HE REFLECTING OF THE EXPERIENTIAL CRITICAL VALUE DRIVERS WITH ELECTRONIC WORD OF MOUTH COMMUNICATION ON THE 2.0 TRAVEL INFORMATION CHANNELS: A CONTENT ANALYSIS ON TRIPADVISOR.COM

Yıl 2014, Cilt: 10 Sayı: 22, 193 - 210, 01.05.2014

F. Özlem Güzel

https://doi.org/10.11122/ijmeb.2013.9.19.459

Öz

Tourists, while evaluating their holiday experiences on the online travel information channels; they are becoming opinion leaders affecting the other tourists. In this context, the aim of this research is to discover the critical value drivers evaluated by the opinion leaders with indicating the positive post-experience behavior on travel information sources which has become a focus group. In order to achieve this goal in this exploratory study, the reviews made on the chosen accommodation business in Antalya region on Tripadvisor.com- the world’s most visited online social travel network- were examined by content analysis of qualitative analysis methods. As a general result of the content analysis, it has been observed that the experiential value drivers framed around the physical evidence theme, food quality theme, and service quality leisure activities theme. The most widely spoken/commented experiential value drives in the context of the frequency analysis has emerged as being the internal environment theme, staff and eating theme and drinking quality theme

Anahtar Kelimeler

Electronic Word of Mouth Communication EWOM, Experiential Critical Value Drivers, Travel 2.0 Information Channel, Tripadvisor.com, Content Analysis

Deneyimsel Kritik Değer Sürücülerinin Elektronik Ağızdan Ağıza İletişimle Seyahat 2.0 Bilgi Kanallarına Yansıması: Tripadvisor.com Üzerinde Bir İçerik Analizi

Öz

Turistler, tatil deneyimlerini çevrimiçi seyahat bilgi kanalları üzerinde değerlendirirken, diğer müşterileri de etkileyen fikir liderleri[1] haline gelmektedirler. Bu araştırmanın amacı, odak grubu haline gelen seyahat 2.0 bilgi kaynaklarında yer alan fikir liderlerinin pozitif yönde satın alma sonrası eğilimlerini belirterek ağızdan ağıza iletişimle paylaştıkları deneyimsel kritik değer sürücülerini keşfetmektir. Bu amaçla Tripadvisor.com üzerinde Antalya turistik bölgesinde yer alan bir konaklama işletmesi seçilmiş ve yapılan yorumlar nitel araştırma yöntemlerinden içerik analizine tabi tutulmuştur. İçerik analizi sonucunda genel olarak tatil deneyimi sonrası vurgulanan deneyimsel değer sürücülerinin fiziksel kanıt, yeme-içme kalitesi, boş zaman etkinlikleri ve hizmet kalitesi temaları etrafında çerçevelendiği görülmüştür. [1]Fikir liderleri, ticari reklamlara göre daha güvenilir kabul edilen elektronik ağızdan ağıza iletişim kaynaklarıdır ve bu çalışmada 2.0 seyahat bilgi kanallarda yorum yapan müşteriler için fikir liderleri kavramı kullanılacaktır.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza İletişim EAAİ, Deneyimsel Kritik Değer Sürücüleri, Seyahat 2.0. Bilgi Kanalları, Tripadvisor.com, İçerik Analizi

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