Investigation of Consumer Reviews on Social Media for Five-Star Hotel Enterprises in Istanbul: A Case of TripAdvisor

Year 2019, Volume: 5 Issue: 2, 171 - 183, 27.11.2019

Serkan Ak , Mithat Zeki Dincer

Abstract

Today, access to social media on the internet is becoming easier and the number of active users on social media is increasing day by day. This mobility causes social media platforms to become a frequently used source of information. In this context, the importance of online consumer reviews of hotel enterprises on social media is increasing in the tourism industry. The aim of this study is to investigate the consumer review scores of the five-star hotel enterprises in Istanbul on social media by comparing them in terms of some operating features such as location, number of rooms, number of reviews, room rate, and environmental awareness. Accordingly, a total of 101 five-star hotel enterprises with tourism operating certificates have been examined. Within the scope of the research, consumer review scores were discussed in terms of five criteria; location, cleanliness, service, price-performance value and general performance. The data was analyzed with the help of descriptive statistical methods, Kolmogorov-Smirnov, Mann-Whitney U and KruskalWallis tests. In the study, it is concluded that five-star hotel enterprises have various statistically significant differences in consumer review scores in terms of some operating features such as location, number of reviews, room rate and environmental awareness.

Keywords

Social media, TripAdvisor, Consumer reviews, Hotel enterprises, Istanbul

Supporting Institution

The authors received no financial support for this work.

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