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Ağızdan Ağıza Çevrimiçi İletişimin Otellerdeki Oda Satışlarına Etkisi Üzerine bir Araştırma = The Impact of Online Word-of-Mouth Communication on Hotels’ Room Sales

Author(s): Olgun KİTAPÇI | Serkan TAŞTAN | İbrahim Taylan DÖRTYOL | Ceylan AKDOĞAN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 13;
Issue: 2;
Start page: 266;
Date: 2012;
Original page

Keywords: Ağızdan Ağıza İletişim | Turizm | Çevrimiçi Satış | Otel | Tourism | Online Sales | Hotel

Customers have used many components as data source in the purchase decision process. The motivation of being a social existence and the technological progress have featured word-of-mouth communication and have led to realization of this communication online. From this point of view, the present study focuses on hospitality industry and aims to investigate the influence of online consumer-generated reviews on holiday buying behaviour. For the data collecting process of the study,, one of the oldest and mostly used holiday web sites is used. The semi-logarithmic model is used to assess the impact of online reviews. The results underline the significant effects of online reviews on consumer buying decision process.

Tango Jona
Tangokurs Rapperswil-Jona

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