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  • DUYURU 3

    Yayın politikamız

    gereği, yayinlanacak

    makale sayısı

    sınırlandırılmış,

    olduğundan Aralık 

    2019 sayısı

    dolmuştur.


    DUYURU 2

    Dergimiz ana

    sayfasında

    "Dergi Hakkında"

    kısmında belirtilen

    alanlar dışında

    yayın kabul 

    etmeyecektir.

     


    DUYURU 1

    Dergimizin 2019

    yılında "TR INDEX"

    kapsamında olduğu

    ULAKBİM tarafından

    yayınlanmıştır.


Abstract


RATING SYSTEM WITH SOCIAL MEDIA AND EFFECT ON CONSUMER BEHAVIOR: AN APPLICATION ON BOUTIQUE HOTELS
Internet technology, along with the period of Web 2.0, is improving its users to become an active individual. Especially with the development of social media, people have been able to produce content, share their opinions and thoughts on the internet. Social media can be considered as an effective channel that supports each of the elements of marketing communication and can be used in full, interacting with the target audience one-to-one. In terms of consumer behavior, social media means collecting information, accessing products and services quickly and easily, and practices that can be used effectively for customer relationship management. In this context, internet sites, which may be connected to social media, have developed a rating system in which consumers have rated, evaluated and interpreted tourism enterprises. With this system, the consumer has the opportunity to examine and evaluate the hotel he intends to go to. Rating can have an impact on consumer buying behavior. The study is one of the preliminary studies in the domestic literature describing the impact of the rating system on consumer purchasing behavior. In this study, it was aimed to determine the basic characteristics of social media usage of consumers and the relationships found in the rating system. In order to reach this aim, a survey study was carried out on 132 people who had been on vacation at least once more than the local tourists in the over 18 year olds who were on holiday in Selimiye town of Marmaris. The data obtained from the questionnaire were analyzed by frequency, one-way Anova and t-test analysis. The hypotheses were analyzed and the findings were evaluated.

Keywords
Rating Perception, Star Rating, Hotel Rating, Online Rating, Consumer Rating, Online Consumer Rating


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