Ödül alan her şey dahil otellerde misafir memnuniyetinin arkasındaki temel faktörler nelerdir? Türkiye üzerine ampirik bir analiz

Yıl 2025, Cilt: 7 Sayı: 2, 79 - 103, 02.01.2026

Egemen Güneş Tükenmez

Öz

Günümüzde turizm sektöründe çevrimiçi öneri sistemleri ve kullanıcı değerlendirme platformları, misafirlerin karar verme süreçlerinde kritik bir rol oynamaktadır. Bu platformlar, otellerin hizmet kalitesini ve müşteri memnuniyetini ölçmek için önemli veriler sağlamaktadır. Bu çalışma, Türkiye’deki her şey dâhil (all-inclusive) otellerin çevrimiçi kullanıcı değerlendirmelerini inceleyerek müşteri memnuniyetini etkileyen temel faktörleri ortaya koymaktadır. TripAdvisor’da 2025 yılında “Best of the Best Hotels Travelers’ Choice” ödülünü alan 15 otelin değerlendirmeleri analiz edilmiştir. Bulgulara göre, oteller genel olarak yüksek puanlar almış ve değerlendirmelerin çoğu olumlu olmuştur. Altı temel hizmet niteliği (değer, hizmet, oda, temizlik, konum ve uyku kalitesi) içinde “değer” unsuru misafir memnuniyetini en güçlü biçimde etkileyen faktör olarak öne çıkmıştır. Değer algısındaki bir birimlik artış, olumlu değerlendirme olasılığını yaklaşık 3,6 kat artırmaktadır. “Hizmet” de benzer biçimde yüksek etkili bulunurken, “oda” en düşük etkiye sahip unsur olmuştur. Seyahat türüne göre yapılan analizlerde, genel memnuniyet açısından anlamlı fark görülmemekle birlikte, çift ve iş amaçlı seyahat edenlerin daha eleştirel oldukları tespit edilmiştir. Bu nedenle otel yöneticilerinin, özellikle bu grupların beklentilerine uygun hizmet geliştirmeleri önerilmektedir. Çalışma, konumun diğer faktörlerden bağımsız değerlendirildiğini de ortaya çıkarmıştır.

Anahtar Kelimeler

turizm , otel , her şey dahil , tripadvisor , türkiye

What are the key attributes behind guest satisfaction in award-winning all-inclusive hotels: An empirical analysis from Türkiye

Öz

In today’s tourism industry, online recommendation systems and user reviews play a crucial role in guest decision-making. These platforms provide valuable insights into hotel service quality and customer satisfaction. This study investigates online reviews of all-inclusive hotels in Türkiye, focusing on the key factors influencing guest satisfaction. Reviews from 15 hotels awarded the "Best of the Best Hotels Travelers’ Choice" on TripAdvisor in 2025 are analyzed. The findings reveal that the hotels generally receive high ratings, with most reviews being positive. Among six service attributes (value, service, room, cleanliness, location, and sleep quality), value emerges as the most influential factor in guest satisfaction, with a one-unit increase in value leading to a 3.6 times higher chance of positive reviews. Service also has a significant impact, while room is the least influential factor. Analysis by travel type shows no major differences in overall satisfaction, but couples and business travelers are more critical. Therefore, hotel managers should tailor services to meet the expectations of these groups. Furthermore, location is evaluated independently from other factors.

Anahtar Kelimeler

tourism , hotel , all inclusive , tripadvisor , türkiye

Kaynakça

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