Restoranlara Yönelik Çevrimiçi Yorumların Analizi: Google Haritalar Örneği

Öz

Çevrimiçi yorumlar, tüketicilerin yaşamlarında birçok alanda etkili olmaktadır. Çevrimiçi yorumların önemli oranda etkili olduğu alanlardan biri de tüketicilerin restoran seçimleridir. Restoranlar hakkında çevrimiçi yorum ve yıldız derecelendirmesi yapmaya imkân tanıyan platformlar, çağımızın restoran seçimlerinde başvurulan en önemli bilgi kaynağı haline gelmiştir. Çevrimiçi kaynaklardan elde edilen bu bilgiler, tüketicilerin tercihlerini şekillendirmek açısından ciddi öneme sahiptir. Yapılan çalışmada; Ege bölgesinde yer alan Turizm İşletmesi Belgeli Tesisler içerisinde “lokanta” kategorisinde bulunan 1. sınıf restoranlara ait Google Haritalar üzerinden yapılmış çevrimiçi yorumlar içerik analizi ile incelenmiştir. Erişilen 22 restoran için hem metin geri bildirimlerine hem de yıldız derecelendirmesine sahip 2633 adet yorumun analizi yapılmıştır. Çevrimiçi yorumlar; “yemek”, “hizmet”, “atmosfer”, “fiyat”, “konum ve imkânlar” olmak üzere beş kategoride değerlendirilmiştir. Çevrimiçi yorumlarda en fazla değerlendirmenin ''atmosfer'' kategorisi için yapıldığı görülmüştür. Atmosferi takiben en fazla değerlendirmeye sahip kategoriler yemek, hizmet, fiyat ve konum&imkânlar kategorisi olmuştur. Ayrıca incelenen yorumlar, olumlu ve olumsuz olmak üzere iki temel kategoride de ayrıca analiz edilmiştir. Araştırma kapsamında yer alan restoranlar için olumlu çevrimiçi yorumların fazla, olumsuz çevrimiçi yorumların da olumlulara göre daha az olduğu tespit edilmiştir. Buradan yola çıkarak; tüketici tercihlerinde oldukça etkili olduğu bilinen çevrimiçi yorumların restoranlar tarafından tamamen olumlu yorumlara çevrilmesinin restoranların tercih edilme düzeylerini arttırma konusunda etkili olacağı öngörülmektedir. Mevcut araştırmanın restoran yöneticilerine yol gösterme açısından önemli olduğu düşünülmektedir.

Anahtar Kelimeler

• Turizm
• Gastronomi
• Çevrimiçi Yorumlar
• Restoran Yorumları
• Google Haritalar

Examining Online Reviews for Restaurants: The Example of Google Maps

Öz

Online reviews have a significant impact on various aspects of consumers’ lives, and one area where online reviews hold considerable influence is in consumers’ restaurant choices. Platforms that allow online reviews and star ratings about restaurants have become the most important source of information for modern restaurant selection. The information obtained from online sources holds great importance in shaping consumers’ preferences. In the conducted study, an analysis of online reviews was performed using content analysis on Google Maps for 1st-class restaurants categorized as “Restaurants” within Tourism Enterprise Certified Facilities located in the Aegean region. A total of 2,633 comments, comprising both textual feedback and star ratings were analyzed for 22 accessed restaurants. The online reviews were evaluated in five categories: “food”, “service”, “atmosphere”, “price” and “location and amenities”. It was observed that the category with the highest number of evaluations in the online reviews was atmosphere. Following atmosphere, the categories with the highest number of evaluations were food, service, price, and location & amenities. Furthermore, the analyzed comments have been examined in two main categories: positive and negative. It has been determined that the restaurants included in the study received a higher number of positive online reviews compared to negative ones. Based on this, it is predicted that converting online reviews entirely into positive ones, which are known to have a significant influence on consumer preferences, would be effective in increasing the level of restaurant popularity. The current research is considered significant in providing guidance to restaurant managers.

Anahtar Kelimeler

• Tourism
• Gastronomy
• Online Reviews
• Restaurant Reviews
• Google Maps

Kaynakça

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