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Descriptive Analysis and Consumer Evaluation of Travel Agencies Websites

Year 2019, Volume: 11 Issue: 18, 286 - 320, 30.06.2019
https://doi.org/10.26466/opus.522687

Abstract

This study aims to reveal the current usage status of the travel agencies web sites that have become the virtual showcase of the enterprises with the development of internet and communication tools, The evaluation of the components used in the websites from a consumer point of view and the comparison of consumer assessments and the current situation. However, it is aimed to reach the results of travel agencies in the tourism market and what consumers expect from a website. For this, 386 travel agencies web sites located in Turkey with descriptive analysis were researched with 47 components under 6 main criteria. The web site evaluation components used in the descriptive analysis were evaluated by 742 internet users and the results were compared. According to the findings of the research, it is seen that web sites of travel agencies are inadequate in online shopping, do not use social media tools effectively, and do not explicitly specify security phrases on online payments. At the same time they are used for information functions rather than marketing activities, and consumer expectations and existing websites do not overlap.

References

  • Ainscough, T., L. (1996). The Internet for the rest of us: Marketing on the World Wide Web. Journal Of Consumer Marketing, 13(2), 36-47.
  • Akar, E. (2010). Güncel pazarlama yaklaşımlarından seçmeler. Ankara: Detay Yayıncılık.
  • Arıkan, İ. ve Ahipaşaoğlu S. (2005). Ulaştırma işletmeleri, 2. Baskı, Ankara: Gazi Kitabevi
  • Bahar, O. ve Kozak, M. (2008). Turizm ekonomisi. Ankara: Detay Yayıncılık.
  • Bayram, M. ve Yaylı, A. (2009). Otel web sitelerinin içerik analizi yöntemiyle değerlendirilmesi. Elektronik Sosyal Bilimler Dergisi, 8(27), 347-379.
  • Bevanda, V., Grzinic, J.,ve Cervar, E. (2008). Analysing the users’ perceptions of web design quality by data mining tools. Tourism and Hospitality Management, 14(2), 251–262.
  • Buhalis, D. (1998). Strategic use of information tecnologies in the tourism industry. Tourism Management, 19(5), 409-421.
  • Buhalis, D., ve Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet—the state of etourism research. Tourism management, 29(4), 609-623.
  • Chan, S. ve Law, R. (2006). Automatic website evaluations: the case of hotels in Hong Kong. Information Technology ve Tourism, 8(3), 255-269.
  • Cheung, W. M. ve Huang, W. (2002). An investigation of commercial usage of the World Wide Web: a picture from Singapore. International Journal of Information Management, 22, 377–388.
  • Cox, J. ve Dale, B.G. (2002). Key quality factors in web site design and use, an examination. International Journal of Quality ve Reliability Management, 19 (7), 862-888.
  • December, J. (1994). Challenges for web information providers. Computer-Mediated Communication Magazine, 1(6), 8-14.
  • Dündar S., Ecer F., Özdemir Ş. (2007). Fuzzy Topsis yöntemi ile sanal mağazaların web sitelerinin değerlendirilmesi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1),1-19.
  • Kaynama, S. A., ve Black, C. I. (2000). A proposal to assess the service quality of online travel agencies: An exploratory study. Journal of professional services marketing, 21(1), 63-88.
  • Law, R., Qi, S., ve Buhalis, D. (2010). Progress in tourism management: A review of website evaluation ın tourism research. Tourism management, 31(3), 297-313.
  • Liu, Z., ve Huang, X. (2005). Evaluating the credibility of scholarly information on the web: A cross cultural study. ScienceDirect, 37(2), 99-106.
  • Marsico, M. ve Levialdi, S. (2004). Evaluating web sites: Exploiting user’s expectations. Int. J. Human-Computer Studies, 60, 381–416.
  • Öğüt, A., Güleş, H. K., Çetinkaya, A. Ş. (2003). Bilişim teknolojileri ışığında turizm işletmelerinde yönetim enformatik bir bakış. Ankara: Nobel Dağıtım.
  • Park, Y. A., Gretzel, U. ve Sırakaya, E. (2007). Measuring web site quality for online travel agencies. Journal of Travel ve Tourism Marketing, 23(1), 15-30.
  • Perdue, R. (2001). Internet site evaluations: The influence of behavioral experience, existing images, and selected website characteristics. Journal of Travel ve Tourism Marketing, 11(2/3), 21-37.
  • Roney, S. A., ve Özturan, M. (2006). A content analysis of the web sites of Turkish travel agencies. Anatolia, 17(1), 43-54.
  • Sigala, M. (2017). Collaborative commerce in tourism: Implications for research and industry. Current Issues in Tourism, 20(4), 346-355.
  • Sun, P., Cárdenas, D. A., ve Harrill, R. (2016). Chinese customers’ evaluation of travel website quality: A decision-tree analysis. Journal of Hospitality Marketing ve Management, 25(4), 476-497.
  • Sun, S., Sun, S., Fong, D. K. C., Fong, D. K. C., Law, R., Law, R., ve He, S. (2017). An updated comprehensive review of website evaluation studies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 29(1), 355-373.
  • Stienmetz, J. L., Levy, S. E., ve Boo, S. (2013). Factors influencing the usability of mobile destination management organization websites. Journal of travel Research, 52(4), 453-464.
  • Tsang, N. K. F., Lai, M. T. H. ve Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel ve Tourism Marketing, 27(3), 306-323.
  • Webster, F. E. Jr, (1996). The future of interactive marketing. Harvard Business Review, 6, 153-157.
  • Ye, Q., Law, R., ve Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28, 180-182.
  • Zafiropoulos, C. ve Vrana, V. (2006). A framework for evaluation of hotel websites: The case of Greece. Information Technology ve Tourism, 8(3/4), 239-254.
  • Zviran, M., C. Glezer, ve I. Avni (2006). User satisfaction from commercial web sites: The effect of design and use. Information and Management , 43 (2), 157-178.
  • Internet World stats, 2018, https://www.internetworldstats.com/stats.htm, e.t: 01.02.2019.

Seyahat Acentelerinin Web Sitelerinin Betimsel Analizi ve Tüketici Değerlendirmesi

Year 2019, Volume: 11 Issue: 18, 286 - 320, 30.06.2019
https://doi.org/10.26466/opus.522687

Abstract

Bu çalışma internet ve iletişim araçlarının gelişmesiyle işletmelerin sanal vitrini haline gelmiş olan web sitelerin seyahat acenteleri tarafından mevcut kullanım durumlarının ortaya konulmasını, web sitelerinde kullanılan bileşenlerin tüketici bakış açısıyla değerlendirilmesi ve tüketici değerlendirmeleri ile mevcut durumun kıyaslanmasına yöneliktir. Bununla birlikte seyahat acentelerinin turizm pazarındaki konumu ve tüketicilerin bir web sitesinden ne bekledikleri hakkında sonuçlara ulaşmak amaçlanmıştır. Bunun için Türkiye’de yer alan 386 A grubu seyahat acentesinin web siteleri alan yazın taraması sonucunda ortaya çıkmış 6 ana ölçüt başlığı altında 47 bileşen ile betimsel analiz yöntemiyle incelenmiştir. Betimsel analizde kullanılan web site değerlendirme bileşenleri 742 internet kullanıcısı tarafından değerlendirilmiş ve bulgular karşılaştırılmıştır. Araştırma sonucunda elde edilen bulgulara göre seyahat acentelerine ait web sitelerinin çevrimiçi alışverişte yetersiz kaldığı, sosyal medya araçlarını etkin kullanmadığı, çevrim içi ödemede güvenlik ibarelerini net bir şekilde belirtmediği aynı zamanda web sitelerini pazarlama faaliyetlerinden çok bilgilendirme fonksiyonu için kullanıldığı ve tüketici beklentileri ile mevcut web sitelerinin örtüşmediği görülmüştür.

References

  • Ainscough, T., L. (1996). The Internet for the rest of us: Marketing on the World Wide Web. Journal Of Consumer Marketing, 13(2), 36-47.
  • Akar, E. (2010). Güncel pazarlama yaklaşımlarından seçmeler. Ankara: Detay Yayıncılık.
  • Arıkan, İ. ve Ahipaşaoğlu S. (2005). Ulaştırma işletmeleri, 2. Baskı, Ankara: Gazi Kitabevi
  • Bahar, O. ve Kozak, M. (2008). Turizm ekonomisi. Ankara: Detay Yayıncılık.
  • Bayram, M. ve Yaylı, A. (2009). Otel web sitelerinin içerik analizi yöntemiyle değerlendirilmesi. Elektronik Sosyal Bilimler Dergisi, 8(27), 347-379.
  • Bevanda, V., Grzinic, J.,ve Cervar, E. (2008). Analysing the users’ perceptions of web design quality by data mining tools. Tourism and Hospitality Management, 14(2), 251–262.
  • Buhalis, D. (1998). Strategic use of information tecnologies in the tourism industry. Tourism Management, 19(5), 409-421.
  • Buhalis, D., ve Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet—the state of etourism research. Tourism management, 29(4), 609-623.
  • Chan, S. ve Law, R. (2006). Automatic website evaluations: the case of hotels in Hong Kong. Information Technology ve Tourism, 8(3), 255-269.
  • Cheung, W. M. ve Huang, W. (2002). An investigation of commercial usage of the World Wide Web: a picture from Singapore. International Journal of Information Management, 22, 377–388.
  • Cox, J. ve Dale, B.G. (2002). Key quality factors in web site design and use, an examination. International Journal of Quality ve Reliability Management, 19 (7), 862-888.
  • December, J. (1994). Challenges for web information providers. Computer-Mediated Communication Magazine, 1(6), 8-14.
  • Dündar S., Ecer F., Özdemir Ş. (2007). Fuzzy Topsis yöntemi ile sanal mağazaların web sitelerinin değerlendirilmesi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1),1-19.
  • Kaynama, S. A., ve Black, C. I. (2000). A proposal to assess the service quality of online travel agencies: An exploratory study. Journal of professional services marketing, 21(1), 63-88.
  • Law, R., Qi, S., ve Buhalis, D. (2010). Progress in tourism management: A review of website evaluation ın tourism research. Tourism management, 31(3), 297-313.
  • Liu, Z., ve Huang, X. (2005). Evaluating the credibility of scholarly information on the web: A cross cultural study. ScienceDirect, 37(2), 99-106.
  • Marsico, M. ve Levialdi, S. (2004). Evaluating web sites: Exploiting user’s expectations. Int. J. Human-Computer Studies, 60, 381–416.
  • Öğüt, A., Güleş, H. K., Çetinkaya, A. Ş. (2003). Bilişim teknolojileri ışığında turizm işletmelerinde yönetim enformatik bir bakış. Ankara: Nobel Dağıtım.
  • Park, Y. A., Gretzel, U. ve Sırakaya, E. (2007). Measuring web site quality for online travel agencies. Journal of Travel ve Tourism Marketing, 23(1), 15-30.
  • Perdue, R. (2001). Internet site evaluations: The influence of behavioral experience, existing images, and selected website characteristics. Journal of Travel ve Tourism Marketing, 11(2/3), 21-37.
  • Roney, S. A., ve Özturan, M. (2006). A content analysis of the web sites of Turkish travel agencies. Anatolia, 17(1), 43-54.
  • Sigala, M. (2017). Collaborative commerce in tourism: Implications for research and industry. Current Issues in Tourism, 20(4), 346-355.
  • Sun, P., Cárdenas, D. A., ve Harrill, R. (2016). Chinese customers’ evaluation of travel website quality: A decision-tree analysis. Journal of Hospitality Marketing ve Management, 25(4), 476-497.
  • Sun, S., Sun, S., Fong, D. K. C., Fong, D. K. C., Law, R., Law, R., ve He, S. (2017). An updated comprehensive review of website evaluation studies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 29(1), 355-373.
  • Stienmetz, J. L., Levy, S. E., ve Boo, S. (2013). Factors influencing the usability of mobile destination management organization websites. Journal of travel Research, 52(4), 453-464.
  • Tsang, N. K. F., Lai, M. T. H. ve Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel ve Tourism Marketing, 27(3), 306-323.
  • Webster, F. E. Jr, (1996). The future of interactive marketing. Harvard Business Review, 6, 153-157.
  • Ye, Q., Law, R., ve Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28, 180-182.
  • Zafiropoulos, C. ve Vrana, V. (2006). A framework for evaluation of hotel websites: The case of Greece. Information Technology ve Tourism, 8(3/4), 239-254.
  • Zviran, M., C. Glezer, ve I. Avni (2006). User satisfaction from commercial web sites: The effect of design and use. Information and Management , 43 (2), 157-178.
  • Internet World stats, 2018, https://www.internetworldstats.com/stats.htm, e.t: 01.02.2019.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mehmet Yalçın 0000-0003-2040-3424

Ozan Bahar 0000-0003-3349-5479

Publication Date June 30, 2019
Acceptance Date April 20, 2019
Published in Issue Year 2019 Volume: 11 Issue: 18

Cite

APA Yalçın, M., & Bahar, O. (2019). Seyahat Acentelerinin Web Sitelerinin Betimsel Analizi ve Tüketici Değerlendirmesi. OPUS International Journal of Society Researches, 11(18), 286-320. https://doi.org/10.26466/opus.522687