SATIN ALMA KARAR SÜRECİNDE OTEL MÜŞTERİLERİNİN İNTERNET KULLANIM ALIŞKANLIKLARINA YÖNELİK DURUM ANALİZ
AN INVESTIGATION ON INTERNET USE HABITS OF HOTEL CUSTOMERS DURING PURCHASE DECISION

Summary/Abstract: Aim: The holiday has become an important part of human life due to the negative factors such as intense working conditions, stress, urban life, traffic, noise and air pollution. People have to make a purchase decision at least once a year to participate in tourist activities. In order to understand consumers in a world where consumption is dominant, it is necessary to learn all kinds of information about purchasing to understand consumers. The Internet is regarded as one of the key components of purchasing and human life. That’s why, consumer and internet concepts are considered as essential issues to be examined and need to be considered together. In the study, it was aimed to conduct a situation analysis of internet usage in hotel purchasing decision process. It has been tried to determine how much time is spent in the virtual environment while the hotel is being made and whether the attendance differs according to the demographic characteristics of the participants.Method: Questionnaire was preferred as a data collection tool, and the survey was applied to 3 star and the customers staying in hotel management. 682 questionnaires were taken and various analyzes were performed using the SPSS (Statistical Packages for the Social Sciences) analysis program. Various data such as frequency analysis, mean, cross table, descriptive statistics such as T-test, one-way ANOVA test, correlation analysis have been applied to be interpreted.Findings: For 79.2% of the participants, internet is an important component that takes a lot of time in daily life. 40.6% of respondents indicated that they spend 1-2 hours on the internet for hotel preference. It has been determined that the preference for hotels differs in terms of gender on the internet. It was found that 37.4% of the female participants, which men decided more quickly, stayed in the internet for more than 3 hours and shaped hotel preferences. As the level of importance given to virtual consumer comments in participant's preference for the hotel increases, the frequency of utilization of these interpretations also increases.Results: As with many developments in technology development, as well as in accommodation management preferences, people are attracted to spend a lot of time on the internet. In terms of gender, it was found that women spend more time in these researches than men. The main reasons for this may be the height of the desire for women to be more elaborate and to meet many expectations together. It should also be remembered that the high probability that the costs of accommodation will be met by men may have increased the sensitivity of female participants in this regard.

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