Araştırma Makalesi
Yıl 2022,
Cilt: 24 Sayı: 43, 717 - 730, 30.12.2022
Öz
The aim of the research is to understand the marketing and promotion strategies of the owners of Airbnb houses, which are operating within the borders of Eskisehir province and are becoming increasingly widespread, offering alternative accommodation options to the visitors and being successful examples of the sharing economy. For this purpose, face-to-face semi-structured interviews were conducted with the owners of 20 of the houses that are active on the Airbnb platform and have received at least five visitor comments. In addition, before carrying out these meetings, the analysis of the tourist attractions Heat Map of Eskisehir and Eskisehir Airbnb Houses Heat Map was made via Microsoft Power Map and it was scientifically revealed that these houses are concentrated around the tourist attractions. In addition, during the interviews with the hosts, themes related to the decision to join Airbnb, information about other hosts, guest profile, pricing strategies, marketing strategies, guest relations and security were reached. After the interviews with the hosts, marketing strategies were put forward and interpretations and suggestions were given on these.
Anahtar Kelimeler
Kaynakça
- Airbnb. (2019). “Trust and Safety”, https://www.airbnb.com/trust, (10.08.2019).
- Airbnb. (2019). Verifying Your Identity, https://www.airbnb.com/help/article/1237/verifying-your-identity, (11.08.2019).
- Albek, Suzan (1991). Dorylaion’dan Eskisehir’e. Eskisehir: Anadolu University.
- Austin, S. (2014). “How Does Airbnb’s $10 Billion Valuation Size Up?”, https://www.wsj.com/articles/BL-DGB-33710, (13.09.2019).
- Bailetti, T. (2012). What Technology Startups Must Get Right to Globalize Early and Rapidly. Technology Innovation Management Review, 2(10), 5-16.
- Botsman, R., and Rogers, R. (2010). What’s Mine is Yours: The Rise of Collaborative Consumption. New York: Harper Business.
- Carville, O., and Basak, S. (2019). Airbnb Leans Toward Direct Listing Over Traditional IPO, https://www.bloomberg.com/news/articles/2019-10-01/airbnb-is-planning-for-direct-listing-instead-of-traditional-ipo (11.09.2021).
- Chevalier, J., A., and Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research 43(3).
- Choi, K. H., Jung, J. H., Ryu, S. Y., Kim, S. D., and Yoon, S. M. (2015). The Relationship Between Airbnb and the Hotel Revenue: In the Case of Korea. Indian Journal of Science and Technology, 8(26), 1-8.
- Darga, M. (2004). Şarhöyük-Dorylaion (Eskişehir) Kazılarında Hitit Buluntuları (1989–2003). 60. Yaşında Fahri Işık’a Armağan Anadolu’da Doğdu, 269-283.
- Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., and Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5-27.
- Ert, E., Fleischer, A., and Magen, N. (2016). Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb. Tourism Management, 55, 62-73. Eskisehir Governorship (2021). http://www.eskisehir.gov.tr/tarihce (17.10.2021).
- Gansky, L., (2010). The Mesh: Why the Future of Business is Sharing. New York: Portfolio Penguin.
- Guttentag, D. (2015). Airbnb: Disruptive Innovation and the Rise of an Informal Tourism Accommodation Sector. Current Issues in Tourism, 18(12), 1192-1217.
- Güneş, İ., and Yakut, K. (2007). Osmanlı’dan Cumhuriyet’e Eskişehir: 1840-1923.. Eskisehir: Anatolian University.
- Guttentag, D., Smith, S., Potwarka, L., and Havitz, M. (2017). Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study. Journal of Travel Research, 57(3), 342-359.
- Helmore, E. (2019). Airbnb announces it will go public next year after WeWork delays IPO, https://www.theguardian.com/technology/2019/sep/19/airbnb-ipo-2020-value, (17.09.2021).
- Hu, N., Zhang, J., and Pavlov, P., A. (2009). Overcoming the J-Shaped Distribution of Product Reviews. Communications of the ACM, 52(10), 144-147.
- Iscan, N. (2006). Eskişehir: Tarihin Şehri. Eskisehir: Iscan Publications.
- Kaşlı, M., Cankul, D., Köz, EN and Ekici, A. (2015). Gastronomic Heritage and Sustainability: The Example of Eskişehir, Journal of Eco-Gastronomy, 1(2), 27-46.
- Liu, C., S. (2012). A Couch Surfing Ethnography: Traveling and Connection in a Commodified World. Student Pulse, 4(07).
- Luca, M. (2011). Reviews, Reputation, and Revenue: The Case of Yelp. com. Working Paper. Tech. rep., Harvard Business School, 12-016.
- Ma, X., Hancock, J. T., Lim Mingjie, K., and Naaman, M. (2017). Self-Disclosure and Perceived Trustworthiness of Airbnb Host Profiles. In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing (pp. 2397-2409).
- Mao, Z., and Lyu, J. (2017). Why Travelers Use Airbnb Again? An Integrative Approach to Understanding Travelers’ Repurchase Intention. International Journal of Contemporary Hospitality Management, 29(9).
- Matzler, K., Veider, V., and Kathan, W. (2015). Adapting to the Sharing Economy. MIT Sloan Management Review, 56(2).
- Microsoft Power Map (2020). https://support.microsoft.com/en-us/office/get-started-with-power-map-88a28df6-8258-40aa-b5cc-577873fb0f4a (17.09.2021).
- Oskam, J., and Boswijk, A. (2016). Airbnb: The Future of Networked Hospitality Businesses. Journal of Tourism Futures, 2.
- Owyang, J. (2015). Tech Trend: Rent a Satellite from These Companies, https://web-strategist.com/blog/2019/09/26/tech-trend-rent-a-satellite-from-these-companies/ (06.09.2021).
- Porges, S. (2016). The One Issue with Airbnb Reviews That Causes Hosts to Burnout, https://www.forbes.com/sites/sethporges/2016/06/29/the-one-issue-with-airbnb-reviews-that-causes-hosts-to-burnout/?sh=11d9fcac1eb3 (09.09.2021).
- Sevin, V. (2007). Anadolunun Tarihi Coğrafyasi I. Ankara: Turkish Historical Society Publications.
- So, K. K. F., Oh, H., and Min, S. (2018). Motivations and Constraints of Airbnb Consumers: Findings from a Mixed-Methods Approach. Tourism Management, 67, 224-236.
- Sparks, B., A., and Browning, V. (2011). The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust. Tourism Management, 32(6).
- Spector, M., MacMillan, D., and Rusli, E. (2014). TPG-Led Group Closes $450 Million Investment in Airbnb, The Wall Street Journal, 18.
- Stephany, A. (2015). The Business of Sharing: Making It in the New Sharing Economy. New York: Palgrave Macmillan.
- Sivas, T. (2008). Frigler (Midas’ın Ülkesi Anadolu). National Geographic Magazine, January 59-79.
- Sundararajan, A., (2013). From Zipcar to the Sharing Economy. Harvard Business Review, 1(1), 1-2.
- Tucker, P. (2014). Learning Without Schools: A Contrarian Future. Futurist, 48(2), 45.
- Tussyadiah, I. P., and Pesonen, J. (2015). Impacts of Peer-To-Peer Accommodation Use on Travel Patterns. Journal of Travel Research, 55(8), 1022-1040.
- Tüfekçi Sivas, T. (2001). Frig ve Eskişehir Çevresindeki Frig Vadileri’ne Genel Bir Bakış. Eskişehir in History Symposium-1 (2-4 November 1998), Eskişehir: Anadolu University Faculty of Letters Publications, 93-113.
- Ufford, S. (2015). The Future of the Sharing Economy Depends on Trust, https://www.forbes.com/sites/theyec/2015/02/10/the-future-of-the-sharing-economy-depends-on-trust/?sh=6b73b9f14717 (07.09.2021).
- Varma, A., Jukic, N., Pestek, A., Clifford, J., Shultz, A., and Nestorov, S. (2016). Airbnb: Exciting Innovation or Passing Fad? Tourism Management Perspectives, 20, 228-237.
- Wang, D., and Nicolau, J., L. (2017). Price Determinants of Sharing Economy Based Accommodation Rental: A Study of Listings From 33 Cities on Airbnb.Com. International Journal of Hospitality Management, 62, 120-131.
- Wortham, J. (2011). Room to Rent, via the Web. The New York Times, https://www.nytimes.com/2011/07/25/technology/matching-travelers-with-rooms-via-the-web.html (11.09.2021).
- Yang, S., Ahn, S. (2016). Impact of Motivation in the Sharing Economy and Perceived Security in Attitude and Loyalty Toward Airbnb. Advanced Science and Technology Letters, 129, 180-184.
- Zervas, G., Proserpio, D., and Byers, J. W. (2014). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry, Journal of Marketing Research, 54(5), 687-705.
- Zervas, G., Proserpio, D., and Byers, J. W. (2015). A First Look at Online Reputation on Airbnb, Where Every Stay is Above Avarage. Marketing Letters, 32(1), 1-16.
- Zervas, G., Proserpio, D., and Byers, J. W. (2016). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry, Journal of Marketing Research, 54(5), 687-705.
- Zhu, G., So, F., K., K., and Hudson, S. (2017). Inside the Sharing Economy: Understanding Consumer Motivations Behind the Adoption of Mobile Applications. International Journal of Contemporary Hospitality Management, 29(9).
Yıl 2022,
Cilt: 24 Sayı: 43, 717 - 730, 30.12.2022
Öz
Araştırmanın amacı Eskişehir ili sınırları içerisinde faaliyet gösteren ve giderek yaygınlaşan, ziyaretçilere alternatif konaklama seçenekleri sunan ve paylaşım ekonomisinin başarılı örneklerinden olan Airbnb evlerinin sahiplerinin, pazarlama ve tutundurma stratejilerini anlamaktır. Bu amaç doğrultusunda, Airbnb platformunda aktif olan ve en az beş ziyaretçi yorumu almış olan evlerden 20 tanesinin sahipleriyle yüz yüze yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Ayrıca bu görüşmeleri gerçekleştirmeden önce Microsoft Power Map aracılığıyla Eskişehir ilinin turistik çekicilikler Isı Haritası ve Eskişehir Airbnb Evleri Isı Haritası analizi yapılmış ve bu evlerin turistik çekicilikler etrafından yoğunlaştığı bilimsel olarak ortaya koyulmuştur. Ayrıca ev sahipleriyle yapılan görüşmelerde Airbnb'ye katılma kararı, diğer ev sahipleri hakkında bilgi, misafir profili, fiyatlama stratejileri, pazarlama stratejilerii misafir ilişkileri ve güvenlik ile ilgili temalara ulaşılmıştır. Ev sahipleri ile yapılan görüşmeler sonrası pazarlama stratejileri ortaya konulmuş ve bunlar üzerinden yorumlamalar ve önerilere yer verilmiştir.
Anahtar Kelimeler
Kaynakça
- Airbnb. (2019). “Trust and Safety”, https://www.airbnb.com/trust, (10.08.2019).
- Airbnb. (2019). Verifying Your Identity, https://www.airbnb.com/help/article/1237/verifying-your-identity, (11.08.2019).
- Albek, Suzan (1991). Dorylaion’dan Eskisehir’e. Eskisehir: Anadolu University.
- Austin, S. (2014). “How Does Airbnb’s $10 Billion Valuation Size Up?”, https://www.wsj.com/articles/BL-DGB-33710, (13.09.2019).
- Bailetti, T. (2012). What Technology Startups Must Get Right to Globalize Early and Rapidly. Technology Innovation Management Review, 2(10), 5-16.
- Botsman, R., and Rogers, R. (2010). What’s Mine is Yours: The Rise of Collaborative Consumption. New York: Harper Business.
- Carville, O., and Basak, S. (2019). Airbnb Leans Toward Direct Listing Over Traditional IPO, https://www.bloomberg.com/news/articles/2019-10-01/airbnb-is-planning-for-direct-listing-instead-of-traditional-ipo (11.09.2021).
- Chevalier, J., A., and Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research 43(3).
- Choi, K. H., Jung, J. H., Ryu, S. Y., Kim, S. D., and Yoon, S. M. (2015). The Relationship Between Airbnb and the Hotel Revenue: In the Case of Korea. Indian Journal of Science and Technology, 8(26), 1-8.
- Darga, M. (2004). Şarhöyük-Dorylaion (Eskişehir) Kazılarında Hitit Buluntuları (1989–2003). 60. Yaşında Fahri Işık’a Armağan Anadolu’da Doğdu, 269-283.
- Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., and Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5-27.
- Ert, E., Fleischer, A., and Magen, N. (2016). Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb. Tourism Management, 55, 62-73. Eskisehir Governorship (2021). http://www.eskisehir.gov.tr/tarihce (17.10.2021).
- Gansky, L., (2010). The Mesh: Why the Future of Business is Sharing. New York: Portfolio Penguin.
- Guttentag, D. (2015). Airbnb: Disruptive Innovation and the Rise of an Informal Tourism Accommodation Sector. Current Issues in Tourism, 18(12), 1192-1217.
- Güneş, İ., and Yakut, K. (2007). Osmanlı’dan Cumhuriyet’e Eskişehir: 1840-1923.. Eskisehir: Anatolian University.
- Guttentag, D., Smith, S., Potwarka, L., and Havitz, M. (2017). Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study. Journal of Travel Research, 57(3), 342-359.
- Helmore, E. (2019). Airbnb announces it will go public next year after WeWork delays IPO, https://www.theguardian.com/technology/2019/sep/19/airbnb-ipo-2020-value, (17.09.2021).
- Hu, N., Zhang, J., and Pavlov, P., A. (2009). Overcoming the J-Shaped Distribution of Product Reviews. Communications of the ACM, 52(10), 144-147.
- Iscan, N. (2006). Eskişehir: Tarihin Şehri. Eskisehir: Iscan Publications.
- Kaşlı, M., Cankul, D., Köz, EN and Ekici, A. (2015). Gastronomic Heritage and Sustainability: The Example of Eskişehir, Journal of Eco-Gastronomy, 1(2), 27-46.
- Liu, C., S. (2012). A Couch Surfing Ethnography: Traveling and Connection in a Commodified World. Student Pulse, 4(07).
- Luca, M. (2011). Reviews, Reputation, and Revenue: The Case of Yelp. com. Working Paper. Tech. rep., Harvard Business School, 12-016.
- Ma, X., Hancock, J. T., Lim Mingjie, K., and Naaman, M. (2017). Self-Disclosure and Perceived Trustworthiness of Airbnb Host Profiles. In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing (pp. 2397-2409).
- Mao, Z., and Lyu, J. (2017). Why Travelers Use Airbnb Again? An Integrative Approach to Understanding Travelers’ Repurchase Intention. International Journal of Contemporary Hospitality Management, 29(9).
- Matzler, K., Veider, V., and Kathan, W. (2015). Adapting to the Sharing Economy. MIT Sloan Management Review, 56(2).
- Microsoft Power Map (2020). https://support.microsoft.com/en-us/office/get-started-with-power-map-88a28df6-8258-40aa-b5cc-577873fb0f4a (17.09.2021).
- Oskam, J., and Boswijk, A. (2016). Airbnb: The Future of Networked Hospitality Businesses. Journal of Tourism Futures, 2.
- Owyang, J. (2015). Tech Trend: Rent a Satellite from These Companies, https://web-strategist.com/blog/2019/09/26/tech-trend-rent-a-satellite-from-these-companies/ (06.09.2021).
- Porges, S. (2016). The One Issue with Airbnb Reviews That Causes Hosts to Burnout, https://www.forbes.com/sites/sethporges/2016/06/29/the-one-issue-with-airbnb-reviews-that-causes-hosts-to-burnout/?sh=11d9fcac1eb3 (09.09.2021).
- Sevin, V. (2007). Anadolunun Tarihi Coğrafyasi I. Ankara: Turkish Historical Society Publications.
- So, K. K. F., Oh, H., and Min, S. (2018). Motivations and Constraints of Airbnb Consumers: Findings from a Mixed-Methods Approach. Tourism Management, 67, 224-236.
- Sparks, B., A., and Browning, V. (2011). The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust. Tourism Management, 32(6).
- Spector, M., MacMillan, D., and Rusli, E. (2014). TPG-Led Group Closes $450 Million Investment in Airbnb, The Wall Street Journal, 18.
- Stephany, A. (2015). The Business of Sharing: Making It in the New Sharing Economy. New York: Palgrave Macmillan.
- Sivas, T. (2008). Frigler (Midas’ın Ülkesi Anadolu). National Geographic Magazine, January 59-79.
- Sundararajan, A., (2013). From Zipcar to the Sharing Economy. Harvard Business Review, 1(1), 1-2.
- Tucker, P. (2014). Learning Without Schools: A Contrarian Future. Futurist, 48(2), 45.
- Tussyadiah, I. P., and Pesonen, J. (2015). Impacts of Peer-To-Peer Accommodation Use on Travel Patterns. Journal of Travel Research, 55(8), 1022-1040.
- Tüfekçi Sivas, T. (2001). Frig ve Eskişehir Çevresindeki Frig Vadileri’ne Genel Bir Bakış. Eskişehir in History Symposium-1 (2-4 November 1998), Eskişehir: Anadolu University Faculty of Letters Publications, 93-113.
- Ufford, S. (2015). The Future of the Sharing Economy Depends on Trust, https://www.forbes.com/sites/theyec/2015/02/10/the-future-of-the-sharing-economy-depends-on-trust/?sh=6b73b9f14717 (07.09.2021).
- Varma, A., Jukic, N., Pestek, A., Clifford, J., Shultz, A., and Nestorov, S. (2016). Airbnb: Exciting Innovation or Passing Fad? Tourism Management Perspectives, 20, 228-237.
- Wang, D., and Nicolau, J., L. (2017). Price Determinants of Sharing Economy Based Accommodation Rental: A Study of Listings From 33 Cities on Airbnb.Com. International Journal of Hospitality Management, 62, 120-131.
- Wortham, J. (2011). Room to Rent, via the Web. The New York Times, https://www.nytimes.com/2011/07/25/technology/matching-travelers-with-rooms-via-the-web.html (11.09.2021).
- Yang, S., Ahn, S. (2016). Impact of Motivation in the Sharing Economy and Perceived Security in Attitude and Loyalty Toward Airbnb. Advanced Science and Technology Letters, 129, 180-184.
- Zervas, G., Proserpio, D., and Byers, J. W. (2014). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry, Journal of Marketing Research, 54(5), 687-705.
- Zervas, G., Proserpio, D., and Byers, J. W. (2015). A First Look at Online Reputation on Airbnb, Where Every Stay is Above Avarage. Marketing Letters, 32(1), 1-16.
- Zervas, G., Proserpio, D., and Byers, J. W. (2016). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry, Journal of Marketing Research, 54(5), 687-705.
- Zhu, G., So, F., K., K., and Hudson, S. (2017). Inside the Sharing Economy: Understanding Consumer Motivations Behind the Adoption of Mobile Applications. International Journal of Contemporary Hospitality Management, 29(9).
Toplam 48 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Aralık 2022 |
| Yayımlandığı Sayı | Yıl 2022 Cilt: 24 Sayı: 43 |
EBSCO SOBİAD ProQuest Türk Eğitim İndeksi