Kırklareli İlinde Faaliyet Gösteren Konaklama İşletmelerine Yönelik Çevrimiçi Ziyaretçi Yorumlarının İçerik Analizi İle İncelenmesi

İnternet kullanımının giderek artması, çevrimiçi yorumların potansiyel müşterilerin rezervasyon kararlarını daha fazla etkilemesine yol açmaktadır. Bu bağlamda araştırmanın amacı, Kırklareli ilinde konaklayan ziyaretçilerin deneyimlerine yönelik çevrimiçi değerlendirmelerini incelemektir. Araştırmanın amacı doğrultusunda bazı kriterler belirlenmiştir. Yorumların güncel olması amacıyla 2017-2021 yılları arasında yapılan yorumlar dikkate alınmış ve anlam kayması yaşanmaması açısından ise sadece Türkçe ve İngilizce dillerinde yapılan yorumlar incelenmiştir. Kriterlere uygun Kırklareli’nde faaliyet gösteren 12 adet konaklama işletmesi araştırma kapsamına dahil edilmiştir. Kırklareli’nde konaklama deneyimi yaşayan ziyaretçilerin çevrimiçi anlatıları (n=465), dünyada en fazla ziyaret edilen internet sitelerinden biri olan çevrimiçi seyahat platformu TripAdvisor'dan toplanmış ve nitel yaklaşımlardan biri olan içerik analizi kullanılarak analiz edilmiştir. Araştırma sonucunda “çalışan davranışları”, “yemeklerin kalitesi ve özellikleri”, “unutulmaz bir deneyim”, “atmosfer ile ilgili özellikler”, “fiyat-performans” ve “otel konumu” olmak üzere 6 ana tema elde edilmiştir. Elde edilen ana temalar, daha önceki araştırmaları destekler niteliktedir. Kırklareli ilinde konaklayan ziyaretçilerin çevrimiçi yorumlarının önemli bir kısmının olumlu yönde olduğu ve deneyiminden memnun kaldığı tespit edilmiştir.

Anahtar Kelimeler:

Kırklareli, Konaklama İşletmeleri, Çevrimiçi Ziyaretçi Yorumları, İçerik Analizi

Examination of Online Visitor Comments for Accommodation Enterprises Operating in Kırklareli Province via Content Analysis

The increasing use of the Internet causes online reviews to gradually influence potential customers' booking decisions. In this regard, the aim of the research is to examine the online evaluations of the experiences of the visitors staying in Kirklareli. In line with the purpose of the research, some criteria were determined. In order to keep the comments up-to-date, the comments made between 2017 and 2021 were taken into account, and only the comments made in Turkish and English languages were examined in order to avoid any semantic shifts. 12 accommodation enterprises operating in Kirklareli, which comply with the criteria, were included in the scope of the research. The online narratives (n=465) of visitors who have experienced accommodation in Kirklareli were collected from the online travel platform TripAdvisor, one of the most visited websites in the world, and analyzed using content analysis, which is one of the qualitative approaches. As a result of the research, 6 main themes were obtained: "employee behavior", "quality and features of food", "memorable experience", "atmosphere-related features", "price-performance" and "hotel location". The main themes obtained support previous researches. It has been determined that a significant part of the online comments of the visitors staying in Kirklareli province are positive and they are satisfied with their experience.

Keywords:

Kirklareli, Accommodation Enterprises, Online Visitor Reviews, Content Analysis,

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