Yerli ve Yabancı Müşteri Perspektifinden Helal Konseptli Oteller: Olumlu ve Olumsuz Yorumların İçerik Analizi

Öz

Bu çalışmanın amacı, helal konseptli otellerde konaklayan yerli ve yabancı müşterilerin online olarak yaptıkları olumlu ve olumsuz yorumların değerlendirilmesidir. Bu amaçla, halalbooking.com sitesinden belirlenen 15 otel için 29,059 yorum değerlendirmeye alınmıştır. Yorumların çekilmesinde python dili kodlama kullanılmıştır. Bütün yorumlar 2025 Mayıs ayında elde edilmiştir. Elde edilen yorumların analizinde Voyant-Tools programı kullanılmıştır. Araştırma sonuçlarına göre, olumlu yorumların büyük ölçüde temizlik, aile dostu tesisler, helal konsept ile uyumlu ayrı alanların varlığı ve personelin yardımseverliği ile ilgili konular olduğu görülmektedir. Buna karşılık, olumsuzluk unsurları; hijyen eksiklikleri, yiyeceklerin tekdüzeliği ve düşük kalitesi, personelin profesyonellikten uzak tutumları, yetersiz altyapı ve fiyat ile algılanan değer arasındaki uyumsuzluktan kaynaklanmaktadır. Yerli müşteriler özellikle fiyat-performans dengesine, aile odaklı hizmetlere ve çocuklara yönelik imkanlara önem verirken; hijyen ve yemek çeşitliliğine karşı da daha hassas davranmaktadır. Yerli müşteriler genellikle oda temizliğinin yetersizliği, sınırlı eğlence olanakları ve maliyet ile hizmet kalitesi arasındaki dengesizlik gibi olumsuz geri bildirimlerde bulunmuşlardır. Yabancı müşterilerin olumlu yorumlarında misafirperver personel, yiyecek çeşitliliği ve spa hizmetleri sıkça vurgulanmaktadır. Yabancı müşterilerden gelen olumsuz geri bildirimler; personelin İngilizce ve diğer yabancı dillerde iletişim yetersizliği, helal standartlarının tutarlı şekilde uygulanmaması, gürültü, oda bakım eksiklikleri ve yüksek fiyatlandırmalar üzerinde yoğunlaşmaktadır. Araştırma sonuçları, helal konseptli oteller için pratik ve yönetimsel olarak önemli çıkarımların olduğunu göstermektedir.

Anahtar Kelimeler

• Helal konseptli otel
• Müşteri yorumları
• Olumlu yorum
• Olumsuz yorum

Halal Concept Hotels From The Perspective of Domestic and Foreign Customers: Content Analysis of Positive and Negative Reviews

Öz

The purpose of this study is to evaluate the positive and negative online reviews made by domestic and foreign customers who stayed at halal concept hotels. For this purpose, 29,059 reviews were collected for 15 hotels selected from halalbooking.com. Python coding was used to extract the reviews. All reviews were collected in May 2025. Voyant-Tools was used to analyze the reviews. The research results indicate that positive reviews largely concern cleanliness, family-friendly facilities, the availability of separate halal-compliant areas, and the helpfulness of the staff. Conversely, negative reviews stem from issues such as poor hygiene, the uniformity and poor quality of food, the unprofessional attitude of staff, inadequate infrastructure, and the discrepancy between price and perceived value. Domestic customers particularly value value for money, family-oriented services, and child-friendly amenities, while also being more sensitive to hygiene and food variety. Domestic customers generally expressed negative feedback, including poor room cleanliness, limited entertainment options, and an imbalance between cost and service quality. Positive reviews from foreign customers frequently emphasized the welcoming staff, food variety, and spa services. Negative feedback from foreign customers focused on staff's poor communication skills in English and other languages, the lack of consistent implementation of halal standards, noise, lack of room maintenance, and high prices. The research results indicate significant practical and managerial implications for halal concept hotels.

Anahtar Kelimeler

• Halal consept hotel
• Customer reviews
• Positive reviews
• Negative reviews

Kaynakça

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