Airbnb Kullanıcılarının ‘‘Hayal Kırıklığı’’ Üzerine Bir Araştırma

Yıl 2022, Cilt: 33 Sayı: 1, 7 - 17, 14.06.2022

Derya Demirdelen Mithat Dinçer Fusun Istanbullu Dincer

https://doi.org/10.17123/atad.773240

Öz

Airbnb; gerek arz gerekse talep açısından hızla büyüyen bir alternatif konaklama sektörü olarak ortaya çıkmıştır.
Airbnb ile ilgili bu hızlı yükseliş, kullanıcıların deneyimlerini araştırmayı gerekli kılmaktadır. Alanyazında
konaklama işletmelerine yönelik misafir şikâyetleri üzerine yapılan araştırmalara karşın; Airbnb kullanıcılarının
şikâyetleri üzerine hem ulusal hem de uluslararası alanyazında yeterince araştırma yapılmamıştır. Bu
anlamda, çalışmanın amacı İstanbul’daki Airbnb kullanıcılarının şikâyetlerini incelemektir. Bu amaçla “Inside
Airbnb” veri tabanından alınan 580 olumsuz görüş, içerik analizi tekniğiyle çözümlenmiştir. İçerik analizinin
yanı sıra, bulgular Nvivo12 kelime bulutu oluşturularak desteklenmiştir. Analiz sonucunda şikâyetler, üç ana
boyut ve 23 alt temaya ayrılmıştır. Bu şikâyetler; ‘‘ev ile ilgili şikâyetler’’, ‘‘ev sahibi ile ilgili şikâyetler’’ ve ‘‘diğer
şikâyetler’’ olarak belirlenmiştir. Bu çalışma, Airbnb kullanıcılarının şikâyetlerini belirleyerek, alternatif konaklama
endüstrisinde e-şikâyetlerle ilgili sınırlı olan alanyazına katkı sağlamakta ve bu sektörde halihazırdaki
Airbnb ev sahipleri için uygulamaya yönelik öneriler sunmaktadır.

Anahtar Kelimeler

Airbnb, misafir memnuniyeti, e-şikayet, e-wom, içerik analizi, İstanbul

Teşekkür

Yazarlar, bu çalışmanın ortaya çıkmasında yardım ve katkılarını esirgemeyen Doç. Dr. Zaid Alrawadieh’e teşekkürlerini sunmaktadır.

Delving into Airbnb Users’ Sources of Disappointment

Öz

Airbnb has grown rapidly with a large supply and a consistently increased demand. The rapid rise of the
Airbnb business model warrants deeper understanding of its users’ experiences. Against a redundant amount
of research addressing guest complaints in the traditional hotel industry, very little has been done so far to
identify the nature of complaints aired by Airbnb users. With these thoughts in minds, the aim of the study is
to develop a typology of complaints as experienced by Airbnb users. For this purpose, a total of 580 negative
reviews retrieved from “Inside Airbnb” database were content analysed. The manual content analysis process
was also supported by a Word Cloud using Nvivo12. The analysis resulted in identifying 23 complaints under
3 broad dimensions. These dimensions were labelled as ‘‘property-related complaints’’, ‘‘host-related complaints’’
and ‘‘other complaints’’. By identifying what Airbnb users complain about, the present study is expected
to contribute to the limited literature on e-complaints in the hospitality industry.

Anahtar Kelimeler

Airbnb, Guest satisfaction, E-complaint, E-WOM, Content analysis, Istanbul

Kaynakça

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