AĞIZDAN AĞZA İLETİŞİM: TÜRKİYE’YE GELEN HOLLANDALI VE BELÇİKALI TURİSTLERİN KONAKLAMA İŞLETMELERİNE YÖNELİK YORUMLARININ İNCELENMESİ

Öz

Bu çalışma, internet ve sosyal medyanın hızlı gelişiminin seyahat karar verme süreçlerini etkileyen bir unsur olan elektronik ağızdan ağıza iletişim (e-WOM), özellikle kıtalar arası seyahat eden Hollandalı ve Belçikalı turistlerin konaklama deneyimleri üzerine odaklanmaktadır. Hollanda ve Belçika’nın en büyük tatil bloğu olan Zoover sitesi, pozitif müşteri yorumları sebebiye her yıl prestijli otellere ödül vermektedir. Bu çalışmada "Golden Zoover Award 2022" ödülünü kazanan Ege otellerine ait kullanıcı yorumları, içerik analizi yöntemiyle incelenmiş, bu yorumlar araştırma kapsamındaki otellerin resmi Instagram hesaplarındaki paylaşımlarıyla karşılaştırılmıştır. Araştırma sonucunda, kullanıcı yorumlarının "personel", "oda", "yiyecek-içecek", "otelin genel değerlendirmesi", "animasyon-eğlence/dinlenme", "yüzme alanları", "tekrar ziyaret niyeti", "konum/ulaşım" ve "fiyat/performans-tavsiye" gibi temalar altında kategorize edildiği bulunmuştur. Otel yöneticilerine müşteri taleplerini anlamak için odaklanmaları gereken alanları belirleme konusunda yol gösterici olması amaçlanan çalışma, literatürdeki diğer araştırmalardan farklı olarak on iki aylık bir dönemi kapsamaktadır. Hollandalı ve Belçikalı otel müşterilerinin çevrimiçi yorumlarının daha önce incelenmemiş olması sebebiyle araştırmanın literatürdeki mevcut boşluğu doldurması hedeflenmiştir.

Anahtar Kelimeler

• Otel işletmeleri
• Flemenkçe
• online yorum
• Zoover

Electronic Word-of-Mouth Communication: An Analysis of Dutch and Belgian Tourists' Comments on Accommodation Establishments in Türkiye

Öz

This study focuses on electronic word-of-mouth communication (e-WOM), which is an element of the rapid development of the internet and social media that affects travel decision-making processes, especially on the accommodation experiences of Dutch and Belgian tourists traveling across continents. Zoover, the biggest holiday blog in the Netherlands and Belgium gives awards to prestigious hotels due to positive customer comments. In this study, user comments about the Aegean hotels that won the "Golden Zoover Award 2022" were examined using the content analysis method, and these comments were compared with the posts on the official Instagram accounts of the hotels. As a result of the research, it was found that user comments were categorized under themes such as "staff", "room", "food and beverage", "general evaluation of the hotel", "animation-entertainment/recreation", "swimming areas", "intention to visit again", "location/transportation" and "price/performance-recommendation". The study, which is intended to guide hotel managers in determining the areas they need to focus on in order to understand customer demands, covers a twelve-month period, unlike other studies in the literature. Since the online comments of Dutch and Belgian hotel customers have not been examined before, the research was aimed to fill the existing gap in the literature.

Anahtar Kelimeler

• Hotel business
• Dutch
• online reviews
• Zoover

Kaynakça

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