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Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi

Year 2025, Volume: 20 Issue: 1, 114 - 143, 30.06.2025

Ahmet Büyükeke

Abstract

Bu çalışma, Belek ve Kaş bölgelerindeki otel yöneticilerinin TripAdvisor platformunda müşteri yorumlarına verdikleri yanıtları profesyonellik, empati düzeyi ve problem çözme becerileri açısından karşılaştırmayı amaçlamaktadır. Belek bölgesindeki oteller, daha hızlı ve profesyonel yanıtlar verirken, Kaş bölgesindeki otellerin yanıtlarının daha uzun olmasına karşın, profesyonellik ve empati düzeyi açısından yetersiz olduğu gözlemlenmiştir. Belek bölgesindeki otellerin yanıt süreleri 2013 yılında ortalama 1496 gün iken, 2024 yılında bu süre 1.7 güne kadar düşmüştür. Aynı dönemde ortalama müşteri değerlendirme puanları 4.49'dan 4.77'ye yükselmiştir. Kaş bölgesinde ise ortalama yanıt süreleri daha uzun kalmış ve müşteri memnuniyeti daha düşük seviyelerde seyretmiştir. Bu süreç, aynı zamanda otellerin müşteri ilişkileri yönetimi (MİY) stratejilerinin bir parçası olarak değerlendirilmektedir. Çalışma bulguları, Belek'teki otel yöneticilerinin müşteri geri bildirimlerine hızlı, empatik ve çözüm odaklı yaklaşımlarının, müşteri memnuniyetini artırma konusunda etkili olduğunu göstermektedir. Buna karşın, Kaş'taki otellerin iletişim stratejilerinin, özellikle empati ve problem çözme becerileri açısından geliştirilmesi gerekmektedir. Bu bağlamda, otel yöneticilerinin çevrimiçi yorumlara verdikleri yanıtlar, müşteri memnuniyeti ve otel performansı üzerinde doğrudan bir etkiye sahip olup, bu yanıtların kalitesi ve hızı, MİY destekli çevrimiçi itibar yönetimi stratejilerinde kritik bir rol oynamaktadır.

Keywords

Çevrimiçi yanıtlar İletişim becerileri Metin madenciliği Otelcilikte profesyonellik Çevrimiçi itibar yönetimi

References

  • Anagnostopoulou, S., Buhalis, D., Kountouri, I., Manousakis, E., & Tsekrekos, A. 2020. "The Impact of Online Reputation on Hotel Profitability." International Journal of Contemporary Hospitality Management 32(1): 20-39. https://doi.org/10.1108/ijchm-03-2019-0247.
  • Anggani, M., & Suherlan, H. 2020. "E-reputation Management of Hotel Industry." Preprints. https://doi.org/10.20944/preprints202002.0173.v1.
  • Au, N., D. Buhalis, and R. Law. 2009. "Complaints on the Çevrimiçi Environment – The Case of Hong Kong Hotels." Information and Communication Technologies in Tourism 2009. Springer, Vienna. https://doi.org/10.1007/978-3-211-93971-0_13.
  • Bayram, M. 2018. "Otel İşletmelerinin Çevrimiçi Tüketici Değerlendirmelerine Yanıt Verip Vermeme Durumlarının Değerlendirilmesi." Journal of Business Research - Turk 10(1): 816-838. https://doi.org/10.20491/isarder.2018.398.
  • BrightLocal. (2021). Yerel Tüketici Değerlendirme Anketi. Erişim tarihi: 30 Nisan 2025, https://www.brightlocal.com/research/local-consumer-review-survey
  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2015). Online consumer behavior in the tourism sector. Tourism Management, 46, 112-123.
  • Christin, G. 2023. "The Impact of Online Review and Price on Consumer’s Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable." International Journal of Electronic Commerce Studies 13(4): 159. https://doi.org/10.7903/ijecs.2115.
  • Erkuş-Öztürk, H. 2010. "Planning of Tourism Development: The Case of Antalya." Anatolia 21(1): 107–122.
  • Espino‐Rodríguez, T., & Rodríguez‐Díaz, M. 2021. "The Influence of Outsourcing Activities on the Perception of Service Quality: An Empirical Study Based on Online Reviews by Hotel Customers." Journal of Hospitality and Tourism Technology 12(4): 689-711. https://doi.org/10.1108/jhtt-03-2020-0064.
  • Feldman, R. (2013). Techniques and applications for sentiment analysis. Communications of the ACM, 56(4), 82-89. https://doi.org/10.1145/2436256.2436274
  • Güler, Y., & Huseynov, F. 2021. "The Impact of Online Consumer Reviews on Online Hotel Booking Intention." Journal of Business Research - Turk 13(3): 2634-2652. https://doi.org/10.20491/isarder.2021.1282.
  • Ho, V. 2018. "Exploring the Effectiveness of Hotel Management's Responses to Negative Online Comments." Lingua 216: 47-63. https://doi.org/10.1016/j.lingua.2018.10.004.
  • Ho, V. 2019. "Hotel Management’s Attempts at Repairing Customers’ Trust." Pragmatics and Society 10(4): 493-511. https://doi.org/10.1075/ps.18008.ho.
  • Karim, R., Rabiul, M., Tahrin, S., & Arfat, S. (2024). The nexus between CRM and behavioural loyalty in hotel sector: the mediating role of relationship quality (trust and satisfaction). Global Knowledge Memory and Communication. https://doi.org/10.1108/gkmc-03-2024-0169
  • Koçoğlu, C., & Kıycı, A. (2019). Beş yıldızlı otellerde kurumsal itibarın yabancı turistler tarafından değerlendirilmesi. Türk Turizm Araştırmaları Dergisi, 3(1), 34-52.
  • Mate, M., Trupp, A., & Pratt, S. 2019. "Managing Negative Online Accommodation Reviews: Evidence from the Cook Islands." Journal of Travel & Tourism Marketing 36(5): 627-644. https://doi.org/10.1080/10548408.2019.1612823.
  • Moro, S., Batista, F., Rita, P., Oliveira, C., & Ribeiro, R. (2019). Are the states united? an analysis of u.s. hotels’ offers through tripadvisor’s eyes. Journal of Hospitality &Amp; Tourism Research, 43(7), 1112-1129. https://doi.org/10.1177/1096348019854793
  • Liu, W., Ji, R., Nian, C., & Ryu, K. (2020). Identifying the types and impact of service provider’s responses to online negative reviews in the sharing economy: evidence from bbs in china. Sustainability, 12(6), 2285. https://doi.org/10.3390/su12062285
  • Park, S., & Allen, J. P. (2013). Responding to online reviews: Problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64–73.
  • Rahimi, R. and Kozak, M. (2016). Impact of customer relationship management on customer satisfaction: the case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1), 40-51. https://doi.org/10.1080/10548408.2015.1130108
  • Rehman, Z. (2023). Impact of customer relationship management on the performance of hotels of quetta. Pakistan Languages and Humanities Review, 7(II). https://doi.org/10.47205/plhr.2023(7-ii)28
  • Rose, M., & Blodgett, J. 2016. "Should Hotels Respond to Negative Online Reviews?" Cornell Hospitality Quarterly 57(4): 396-410. https://doi.org/10.1177/1938965516632610.
  • Sparks, B., & Browning, V. 2011. "The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust." Tourism Management 32(6): 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011.
  • Šerić, M., & Oklobdžija, M. (2022). Management response strategies to a negative online review: influence on potential guests' trust. Tourism and Hospitality Management, 28(2), 337–354. https://doi.org/10.20867/thm.28.2.6
  • So, K. (2017). The effects of reviewer expertise on future reputation, popularity, and financial performance of hotels: insights from data-analytics. Journal of Hospitality & Tourism Research, 42(8), 1187-1209. https://doi.org/10.1177/1096348017744016
  • Taw, L., Paramasivam, S., Libert, A., & Moskovsky, C. (2021). Virtual rapport management: responses to positive online reviews.. https://doi.org/10.36505/exling-2021/12/0061/000534
  • Torres, E., Singh, D., & Robertson-Ring, A. 2015. "Consumer Reviews and the Creation of Booking Transaction Value: Lessons from the Hotel Industry." International Journal of Hospitality Management 50: 77-83. https://doi.org/10.1016/j.ijhm.2015.07.012.
  • Wen, T., Paramasivam, S., Libert, A., Moskovsky, C., Darmi, R., & Jalaluddin, I. (2022). Virtual rapport with expressions of gratitude in responding online reviews. Journal of Language and Communication, 9(2), 169-190. https://doi.org/10.47836/jlc.9.2.01
  • Yavuz, N. 2010. "An Assessment of the Tourism Potential of Kaş (Antalya) in the Context of Sustainable Tourism Development." Anatolia 21(2): 285-302.
  • Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
  • Zhang, Z., Li, H., Meng, F., & Li, Y. (2019). The effect of management response similarity on online hotel booking. International Journal of Contemporary Hospitality Management, 31(7), 2739-2758. https://doi.org/10.1108/ijchm-09-2018-0740
  • Zhang, W., Choi, I., Hyun, Y., & Kim, J. (2022). Hotel service analysis by penalty-reward contrast technique for online review data. Sustainability, 14(12), 7340. https://doi.org/10.3390/su14127340
  • Xie, K., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12. https://doi.org/10.1016/j.ijhm.2014.07.007

Online Reputation Management on Digital Platforms: An Analysis of CRM Strategies of Hotels in Belek and Kaş

Year 2025, Volume: 20 Issue: 1, 114 - 143, 30.06.2025

Ahmet Büyükeke

Abstract

This study compares hotel managers' responses to customer reviews on TripAdvisor in Belek and Kaş, two prominent tourism destinations in Turkey, focusing on professionalism, empathy, and problem-solving skills. The research reveals significant differences in online reputation management practices between the two regions. Hotels in Belek demonstrate faster and more professional response times, effectively leveraging online feedback as a key component of their Customer Relationship Management (CRM) strategies. Specifically, average response times in Belek decreased dramatically from 1,496 days in 2013 to just 1.7 days in 2024, accompanied by a rise in average customer review scores from 4.49 to 4.77 during the same period. In contrast, hotels in Kaş exhibit longer response times and lower levels of professionalism and empathy in their responses, resulting in comparatively lower customer satisfaction. This study highlights the direct impact of online response quality and speed on customer satisfaction and hotel performance. It emphasizes the crucial role of timely, empathetic, and solution-oriented responses in CRM-driven online reputation management, particularly in the hospitality industry. The findings suggest that while Belek hotels have successfully integrated online feedback into their CRM strategies, Kaş hotels need to improve their online communication strategies, particularly in demonstrating empathy and effectively addressing customer concerns.

Keywords

Online responses Communication skills Text mining Professionalism in hospitality Online reputation management

References

  • Anagnostopoulou, S., Buhalis, D., Kountouri, I., Manousakis, E., & Tsekrekos, A. 2020. "The Impact of Online Reputation on Hotel Profitability." International Journal of Contemporary Hospitality Management 32(1): 20-39. https://doi.org/10.1108/ijchm-03-2019-0247.
  • Anggani, M., & Suherlan, H. 2020. "E-reputation Management of Hotel Industry." Preprints. https://doi.org/10.20944/preprints202002.0173.v1.
  • Au, N., D. Buhalis, and R. Law. 2009. "Complaints on the Çevrimiçi Environment – The Case of Hong Kong Hotels." Information and Communication Technologies in Tourism 2009. Springer, Vienna. https://doi.org/10.1007/978-3-211-93971-0_13.
  • Bayram, M. 2018. "Otel İşletmelerinin Çevrimiçi Tüketici Değerlendirmelerine Yanıt Verip Vermeme Durumlarının Değerlendirilmesi." Journal of Business Research - Turk 10(1): 816-838. https://doi.org/10.20491/isarder.2018.398.
  • BrightLocal. (2021). Yerel Tüketici Değerlendirme Anketi. Erişim tarihi: 30 Nisan 2025, https://www.brightlocal.com/research/local-consumer-review-survey
  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2015). Online consumer behavior in the tourism sector. Tourism Management, 46, 112-123.
  • Christin, G. 2023. "The Impact of Online Review and Price on Consumer’s Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable." International Journal of Electronic Commerce Studies 13(4): 159. https://doi.org/10.7903/ijecs.2115.
  • Erkuş-Öztürk, H. 2010. "Planning of Tourism Development: The Case of Antalya." Anatolia 21(1): 107–122.
  • Espino‐Rodríguez, T., & Rodríguez‐Díaz, M. 2021. "The Influence of Outsourcing Activities on the Perception of Service Quality: An Empirical Study Based on Online Reviews by Hotel Customers." Journal of Hospitality and Tourism Technology 12(4): 689-711. https://doi.org/10.1108/jhtt-03-2020-0064.
  • Feldman, R. (2013). Techniques and applications for sentiment analysis. Communications of the ACM, 56(4), 82-89. https://doi.org/10.1145/2436256.2436274
  • Güler, Y., & Huseynov, F. 2021. "The Impact of Online Consumer Reviews on Online Hotel Booking Intention." Journal of Business Research - Turk 13(3): 2634-2652. https://doi.org/10.20491/isarder.2021.1282.
  • Ho, V. 2018. "Exploring the Effectiveness of Hotel Management's Responses to Negative Online Comments." Lingua 216: 47-63. https://doi.org/10.1016/j.lingua.2018.10.004.
  • Ho, V. 2019. "Hotel Management’s Attempts at Repairing Customers’ Trust." Pragmatics and Society 10(4): 493-511. https://doi.org/10.1075/ps.18008.ho.
  • Karim, R., Rabiul, M., Tahrin, S., & Arfat, S. (2024). The nexus between CRM and behavioural loyalty in hotel sector: the mediating role of relationship quality (trust and satisfaction). Global Knowledge Memory and Communication. https://doi.org/10.1108/gkmc-03-2024-0169
  • Koçoğlu, C., & Kıycı, A. (2019). Beş yıldızlı otellerde kurumsal itibarın yabancı turistler tarafından değerlendirilmesi. Türk Turizm Araştırmaları Dergisi, 3(1), 34-52.
  • Mate, M., Trupp, A., & Pratt, S. 2019. "Managing Negative Online Accommodation Reviews: Evidence from the Cook Islands." Journal of Travel & Tourism Marketing 36(5): 627-644. https://doi.org/10.1080/10548408.2019.1612823.
  • Moro, S., Batista, F., Rita, P., Oliveira, C., & Ribeiro, R. (2019). Are the states united? an analysis of u.s. hotels’ offers through tripadvisor’s eyes. Journal of Hospitality &Amp; Tourism Research, 43(7), 1112-1129. https://doi.org/10.1177/1096348019854793
  • Liu, W., Ji, R., Nian, C., & Ryu, K. (2020). Identifying the types and impact of service provider’s responses to online negative reviews in the sharing economy: evidence from bbs in china. Sustainability, 12(6), 2285. https://doi.org/10.3390/su12062285
  • Park, S., & Allen, J. P. (2013). Responding to online reviews: Problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64–73.
  • Rahimi, R. and Kozak, M. (2016). Impact of customer relationship management on customer satisfaction: the case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1), 40-51. https://doi.org/10.1080/10548408.2015.1130108
  • Rehman, Z. (2023). Impact of customer relationship management on the performance of hotels of quetta. Pakistan Languages and Humanities Review, 7(II). https://doi.org/10.47205/plhr.2023(7-ii)28
  • Rose, M., & Blodgett, J. 2016. "Should Hotels Respond to Negative Online Reviews?" Cornell Hospitality Quarterly 57(4): 396-410. https://doi.org/10.1177/1938965516632610.
  • Sparks, B., & Browning, V. 2011. "The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust." Tourism Management 32(6): 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011.
  • Šerić, M., & Oklobdžija, M. (2022). Management response strategies to a negative online review: influence on potential guests' trust. Tourism and Hospitality Management, 28(2), 337–354. https://doi.org/10.20867/thm.28.2.6
  • So, K. (2017). The effects of reviewer expertise on future reputation, popularity, and financial performance of hotels: insights from data-analytics. Journal of Hospitality & Tourism Research, 42(8), 1187-1209. https://doi.org/10.1177/1096348017744016
  • Taw, L., Paramasivam, S., Libert, A., & Moskovsky, C. (2021). Virtual rapport management: responses to positive online reviews.. https://doi.org/10.36505/exling-2021/12/0061/000534
  • Torres, E., Singh, D., & Robertson-Ring, A. 2015. "Consumer Reviews and the Creation of Booking Transaction Value: Lessons from the Hotel Industry." International Journal of Hospitality Management 50: 77-83. https://doi.org/10.1016/j.ijhm.2015.07.012.
  • Wen, T., Paramasivam, S., Libert, A., Moskovsky, C., Darmi, R., & Jalaluddin, I. (2022). Virtual rapport with expressions of gratitude in responding online reviews. Journal of Language and Communication, 9(2), 169-190. https://doi.org/10.47836/jlc.9.2.01
  • Yavuz, N. 2010. "An Assessment of the Tourism Potential of Kaş (Antalya) in the Context of Sustainable Tourism Development." Anatolia 21(2): 285-302.
  • Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
  • Zhang, Z., Li, H., Meng, F., & Li, Y. (2019). The effect of management response similarity on online hotel booking. International Journal of Contemporary Hospitality Management, 31(7), 2739-2758. https://doi.org/10.1108/ijchm-09-2018-0740
  • Zhang, W., Choi, I., Hyun, Y., & Kim, J. (2022). Hotel service analysis by penalty-reward contrast technique for online review data. Sustainability, 14(12), 7340. https://doi.org/10.3390/su14127340
  • Xie, K., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12. https://doi.org/10.1016/j.ijhm.2014.07.007
There are 33 citations in total.

Details

Primary Language Turkish
Subjects Strategy, Management and Organisational Behaviour (Other)
Journal Section Research Article
Authors

Ahmet Büyükeke 0000-0002-6103-7646

Early Pub Date June 28, 2025
Publication Date June 30, 2025
Submission Date December 23, 2024
Acceptance Date June 6, 2025
Published in Issue Year 2025 Volume: 20 Issue: 1

Cite

APA Büyükeke, A. (2025). Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi. Sosyal Bilimler Araştırmaları Dergisi, 20(1), 114-143.
AMA Büyükeke A. Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi. JSSR. June 2025;20(1):114-143.
Chicago Büyükeke, Ahmet. “Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek Ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi”. Sosyal Bilimler Araştırmaları Dergisi 20, no. 1 (June 2025): 114-43.
EndNote Büyükeke A (June 1, 2025) Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi. Sosyal Bilimler Araştırmaları Dergisi 20 1 114–143.
IEEE A. Büyükeke, “Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi”, JSSR, vol. 20, no. 1, pp. 114–143, 2025.
ISNAD Büyükeke, Ahmet. “Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek Ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi”. Sosyal Bilimler Araştırmaları Dergisi 20/1 (June 2025), 114-143.
JAMA Büyükeke A. Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi. JSSR. 2025;20:114–143.
MLA Büyükeke, Ahmet. “Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek Ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi”. Sosyal Bilimler Araştırmaları Dergisi, vol. 20, no. 1, 2025, pp. 114-43.
Vancouver Büyükeke A. Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi. JSSR. 2025;20(1):114-43.
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