Covid-19 pandemisinin müşteri deneyimi üzerine etkisi : Turistlerin bakış açısından otel işletmeleri üzerine bir inceleme
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Trakya Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Öngörülemeyen olaylar şeklinde tanımlanabilen krizlerin diğer sektörlere olduğu gibi turizm sektörüne de etkisi güçlü olabilmektedir. Turizm sektöründe krizi oluşturan farklı unsurlar bulunmakta olup bu unsurların bir tanesi de salgın hastalıklardır. Günümüzde etkisi hala devam etmekte olan Covid-19 pandemisi de turizm sektörünü derinden etkileyen krizlerden bir tanesi olmuştur. Bu bağlamda Covid-19 pandemisi sırasında turistlerin seyahat deneyimlerinin nasıl şekillendiği merak konusu haline gelmiştir. Yapılan bu araştırma ile Covid-19 döneminde otellerde tatillerini yapan misafirlerin önceki yıllardan farklı olarak ne tür deneyimler yaşadıklarını ölçmek amaçlanmıştır. Bu bağlamda nitel bir araştırma yöntemi kullanılarak Antalya’nın Alanya ve Manavgat ilçelerinde bulunan 5 yıldızlı otellerde konaklamalarını yapan ve yaşadıkları deneyimleri TripAdvisor platformuna aktaran otel misafirlerinin yorumları içerik analizine tabi tutulmuş ve toplanan veriler MAXQDA programı aracılığıyla analiz edilmiştir. Araştırma bulguları çerçevesinde otellerde konaklayan misafirlerin deneyimleri işletmeye dair ve misafirlere dair unsurlar olmak üzere toplam 2 kategoride değerlendirilmiştir. İşletmeye dair unsurlar kategorisi alınan önlemler, temizlik, personel hakkında görüş, pandemi döneminde restoran deneyimi, yapılan animasyonlar ve personel sayısının yetersizliği olmak üzere toplam 6 boyutta incelenmiştir. Misafirlere dair unsurlar kategorisi ise pandemi nedeniyle oluşan endişe, misafirlerin pandemi dikkatsizliği ve kalabalık algıları olmak üzere 3 boyutla açıklanmıştır.
Crises, which can be defined as unforeseen events, can have a strong impact on the tourism sector as well as on other sectors. There are different elements that create the crisis in the tourism sector, one of which is epidemic diseases. The Covid19 pandemic, which still continues today, has been one of the crises that deeply affected the tourism sector. In this context, how tourists' travel experiences are shaped during the Covid-19 pandemic has become a matter of curiosity. With this research, it is aimed to measure what kind of experiences the guests who spend their holidays in hotels during the Covid-19 period, unlike previous years, have had. In this context, using a qualitative research method, the comments of hotel guests who stayed in 5-star hotels in Antalya's Alanya and Manavgat districts and transferred their experiences to the TripAdvisor platform were subjected to content analysis and the collected data were analyzed through the MAXQDA program. Within the framework of the research findings, the experiences of the guests staying in the hotels were evaluated in 2 categories, namely the elements of the business and the elements of the guests. The category of elements related to the business was examined in a total of 6 dimensions: measures taken, cleanliness, opinion about the staff, restaurant experience during the pandemic period, animations and insufficient number of personnel. The category of elements related to the guests is explained in 3 dimensions: the anxiety caused by the pandemic, the carelessness of the guests and the perception of the crowd.
Crises, which can be defined as unforeseen events, can have a strong impact on the tourism sector as well as on other sectors. There are different elements that create the crisis in the tourism sector, one of which is epidemic diseases. The Covid19 pandemic, which still continues today, has been one of the crises that deeply affected the tourism sector. In this context, how tourists' travel experiences are shaped during the Covid-19 pandemic has become a matter of curiosity. With this research, it is aimed to measure what kind of experiences the guests who spend their holidays in hotels during the Covid-19 period, unlike previous years, have had. In this context, using a qualitative research method, the comments of hotel guests who stayed in 5-star hotels in Antalya's Alanya and Manavgat districts and transferred their experiences to the TripAdvisor platform were subjected to content analysis and the collected data were analyzed through the MAXQDA program. Within the framework of the research findings, the experiences of the guests staying in the hotels were evaluated in 2 categories, namely the elements of the business and the elements of the guests. The category of elements related to the business was examined in a total of 6 dimensions: measures taken, cleanliness, opinion about the staff, restaurant experience during the pandemic period, animations and insufficient number of personnel. The category of elements related to the guests is explained in 3 dimensions: the anxiety caused by the pandemic, the carelessness of the guests and the perception of the crowd.
Açıklama
Anahtar Kelimeler
Covid-19, Kriz, Müşteri Deneyimi, MAXQDA, Crisis, Customer Experience
