Analysis of Consumer Reviews on Second Home Use: Reading Big Data

Yıl 2022, Cilt: 9 Sayı: 2, 533 - 552, 19.12.2022

Tufan Özsoy Ahmet Büyükeke

Öz

Second home (hereafter referred to as SH, also called as second house, secondary hous(e)ing, secondary residence) tourism, which was not considered as a part of tourism activities or whose place in tourism was considered relatively unimportant, has now started to gain importance. In particular, the effects of climatic change are felt more, changes in age-related tourism type preference, and the search for different experiences from hotels and similar organized accommodation businesses have been effective in this situation. In addition, the proximity of the city to the attractions, being intertwined with the local culture, feeling at home, the flexibility of not being dependent on a single point, offering many options with lower costs can be considered as the important advantages of short-term SH rentals. However, when the literature on second homes is examined, it is seen that the subject mostly focuses on the regional, economic, and environmental effects of SHs and is limited to the mobility from Northern Europe to Southern Europe. The opening of SHs to tourism for investment purposes requires evaluating the issue with a unique perspective. Short-term SH rentals, which appear as an alternative to organized tourism businesses, can quickly enter the potential accommodation inventory, especially thanks to electronic platforms that support the sharing economy. In the study, SH with increasing online popularity was approached from a different perspective and benefited from big data. In the research, it is aimed to analyze the consumer evaluations for SHs in different geographies and to understand whether location has effect on tourists SH related experience. For this purpose consumer reviews of SHs in three popular touristic destinations were collected and analyzed. Three destinations selected for the study are in the Mediterranean that stand out with sea-sand-sun tourism. Palma-Spain, Chania-Greece and Fethiye from Turkey. Findings indicate that SHs in similar destinations have parallel consumer review contents. Also factors that generate demand for SH included in literature supported with findings.

Anahtar Kelimeler

Second House, User Reviews, Digital Reputation, Data Mining., Second House, User Reviews, Digital Reputation, Data Mining.

Analysis of Consumer Reviews on Second Home Use: A Research on a Social Travel Platform

Öz

Önceleri turizm faaliyetleri içinde sayılmayan veya turizm içindeki yeri göreceli olarak önemsiz adledilen ikincil konut turizmi giderek önem kazanmaya başlamıştır. Özellikle, iklimsel değişimin etkilerinin daha fazla hissedilmesi, yaşa bağlı turizm tipi tercihinde değişiklikler, otel vb. organize konaklama işletmelerinden farklı deneyimler arayışı bunda etikili olmuştur. Ayrıca kısa süreli ikincil konut kiralamalarının, geleneksel konaklama tesislerine kıyasla şehrin cazibe merkezlerine nispeten daha yakın olması, yerel kültürle içiçe olma fırsatı, kendini evinde hissettirmesi, tek noktaya bağımlı kalınmamasının verdiği esneklik, daha düşük maliyetli çok sayıda seçenekler sunması önemli avantajları olarak değerlendirilebilir. Ancak ikincil konutlarla ilgili literatür incelendiğinde konunun daha çok ikincil konutların bölgesel, ekonomik ve çevresel etkileri üzerinde yoğunlaştığı ve Kuzey Avrupa’dan Güney Avrupa’ya olan hareketlilik ile kısıtlı kaldığı görülmektedir. İkincil konutların yatırım maksadı ile turizme açılması yepyeni bir perspektif ile konuyu değerlendirmeyi gerektirmektedir. Organize turizm işletmelerine bir alternatif olarak karşımıza çıkan ikincil konutlar özellikle paylaşım ekonomisini destekleyen elektronik platformlar sayesinde hızlı bir şekilde potansiyel konaklama envanterine giriş yapabilmektedir. Bu çalışmada, artan çevrimiçi popülariteye sahip ikincil konutlara farklı bir perspektiften yaklaşılmış ve büyük veriyi okuma yöntemleri kullanılmıştır. Çalışmada çevrimiçi popülerliği artan ikinci konutlara farklı bir bakış açısıyla yaklaşılmış ve büyük veriden yararlanılmıştır. Araştırmada, farklı coğrafyalardaki ikinci konutlara yönelik tüketici değerlendirmelerinin analiz edilmesi ve konumun turistlerin ikinci konut deneyimlerine etkisinin olup olmadığının anlaşılması amaçlanmıştır. Bunun için üç popüler turistik destinasyondaki ikinci konutlara ait tüketici yorumları toplanmış ve analiz edilmiştir. Çalışma için seçilen üç destinasyon, deniz-kum-güneş turizmi ile öne çıkan Akdeniz'de olup bunlar; Türkiye'den Fethiye, İspanya’dan Palma, Yunanistan’dan Hanya’dır. Bulgular, benzer destinasyonlardaki ikinci konutların benzer tüketici inceleme içeriğine sahip olduğunu göstermektedir. Ayrıca literatürde yer alan ikinci konut talebini oluşturan faktörler de bulgularla desteklenmiştir.

Anahtar Kelimeler

: İkinci Konut, Kullanıcı Değerlendirmeleri, Dijital İtibar, Veri Madenciliği.

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