Tarihî Yarımada’da Yer Alan Beş Yıldızlı Otel İşletmelerinin Dijital Ayak İzi: Instagram Paylaşımlarının Reputation Quotient (RQ) Çerçevesinde Analizi

Öz

Bu çalışmada; İstanbul’da tarihî yarımadada faaliyet gösteren beş yıldızlı otel işletmelerinin üç aylık periyottaki Instagram paylaşımları Reputation Quotient (RQ) çerçevesinde analiz edilerek, sosyal medya stratejilerinin kurumsal itibar bileşenleriyle nasıl ilişkilendirildiği incelenmiştir. Araştırmanın amacı, otel işletmelerinin sosyal medya stratejilerinin, kurumsal itibar bileşenlerine olan etkisini ortaya koymaktır. Çalışmada yönlendirilmiş içerik analizi yöntemi kullanılarak, belirlenen otel işletmelerinin sosyal medya paylaşımları incelenmiş ve bu paylaşımlar kurumsal itibar bileşenlerine göre kategorize edilmiştir. Bulgular, otel işletmelerinin sosyal medya paylaşımlarının büyük ölçüde ürün ve hizmet tanıtımına odaklandığını, ancak kurumsal sosyal sorumluluk ve finansal performans gibi diğer itibar bileşenlerine daha az yer verildiğini göstermektedir. Bu doğrultuda; içerik çeşitliliğini artırma, çalışan deneyimini vurgulama, duygusal bağ kurma, sosyal sorumluluk projelerini görünür kılma ve stratejik planlama yapma gibi öneriler geliştirilmiştir ve bu öneriler, otel işletmelerinin dijital ortamdaki itibar yönetiminde daha etkili ve bütüncül stratejiler geliştirmelerine katkı sağlamayı amaçlamaktadır.

Anahtar Kelimeler

• Instagram
• Reputation Quotient (RQ) Çerçevesi
• Yönlendirilmiş İçerik Analizi

The Digital Footprint of Five-Star Hotel Enterprises Located in the Historic Peninsula: An Analysis of Instagram Posts within the Reputation Quotient (RQ) Framework

Öz

In this study, the Instagram posts shared over a three-month period by five-star hotel enterprises operating in Istanbul’s Historic Peninsula were analyzed within the framework of the Reputation Quotient (RQ) approach in order to examine how social media strategies are associated with corporate reputation components. The aim of the research is to reveal the impact of hotels’ social media strategies on the dimensions of corporate reputation. Using the directed content analysis method, the social media posts of the selected hotel enterprises were examined and categorized according to corporate reputation components. The findings indicate that hotels’ social media posts largely focus on the promotion of products and services, while other reputation components such as corporate social responsibility and financial performance are represented to a much lesser extent. Accordingly, several recommendations were developed, including increasing content diversity, emphasizing employee experience, strengthening emotional connections, enhancing the visibility of social responsibility projects, and adopting strategic content planning. These recommendations aim to contribute to the development of more effective and holistic reputation management strategies for hotel enterprises in digital environments.

Anahtar Kelimeler

• Instagram
• Reputation Quotient (RQ) Framework
• Directed Content Analysis

Kaynakça

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