Abstract
Muhafazakâr turizm paradigması, oldukça yeni ve gelişmeye devam eden bir araştırma alanıdır. Bu durum, araştırmacıların ve uygulayıcıların sınırlı bilgiler ışığında çalışmalarını sürdürmesine neden olmaktadır. Bu çalışmada alandaki bilgi eksikliğinin giderilmesine katkı sağlamak amacıyla muhafazakâr temalı otel deneyimlerine yönelik Tripadvisor platformunda yapılan değerlendirmeler, deneyimsel pazarlama perspektifi ile analiz edilmiştir. Analiz işlemi, Antalya’da faaliyette bulunan muhafazakâr oteller için Tripadvisor platformunda yapılan 5275 değerlendirmen dikkate alınarak yapılmıştır. Analiz doğrultusunda muhafazakâr otellerin tercih edilmesini etkileyen faktörler belirlenmiş, ilgili oteller memnuniyet düzeylerine göre sıralanmıştır. Bulgular muhafazakâr otellerden hizmet alan tüketicilerin memnuniyetlerini en çok verilen hizmet düzeyinin en az ise otel konumunun etkilediğine işaret etmektedir. Analize tabi tutulan otellerden duyulan memnuniyet düzeyleri arasındaki farklılıklar ise otellerin farklı stratejilerle yönetildiğini ve birbirine benzemediğini göstermektedir. Bu araştırma her ne kadar Antalya ili ile sınırlı olsa da bulgular tüm turizm destinasyonları için yol gösterme potansiyeli taşımaktadır.
References
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- Baron, K. C., Harris, K. & Hilton, T. (2009). Services Marketing: Text and Cases (3b). Hampshire: Palgrave Macmillan.
- Cacia, C., Aiello, L., Singer, P., & Ferri, A. (2011). Internet Management for Communication-Distribution Interaction as a Means to Maximize Customer Consumption Experience: The Volagratis Case. In Advanced Technologies Management for Retailing: Frameworks and Cases (pp. 145-178). IGI Global.
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- Duman, T. (2012). The value of Islamic Tourism: Perspectives from the Turkish Experience. ICR Journal, 3(4), 718-739.
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- Mossberg, L. (2007). A Marketing Approach to the Tourist Experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74.
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- Sana, A., & Azam, M. K. (2018). Experiential Marketing and Internet: Assessing the Role of Gender. Management and Labour Studies, 43(3), 169-174.
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- Tarssanen, S., & Kylänen, M. (2007). A Theoretical Model for Producing Experiences. M. Kylänen, A Touristic Perspectivetive (s. 134-154). Rovaniemi: Lapland University Press.
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- Zena, P. A., & Hadisumarto, A. D. (2013). The Study of Relationship Among Experiential Marketing, Service Quality, Customer Satisfaction, And Customer Loyalty. Asean Marketing Journal, 4(1), 37-46.
Abstract
The conservative tourism paradigm is a fairly new and developing field of research. This situation causes researchers and practitioners to continue their studies in the light of limited information. In this study, the evaluations made on the Tripadvisor platform for conservative-themed hotel experiences were analyzed with an experiential marketing perspective in order to contribute to the elimination of the lack of information in the field. The analysis was carried out by considering the 5275 reviews on the Tripadvisor platform for conservative hotels operating in Antalya. In line with the analysis, the factors affecting the preference of conservative hotels were determined and the related hotels were ranked according to their satisfaction levels. Findings indicate that the level of service provided most to the satisfaction of consumers receiving services from conservative hotels, and the location of the hotel affects the least. The differences between the satisfaction levels of the hotels under analysis show that the hotels are managed with different strategies and are not similar. Although this research is limited to Antalya province, the findings have the potential to guide all tourism destinations.
References
- Adhikar, A., & Bhattacharya, S. (2015). Appraisal of Literature on Customer Experience in Tourism Sector: Review and Framework. Current Issues in Tourism, 16(4), 296-321.
- Baron, K. C., Harris, K. & Hilton, T. (2009). Services Marketing: Text and Cases (3b). Hampshire: Palgrave Macmillan.
- Cacia, C., Aiello, L., Singer, P., & Ferri, A. (2011). Internet Management for Communication-Distribution Interaction as a Means to Maximize Customer Consumption Experience: The Volagratis Case. In Advanced Technologies Management for Retailing: Frameworks and Cases (pp. 145-178). IGI Global.
- Carbone, L. P., & Haeckel, S. H. (1994). Engineering Customer Experiences. Marketing Management, 3(3), 8-19.
- Carù, A., & Cova, B. (2003). Revisiting Consumption Experience: A more Humble But Complete View of the Concept. Marketing Theory, 3(2), 267-286.
- Deligöz, K. ve Ünal, S. (2017). Deneyimsel Pazarlama Uygulamalarının Marka Tercihi Üzerine Etkisini Belirlemeye Yönelik Bir Araştırma (Kahve Dünyası ve Starbucks Örneği). Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31(1), 135-156.
- Duman, T. (2012). The value of Islamic Tourism: Perspectives from the Turkish Experience. ICR Journal, 3(4), 718-739.
- Grundey, D. (2010). The Marketing Philosophy And Challenges For The New Millennium. Scientific Bulletin – Economic Sciences, 15(9), 169-180.
- Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
- Högberg, K., & Olsson, A. K. (2019). Framing Organizational Social Media: a Longitudinal Study of a Hotel Chain. Information Technology & Tourism, 21(2), 209-236.
- Kavoura, A., & Kefallonitis, E. (2019). The Effect of Social Media Networking in the Travel Industry. In Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp. 510-523). IGI Global.
- Leeflang, P. (2011). Paving The Way for “Distinguished Marketing”. International Journal of Research in Marketing, 28(2), 76-88.
- Moore, S. G., & Lafreniere, K. C. (2020). How Online Word‐of‐Mouth Impacts Receivers. Consumer Psychology Review, 3(1), 34-59.
- Mossberg, L. (2007). A Marketing Approach to the Tourist Experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74.
- Pine, B. J., & Gilmore, H. H. (1999). The Experience Economy. Cambridge: Harvard Business Review Press. Poulsson, S. H., & Kale, S. H. (2004). The Experience Economy and Commercial Experiences. The Marketing Review, 4(3), 267-277.
- Qi, S., Wong, C. U. I., Chen, N., Rong, J., & Du, J. (2018). Profiling Macau Cultural Tourists by Using User-Generated Content from Online Social Media. Information Technology & Tourism, 20(1-4), 217-236.
- Same, S. & Larimo, J. (2012). Marketing Theory: Experience Marketing and Experiential Marketing. 7th International Scientific Conference “Business and Management 2012” (s. 480-487). Vilnius: Vilnius Gediminas Technical University.
- Sana, A., & Azam, M. K. (2018). Experiential Marketing and Internet: Assessing the Role of Gender. Management and Labour Studies, 43(3), 169-174.
- Sandıkçı, M., Çağlar, A., Abd, T. İ., & Güzel, C. (2017). Otellerde Konaklayan Turistlerin Helâl Hizmet Veren (Muhafazakâr) Otel Algıları Üzerine Bir Araştırma. 1. International Halal Tourism Congress, 561-574.
- Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
- Tarssanen, S., & Kylänen, M. (2007). A Theoretical Model for Producing Experiences. M. Kylänen, A Touristic Perspectivetive (s. 134-154). Rovaniemi: Lapland University Press.
- Tynan, C., & McKechnie, S. (2009). Experience Marketing: A Review and Reassessment. Journal of Marketing Management, 25(5-6), 501-517.
- Zena, P. A., & Hadisumarto, A. D. (2013). The Study of Relationship Among Experiential Marketing, Service Quality, Customer Satisfaction, And Customer Loyalty. Asean Marketing Journal, 4(1), 37-46.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Business Administration |
| Journal Section | Research Article |
| Authors | |
| Publication Date | June 30, 2021 |
| Published in Issue | Year 2021 Volume: 12 Issue: 1 |