TURİSTLERİN ÇEVRİMİÇİ SEYAHAT ACENTALARI HAKKINDAKİ E-ŞİKÂYETLERİ

Öz

Çalışmanın temel amacı içerik analizi kullanılarak çevrimiçi seyahat acentaları (OTAs) için turistlerin e-şikâyetlerini anlamak ve analiz etmektir. Örneklem, acentaların seyahat hizmetleri hakkındaki 410 e-şikâyetten oluşmaktadır. Teorik altyapı olarak acenta hizmetlerinde aktörlerin şikâyetlerini anlamayı sağlamaya yarayacak olan paydaş yaklaşımı dikkate alınacaktır. Bu çalışmada turistik faaliyetlerin içindeki paydaşlar turistlerdir. Turistlerin en büyük vurgu yaptıkları unsurlar otellerin durumu, fiyat farklılıkları, hizmet kalitesi, çevrimiçi müşteri hizmetleri, kurumsallık, iletişim seviyesi ve çalışan eğitimidir. Bulgulara göre, turistler beyan edilen fiyatlar ile ödenen fiyatlar arasındaki farklılıklardan, turların organizasyonel problemlerinden, rezervasyon problemlerinden ve düşük kalitedeki otellerden şikâyet etmektedir. Çalışma, uygulayıcılar ve araştırmacılar için turizm endüstrisinde e-şikâyetler için turistlerin görüşlerini açıklamaktadır.

Anahtar Kelimeler

• E-Şikâyet,Çevrimiçi Seyahat Acentası,Şikâyet,Acenta İnternet Sitesi

TOURISTS’ E-COMPLAINTS ABOUT ONLINE TRAVEL AGENCIES

Öz

The main aim of this study is to understand and analyze the e-complaints of tourists for online travel agencies (OTAs) by using content analysis. The sample consists of 410 e-complaints about the travel services of agencies. The theoretical background lies under the stakeholder approach that is considered to understand the actors' complaints about the agency services. In this study, the tourists are the stakeholders who are in touristic activities. The top emphasis of tourists is on the hotels’ condition, price differences, service quality, online customer services, institutionalism, level of communication, and employee training. According to the findings, the tourists complain about the low-quality of hotels, reservation problems, tours’ organizational problems, and the differences between declared prices, and paid prices. The study enlightens the tourists’ views for e-complaints in the tourism industry for researchers and practitioners.

Anahtar Kelimeler

• E-Complaint,Online Travel Agency,Complaint,Agency Website

Kaynakça

1. Adina, B. C. (2017). The Travel Agency Website–Factor for Business Success. Ovidius University Annals, Economic Sciences Series, 17(2), 371-375.
2. Albayrak, T., Karasakal, S., Kocabulut, O., & Dursun, A. (2019). Customer Loyalty towards Travel Agency Websites: The Role of Trust and Hedonic Value. Journal of Quality Assurance in Hospitality & Tourism, 1-28.
3. Avci, O. G. E., & Dogan, O. U. S. (2018). What do E-Complaints Say about Tour Guides? Journal of Travel and Hospitality Management, 15(1), 133-148.
4. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet - the state of e-tourism research, Tourism Management, 29(4), 609-623.
5. Del Chiappa, G., Gallarza, M. G., & Dall'Aglio, S. (2018). A relativistic value-based approach to interpreting e-rating and e-complaining behavior in the hospitality sector. European Journal of Tourism Research, 18, 13-32.
6. Dimitriou, C. K., & AbouElgheit, E. (2019). Understanding generation Z’s travel social decision-making. Tourism and Hospitality Management, 25(2), 311-334.
7. Drozdowska, M., Faron, A., & Gruszka, I. (2019, March). Meeting Guests’ Expectations and Hotel Classification Systems. In 2nd International Conference on Tourism Research (p. 71).
8. Dutta, S., Kumar Chauhan, R., & Chauhan, K. (2017). Factors affecting customer satisfaction of online travel agencies in India. Tourism and Hospitality Management, 23(2), 267-277.

9. Dutta, S., Chauhan, R. K., & Chauhan, K. (2017a). The impact of electronic service quality’s dimensions on customer trust for online travel agencies in India. Turizam, 21(3), 111-122.
10. Fu Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323.
11. Gallent, N. & Tewdwr-Jones, M. (2018). Rural second homes in Europe: examining housing supply and planning control. Routledge.
12. Gong, J. H., Xie, L. S., Peng, J. M., & Guan, X. H. (2015). Customer responses to integrity issues for travel services in China: A content analysis based on online complaints. International Journal of Contemporary Hospitality Management, 27(2), 199-213.
13. Gu, B., & Ye, Q. (2014). The first step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582.
14. Gurkan, G. C., & Polat, D. D. (2014). A Qualitative Analysis of Complaints About Resort Accommodation Enterprises Operating in the Aegean and Mediterranean Region. Journal of Travel and Hospitality Management, 11(2), 45-61.
15. Harrison, J. S. & Freeman, R. E. (1999). Stakeholders, Social Responsibility and Performance. Academy of Management Journal, 42(5), 479-485.
16. Keles, A., Kilinc, C. C., & Ates, A. (2016). Tour Operator’s Directing Customers with The Content Analysis of E-Complaint Issues Made to Foreign Tourism Operator’s About Tourism in Turkey. Journal of Academic Researches and Studies, 8(15), 211-228.
17. Kim, D. J., Kim, W. G., & Han, J. S. (2007). Perceptual mapping of online travel agencies and preference attributes. Tourism Management, 28, 591-603.
18. Marimon, F., Alonso‐Almeida, M. D. M., Bernardo, M., & Llach, J. (2015). Is it possible to retain customer loyalty when a service has failed? Human Factors and Ergonomics in Manufacturing & Service Industries, 25(5), 599-613.
19. Martin-Fuentes, E., & Mellinas, J. P. (2018). Hotels that most rely on Booking.com-online travel agencies (OTAs) and hotel distribution channels. Tourism Review, 73(4), 465-479.
20. Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99-107.
21. Nurhikmawati, A. R., & Puspitasari, D. (2018, July). Apology Strategies of Indonesian Hotel Managements in Handling Complaints Written in Travel Site. In International Conference on Language Phenomena in Multimodal Communication (KLUA 2018). Atlantis Press.
22. Pham, H., & Nguyen, T. (2019). The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam. Journal of Global Business Insights, 4(1), 78-91.
23. Tanrisever, C. (2018). Complaint Analysis of Customers Purchasing a Package Tour, Tourism Academic Journal, 5(1), 114-123.
24. Xiang, Z., Magnini, V. P. and Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing & Consumer Services, 22, 244-249.
25. Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human Behavior, 27(2), 634-639.
26. Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327-337.