Mardin’deki Butik Otellerde Ziyaretçi Deneyimlerinin Netnografik Yöntem ile Belirlenmesi (Netnographic Examination of Visitor Experiences in Boutique Hotels: The Case of Mardin)
DOI:
https://doi.org/10.21325/jotags.2024.1432Keywords:
Mardin, Boutique hotel, Hotel experience, Tourism experienceAbstract
This research aims to reveal tourist experiences in boutique hotels in Mardin province. To achieve this goal, the netnographic approach, one of the qualitative research methods, was preferred. In this context, experiences were tried to be determined by examining the online reviews posted by tourist about boutique hotels in Mardin on the Tripadvisor website, one of the most popular online platforms in the world. In line with the purpose of the research, the data consists of online comments made by visitors about their experiences during their stay in boutique hotels. A total of 1184 comments constitute the data set of the research. Comments made from the most recent to the oldest reviews have been included in the data analysis The data were tried to be interpreted with the help of content analysis, one of the qualitative research analysis techniques. In addition, descriptive analysis was used by making quotations to support the emerging themes. According to the findings, it was determined that boutique hotel experiences emerged under five themes. These themes are named as hospitality, physical environment, memorable experience, cleaning/hygiene and gastronomy. Theoretical contributions and practical suggestions are presented.
References
Ali, F., Âmin, M. & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: An empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449- 475.
Andersson, T. D. (2007). The tourist in the experience economy. Scandinavian Journal of Hospitality and Tourism, 7(1), 46-58
Barnes, S. J., Mattsson, J. & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
Cetin, G. & Istanbullu Dincer, F. (2014). Influence of customer experience on loyalty and word-of-mouth in hospitality operations. Anatolia: An International Journal of Tourism and Hospitality Research, 25(2), 181-194.
Cetin, G. & Okumus, F. (2018). Experiencing local turkish hospitality in istanbul, Turkey. International Journal of Culture, Tourism and Hospitality Research, 12(2), 223–237.
Cetin, G. & Walls, A. (2016). Understanding the customer experiences from the perspective of guests and hotel managers: Empirical findings from luxury hotels in Istanbul, Turkey. Journal of Hospitality Marketing & Management, 25(4), 395-424.
Chen, J-L. (2015). The impact of bed and breakfast atmosphere, customer experience, and customer value on customer voluntary performance: A survey in Taiwan. Asia Pacific Journal of Tourism Research, 20(5), 541-562.
Güney, D. (2015). Deneyimsel Pazarlamanın Müşteri Sadakatine Etkisi: Muğla'daki Butik Otellere Yönelik Bir Uygulama. Yayınlanmamış Yüksek Lisans Tezi, Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü, Muğla.
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.
Jensen, R. (1999), The Dream Society, New York: McGraw- Hill
Kaosiri, N. Y., Callarisa Fiol, C. J. L., Tena, M. A. M., Artola, R. M. R. & Garcia, S. J. (2017). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253–265.
Karacaer, S. S. (2013). Butik Otel Misafirlerinin Dinlence Deneyimlerinin İncelenmesi, Yayınlanmamış Yüksek Lisans Tezi, Aksaray Üniversitesi Sosyal Bilimler Enstitüsü, Aksaray.
Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870.
Kim, J. H., Ritchie, J. B. & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12-25.
Knutson, B. J., Beck, J. A., Kim, S., & Cha, J. (2009). Identifying the dimensions of the guest's hotel experience. Cornell Hospitality Quarterly, 50(1), 44-55.
Kodaş, D. & Özel, Ç. H. (2022). Antecedents of gastronomy destination brand equity: an examination of gastronomy experience, motivation, and destination satisfaction. Advances in Hospitality and Tourism Research (AHTR), 11(1), 45-71.
Kodaş, D. (2024). Exploring the dimensions of traditional breakfast experience: A netnography study. European Journal of Tourism Research, 36, 3606-3606.
Kozinets, R. V. (1998). On netnography: Initial reflections on consumer research in investigations of cyberculture. Advances in Consumer Research, 25, 366–371.
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61–72.
Kozinets, R. V., Dolbec, P. Y. & Earley, A. (2014). Netnographic analysis: Understanding culture through social media data. Sage Handbook of Qualitative Data Analysis, 262-275.
Krippendorf, K. (2004). Content Analysis an İntroduction to its Methodology (2nd Ed.). London: SAGE.
McIntosh, A. J. & Siggs, A. (2005). An exploration of the experiential nature of boutique accommodation. Journal of Travel Research, 44(1), 74-81.
Mohsin, A., & Lengler, J. (2015). Service experience through the eyes of budget hotel guests: do factors of importance influence performance dimensions?. Journal of Hospitality and Tourism Management, 23, 23-34.
Mossberg, L. (2007). A marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74.
Oh, H., Fiore, A. M. & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119-132.
Padma, P. & Ahn, J. (2020). Guest satisfaction & dissatisfaction in luxury hotels: An application of big data. International Journal of Hospitality Management, 84, 102318.
Pala, T., & Bardakoğlu, Ö. (2016). Türkiye'de butik otel işletmeciliğinin mevcut durumu İzmir örneği. Ege Stratejik Araştırmalar Dergisi, 7(2), 271-286.
Parolin, C. F. & Boeing, R. (2019). Consumption of boutique hotel experiences as revealed by electronic word-of-mouth. Tourism & Management Studies, 15(2), 33-45.
Pine II, B.J. & J.H. Gilmore (1999). The Experience Economy: Work is Theatre and Every Business a Stage, Boston, MA: Harvard Business School Press, Boston.
Quan, S. & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297-305.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
Stamboulis, Y. & Skayannis, P. (2003). Innovation strategies and technology for experience-based tourism. Tourism Management, 24(1), 35-43.
Strauss, A. & Corbin, J. (1990). Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park: Sage.
Taecharungroj, V. & Mathayomchan, B. (2019). Analysing TripAdvisor reviews of tourist attractions in phuket, Thailand. Tourism Management, 75, 550–568.
Thanh, T. V. & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30-37.
Tung, V. & Ritchie, J. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38, 1367-1386.
Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies, London: Sage Publications.
Uşakli, A. (2016). Turistik Tüketici Deneyimi: Beş Yıldızlı Resort Otellerde Bir Uygulama. Yayımlanmamış Doktora Tezi, Gazi Üniversitesi Eğitim Bilimleri Enstitüsü, Ankara.
Walls, A. R. (2009). An Examinatıon of Consumer Experience And Relative Effects on Consumer Values. Doctoral dissertation, University of Central Florida, USA.
Walls, A., Okumus, F., Wang, Y. & Kwun, D. J. W. (2011). Understanding the consumer experience: An exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2), 166-197.
Youssofi, A., Jeannot, F., Jongmans, E., & Dampérat, M. (2024). Designing the digitalized guest experience: A comprehensive framework and research agenda. Psychology & Marketing, 41(3), 512-531.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
