ÇEVRİMİÇİ TURİST YORUMLARINDA YEŞİL ALGI: LEED SERTİFİKALI KONAKLAMA İŞLETMELERİNİN İNCELENMESİ

Öz

Çevrimiçi turist yorumları, turizmle ilgili çok çeşitli ürün ve hizmetleri belirlemek, değerlendirmek için yaygın bir şekilde kullanılmaktadır. Tüm endüstriler ve çalışma alanları için sürdürülebilir ürünler ve yeşil hizmetler; artan çevre bilinciyle birlikte toplum için en faydalı olabilecek şekilde uygulanmaya başlanmıştır. Bu araştırmanın amacı; U.S. Green Building Council (USGBC) tarafından verilen Leadership in Energy & Environmental Design (LEED) sertifikasına başvuru yaparak değerlendirmeye tabi tutulan Türkiye’deki konaklama işletmelerinin TripAdvisor web sitesi üzerindeki kullanıcı yorumlarını inceleyerek, turistlerin yeşil uygulamaları nasıl değerlendirdiklerini belirlemektir. Turist memnuniyetinin belirlenmesinden çok LEED sertifika kriterlerinin etkisi ve kalite algısının araştırılması çalışmanın temelini oluşturmaktadır. Araştırmada, içerik analizi ve doküman incelemesi teknikleri kullanılmıştır. 2 Nisan 2022 tarihine kadar LEED sertifikasına başvuru yapmış 25 konaklama işletmesi araştırmanın evrenini oluşturmaktadır. 5 işletme henüz faaliyete geçmemiş olması nedeniyle analiz edilememiştir. Araştırmanın veri toplama sürecinde WebHarvy Web Scraping Software ve MAXQDA 2021 programları kullanılmıştır. İçerik analizi sonucunda sertifikaya sahip olan ve sertifika başvurusu henüz sonuçlanmayan 20 konaklama işletmesine ait 10,954 turist yorumu incelenerek ana ve alt temalar oluşturulmuştur. LEED sertifikası kriterlerini uygulayan konaklama işletmelerinde; enerji tasarruf uygulamalarının, çevreye duyarlı tasarımların ve yeşil hizmetlerin turistler tarafından nasıl algılandığı ortaya konulmuştur. Konaklama işletmeleri hakkında yapılan çevrimiçi turist yorumları içerik analizi yoluyla analiz edilerek turistlerin “yeşil otel algısı” araştırılmıştır. Sonuçlar, konaklama işletmelerinin kaliteli, nitelikli ve çevreci bir yaklaşımı nasıl hayata geçirmeleri gerektiğini ortaya koymaktadır. Araştırmanın sonuçlarına göre; işletmelerin çevre dostu markalar oluşturmak için denetlenebilen yeşil uygulamaları nasıl benimsemeleri gerektiği önerilmektedir.

Anahtar Kelimeler

• yeşil uygulamalar
• turist yorumları
• TripAdvisor
• LEED sertifikası

GREEN PERCEPTION IN ONLINE TOURIST REVIEWS: AN INVESTIGATION OF LEED CERTIFIED ACCOMMODATION FACILITIES

Öz

Online tourist reviews are widely used to identify and evaluate a wide variety of tourism-related products and services. Sustainable products and green services for all industries and workplaces; with the increasing environmental awareness, it has started to be applied in the most beneficial way for the society. The aim of this research is to determine how tourists evaluate green practices by examining the user comments on the TripAdvisor web site of the accommodation establishments in Turkey, which are evaluated by applying for the Leadership in Energy & Environmental Design (LEED) certificate issued by the U.S. Green Building Council (USGBC). The basis of the study is to investigate the effect of LEED certification criteria and the perception of quality rather than determining tourist satisfaction. Content analysis and document review techniques were used in the research. 25 accommodation businesses that have applied for LEED certificate until April 2, 2022 constitute the universe of the research. 5 businesses could not be analyzed as they are not yet operational. WebHarvy Web Scraping Software and MAXQDA 2021 programs were used in the data collection process of the research. As a result of the content analysis, the main and sub-themes were formed by examining 10,954 tourist reviews of 20 accommodation businesses that have certificates and whose certificate applications have not been finalized yet. In accommodation establishments that apply LEED certification criteria; how energy saving practices, environmentally friendly designs and green services are perceived by tourists has been revealed. The "green hotel perception" of tourists was investigated by analyzing online tourist reviews about accommodation establishments through content analysis. The results reveal how accommodation businesses should implement a quality, qualified and environmentalist approach. According to the results of the research; it is suggested that how businesses should adopt auditable green practices to create environmentally friendly brands.

Anahtar Kelimeler

• green practices
• tourist reviews
• TripAdvisor
• LEED certificate

Kaynakça

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