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ĞIZDAN AĞIZA ÇEVRİMİÇİ İLETİŞİMİN OTELLERDEKİ ODA SATIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2012, Volume: 13 Issue: 2, 266 - 274, 01.07.2012

Olgun Kitapçı Serkan Taştan İbrahim Taylan Dörtyol Ceylan Akdoğan

Abstract

Satın almakarar sürecinde tüketiciler veri kaynağı olarak birçok unsuru kullanmaktadır. Sosyal bir varlık olmanın getirdiği dürtü ve teknolojide yaşanan gelişmeler satın alım karar sürecinde ağızdan ağıza iletişimi ön plana çıkarmış ve söz konusu iletişimin çevrimiçi gerçekleştirilmesine olanak sağlamıştır. Bu çalışma, bu noktadan hareketle, turizm endüstrisine odaklanmakta ve tatil satın alım davranışları üzerinde diğer müşteriler tarafından oluşturulan görüşlerin etkisini araştırmayı amaçlamaktadır. Çalışmanın veri toplama sürecinde ülkenin en eski ve en çok kullanılan tatil web sitelerinden olan tatilsepeti.com’dan yararlanılmıştır. Veri analizi evresinde yarı-logaritmik model kullanılmıştır. Çalışmanın sonuçları müşteri görüşlerinin satın alım karar süreci üzerindeki etkisinin altını çizmektedir.

Keywords

Ağızdan Ağıza İletişim Turizm Çevrimiçi Satış Otel

References

  • AKAR, E. (2009). Pazarlama bağlamında geleneksel ve internette ağızdan ağıza iletişim: Kurumsal bir çerçeve,Erzurum Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32: 113-134.
  • ATEŞOĞLU, İ., BAYRAKTAR S. (2011). Ağızdan ağıza pazarlamanın turistlerin destinasyon seçimindeki etkisi, ZKÜ Sosyal Bilimler Dergisi, 7(14): 95-108.
  • BARUTÇU, S. (2011). Mobil Viral Pazarlama, İnternet Uygulamaları ve Yönetimi, 2(1): 5- 13.
  • BRUYN, A. D., LILIEN, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing”, International Journal of Research in Marketing, 25: 151-163.
  • DUAN, W., GU, B., WHINSTON, A. B. (2008). The dynamics of çevrimiçi word-of-mouth and product sales – An empirical investigation of the movie industry”, Journal of Retailing, 84(2): 233-242.
  • CHUNG, C. M.Y., TSAI, Q.(2009). The effects of regulatory focus and tie strength on word- of-mouth behaviour, Asia Pacific Journal of Marketing, 21(3): 329-341.
  • GODES, D., MAYZLIN, D. (2009). Firm-created word-of-mounth communication: Evidence from a field test, Marketing Science, 28/(4): 721-739.
  • GUPTA, P., HARRIS, J.(2010). How e-wom recommendations influence product consideration and quality of choice: A motivation to process information perspective, Journal of Business Research, 63(9-10): 1041-1049.
  • GÜLMEZ, M. (2011). İnternet Üzerinde Ağızdan Ağıza Pazarlama Uygulama Örnekleri, İnternet Uygulamaları ve Yönetimi, 2(1): 29-36.
  • HO, J. Y.C, DEMPSEY, M.(2009). Viral marketing: Motivations to forward çevrimiçi content, Journal of Business Researh, 63(9-10): 1000-1006.
  • HUANG, M., CAI, F., TSANG, A.S.L., (2011). Making your çevrimiçi voiceloud: the critical role of WOM information, European Journal of Marketing, 45(7/8): 1277-1297.
  • LEE, J., PARK, D.H., HAN, I. ZHOU, N. (2008). The effect of negative çevrimiçi consumer reviews on product attitude: An information processing view, Electronic Commerce Research and Applications, 7: 341-352.
  • LITVIN, S. W., GOLDSMITH, R. E., BING, P. (2008). Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29: 458-468.
  • MAHAJAN, V., EITAN, M., KERIN, R. A. (1984). Introduction strategy for new products with positive and negative word-of-mouth, Management Science, 30(12): 1389-1404.
  • PARK, D.H., KIM, S.(2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via çevrimiçi consumer reviews, Electronic Commerce Research and Applications, 7: 399-410.
  • PARK, D.H., LEE, J.(2008). E-wom overload and its effect on consumer behavioral intention depending on consumer involvement,Electronic Commerce Research and Applications, 7: 386-398.
  • PAVLOU, P.A., DIMOKA, A. (2006).The nature and role of feedback text comments in çevrimiçi marketplaces: Implications for trust building, price premiums, and seller differentiation, Information Systems Research, 17(4): 392-414.
  • SJÖDIN, H. (2007). Upsetting brand extensions: an enquiry into current customers’ inclination to spread negative word of mouth”, Journal of Brand Management, 15/4: 258- 271.
  • SMITH, D., MENON, S., SIVAKUMAR, K. (2005). Çevrimiçipeer and editorial recommendations, trust, and choice in virtual markets, Journal of Interactive Marketing, 19(3): 15-37.
  • SUNDARAM, D.S., MITRA, K., WEBSTER, C. (1998). Word-of-mouth communications: A motivational analysis, Advances in Consumer Research, 25: 527-531.
  • SWEENEY, J.C., SOUTAR, G.N., MAZZAROL T. (2008). Factors influencing word of mouth effectiveness: receiver perspective, European Journal of Marketing, 42(3/4): 344- 364.
  • YE, Q., LAW, R., GU, B. (2009). The impact of çevrimiçi user reviews on hotel room sales, International Journal of Hospitality Management,28(1): 180-182.
  • VARİNLİ, İ., ÇATI, K.(2008).Güncel Pazarlama Yaklaşımlarından Seçmeler, Detay Yayıncılık, Ankara.
  • VELAZQUEZ, B.M., BLASCO, M.F., SAURA, I.G., CONTRI, G.B. (2010). Causes for complaining behaviour intentions: the moderator effect of previous customer experience of the restaurant, Journal of Service Marketing, 24/7: 532-545.
  • WANG, X. (2011). The effect of inconsistent word-of-mouth during the service encounter, Journal of Service Marketing, 25/4: 252-259.
  • Tatilsepeti.com (2011). [Erişim adresi] http://tatilsepeti.com [Erişim tarihi: 01.01.2011- 31.01.2011 arası]
  • Türkiye Turizm Yatırımcıları Derneği (TYD) (2011).[Erişim adresi] http://ttyd.org.tr/tr/ page.aspx?id=1633 [Erişim tarihi: 24.01.2011].

THE IMPACT OF ONLINE WORD-OF-MOUTH COMMUNICATION ON HOTELS’ ROOM SALES

Year 2012, Volume: 13 Issue: 2, 266 - 274, 01.07.2012

Olgun Kitapçı Serkan Taştan İbrahim Taylan Dörtyol Ceylan Akdoğan

Abstract

Customers have used many components as data source in the purchase decision process. The motivation of being a social existence and the technological progress have featured word-of-mouth communication and have led to realization of this communication online. From this point of view, the present study focuses on hospitality industry and aims to investigate the influence of online consumergenerated reviews on holiday buying behaviour. For the data collecting process of the study, tatilsepeti.com, one of the oldest and mostly used holiday web sites is used. The semi-logarithmic model is used to assess the impact of online reviews. The results underline the significant effects of online reviews on consumer buying decision process

Keywords

Word-of-Mouth Communication Tourism Online Sales Hotel

References

  • AKAR, E. (2009). Pazarlama bağlamında geleneksel ve internette ağızdan ağıza iletişim: Kurumsal bir çerçeve,Erzurum Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32: 113-134.
  • ATEŞOĞLU, İ., BAYRAKTAR S. (2011). Ağızdan ağıza pazarlamanın turistlerin destinasyon seçimindeki etkisi, ZKÜ Sosyal Bilimler Dergisi, 7(14): 95-108.
  • BARUTÇU, S. (2011). Mobil Viral Pazarlama, İnternet Uygulamaları ve Yönetimi, 2(1): 5- 13.
  • BRUYN, A. D., LILIEN, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing”, International Journal of Research in Marketing, 25: 151-163.
  • DUAN, W., GU, B., WHINSTON, A. B. (2008). The dynamics of çevrimiçi word-of-mouth and product sales – An empirical investigation of the movie industry”, Journal of Retailing, 84(2): 233-242.
  • CHUNG, C. M.Y., TSAI, Q.(2009). The effects of regulatory focus and tie strength on word- of-mouth behaviour, Asia Pacific Journal of Marketing, 21(3): 329-341.
  • GODES, D., MAYZLIN, D. (2009). Firm-created word-of-mounth communication: Evidence from a field test, Marketing Science, 28/(4): 721-739.
  • GUPTA, P., HARRIS, J.(2010). How e-wom recommendations influence product consideration and quality of choice: A motivation to process information perspective, Journal of Business Research, 63(9-10): 1041-1049.
  • GÜLMEZ, M. (2011). İnternet Üzerinde Ağızdan Ağıza Pazarlama Uygulama Örnekleri, İnternet Uygulamaları ve Yönetimi, 2(1): 29-36.
  • HO, J. Y.C, DEMPSEY, M.(2009). Viral marketing: Motivations to forward çevrimiçi content, Journal of Business Researh, 63(9-10): 1000-1006.
  • HUANG, M., CAI, F., TSANG, A.S.L., (2011). Making your çevrimiçi voiceloud: the critical role of WOM information, European Journal of Marketing, 45(7/8): 1277-1297.
  • LEE, J., PARK, D.H., HAN, I. ZHOU, N. (2008). The effect of negative çevrimiçi consumer reviews on product attitude: An information processing view, Electronic Commerce Research and Applications, 7: 341-352.
  • LITVIN, S. W., GOLDSMITH, R. E., BING, P. (2008). Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29: 458-468.
  • MAHAJAN, V., EITAN, M., KERIN, R. A. (1984). Introduction strategy for new products with positive and negative word-of-mouth, Management Science, 30(12): 1389-1404.
  • PARK, D.H., KIM, S.(2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via çevrimiçi consumer reviews, Electronic Commerce Research and Applications, 7: 399-410.
  • PARK, D.H., LEE, J.(2008). E-wom overload and its effect on consumer behavioral intention depending on consumer involvement,Electronic Commerce Research and Applications, 7: 386-398.
  • PAVLOU, P.A., DIMOKA, A. (2006).The nature and role of feedback text comments in çevrimiçi marketplaces: Implications for trust building, price premiums, and seller differentiation, Information Systems Research, 17(4): 392-414.
  • SJÖDIN, H. (2007). Upsetting brand extensions: an enquiry into current customers’ inclination to spread negative word of mouth”, Journal of Brand Management, 15/4: 258- 271.
  • SMITH, D., MENON, S., SIVAKUMAR, K. (2005). Çevrimiçipeer and editorial recommendations, trust, and choice in virtual markets, Journal of Interactive Marketing, 19(3): 15-37.
  • SUNDARAM, D.S., MITRA, K., WEBSTER, C. (1998). Word-of-mouth communications: A motivational analysis, Advances in Consumer Research, 25: 527-531.
  • SWEENEY, J.C., SOUTAR, G.N., MAZZAROL T. (2008). Factors influencing word of mouth effectiveness: receiver perspective, European Journal of Marketing, 42(3/4): 344- 364.
  • YE, Q., LAW, R., GU, B. (2009). The impact of çevrimiçi user reviews on hotel room sales, International Journal of Hospitality Management,28(1): 180-182.
  • VARİNLİ, İ., ÇATI, K.(2008).Güncel Pazarlama Yaklaşımlarından Seçmeler, Detay Yayıncılık, Ankara.
  • VELAZQUEZ, B.M., BLASCO, M.F., SAURA, I.G., CONTRI, G.B. (2010). Causes for complaining behaviour intentions: the moderator effect of previous customer experience of the restaurant, Journal of Service Marketing, 24/7: 532-545.
  • WANG, X. (2011). The effect of inconsistent word-of-mouth during the service encounter, Journal of Service Marketing, 25/4: 252-259.
  • Tatilsepeti.com (2011). [Erişim adresi] http://tatilsepeti.com [Erişim tarihi: 01.01.2011- 31.01.2011 arası]
  • Türkiye Turizm Yatırımcıları Derneği (TYD) (2011).[Erişim adresi] http://ttyd.org.tr/tr/ page.aspx?id=1633 [Erişim tarihi: 24.01.2011].
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Olgun Kitapçı This is me

Serkan Taştan This is me

İbrahim Taylan Dörtyol This is me

Ceylan Akdoğan

Publication Date July 1, 2012
Published in Issue Year 2012 Volume: 13 Issue: 2

Cite

APA Kitapçı, O., Taştan, S., Dörtyol, İ. T., Akdoğan, C. (2012). ĞIZDAN AĞIZA ÇEVRİMİÇİ İLETİŞİMİN OTELLERDEKİ ODA SATIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Doğuş Üniversitesi Dergisi, 13(2), 266-274.