DÖRT VE BEŞ YILDIZLI OTEL İŞLETMELERİNİN ÇEVRİMİÇİ YORUMLARA VERDİĞİ YANITLARIN ANALİZİ: ESKİŞEHİR ÖRNEĞİ

Öz

Bu araştırmanın amacı, otel işletmelerinin çevrimiçi yorumlara verdikleri yanıtları analiz etmektir. Araştırma kapsamında Eskişehir’deki dört ve beş yıldızlı otellerin yanıtları incelenmiştir. Araştırma verisi, 01.11.2024-20.11.2024 tarihleri arasında Hotels.com üzerinden doğrulanmış yorumlara verilen yanıtlardan oluşmaktadır. Otel işletmelerinin verdikleri yanıtlar kurumsal yanıt tipolojisi bağlamında ele alınmıştır. Otel işletmelerinin yanıtları, yanıt sayısı, olumlu ve olumsuz yoruma verilen yanıt sayısı, yanıtın başlangıç ve bitiş yaklaşımı, ilgili soruna yaklaşım tarzı, yanıtın odağı, kullanılan dil stratejisi, yanıt süresi ve yanıtı kimin verdiği bağlamında içerik analiziyle değerlendirilmiştir. Beş yıldızlı otellere ilişkin 2122, dört yıldızlı otellere ilişkin 1594 yanıt tespit edilmiştir. Beş yıldızlı otellerin ortalama yanıt oranı %66 iken, dört yıldızlı otellerin ortalama yanıt oranı %59 olarak saptanmıştır. Yanıtların içeriğinde, standart başlangıç ve bitiş ifadesi, teşekkür etme, yeniden ağırlama beklentisi ve daveti benzerlik göstermiştir. Her iki otel sınıfında ise profesyonel, resmi, kibar ve anlayışlı bir dil tercih edilmiştir. Yanıt sürelerinde önemli tutarsızlıklar saptanmıştır. Olumlu yoruma verilen yanıtların, olumsuz yoruma verilen yanıtlara göre daha fazla kalıplaşmış, otomatik ve standart ifadelerden oluştuğu tespit edilmiştir. Otellerin olumlu yorumlara yanıt verme eğiliminin olduğu ve bu yanıtların genellikle tek tip ifade kalıbıyla yapıldığı görülmüştür. Beş yıldızlı oteller çevrimiçi yorum yönetiminde dört yıldızlı otellere göre daha aktif ve kurumsal bir yapı sergilemiştir. Kurumsal yanıt tipolojisi bağlamında otel işletmelerinin yanıtlarında en fazla uyum ve uzlaşma stratejilerini benimsemişlerdir. Araştırma, ilgili araştırmacılara ve otel işletmelerine öneriler ile sonlanmıştır.

Anahtar Kelimeler

• Elektronik Müşteri İlişkileri
• Çevrimiçi Yorum Yönetimi
• İşletme Yanıtları
• 4 ve 5 yıldızlı Otel
• Eskişehi

ANALYSIS OF FOUR AND FIVE STAR HOTEL BUSINESSES' RESPONSES TO ONLINE REVIEWS: THE CASE OF ESKİŞEHİR

Öz

This study aims to analyze the responses of hotels to online reviews. The responses of four- and five-star hotels in Eskişehir were examined within the scope of the research. The research data consists of responses to verified reviews on Hotels.com between 01.11.2024 and 20.11.2024. The responses given by hotel businesses were considered in the context of the corporate response typology. The responses of hotel businesses were evaluated with content analysis in terms of the number of responses, the number of responses given to positive and negative comments, the beginning and ending approach of the response, the approach to the relevant problem, the focus of the response, the language strategy used, the duration of the response and who gave the response. 2122 responses were identified for five-star hotels and 1594 responses were identified for four-star hotels. While the average response rate of five-star hotels was 66%, the average response rate of four-star hotels was 59%. The content of the responses showed similarities in standard beginnings and endings, thanking, expecting and inviting to re-host. In both hotel classes, professional, formal, polite and understanding responses style was preferred. Significant inconsistencies in response times were found. It was determined that the responses given to positive comments consisted of more stereotyped, automatic and standard expressions than the responses given to negative comments. It was observed that hotels tended to respond to positive comments and that these responses were generally made with a single type of expression pattern. Five-star hotels exhibited a more active and institutional structure in online comment management than four-star hotels. In the context of the corporate response typology, hotel companies adopted the most acquiescence and compromise strategies in their responses. The research was concluded with recommendations for researchers and hotel businesses.

Anahtar Kelimeler

• Electronic Customer Relations
• Online Reviews Management
• Business Responses
• 4- and 5-star Hotel
• Eskisehir

Kaynakça

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