Hotel performance analysis according to german speaking travel 2.0 users: A field study in Alanya

While incresing the number of people using internet for travel planning, most of travel buyers are using social media channels and applications to get information before purchasing decision. Researches indicates that online user reviews are more effective than specialist revies and positive reviews have positive effects and negative reviews have negative effects on purchasing decision. Consumers, making purchasing decision according to these reviews, feel safer and think that they decrease the risk and terminate the uncertainty. Researchers reveals that online user reviews increase the accommodation enterprises' awareness, potisive reviews develop the attitude towards them and negative reviews damage the image of them. Obviously, online reviews reached to an unignorable point on hotel choice of consumers. Hotel managers should analyze the online reviews fast and correctly, take a step to develop the product and service accordingly. Otherwise, surviving in today's conditions of competition will be very difficult. At this point, main aim of this study is to analyze German speaking tourists' opinions about 4 and 5 star hotels in Alanya by using online reviews on HolidayCheck.de web site and give some advices to hotel managers. With this aim, firstly 841 hotels on HolidayCheck.de web site in Alanya destination were listed and 4 and 5 star hotels were seperated. In line with this aim, whether reviews exist between the years of 2009 and 2014 for those 55 five star hotels and 166 four star hotels and hotels which do no have reviews were eliminated. In the end, 42 five star hotels and 142 four star hotels were included to the research. Hotel names that are located in each town of Alanya were written on small piece f papers and put in different bags. After that, considering %20 ratio which is acceptable statistically, calculated number of hotel names were pulled up from the bags seperately and finally 11 five star and 31 four star hotel names which would be subject of the analyze, were determined. Qualitative and quantitave research methods were used. Content analysis were used to collect data. 4025 valid data were collected and analyzed by using SPSS 20.0 package program to test the hypothesises. Frequency analysis was used to determine profile of reviewers; t test, one way anova, chi square test and correlation analysis were used to test the hypothesises. According to the results, reviewers demographical characteristics have meaningful difference while evaluating hotels' in terms of criterias.