Konaklama İşletmelerinde Tüketici Deneyiminin Çevrimiçi Yorumlara Yansıması: COVID-19 Pandemi Süreci ve Deneyimin Olumsuz Sonuçlanması

Araştırmanın ana amacı, COVID-19 pandemi sürecinde konaklama işletmelerinden hizmet satın alan yerli turistlerin bu dönemde oluşan negatif yönlü tatil deneyimlerini keşfetmektir. Bu nedenle araştırmada niteliksel yöntemden yararlanılmıştır. Araştırmanın örneklemini Tripadvisor’da yer alan ve 2020 yılı (Ocak-Aralık) pandemi dönemini kapsayan 5108 adet çevrim içi yorum oluşturmaktadır. Araştırma verisi içerik analizi tekniği ile analiz edilmiş ve veri ilk aşamada olumlu (4401 adet) ve olumsuz (707) olmak üzere iki ana boyuta ayrılmıştır. Ardından, araştırmanın ana amacı doğrultusunda olumsuz yorumlar incelenmiş ve bulgular, işletme tarafından pandemi kurallarına uyulmaması, misafirler tarafından pandemi kurallarına uyulmaması, pandemi kuralları bahane edilerek hizmet kalitesinin düşürülmesi, pandemi nedeni ile hizmet fiyatlarının artması, şikayetlerin işletme tarafından dikkate alınmaması ve pandemi döneminin işgören davranışlarına yansıması ve olmak üzere altı tema altında toplanmıştır. Araştırmanın sonuç bölümünde olumsuz deneyimlerin tüketici memnuniyeti üzerindeki etkileri tartışılarak öneriler sunulmuştur.

Reflection of Consumer Experience in Hospitality Businesses on Online Comments: COVID-19 Pandemic Process and Negative Result of Experience

The main purpose of the research was to explore the negative holiday experiences of domestic tourists who purchased services from accommodation enterprises during the COVID-19 pandemic. Therefore, qualitative method was used in the research. The sample of the research consisted of 5108 online comments on Tripadvisor, containing the pandemic period of 2020 (January-December). The research data was analyzed with the content analysis technique and then in the first face data was divided into two main dimensions as the positive (4401) and the negative comments (707). Then, negative comments were examined within the main purpose of the research and the they were categorised under six themes: non-compliance with pandemic rules by the business, non-compliance with the pandemic rules by the guests, reducing the service quality by using the pandemic rules as an excuse, increasing in service prices due to the pandemic, ignoring the complaints by the business, and the impaction of the pandemic period on the employee behavior. In the conclusion part of the research, the effects of the negative experiences on consumer satisfaction were discussed and suggestions were presented.

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