DETERMINING HOTEL PERFORMANCE THROUGH CONSUMER GENERATED TRAVEL 2.0 REVIEWS: A CASE OF KYRGYZSTAN

Yıl 2017, Cilt: 6 Sayı: 5, 131 - 145, 01.12.2017

Kemal Kantarcı Murat Alper Başaran Candidate Paşa Mustafa Ozyurt

Öz

Hotels are one of the inevitable part of the tourism product and consumer generated reviews of hotels based on travel 2.0 technologies are a new phenomenon that effects consumer purchasing process. In this online-era, travel 2.0 user reviews are extremely important in order to increase awareness on accommodation enterprises and destinations. Depending on the content, online reviews may have positive or negative effect on potential customers while choosing a hotel or a destinationDespite of its huge potential, Kyrgyzstan is still an unpopular destination in the world tourism
market. In this study, consumer reviews based on real experiences, on accommodation
enterprises throughout Kyrgyzstan between the years 2012-2016 benefiting from
Tripadvisor.com, analyzed to understand the performance of accommodations. According to
findings, the overall performance of the accommodations were found to be nearly very good
(four out of five), country was preferred the most by the business travelers, and the country gets
visitors mostly winter and summer seasons. Also, it was found that the service quality in
accommodation enterprises needs to be improved.

Anahtar Kelimeler

Consumer Generated Reviews, Social Media, Travel 2.0, Kyrgyzstan, Central Asian Tourism, Log-Linear Model,

OTEL PERFORMANSLARININ TÜKETİCİLER TARAFINDAN OLUŞTURULAN SEYAHAT 2.0 YORUMLARI ARACILIĞIYLA DEĞERLENDİRİLMESİ: KIRGIZİSTAN UYGULAMASI

Öz

Oteller turizm ürününün ayrılmaz parçalarından bir tanesidir ve seyahat 2.0 teknolojilerine dayalı olarak müşteri tarafından oluşturulan yorumlar tüketici satın alma sürecini etkileyen yeni bir olgu olarak karşımıza çıkmaktadır. İçinde bulunduğumuz bu çevrimiçi çağda seyahat 2.0 uygulamalarına dayalı kullanıcı yorumları bir işletmenin veya destinasyonun farkındalığını arttırmada oldukça önem taşımaktadır. İçeriğine bağlı olarak çevrimiçi yorumlar, potansiyel müşterilerin otel veya destinasyon seçimlerinde olumlu yada olumsuz ekti gücüne sahip olabilmektedir. Önemli bir potansiyele sahip olmasına rağmen Kırgızistan dünya turizm pazarında halen az bilinen bir destinasyondur. Bu çalışmada, Kırgızistan’da bulunan konaklama işletmelerinin performanslarını belirlemek üzere, tüketiciler tarafından 2012-2016 yılları arasında TripAdvisor sitesinde konaklama işletmeleriyle ilgili yazılmış gerçek tecrübeye dayalı çevrimiçi yorumlar incelenmiştir. Bulgulara göre, konaklama işletmelerinin genel performansı iyi bulunmuş, ülke en çok iş amaçlı ziyaretçiler tarafından ve kış ve yaz mevsimlerinde ziyaret edilmiştir. Ayrıca konaklama işletmelerindeki servis kalitesinin de arttırılma ihtiyacı olduğu görülmüştür

Anahtar Kelimeler

Tüketici Yorumları, Sosyal Medya, Seyahat 2.0, Kırgızistan, Orta Asya Turizmi, Log-Linear Model,

Kaynakça

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