Yeşil Anahtar Ödüllü Otellerde Dijital Dönüşüm Uygulamaları: İzmir ve Ankara Örnekleri
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Turizm endüstrisi ileriye dönük planlamasını teknolojik gelişmeleri göz
önünde bulundurarak ve bölgelerinde bulunan doğal çevrenin öneminin farkında
olarak yapmalıdır. Alt yapısında teknolojik olarak güçlü ve çevre dostu ilkelerine
önem veren turizm teşebbüslerinin kazanç sağlayacağı öngörülebilir bir gerçektir. Bu
bağlamda teknolojik gelişmeler, çevre faktörleri ve turizm faaliyetlerinin birbirleriyle
karşılıklı olarak etkileşimde oldukları söylenebilir. Müşterilerin çevre duyarlılığı ve
dijital sistemlere ilgisi gittikçe artmaktadır. Bu yüzden çevre ve gelişen teknoloji
hem bütün olarak konaklama işletmelerini hem de müşteri talep, beklenti ve
tutumlarını derinden etkilemektedir. Bu davranışsal etki, işletmelerin otel ürünlerini
çevreci ve dijital bir pazarlama aracı olarak kullanmaları ve tüketici karşısına çıkma
durumu olarak kendini göstermektedir. Turizm sektöründe tüketimin ve
dijitalleşmenin getirdiği olumsuz etkiler ile birlikte bunları gözeterek hareket
edilmesi bir zorunluluk haline gelmektedir.
Bu çalışmanın konusu olan İzmir ve Ankara illerinde bulunan Yeşil Anahtar
ödüllü otellerin dijital dönüşüm uygulamalarının incelenmesi amacıyla nitel
araştırma yöntemlerinden durum çalışması modeli seçilmiş ve yüz yüze görüşme,
gözlem, doküman analizi veri toplama teknikleri ile çalışma oluşturulmuştur.
Görüşmeler kapsamında 6 kişiden oluşan katılımcılara yarı yapılandırılmış mülakat
formu kullanılarak sorular yöneltilmiştir.
Araştırmada elde edilen sonuçlar doğrultusunda yeşil anahtar gibi
programlara katılımda prestijin göz ardı edildiği, tesislerin çevre bilincine dair eğitim
ve uygulama bilgilerinde yetersiz kalındığı, tesislerin çevre dostu ilkelerini dijital
platformlarda paylaşımının genellikle yüzeysel olduğu, dijital dönüşümün sektörde
eksik anlaşıldığı bulgularına varılmıştır. Ayrıca dijital dönüşüm süreçleri ile ilgili
önerilere çalışmanın sonunda yer verilmiştir.
The tourism industry must make its forward planning by considering technological improvements and being aware of the significance of the natural environment in its regions. It is a predictable fact that tourism enterprises that attach importance to technologically strong and environmentally friendly principles in their infrastructure will make a profit. In this regard, it could be said that technological developments, environmental factors and tourism activities interact with each other. Environmental awareness of customers and interest in digital systems are gradually increasing. Therefore, the environment and developing technology deeply affect both accommodation businesses as a whole and customer demands, expectations and attitudes. This behavioral effect indicates itself as businesses as using hotel products as an environmentalist and digital marketing tool and as a condition of confronting consumers. Along with the negative effects of consumption and digitalization in the tourism sector, it becomes a necessity to act by taking them into account. In order to examine the digital transformation applications of the Green Key awarded hotels in the cities of Izmir and Ankara, which is the subject of this study, a case study model was selected from the qualitative research methods and the study was created with face-to-face interview, observation and document analysis data collection techniques. Within the frame of the interviews, questions were posed to the participants consisting of 6 people using a semi-structured interview form In accordance with the results obtained in the research, it was found that the prestige has been ignored in participation in programs such as green key, the training and application information on environmental awareness of the facilities are insufficient, the sharing of the environmentally friendly principles of the facilities on digital platforms is generally superficial, and the digital transformation is poorly understood in the sector. Additionally, suggestions about digital transformation processes are included at the end of the study.
The tourism industry must make its forward planning by considering technological improvements and being aware of the significance of the natural environment in its regions. It is a predictable fact that tourism enterprises that attach importance to technologically strong and environmentally friendly principles in their infrastructure will make a profit. In this regard, it could be said that technological developments, environmental factors and tourism activities interact with each other. Environmental awareness of customers and interest in digital systems are gradually increasing. Therefore, the environment and developing technology deeply affect both accommodation businesses as a whole and customer demands, expectations and attitudes. This behavioral effect indicates itself as businesses as using hotel products as an environmentalist and digital marketing tool and as a condition of confronting consumers. Along with the negative effects of consumption and digitalization in the tourism sector, it becomes a necessity to act by taking them into account. In order to examine the digital transformation applications of the Green Key awarded hotels in the cities of Izmir and Ankara, which is the subject of this study, a case study model was selected from the qualitative research methods and the study was created with face-to-face interview, observation and document analysis data collection techniques. Within the frame of the interviews, questions were posed to the participants consisting of 6 people using a semi-structured interview form In accordance with the results obtained in the research, it was found that the prestige has been ignored in participation in programs such as green key, the training and application information on environmental awareness of the facilities are insufficient, the sharing of the environmentally friendly principles of the facilities on digital platforms is generally superficial, and the digital transformation is poorly understood in the sector. Additionally, suggestions about digital transformation processes are included at the end of the study.
Açıklama
Anahtar Kelimeler
Çevre Dostu Otel, Dijital Otel, Dijital Dönüşüm, Yeşil Anahtar, Eco Friendly Hotel, Digital Hotel, Digital Transformation, Green Key
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Durmaz, Ş.M., (2023). Yeşil Anahtar Ödüllü Otellerde Dijital Dönüşüm Uygulamaları: İzmir ve Ankara Örnekleri. (Yüksek Lisans Tezi). Selçuk Üniversitesi, Sosyal Bilimleri Enstitüsü, Konya.
