Türk Otel Web Siteleri Üzerine Bir Değerlendirme: eMICA İçin Yeni Bir Bakış Açısı

Öz

Günümüzde web siteleri otel işletmeleri için önemli bir pazarlama aracı haline gelmiştir. Bu nedenle, otel web sitelerinin kalitesi ve sundukları içerik, potansiyel müşterilerin satın alma kararlarını etkileyen önemli faktörlerdir. Bu faktörlerin incelenmesi, otel web sitelerinin gelişmişlik düzeyinin ortaya konmasını da kapsamaktadır. Bu nedenle, bu çalışmada Türkiye'deki otel web siteleri Genişletilmiş İnternet Ticareti Benimseme Modeli (eMICA) yöntemi kullanılarak değerlendirilmiştir. Çalışmada, literatürdeki diğer çalışmalardan farklı olarak, veriler Python programlama dili kullanılarak veri kazıma yoluyla otomatik olarak elde edilmiş ve betimsel analiz teknikleriyle analiz edilmiştir. Çalışma sonuçları, Türk otel web sitelerinin yeterli olgunluğa sahip olmadığını göstermiştir. Otel işletmeleri web sitelerini kapsamlı bir pazarlama aracı olarak kullanmak yerine genellikle tanıtım amaçlı kullanmaktadır. Çalışma ayrıca yeni kriterler ekleyerek eMICA yönteminin geliştirilmesine katkıda bulunmayı amaçlamıştır.

Anahtar Kelimeler

• eMICA
• otel web siteleri
• elektronik pazarlama
• web sitelerinin değerlendirmesi

An Evaluation of Turkish Hotel Websites: A New Perspective for eMICA

Öz

Today, websites have become an important marketing tool for hotel businesses. Therefore, the quality of hotel websites and the content they deliver are important factors that influence the purchasing decisions of potential customers. Investigating these factors involve demonstrating the level of development of hotel websites. Therefore, this study evaluated hotel websites in Türkiye using the Extended Model of Internet Commerce Adoption (eMICA) method. In the study, dissimilar to other studies in the literature, the data was obtained automatically via data scraping using Python programming language and analysed with descriptive analysis techniques. The study results showed that Turkish hotel websites did not have a sufficient degree of maturity. Hotel businesses generally used their websites for promotional purposes rather than as a comprehensive marketing tool. The study also aimed to contribute to the improvement of the eMICA method by adding new criteria.

Anahtar Kelimeler

• eMICA
• hotel websites
• electronic marketing
• evaluation of websites

Kaynakça

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