ELECTRONIC WORD OF MOUTH eWOM AND A LITERATURE REVIEW CONCERNING WITH THE APPLICATIONS IN TOURISM INDUSTRY

Yıl 2012, Cilt: 8 Sayı: 16, 1 - 22, 01.01.2012

Mehmet Sarıışık Gülçin Özbay

Öz

In the recent years, as in all areas, the intensity of the global competition has been increasing while its dimensions and methods are changing. In addition to this, the technology’s offering the opportunities by which limitless information and comments are shared in the virtual media and the increasing of people’s demands to get information has brought the competition into this media. As a result, communication through grapevine which is an important marketing tool has started to leave its place to grapevine in the virtual media. In the tourism industry, that the experience consumption’s being more important than the product itself has prepared a basis for the consumers to share their positive or negative experiences they have with the potential consumers in the virtual media. The results of the researches have displayed that many potential tourists decide to buy or not to buy by assessing the views of the ones who have experiences in the virtual media. Electronic Word of Mouth is a communication application by which a lot of subjects and comments are shared through different channel and methods between people who don’t know each other. This sharing has succeeded to include wider masses by the increase in the use of internet and the increase in the number of comment sites. In this study, the efficiency of Electronic Word of Mouth communication in terms of marketing and the results of researches which have been carried out in the tourism industry on this topic have been assessed. The research results in limited number in the related literature have displayed that Electronic Word of Mouth can be used as an important tool in terms of marketing and the comments shared in the virtual media has an efficient role on the potential consumer decisions

Anahtar Kelimeler

Electronic Word of Mouth, Marketing, Internet Communication

ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM VE TURİZM ENDÜSTRİSİNDEKİ UYGULAMALARA İLİŞKİN BİR YAZIN İNCELEMESİ

Öz

Son yıllarda her alanda olduğu gibi turizm endüstrisinde de küresel rekabetin boyutları ve yöntemleri değişmekte ve şiddeti artmaya devam etmektedir. Buna ek olarak teknolojinin sanal ortamda sınırsız bilgi ve yorumların paylaşılabildiği olanakları sunması ve insanların bilgi elde etme isteğinin artması rekabeti bu ortama taşımıştır. Sonuçta önemli bir pazarlama aracı olan ağızdan ağıza iletişim, yerini sanal ortamda ağızdan ağıza iletişime bırakmaya başlamıştır. Turizm endüstrisinde somut nitelikteki ürün tüketiminden daha çok soyut olan deneyim tüketiminin öncelikli olması, tüketicilerin yaşadıkları olumlu veya olumsuz deneyimleri sanal ortamda potansiyel tüketicilerle paylaşmalarına zemin hazırlamıştır. Araştırma sonuçları, çok sayıda potansiyel turistin, deneyim sahibi olanların sanal ortamdaki görüşlerini değerlendirerek satın alma veya almama kararını verdiklerini ortaya koymaktadır.Elektronik ağızdan ağıza iletişim; sanal ortamda birbirlerini tanımayan kişiler arasında, birçok konunun ve yorumun farklı kanal ve yöntem aracılığı ile paylaşılabildiği bir iletişim uygulamasıdır. Bu paylaşım, internet kullanımının ve yorum sitelerinin de yaygınlaşmasıyla daha geniş kitleleri içine almayı başarmıştır. Bu çalışmada, elektronik ağızdan ağıza iletişiminin pazarlama açısından etkinliği ve bu konuda özellikle turizm endüstrisinde yapılan araştırma sonuçları değerlendirilmiştir. İlgili yazındaki sınırlı sayıdaki araştırma sonuçları, elektronik ağızdan ağıza iletişim özellikle pazarlama açısından önemli bir araç olarak kullanılabildiğini ve sanal ortamda paylaşılan yorumların potansiyel tüketici kararları üzerinde etkin bir rol oynadığını ortaya koymaktadır.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza İletişim, Pazarlama, İnternet İletişimi

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