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İnternetin hızla yaygınlaşması ile birlikte işletmelerin kurumsal web siteleri hedef pazarlarla iletişim kurmada önemli araç haline gelmiştir. Otel işletmelerinin hedef pazarları ülke sınırları dışına çıkmakta ve dünyanın her bir yanından olabilmektedir. Web sitelerinin etkin kullanımı otel işletmelerinin rekabet ortamındaki başarısını etkileyen önemli bir faktör olarak karşımıza çıkmaktadır. Bu bağlamda, çalışmanın temel amacı Bişkek şehrindeki otel işletmelerinin web sitelerini değerlendirmek ve olması gereken özellikler bakımından durumunu ortaya koymaktır. Araştırmada toplam 30 otelin web sitesi incelenmiştir. Verilerin toplanmasında altı boyuttan oluşan bir değerlendirme formu kullanılmış ve her bir otelin web sitesi bir kez ziyaret edilerek gerçekleştirilmiştir. Toplanan veriler otellerin türüne (üç veya dört yıldızlı) göre yüzde ve frekans teknikleri kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre, otellerin web sitelerinde olması gereken tüm özelliklerin yeterli düzeyde olmadığı ve bu durumun otel türüne göre değişmediği ortaya çıkmıştır. Özellikle, otelin bulunduğu bölge veya şehir hakkında bilgiler konusunda Bişkek’teki otellerin web sitelerinin çok zayıf oldukları söylenebilir. Sektördeki işletmelerin web sitelerini etkin bir şekilde kullanabilmeleri için bu tür araştırmalardan yararlanmaları, gerekirse kendi araştırmalarını gerçekleştirmeleri önerilebilir.
With the rapid spread of the internet, corporate websites have become an important tool in communicating with the target markets. The target markets of the hotel companies are outside the country’s borders and can be from all over the world. The effective use of websites is a major factor that affects the success of hotel enterprises in the competitive environment. In this context, the main purpose of the study is to evaluate the websites of the hotel companies in the city of Bişkek and to reveal their status in terms of the features that should be. The research has been carried out on the website of a total of 30 hotels. In the collection of data, a six-dimensional evaluation form was used and each hotel’s website was visited once. The data collected was analyzed using percentage and frequency techniques according to the type of hotels (three or four stars). According to the results of the research, it has found that all the features that should be on the websites of hotels are not sufficient and that this situation does not change according to the type of hotel. In particular, information about the area or city where the hotel is located can be said that the websites of the hotels in Bishkek are very weak. Businesses in the industry may be advised to take advantage of such research in order to be able to use their websites effectively, if necessary, to carry out their own research.
With the rapid expansion of the internet corporate websites are becoming an important tool of communication with target markets. The target markets of the hotels goes beyond the borders of the country and can be anywhere in the world. Effective use of the corporate web sites is an important factor that affects the success of hotel enterprises in the competitive environment. In this context, the main purpose of this study is to evaluate hotels’ web sites in Bishkek and to reveal the situation in terms of characteristics that should be in their web pages. A total of 30 hotel websites have been reviewed. Data was obtained from hotel web sites using an evaluation form. Percentage and frequency techniques were applied to analyze the data and results are given by hotel types (three or four stars). According to the results, it was found that hotels’ web sites are not sufficient in terms of required features and both three and four star hotels demonstrate same performance. In particular, it can be said that the hotel web sites are very poor in terms of information about the destination. Hotels should benefit from the results of academics studies and, if necessary, to conduct their own researches in order to have an effective web sites.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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