Yıl 2020, Cilt 4 , Sayı 1, Sayfalar 1 - 14 2020-06-30

AIRBNB ARACILIĞIYLA KONAKLAMA YAPAN MISAFIRLERIN MEMNUNIYET DÜZEYLERINI ETKILEYEN FAKTÖRLERIN BELIRLENMESINE YÖNELIK NETNOGRAFIK BIR ARAŞTIRMA
EXPLORING FACTORS DETERMINING SATISFACTION OF GUESTS STAYING WITH AIRBNB: A NETNOGRAPHIC APPROACH

Derya DEMİRDELEN ALRAWADIEH [1] , Mithat Zeki DİNÇER [2] , Füsun İSTANBULLU DİNÇER [3]


Alternatif konaklama olanakları son dönemlerde artmaya başlamıştır. Özellikle Airbnb gibi paylaşım ekonomisi kapsamında faaliyet gösteren girişimlere artan talep, konaklama sektöründeki rekabeti ciddi anlamda yoğunlaştırmıştır. Geleneksel konaklama işletmelerinde misafir memnuniyetini sağlayan faktörleri belirleyen birçok araştırma yapılmış olmasına karşın, Airbnb ile konaklama yapan misafirlerin memnuniyetlerini belirleyen faktörler üzerine henüz yeterince araştırma yapılmamıştır. Çalışmanın ana amacı Airbnb ile konaklamayı tercih eden misafirlerin memnuniyet faktörlerini belirlemektir. Bu amaçla, İstanbul’da faaliyet gösteren Airbnb evleriyle ilgili olumlu yorumlar ‘Inside Airbnb’ veri tabanından alınarak netnografi yöntemi ve içerik çözümlemesi tekniğiyle incelenmiştir. İlgili veri tabanında toplam 171158 yorumdan 350 olumlu yorum en güncel olandan başlamak üzere seçilerek analize tabi tutulmuştur. Geleneksel içerik çözümlemesi yöntemiyle elde edilen boyut ve temalar Nvivo 12 kelime bulutu oluşturularak desteklenmiştir. Sonuçlara göre, Airbnb ile konaklayan misafirler, memnuniyetlerini ifade ederken en çok ‘evin konumu’, ‘ev sahibinin tutumu’ ve ‘tesis veya odanın olanakları’ üzerinde yorumlar yapmışlardır. Çalışma, Airbnb misafirlerinin memnuniyet faktörlerini belirleyerek bu alanda gelişen alan yazına teorik katkıda bulunmakta ve Airbnb ev sahiplerine yönelik pratik öneriler sunmaktadır.

With the growth and expansion of the alternative accommodation sector and especially the increasing demand for Airbnb offerings, the competition in the accommodation sector has significantly increased. Although several attempts have been made to identify the factors that determine guest satisfaction in traditional lodging businesses, little is known about the key factors that Airbnb guests appreciate during their stays. Therefore, the key objective of the study is to identify the main factors determining guest satisfaction in Airbnb accommodation businesses. Applying a netnography approach, online reviews posted about Airbnb lists operating in Istanbul were retrieved from ‘Inside Airbnb database and content analyzed. The most recent 350 reviews were selected from the total online reviews available (171158). The findings, supported by an Nvivo Word Cloud, suggest that the location of the house/facility, the host's attitude, and the house/room facilities were frequently mentioned and praised by guests. The study adds to the limited literature on satisfaction with Airbnb and provides real-life implications for Airbnb hosts.

  • Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L., & Weaven, S. (2019). Market segmentation and travel choice prediction in Spa hotels through TripAdvisor’s online reviews. International Journal of Hospitality Management, 80, 52-77.
  • Airbnb (2019), Airbnb Genel Bakış, 08 Mayıs 2019 tarihinde https://www.airbnb.com.tr/host/homes?from_nav=1 adresinden alınmıştır.
  • Airdna, (2019). Market Overview. 10 Şubat 2019 tarihinde https://www.airdna.co/vacation-rental-data/app/tr/default/istanbul/overview adresinden alınmıştır.
  • Alrawadieh Z.ve D. Demirdelen (2019), Turizm ve Ağırlama Endüstrisinde Paylaşım Ekonomisi, Detay Yayıncılık
  • Alrawadieh, Z., & Alrawadieh, Z. (2018). Exploring entrepreneurship in the sharing accommodation sector: Empirical evidence from a developing country. Tourism Management Perspectives, 28, 179-188.
  • Alrawadieh, Z., & Alrawadieh, Z. (2019). Developing a typology of tourist harassment in archeological sites: a netnographic approach. Journal of Tourism and Cultural Change, 1-17.
  • Alrawadieh, Z., & Law, R. (2019). Determinants of hotel guests’ satisfaction from the perspective of online hotel reviewers. International Journal of Culture, Tourism and Hospitality Research, 13(1), 84-97.
  • Barreda, A., & Bilgihan, A. (2013). An analysis of user-generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), 263-280.
  • Belarmino, A., Whalen, E., Koh, Y., & Bowen, J. T. (2019). Comparing guests’ key attributes of peer-to-peer accommodations and hotels: mixed-methods approach. Current Issues in Tourism, 22(1), 1-7.
  • Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), 1-24.
  • Bridges, J., & Vásquez, C. (2018). If nearly all Airbnb reviews are positive, does that make them meaningless?. Current Issues in Tourism, 21(18), 2057-2075.
  • Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
  • Cetin, G., & Dincer, F. I. (2014). Influence of customer experience on loyalty and word-of-mouth in hospitality operations. Anatolia, 25(2), 181-194.
  • Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2018). Service recovery, customer satisfaction and customer loyalty: evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences.
  • Cheng, M., & Jin, X. (2019). What do Airbnb users care about? An analysis of online review comments. International Journal of Hospitality Management, 76, 58-70.
  • Cró, S., & Martins, A. M. (2018). Hotel and hostel location in Lisbon: looking for their determinants. Tourism Geographies, 20(3), 504-523.
  • De Carlos, P., Alén, E., Pérez-González, A., & Figueroa, B. (2019). Cultural differences, language attitudes and tourist satisfaction: a study in the Barcelona hotel sector. Journal of Multilingual and Multicultural Development, 40(2), 133-147.
  • Dinçer, M. Z., & Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing & Management, 26(8), 785-804.
  • Ert, E., & Fleischer, A. (2019). The evolution of trust in Airbnb: A case of home rental. Annals of Tourism Research, 75, 279-287.
  • Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73.
  • Eugenio-Martin, J. L., Cazorla-Artiles, J. M., & González-Martel, C. (2019). On the determinants of Airbnb location and its spatial distribution. Tourism Economics, 1354816618825415.
  • Fang, B., Ye, Q., & Law, R. (2016). Effect of sharing economy on tourism industry employment. Annals of Tourism Research, 57(3), 264-267.
  • Fereday, J., & Muir-Cochrane, E. (2006). Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International journal of qualitative methods, 5(1), 80-92.
  • Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467-483.
  • Gurran, N., & Phibbs, P. (2017). When tourists move in: how should urban planners respond to Airbnb?. Journal of the American planning association, 83(1), 80-92.
  • Gursoy, D., Cai, R., & Anaya, G. J. (2017). Developing a typology of disruptive customer behaviors: Influence of customer misbehavior on service experience of by-standing customers. International Journal of Contemporary Hospitality Management, 29(9), 2341-2360
  • Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, 18(12), 1192-1217.
  • Guttentag, D. A., & Smith, S. L. (2017). Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations. International Journal of Hospitality Management, 64, 1–10.
  • Guttentag, D., Smith, S., Potwarka, L., & Havitz, M. (2018). Why tourists choose Airbnb: A motivation-based segmentation study. Journal of Travel Research, 57(3), 342-359.
  • Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology, 67(9), 2047-2059.
  • Heo, Y. (2016). Sharing economy and prospects in tourism research. Annals of Tourism Research, 58, 166-170.
  • Hu, Y. H., Chen, Y. L., & Chou, H. L. (2017). Opinion mining from online hotel reviews–A text summarization approach. Information Processing & Management, 53(2), 436-449.
  • Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer's information adoption. Computers in Human Behavior, 66, 96-102.
  • Ju, Y., Back, K. J., Choi, Y., & Lee, J. S. (2019). Exploring Airbnb service quality attributes and their asymmetric effects on customer satisfaction. International Journal of Hospitality Management, 77, 342-352.
  • Kastenholz, E., Carneiro, M. J., Marques, C. P., & Loureiro, S. M. C. (2018). The dimensions of rural tourism experience: impacts on arousal, memory, and satisfaction. Journal of Travel & Tourism Marketing, 35(2), 189-201.
  • Khoo-Lattimore, C., & Ekiz, E. H. (2014). Power in praise: Exploring online compliments on luxury hotels in Malaysia. Tourism and Hospitality Research, 14(3), 152-159.
  • Kim, J. H., Ritchie, J. R., & Tung, V. W. S. (2010). The effect of memorable experience on behavioral intentions in tourism: A structural equation modeling approach. Tourism Analysis, 15(6), 637-648.
  • Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165-171.
  • Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of travel research, 38(3), 260-269.
  • Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72.
  • Kozinets, R. V. (2007). Netnography 2.0. In R. W. Belk (Ed.), Handbook of qualitative research methods in marketing(pp. 129–42). Cheltenham, UK: Edward Elgar Publishing.Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36-45.
  • Lalicic, L., & Weismayer, C. (2017). The role of authenticity in Airbnb experiences. In Information and Communication Technologies in Tourism 2017 (pp. 781-794). Springer, Cham.
  • Leong, L. Y., Hew, T. S., Ooi, K. B., & Lin, B. (2019). Do electronic Word of-mouth and elaboration likelihood model influence hotel booking?. Journal of Computer Information Systems, 59(2), 146-160.
  • Liang, L. J., Choi, H. C., & Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48.
  • Lin, P. M., Fan, D. X., Zhang, H. Q., & Lau, C. (2019). Spend less and experience more: Understanding tourists’ social contact in the Airbnb context. International Journal of Hospitality Management, 83, 65-73.
  • Liu, J. N., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71-83.
  • Liu, S. Q., & Mattila, A. S. (2017). Airbnb: Online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, 33-41.
  • Liu, Y., Teichert, T., Rossi, M., Li, H., & Hu, F. (2017). Big data for big insights: Investigating language-specific drivers of hotel satisfaction with 412,784 user-generated reviews. Tourism Management, 59, 554-563.
  • Lo, A. S., & Yao, S. S. (2019). What makes hotel online reviews credible? An investigation of the roles of reviewer expertise, review rating consistency and review valence. International Journal of Contemporary Hospitality Management, 31(1), 41-60.
  • Luo, Y., & Tang, R. L. (2019). Understanding hidden dimensions in textual reviews on Airbnb: An application of modified latent aspect rating analysis (LARA). International Journal of Hospitality Management, 80, 144-154.
  • Lutz, C., & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88, 187-196.
  • Lyu, J., Li, M., & Law, R. (2019). Experiencing P2P accommodations: Anecdotes from Chinese customers. International Journal of Hospitality Management, 77, 323-332.
  • Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism?. Ecological economics, 121, 149-159.
  • Masiero, L., Yang, Y., & Qiu, R. T. (2019). Understanding hotel location preference of customers: Comparing random utility and random regret decision rules. Tourism Management, 73, 83-93.
  • Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses to negative online hotel reviews: The impact of empathy, paraphrasing, and speed. Cornell Hospitality Quarterly, 56(2), 223-231.
  • Mody, M., Hanks, L., & Dogru, T. (2019). Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb. Tourism Management, 74, 65-80.
  • Moon, H., Wei, W., & Miao, L. (2019). Complaints and resolutions in a peer-to-peer business model. International Journal of Hospitality Management, 81, 239-248.
  • Neal, J. D., & Gursoy, D. (2008). A multifaceted analysis of tourism satisfaction. Journal of Travel Research, 47(1), 53-62.
  • Nvivo 12, (2019). 10 Nisan 2019 tarihinde https://www.qsrinternational.com/nvivo/nvivo-products adresinden alınmıştır.
  • Oskam, J., & Boswijk, A. (2016). Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, 2(1), 22-42.
  • Park, S., Yang, Y., & Wang, M. (2019). Travel distance and hotel service satisfaction: An inverted U-shaped relationship. International journal of hospitality management, 76, 261-270.
  • Paulauskaite, D., Powell, R., Coca‐Stefaniak, J. A., & Morrison, A. M. (2017). Living like a local: Authentic tourism experiences and the sharing economy. International Journal of Tourism Research, 19(6), 619-628.
  • Phillips, P., Zigan, K., Silva, M. M. S., & Schegg, R. (2015). The interactive effects of online reviews on the determinants of Swiss hotel performance: A neural network analysis. Tourism Management, 50, 130-141.
  • Priporas, C. V., Stylos, N., Vedanthachari, L. N., & Santiwatana, P. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research, 19(6), 693-704.
  • Radojevic, T., Stanisic, N., & Stanic, N. (2015). Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management, 51, 13-21.Ren, L., Zhang, H. Q., & Ye, B. H. (2015). Understanding customer satisfaction with budget hotels through online comments: Evidence from Home Inns in China. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 45-62.
  • Rice, J., & Khanin, D. (2019). Why Do They Keep Coming Back? The Effect of Push Motives vs. Pull Motives, and Attribute Satisfaction on Repeat Visitation of Tourist Destinations. Journal of Quality Assurance in Hospitality & Tourism, 1-25.
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106-123.
  • Schor, J. (2016). Debating the sharing economy. Journal of Self-Governance and Management Economics, 4(3), 7-22.
  • Schuckert, M., Liang, S., Law, R., & Sun, W. (2019). How do domestic and international high-end hotel brands receive and manage customer feedback?. International Journal of Hospitality Management, 77, 528-537.
  • So, K. K. F., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224-236.
  • Sotiriadou, P., Brouwers, J., & Le, T. A. (2014). Choosing a qualitative data analysis tool: A comparison of NVivo and Leximancer. Annals of Leisure Research, 17(2), 218-234.
  • Sukhu, A., Choi, H., Bujisic, M., & Bilgihan, A. (2019). Satisfaction and positive emotions: A comparison of the influence of hotel guests’ beliefs and attitudes on their satisfaction and emotions. International Journal of Hospitality Management, 77, 51-63.
  • Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. Içinde Information and communication technologies in tourism 2015(pp. 817-830). Springer, Cham.
  • Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70-80.
  • Varma, A., Jukic, N., Pestek, A., Shultz, C. J., & Nestorov, S. (2016). Airbnb: Exciting innovation or passing fad?. Tourism Management Perspectives, 20, 228-237.
  • Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). Understanding the consumer experience: An exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2), 166-197.
  • Wang, C. R., & Jeong, M. (2018). What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay. International Journal of Hospitality Management, 74, 162-170.
  • Xiang, Z., Schwartz, Z., Gerdes Jr, J. H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction?. International Journal of Hospitality Management, 44, 120-130.
  • Xu, F., La, L., Zhen, F., Lobsang, T., & Huang, C. (2019). A data-driven approach to guest experiences and satisfaction in sharing. Journal of Travel & Tourism Marketing, 36(4), 484-496.
  • Xu, X., & Li, Y. (2016). The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach. International journal of hospitality management, 55, 57-69.
  • Yang, Y., Mao, Z., & Tang, J. (2018). Understanding guest satisfaction with urban hotel location. Journal of Travel Research, 57(2), 243-259.
  • Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human behavior, 27(2), 634-639.
  • Ye, Q., Li, H., Wang, Z., & Law, R. (2014). The influence of hotel price on perceived service quality and value in e-tourism: An empirical investigation based on online traveler reviews. Journal of Hospitality & Tourism Research, 38(1), 23-39.
  • Yen, C. L. A., & Tang, C. H. H. (2015b). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79-88.
  • Yen, C. L. A., & Tang, C. H. H. (2019a). The effects of hotel attribute performance on electronic word-of-mouth (eWOM) behaviors. International Journal of Hospitality Management, 76, 9-18.
  • Zekan, B., Önder, I., & Gunter, U. (2019). Benchmarking of Airbnb listings: How competitive is the sharing economy sector of European cities?. Tourism Economics, 1-18
  • Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705.
  • Zhang, J. (2019). What’s yours is mine: exploring customer voice on Airbnb using text-mining approaches. Journal of Consumer Marketing.
  • Zhao, Y., Xu, X., & Wang, M. (2019). Predicting overall customer satisfaction: big data evidence from hotel online textual reviews. International Journal of Hospitality Management, 76, 111-121.
Birincil Dil tr
Konular Otelcilik, Konaklama, Spor ve Turizm
Bölüm Özgün Bilimsel Makale
Yazarlar

Orcid: 0000-0002-7554-2256
Yazar: Derya DEMİRDELEN ALRAWADIEH (Sorumlu Yazar)
Kurum: İSTANBUL AYVANSARAY ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0002-4928-8303
Yazar: Mithat Zeki DİNÇER
Kurum: İSTANBUL ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0003-2338-2462
Yazar: Füsun İSTANBULLU DİNÇER
Kurum: İSTANBUL ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 22 Eylül 2019
Kabul Tarihi : 29 Nisan 2020
Yayımlanma Tarihi : 30 Haziran 2020

APA Demi̇rdelen, D , Di̇nçer, M , İstanbullu Di̇nçer, F . (2020). AIRBNB ARACILIĞIYLA KONAKLAMA YAPAN MISAFIRLERIN MEMNUNIYET DÜZEYLERINI ETKILEYEN FAKTÖRLERIN BELIRLENMESINE YÖNELIK NETNOGRAFIK BIR ARAŞTIRMA . International Journal of Contemporary Tourism Research , 4 (1) , 1-14 . DOI: 10.30625/ijctr.623218