Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels

Tuğrul Toker

doi:10.24010/soid.1432200

EN TR

Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels

Öz

This study investigates how premium hotels in Ankara can leverage data-driven strategies to enhance customer experiences, boost loyalty, and increase repeat guest expenditure. A qualitative content analysis was conducted on 186 TripAdvisor guest reviews from four leading luxury hotels in Ankara: Hilton Ankara Hotel, JW Marriott Ankara Hotel, Lugal, a Luxury Collection Hotel, and Sheraton Ankara Hotel & Convention Center. The reviews were analyzed focusing on key themes such as service quality, room cleanliness, breakfast offerings, and staff interactions. The study employed a thematic analysis approach to identify recurring patterns and themes within the guest feedback. The sample was selected based on the hotels' premium status and pricing, ensuring representation of the luxury segment in Ankara's hospitality market. Findings reveal high levels of overall satisfaction but also highlight areas for improvement, particularly in side services. The study emphasizes the importance of analyzing guest feedback to create personalized and targeted service offerings. Recommendations for hoteliers include optimizing service quality and tailoring experiences to meet guest preferences, thereby strengthening long-term customer loyalty.

Anahtar Kelimeler

Data analysis, Customer experience, Customer Loyalty, TripAdvisor, Hotel Service Quality.

TripAdvisor Değerlendirmelerinin Analizi: Ankara'daki Önde Gelen Otellerde Müşteri Sadakatini Artırmaya Yönelik Stratejilerin Geliştirilmesinde Müşteri Geri Bildirimlerinin

Öz

Bu çalışma, Ankara’daki premium otellerin, müşteri deneyimlerini geliştirmek, sadakati artırmak ve tekrar eden misafir harcamalarını yükseltmek için veri odaklı stratejileri nasıl kullanabileceğini incelemektedir. Araştırmada, Ankara'daki dört önde gelen lüks otelden (Hilton Ankara Hotel, JW Marriott Ankara Hotel, Lugal, a Luxury Collection Hotel ve Sheraton Ankara Hotel & Convention Center) alınan 186 TripAdvisor misafir yorumu üzerinde nitel içerik analizi yapılmıştır. Yorumlar, hizmet kalitesi, oda temizliği, kahvaltı sunumları ve personel etkileşimleri gibi ana temalara odaklanılarak analiz edilmiştir. Çalışmada, misafir geri bildirimlerinde tekrarlayan düzenleri ve temaları belirlemek amacıyla tematik analiz yöntemi kullanılmıştır. Örneklem, otellerin premium statüsü ve fiyatlandırmasına göre seçilerek, Ankara'nın konaklama piyasasındaki lüks segmentin temsil edilmesi sağlanmıştır. Bulgular, genel memnuniyetin yüksek olduğunu ortaya koymakla birlikte, yan hizmetlerde iyileştirme yapılması gereken alanları da vurgulamaktadır. Çalışma, misafir geri bildirimlerini analiz etmenin, kişiselleştirilmiş ve hedefe yönelik hizmet sunumları oluşturmadaki önemine dikkat çekmektedir. Otelcilere yönelik öneriler arasında, hizmet kalitesinin optimize edilmesi ve misafir tercihlerini karşılayacak deneyimlerin tasarlanması, böylelikle uzun vadeli müşteri sadakatinin güçlendirilmesi yer almaktadır.

Anahtar Kelimeler

Veri analizi, Müşteri deneyimi, Müşteri Sadakati, Tripadvisor, Otel Hizmet Kalitesi.

Destekleyen Kurum

Çalışmayı parasal açıdan destekleyen herhangi bir kurum yoktur.

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Turizm (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Tuğrul Toker ^*
0000-0001-7324-7811
Türkiye

Erken Görünüm Tarihi

10 Aralık 2024

Yayımlanma Tarihi

20 Aralık 2024

Gönderilme Tarihi

6 Şubat 2024

Kabul Tarihi

9 Ekim 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 21 Sayı: 3

DOI

https://doi.org/10.24010/soid.1432200

IZ

https://izlik.org/JA33UU92PB

APA

Toker, T. (2024). Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. Seyahat ve Otel İşletmeciliği Dergisi, 21(3), 589-614. https://doi.org/10.24010/soid.1432200

AMA

1.Toker T. Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. SOİD. 2024;21(3):589-614. doi:10.24010/soid.1432200

Chicago

Toker, Tuğrul. 2024. “Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels”. Seyahat ve Otel İşletmeciliği Dergisi 21 (3): 589-614. https://doi.org/10.24010/soid.1432200.

EndNote

Toker T (01 Aralık 2024) Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. Seyahat ve Otel İşletmeciliği Dergisi 21 3 589–614.

IEEE

[1]T. Toker, “Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels”, SOİD, c. 21, sy 3, ss. 589–614, Ara. 2024, doi: 10.24010/soid.1432200.

ISNAD

Toker, Tuğrul. “Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels”. Seyahat ve Otel İşletmeciliği Dergisi 21/3 (01 Aralık 2024): 589-614. https://doi.org/10.24010/soid.1432200.

JAMA

1.Toker T. Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. SOİD. 2024;21:589–614.

MLA

Toker, Tuğrul. “Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels”. Seyahat ve Otel İşletmeciliği Dergisi, c. 21, sy 3, Aralık 2024, ss. 589-14, doi:10.24010/soid.1432200.

Vancouver

1.Tuğrul Toker. Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. SOİD. 01 Aralık 2024;21(3):589-614. doi:10.24010/soid.1432200

Seyahat ve Otel İşletmeciliği (Journal of Travel and Hotel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels

Öz

Anahtar Kelimeler

TripAdvisor Değerlendirmelerinin Analizi: Ankara'daki Önde Gelen Otellerde Müşteri Sadakatini Artırmaya Yönelik Stratejilerin Geliştirilmesinde Müşteri Geri Bildirimlerinin

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