SATIN ALMA KARAR SÜRECİNDE OTEL MÜŞTERİLERİNİN İNTERNET KULLANIM ALIŞKANLIKLARINA YÖNELİK DURUM ANALİZİ

Yıl 2018, Cilt: 6 Sayı: 2, 135 - 158, 31.08.2018

Gülçin Özbay , Mehmet Sarıışık

https://doi.org/10.22139/jobs.407706

Öz

Amaç: Yoğun tempolu çalışma koşulları, stres, şehir hayatının
trafik, gürültü, hava kirliliği gibi olumsuz etkenleri nedeniyle tatil, insan
hayatının vazgeçilmez bir parçası haline gelmiştir. İnsanlar yılda en az bir
defa turistik faaliyetlere katılım için bir satın alma kararı vermek durumunda
kalmaktadır. Tüketim ve tüketme düşüncesinin hakim olduğu bir dünyada tüketicileri
anlama, tüketicileri anlamak için de satın almayla ilgili her şeyin öğrenilmesi
gerekmektedir. İnternet ise artık insan hayatının anahtar bileşenlerinden biri
olarak değerlendirilmektedir. Hal böyle olunca tüketici ve internet kavramları
incelenmesi gereken temel konular olarak gündeme gelmektedir. Çalışmada otel
müşterilerinin satın alma karar sürecinde internet kullanım alışkanlıklarına
ilişkin bir durum analizi yapılması amaçlanmıştır.

Yöntem: Veri toplama aracı olarak anket tercih edilmiş, 3 yıldız
ve üzeri otel işletmelerinde konaklayan müşterilere uygulanmıştır. 682 anket
değerlendirmeye alınmış, veriler SPSS aracılığıyla analiz edilmiştir.

Bulgular: Katılımcıların %79.2’u için internet günlük hayatlarında
zamanlarının büyük bir kısmını alan önemli bir bileşendir. Katılımcıların
%40.6’sı otel tercihi için internette 1-2 saat arası zaman harcadığını
belirtmektedir. Otel tercihi için internette geçirilen sürenin cinsiyetler
açısından farklılık gösterdiği saptanmıştır. Erkeklerin daha çabuk karar
verdikleri, kadın katılımcıların %37.4’ünün ise 3 saatten fazla internette
kalarak otel tercihlerini şekillendirdikleri tespit edilmiştir.

Sonuç:
Teknoloji gelişimiyle beraber birçok
satın alma kararında olduğu gibi konaklama işletmesi tercihlerinde de insanları
internet üzerinde yoğun zaman harcamaya yöneldikleri dikkat çekmektedir.
Cinsiyet bağlamında ise kadınların bu araştırmalara erkeklere oranla daha fazla
zaman ayırdıkları saptanmıştır. Bunun temel nedenleri arasında kadınların daha
detaycı olmaları ve birçok beklentinin bir arada karşılanması arzularının
yüksekliği gösterilebilir. Ayrıca gerçekleştirilecek konaklama maliyetlerinin
erkekler tarafından karşılanma olasılığının yüksek olmasının kadın
katılımcıların bu konudaki hassasiyetlerini arttırmış olabileceği de
unutulmamalıdır.

Anahtar Kelimeler

eWOM, internet kullanımı, otel tercihi

AN INVESTIGATION ON INTERNET USE HABITS OF HOTEL CUSTOMERS DURING PURCHASE DECISION

Öz

Aim: The holiday has become an important part of human life due to the negative factors such as intense working conditions, stress, urban life, traffic, noise and air pollution. People have to make a purchase decision at least once a year to participate in tourist activities. In order to understand consumers in a world where consumption is dominant, it is necessary to learn all kinds of information about purchasing to understand consumers. The Internet is regarded as one of the key components of purchasing and human life. That’s why, consumer and internet concepts are considered as essential issues to be examined and need to be considered together. In the study, it was aimed to conduct a situation analysis of internet usage in hotel purchasing decision process. It has been tried to determine how much time is spent in the virtual environment while the hotel is being made and whether the attendance differs according to the demographic characteristics of the participants.

Method: Questionnaire was preferred as a data collection tool, and the survey was applied to 3 star and the customers staying in hotel management. 682 questionnaires were taken and various analyzes were performed using the SPSS (Statistical Packages for the Social Sciences) analysis program. Various data such as frequency analysis, mean, cross table, descriptive statistics such as T-test, one-way ANOVA test, correlation analysis have been applied to be interpreted.

Findings: For 79.2% of the participants, internet is an important component that takes a lot of time in daily life. 40.6% of respondents indicated that they spend 1-2 hours on the internet for hotel preference. It has been determined that the preference for hotels differs in terms of gender on the internet. It was found that 37.4% of the female participants, which men decided more quickly, stayed in the internet for more than 3 hours and shaped hotel preferences. As the level of importance given to virtual consumer comments in participant's preference for the hotel increases, the frequency of utilization of these interpretations also increases.

Results: As with many developments in technology development, as well as in accommodation management preferences, people are attracted to spend a lot of time on the internet. In terms of gender, it was found that women spend more time in these researches than men. The main reasons for this may be the height of the desire for women to be more elaborate and to meet many expectations together. It should also be remembered that the high probability that the costs of accommodation will be met by men may have increased the sensitivity of female participants in this regard.

Anahtar Kelimeler

eWOM, internet usage, hotel preference, procurement decision process

Kaynakça

• KaynakçaAkar, Erkan (2010), “Sanal Toplulukların Bir Türü Olarak Sosyal Ağ Siteleri – Bir Pazarlama İletişimi Kanalı Olarak İşleyişi”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, Vol.:10- 107–122.
• Aksoy, Ramazan (2006), “Otomobil Tüketicilerinin Satın Alma Karar Süreci Bilgi Arama Aşamasında Başvurdukları Bilgi Kaynakları ve Bilgi Tiplerinin Yapısal Boyutları”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 11, Sayı: 2, 305-321.
• Altunışık, R., R. Çoşkun, S. Bayraktaroğlu ve E. Yıldırım (2007), Sosyal Bilimlerde Araştırma Yöntemleri –SPSS Uygulamalı, 5. Baskı, Sakarya: Sakarya Yayıncılık.
• Arun, M.R.M., W.S. Godfrey and S. Swamynathan (2012), “Review Analyzer: Analyzing Consumer Product Reviews from Review Collections”, International Conference on Recent Advances in Computing and Software Systems, 287-297.
• Avcılar, Mutlu Yüksel (2005), “Kişisel Etik Kaynakları Ve Ağızdan Ağıza İletişim Ağı”, İktisadi ve İdari Bilimler Dergisi, Cilt: 19, Eylül 2005 Sayı: 2.
• Banerjee, S., H. A.-Qaheri and A.E. Hassanien (2010), “Mining Social Networks for Viral Marketing Using Fuzzy Logic”, 2010 Fourth Asia International Conference on Mathematical/Analytical Modelling and Computer Simulation s. 24-28.
• Bayraktaroğlu, Gül ve Bilge Akyol (2009), “The Effect Of Favorability Of Online Word-Of-Mouth Information On Consumer Purchase Decision”, Gazi Üniversitesi İletişim Fakültesi Dergisi, Spring 2009, Number: 28 s. 57-92.
• Bruyn, Arnaud De and Gary L. Lilien (2008), “A Multi-Stage Model Of Word-Of-Mouth Influence Through Viral Marketing”, Intern. J. of Research in Marketing, Vol. 25, 151–163.
• Butler, Patrick and Joe Peppard (1998), “Consumer Purchasing on the Internet: Processes and Prospects”, European Management Journal, Vol. 16, No. 5, 600–610.
• Casaló, L.V., C. Flavián and M. Guinalíu (2010), “Determinants Of The Intention To Participate in Firm-Hosted Online Travel Communities And Effects On Consumer Behavioral Intentions”, Tourism Management, Vol. 31, 898-911.
• Cheng, Xiufang and Meihua Zhou (2010), “Study on Effect of eWOM: a Literature Review and Suggestions for Future Research”, IEEE, 1-5.
• Çakmak, Ali Çağlar ve M. Tahir Güneşer (2011), “İnternet Ortamındaki Bilgi Paylaşımının Tüketici Satın Alma Kararına Etkileri: İnteraktif Bir Araştırma”, Sosyal Bilimler Enstitüsü Dergisi, Sayı: 30, Yıl: 2011/1, 1-26.
• Çubukcu, M. İhsan (2010), “Konaklama İşletmeleri Web Site İçeriklerinin Değerlendirilmesi”, IUYD’2010/1, 40-59.
• Deveci, Bilal (2010), Konaklama İşletmeleri Açısından Ağızdan Ağıza İletişimin Tüketicilerin Satın Alma Kararlarına Etkileri: Ankara Örneği, Basılmamış Yüksek Lisans Tezi, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü.
• Dumrongsiri, Aussadavut (2010), “Impact of Electronic Word-of-Mouth to Consumer Adoption Process in the Online Discussion Forum: A Simulation Study”, World Academy of Science, Engineering and Technology, Vol. 65, 180-189.
• Fujimoto, Kazunori (2010), “An Investigation of Potency of eWOM Messages with a Focus on Subjective Rank Expressions”, 2010 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology, 97-101.
• Goldsmith, Ronald E. and David Horowitz (2006), “Measuring Motivations for Online Opinion Seeking”, Journal of Interactive Advertising, Vol: 6, No: 2 (Spring 2006), 3-14.
• Gruen. T. W. T. Osmonbekov and A. J. Czaplewski (2006), “eWOM: The Impact of Customer-To-Customer Online Know-How Exchange On Customer Value And Loyalty)”, Journal of Business Research Vol. 59, 449 – 456.
• Gürsoy, Dogan and Ken W. McCleary (2004), “An Integrative Model Of Tourists’ Information Search Behavior”, Annals of Tourism Research, Vol. 31, No. 2, 353–373.
• Hao, Y.， Y. Li，Q. Ye and P. Zou (2008), “Dynamic Impacts of Online Reviews and Other Information Sources on Sales in Panel Data Environment: Evidence from Movie Industry”, International Conference on Management Science & Engineering (15th), 493-500.
• Hao, Y.Y.,Q. Y.Y. Li and Z.Cheng (2010), “How Does the Valence of Online Consumer Reviews Matter in Consumer”, Proceedings of the 43rd Hawaii International Conference on System Sciences, 1-10.
• Heyne, Lars (2009), Electronic Word Of Mouth, - A New Marketing Tool?,Master Thesis, University of Applied Sciences.
• Hsiao, Teng-Tai and Shu-Ting Chuang (2009), “The Role Of Virtual Community İn Disseminating Electronic Word Of Mouth”, 755-760.
• Hunloh, Marc Nicolas (2007), Electronic Word-of-Mouth: An Analysis of Consumer Motivation, Universiteit Maastricht Faculty of Economics and Business Administration International Business – Strategic Marketing. Master Thesis.
• Jalilvand, M. R., S. S. Esfahani and N. Samiei (2010), “Electronic Word-Of-Mouth: Challenges And Opportunities”, Procedia Computer Science, Vol.3, 42–46.
• Jeong, EunHa and SooCheong (Shawn) Jang (2011), “Restaurant Experiences Triggering Positive Electronic Word-Of-Mouth (eWOM) Motivations”, International Journal of Hospitality Management, Vol. 30, 356–366.
• Kiecker, Pamela and Deborah Cowles (2002), “Interpersonal Communication And Personal Influence On The Internet: A Framework For Examining Online Word-Of-Mouth”, Journal of Euromarketing, Vol. 11, 71-88.
• Kılıçer, Tuğba (2006), Tüketicilerin Satın Alma Kararlarında Ağızdan Ağıza İletişimin Etkisi: Anadolu Üniversitesi Öğretim Elemanları Üzerinde Bir Araştırma, Basılmamış Yüksek Lisans Tezi, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
• Kim, E.E.K, A.S. Mattila and S. Baloglu (2011), “Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews”, Cornell Hospitality Quarterly, 1-8.
• Klein, Lisa R. and Gary T. Ford (2003), “Consumer Search For Informatıon in The Digital Age: An Empirical Study Of Prepurchase Search For Automobiles”, Journal Of Interactive Marketing, Volume 17 / Number 3, 29-49.
• Kong, R., Y. Wang, W. Xin, T. Yang, J. Hu and Z. Chen (2011), “Customer Reviews for Individual Product Feature-based Rankin, International Conference on Instrumentation”, Measurement, Computer, Communication and Control, 449-453.
• Kulkarni, G., B.T. Ratchford and P.K. Kannan (2012), “The Impact of Online and Offline Information Sources on Automobile Choice Behavior”, Journal of Interactive Marketing, 26, 167–175.
• Kwon, J. M.,J-i Bae and K. Phelan, (2011), “Online Consumer Herding Behaviors in the Hotel Industry”, Presented at 16th Graduate Students Research Conference, Houston, Texas.
• Lamb, C.W., J.F. Hair and C. McDaniel (2011), MKTG5, Student Edition, South-Western, Cengage Learning.
• Leen, J.Y.A., J. Ignatius and T. Ramayah (2009), “Ranking Preferred Web 2.0 Applications of eWOM: An AHP Proposed Research Agenda”, American Journal of Scientific Research, ISSN 1450-223X Issue 5, 27-32.
• Liao, Junfeng and Chunyan Zhong (2010), “The Influence Of Electronic Word-Of Mouth On Consumers’ Quadratic Selection: Based On The Positive Research Of Banks in Mainland China”, Proceedings of the 2010 IEEE IEEM, 718-722.
• Lo, Louis Yi-Shih and Sheng-Wei Lin (2011), “The Effect of Price Presentation, Sales Restrictions, and Social Networks on Consumer EWOM Intention”, Advances on Information Sciences and Service Sciences. Vol: 3, No: 1, February 2011, 112-117.
• Niinivaara, L.T., T. Saarinen and A. Öörni (2007), “Knowledge and Choice Uncertainty Affect Consumer Search and Buying Behavior”, Proceedings of the 40th Hawaii International Conference on System Sciences, 1-10.
• Okutan, Semih (2007), Bir Pazarlama StratejisiOlarak Ağızdan Ağıza İletisim Üzerine Bir Araştırma, Basılmamış Yüksek Lisans Tezi, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü.
• Özer, Kezban (2009), WOMM (Ağızdan Ağıza Pazarlama) İletişimi ve MSN (Messenger) Reklamları, Basılmamış Yüksek Lisans Tezi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
• Park, Do-Hyung and Jumin Lee (2008), “eWOM Overload and its Effect on Consumer Behavioral Intention Depending on Consumer Involvement”, Electronic Commerce Research and Applications, Vol.7, 386–398.
• Park, J., H. Chung and W.S. Yoo (2009), “Is The Internet A Primary Source For Consumer Information Search?: Group Comparison For Channel Choices”, Journal of Retailing and Consumer Services, 16, 92–99.
• Pekar, Viktor and Shiyan Ou (2008),“Discovery Of Subjective Evaluations Of Product Features In Hotel Reviews”, Journal of Vacation Marketing, Vol. 14 s. 145-155.
• Peters, Michael (2010), An Experimental Study on the Effects of Online Reviews on Consumers’ Purchase Intentions, Master Thesis, Maastricht University School of Business and Economics.
• Peterson, Robert A. and Maria C. Merino (2003), “Consumer Information Search Behavior and the Internet”, Psychology & Marketing, Vol. 20 (2), 99–121.
• Pollach, Irene (2006), “Electronic Word Of Mouth: A Genre Analysis Of Product Reviews On Consumer Opinion Web Sites”, Proceedings of the 39th Hawaii International Conference on System Sciences – 2006, 1-10.
• Pursiainen, Essi (2010), Consumer Motivations For Providing Electronic Word-of-Mouth in Virtual Pet Communities, Master’s Thesis, Aalto University, School of Economics.
• Qu, Z., H. Zhang and H. Li (2008), “Determinants Of Online Merchant Rating: Content Analysis Of Consumer Comments About Yahoo Merchants”, Decision Support Systems, Vol: 46, 440–449.
• Rabjohn, N., C. Cheung and M. Lee (2008), “Examining the Perceived Credibility of Online Opinions: Information Adoption in the Online Environment”, Proceedings of the 41st Hawaii International Conference on System Sciences, 1-10.
• Raji, Paul Tunde (2007), Consumers Buying Secrets Revealed! A Marketer’s Guide For Business, eBookWholesaler Publication.
• Reutemann, B., A Munzel and A. Meyer (2010), “eWOM And Pricing: How Mindness® Hotel Dynamically İntegrates Online Consumer Reviews”, Industry Cases.
• Sachse, Silke Bambauer and Sabrina Mangold (2011), “Brand Equity Dilution Through Negative Online Word-Of-Mouth Communication”, Journal of Retailing and Consumer Services, Vol. 18, 38–45.
• Thorson, Kjerstin S. and Shelly Rodgers (2006), “Relationships Between Blogs As eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction”, Journal of Interactive Advertising, Vol: 6, No: 2 (Spring 2006), 34‐44.
• TÜİK - Türkiye İstatistik Kurumu Başkanlığı (2017), Hanehalkı Bilişim Teknolojileri Kullanım Araştırması, (http://www.tuik.gov.tr/PreTablo.do?alt_id=1028 Erişim Tarihi: 10.03.2018)
• Valck, K., G.H.Bruggen and B. Wierenga (2009), “Virtual Communities: A Marketing Perspective”, Decision Support Systems, Vol. 47, 185–203.
• Vilpponen, A., S. Winter and S. Sundqvist (2006), “Electronıc Word-of Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior”, Journal of Interactive Advertising, Vol. 6, 63‐77.
• Wong, James and Rob Law (2005), “Analysing The Intention To Purchase On Hotel Websites:A Study Of Travellers To Hong Kong”, Hospitality Management, Vol. 24, 311–32.
• Ye, Q.,R. Law, B. Gu and W. Chen (2011), “The Influence Of User-Generated Content On Traveler Behavior: An Empirical-Investigation On The Effects Of E-Word-Of-Mouth To Hotel Online Bookings”, Computers in Human Behavior, Vol. 27, 634–639.
• Yee, Cheung Man (2006), Do People Belıeve Electronic Word-Of Mouth? A Study On Factors Affecting Readers’ Perceived Credibility Of Online Consumer Reviews, Master Of Philosophy, City University Of Hong Kong.
• Zhang, Z., Q. Ye, R. Law and Yijun Li (2010), “The Impact Of e-Word-Of-Mouth On The Online Popularity Of Restaurants: A Comparison Of Consumer Reviews And Editor Reviews”, International Journal of Hospitality Management, Vol. 29, 694–700.
• Zheng, Wenying and Qiang YE (2009), “Sentiment Classification Of Chinese Traveler Reviews By Support Vector Machine Algorithm”, Third International Symposium on Intelligent Information Technology Application, 335-338.
• Zhu, Min and Shengqiang Lai (2009), “A Study About The eWOM Influence On Tourism Destination Choice”, 2009 International Conference on Electronic Commerce and Business Intelligence, 120-124.