E-Şikâyetler Turist Rehberleri Hakkında Ne Söylüyor?

İşletme ile tüketici arasında bir köprü görevi gören rehberlerin iletişim becerisi, tur esnasındaki davranışları ve bilgisini doğru ve etkili şekilde aktarabilmesi tura katılan turistlerin memnuniyetini direkt olarak etkilemektedir. Öte yandan günümüzde internet ve sosyal medya platformlarının kullanımının yaygınlaşmasıyla beraber pek çok tüketici, satın aldıkları mal ve hizmetlerle ilgili memnuniyetsizliklerini şikâyet siteleri üzerinden belirtmeyi tercih etmektedir. Ana amacı tur operatörlerinden hizmet satın alan tüketicilerin, turist rehberlerine yönelik e -şikâyetlerinin incelenmesi olan bu araştırma, bir problemi derinlemesine araştıran keşifsel bir araştırmadır. Bu amaç doğrultusunda, www.sikayetvar.com adresinden elde edilen, 2986 adet e-şikâyet metni doküman inceleme yöntemi ile incelenmek üzere araştırmaya dâhil edilmiştir. E-şikâyet metinlerinin tek tek incelenmesi sonucunda, araştırmanın ana problemine ilişkin veriyi oluşturan, turist rehberlerine yönelik 225 adet e-şikâyetin var olduğu bulgulanmıştır. İçerik analiz ile çözümlenen metinler, açık kodlama yöntemi kullanılarak kategorilere ayrılmış ve kategoriler, kendi aralarında ilişkilendirilmek üzere mikro analize tabi tutulmuştur. Mikro analiz kapsamında şikâyet metinlerinde yer alan sözcükler tek tek incelenmiş, yapılan inceleme sonucunda turist rehberlerine yönelik e şikâyetler, 5 tema altında toplanmıştır.

What do E-Complaints Tell about Tourist Guides?

Communication skill, attitude during tour and ability to interchange the knowledge correct and efficiently of the tourist guides who act as a bridge between the company and customer affect tourists’ satisfaction who attend the tour. On the other hand, nowadays along with becoming widespread of internet and social media platforms usage, many customers choose to share their dissatisfaction about products and services they buy through complaint web sites. This research whose main objective is to analyze the e-complaints of consumers about tourist guides who buy services from tour operators, is an exploratory study that searches the problem in-depth. For this aim, 2986 e-complaints obtained from www.sikayetvar.com have been included in the study to be analyzed by the content analysis method. As a result of the investigation of the e-complaints particularly, it is found out that there are 225 e-complaints about tourist guides, which constitute the data related to the main problem of this research. The texts resolved by the content analysis have been divided into categories by using open coding method and the categories have been analyzed by micro-analysis to be associated with each other. Within the scope of the micro- analysis, the words that are in the complaint texts are analyzed particularly and as a result of the analyses, the complaints about tourist guides have been clustered under 5 themes.

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