the most important factor that caused Turkish and British tourists to leave negative comments was identified as “service”. In addition, the "rebuild" strategy was used the most in responses to negative online comments by hotel managers.

Anahtar Kelimeler

eWOM, Online comments, Marketing mix, Crisis communication, Crisis communication strategies

Kaynakça

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