Electronic Word-of-Mouth Communication: An Analysis of Dutch and Belgian Tourists' Comments on Accommodation Establishments in Türkiye

Makbule Ezel Dündar; Nurcan Yücel; Atilla Yücel

Makale detayları

Electronic Word-of-Mouth Communication: An Analysis of Dutch and Belgian Tourists' Comments on Accommodation Establishments in Türkiye

Yazarlar:

Makbule Ezel Dündar | Nurcan Yücel | Atilla Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

Fırat Üniversitesi Sosyal Bilimler Dergisi Vol.34 Issue 1, pp.251-268

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310558

pISSN:

1300-9702

Anahtar kelimeler:

Özet:

 This study focuses on electronic word-of-mouth communication e-WOM, which is an element of the rapid development of the internet and social media that affects travel decision-making processes, especially on the accommodation experiences of Dutch and Belgian tourists traveling across continents. Zoover, the biggest holiday blog in the Netherlands and Belgium gives awards to prestigious hotels due to positive customer comments. In this study, user comments about the Aegean hotels that won the Golden Zoover Award 2022 were examined using the content analysis method, and these comments were compared with the posts on the official Instagram accounts of the hotels. As a result of the research, it was found that user comments were categorized under themes such as staff, room, food and beverage, general evaluation of the hotel, animation-entertainmentrecreation, swimming areas, intention to visit again, locationtransportation and priceperformance-recommendation. The study, which is intended to guide hotel managers in determining the areas they need to focus on in order to understand customer demands, covers a twelve-month period, unlike other studies in the literature. Since the online comments of Dutch and Belgian hotel customers have not been examined before, the research was aimed to fill the existing gap in the literature.

 This study focuses on electronic word-of-mouth communication e-WOM, which is an element of the rapid development of the internet and social media that affects travel decision-making processes, especially on the accommodation experiences of Dutch and Belgian tourists traveling across continents. Zoover, the biggest holiday blog in the Netherlands and Belgium gives awards to prestigious hotels due to positive customer comments. In this study, user comments about the Aegean hotels that won the Golden Zoover Award 2022 were examined using the content analysis method, and these comments were compared with the posts on the official Instagram accounts of the hotels. As a result of the research, it was found that user comments were categorized under themes such as staff, room, food and beverage, general evaluation of the hotel, animation-entertainmentrecreation, swimming areas, intention to visit again, locationtransportation and priceperformance-recommendation. The study, which is intended to guide hotel managers in determining the areas they need to focus on in order to understand customer demands, covers a twelve-month period, unlike other studies in the literature. Since the online comments of Dutch and Belgian hotel customers have not been examined before, the research was aimed to fill the existing gap in the literature.

 This study focuses on electronic word-of-mouth communication e-WOM, which is an element of the rapid development of the internet and social media that affects travel decision-making processes, especially on the accommodation experiences of Dutch and Belgian tourists traveling across continents. Zoover, the biggest holiday blog in the Netherlands and Belgium gives awards to prestigious hotels due to positive customer comments. In this study, user comments about the Aegean hotels that won the Golden Zoover Award 2022 were examined using the content analysis method, and these comments were compared with the posts on the official Instagram accounts of the hotels. As a result of the research, it was found that user comments were categorized under themes such as staff, room, food and beverage, general evaluation of the hotel, animation-entertainmentrecreation, swimming areas, intention to visit again, locationtransportation and priceperformance-recommendation. The study, which is intended to guide hotel managers in determining the areas they need to focus on in order to understand customer demands, covers a twelve-month period, unlike other studies in the literature. Since the online comments of Dutch and Belgian hotel customers have not been examined before, the research was aimed to fill the existing gap in the literature.

 Bu çalışma, internet ve sosyal medyanın hızlı gelişiminin seyahat karar verme süreçlerini etkileyen bir unsur olan elektronik ağızdan ağıza iletişim e-WOM, özellikle kıtalar arası seyahat eden Hollandalı ve Belçikalı turistlerin konaklama deneyimleri üzerine odaklanmaktadır. Hollanda ve Belçikanın en büyük tatil bloğu olan Zoover sitesi, pozitif müşteri yorumları sebebiye her yıl prestijli otellere ödül vermektedir. Bu çalışmada Golden Zoover Award 2022 ödülünü kazanan Ege otellerine ait kullanıcı yorumları, içerik analizi yöntemiyle incelenmiş, bu yorumlar araştırma kapsamındaki otellerin resmi Instagram hesaplarındaki paylaşımlarıyla karşılaştırılmıştır. Araştırma sonucunda, kullanıcı yorumlarının personel, oda, yiyecek-içecek, otelin genel değerlendirmesi, animasyon-eğlencedinlenme, yüzme alanları, tekrar ziyaret niyeti, konumulaşım ve fiyatperformans-tavsiye gibi temalar altında kategorize edildiği bulunmuştur. Otel yöneticilerine müşteri taleplerini anlamak için odaklanmaları gereken alanları belirleme konusunda yol gösterici olması amaçlanan çalışma, literatürdeki diğer araştırmalardan farklı olarak on iki aylık bir dönemi kapsamaktadır. Hollandalı ve Belçikalı otel müşterilerinin çevrimiçi yorumlarının daha önce incelenmemiş olması sebebiyle araştırmanın literatürdeki mevcut boşluğu doldurması hedeflenmiştir.

Makale detayları

Electronic Word-of-Mouth Communication: An Analysis of Dutch and Belgian Tourists' Comments on Accommodation Establishments in Türkiye

Yazarlar:

Makbule Ezel Dündar | Nurcan Yücel | Atilla Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

Fırat Üniversitesi Sosyal Bilimler Dergisi Vol.34 Issue 1, pp.251-268

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310558

pISSN:

1300-9702

Hotel business

Dutch

online reviews

ZooverOtel işletmeleri

Flemenkçe

online yorum

Zoover

Sayı

Makale detayları

Yazarlar: Makbule Ezel Dündar | Nurcan Yücel | Atilla Yücel

Yayıncı: Fırat University

Ana Başlıklar: Reklamcılık (Diğer)

Dergi: Fırat Üniversitesi Sosyal Bilimler Dergisi Vol.34 Issue 1, pp.251-268

Belge Tipi: Makale

Yayın Tarihi: 1/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001310558

pISSN: 1300-9702

Sayı

Yazarlar:

Makbule Ezel Dündar | Nurcan Yücel | Atilla Yücel

Yayıncı:

Fırat University

Ana Başlıklar:

Reklamcılık (Diğer)

Dergi:

Fırat Üniversitesi Sosyal Bilimler Dergisi Vol.34 Issue 1, pp.251-268

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310558

pISSN:

1300-9702