Otel İşletmelerinin Çevrimiçi Tüketici Değerlendirmelerine Yanıt Verip Vermeme Durumlarının Değerlendirilmesi
Çevrimiçi tüketici değerlendirmeleri birçok sektörde olduğu gibi turizm sektöründe de tüketicilerin satın alma kararlarını etkilemektedir. Çevrimiçi tüketici değerlendirmeleri kadar bunlara verilen yanıtların da önemli olduğu bilinmektedir. Bu nedenle çalışmanın temel amacı, otel işletmelerinin kendileri hakkındaki yorumlara yanıt verip vermediklerini incelemektir. Bu amaç doğrultusunda, İstanbul ve Antalya’da faaliyet gösteren 318 otel işletmesine ait 27.585 çevrimiçi tüketici değerlendirilmesi içerik analizi yöntemi ile incelenmiştir. Araştırma sonuçlarına göre yazılan yorumların büyük çoğunluğuna otel işletmeleri tarafından yanıt verilmemektedir. Ayrıca yanıtlanan yorumların çoğunluğun olumlu yorumlardan oluştuğu ve yorumlara yanıt verip vermeme durumları ile otel işletmelerinin yıldızları arasında anlamlı farklılıklar da olduğu görülmektedir.
Evaluating Hotels’ Managerial Responses to Online Reviews
Online reviews impact consumers' purchasing decisions in the tourism sector as well as in many sectors. It is known that the responses to online reviews are as important as online reviews. For this reason, the main purpose of this study is to examine whether hotel business responds to online reviews. In accordance with this purpose 27,585 online reviews of 318 hotels in Istanbul and Antalya were analyzed by content analysis method. The results of the research shows that the majority of online reviews are not responded by hotels. In addition, the majority of responding comments consist of positive comments and there are also significant differences between responses to online reviews and type of the hotels.
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