Cilt 4 Sayı 2 (2024): Elegest Elegeş
Makaleler

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi

PDF
  • Dr. Öğr. Üyesi Fikret Işık
Dr. Öğr. Üyesi Fikret Işık
Alanya Alaaddin Keykubat Üniversitesi, Gazipaşa Mustafa Rahmi Büyükballı Meslek Yüksek Okulu

Yayınlanmış 30.09.2024

Anahtar Kelimeler

  • Pricing,
  • dynamic pricing,
  • international marketing,
  • tourism marketing
  • Fiyatlandırma,
  • Dinamik Fiyatlandırma,
  • Uluslararası Pazarlama,
  • Turizm Pazarlaması

Nasıl Atıf Yapılır

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi. (2024). Elegest Elegeş, 4(2), 94-109. https://doi.org/10.64360/x5p8nf50

Telif Hakkı (c) 2025 Fikret Işık (Yazar)

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi. (2024). Elegest Elegeş, 4(2), 94-109. https://doi.org/10.64360/x5p8nf50

Öz

Stratejik öneme sahip olan turizm sektörü ulusal ve uluslararası etkilere açık kırılgan bir yapıya sahiptir. Dijitalleşme turizm işletmelerine önemli avantajlar sağlarken, işletmelerin kırılgan yapısında yeni risk alanları da yaratmıştır. Dijitalleşme dinamik fiyatlandırma sayesinde işletmelere gelir yönetimi olanağı sunarken, tüketicilere de bazı olanaklar sunmaktadır. Bu iki yönlü olanak işletmeler için kriz/fırsat ikilemi oluşturmaktadır. Bu çalışma kamuoyunda “milliyet farkı ücreti” olarak bilinen olayı turizm pazarlaması açısından derinlemesine analiz etmek amacıyla yapılmıştır. Bu kapsamda vaka fiyatlandırma, pazarlama iletişimi ve pazarlama etiği yönleriyle değerlendirilmiştir. Vakanın derinlemesine analiz edilmesi amacına uygun olarak keşifsel vaka analizi yöntemi benimsenmiştir. Tüketici yönlü bir pazarlama anlayışını gerekli kılan özellikle hizmet sektöründeki işletmelerin tüketici memnuniyetini öncelemesi, ulusal ve uluslararası hassasiyetleri takip etmesi, tüketiciyle temas eden çalışanların sürekli eğitimi, olası çatışma alanlarını minimize etmesi ve sosyal medya iletişiminde proaktif davranması önerilmektedir.

PDF

Referanslar

  1. Abrate, G., Nicolau, J. L., & Viglia, G. (2019). The impact of dynamic price variability on revenue maximization. Tourism Management, 74. https://doi.org/10.1016/j.tourman.2019.03.013
  2. Abrate, G., & Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue management. Tourism Management, 55, 123-132. https://doi.org/10.1016/j.tourman.2016.02.006
  3. Aksoy, A. D. (2014). Tüketimin dijitalleşmesi. Hacettepe Üniversitesi Tüketici-Pazar-Araştırma-Danışma Test ve Eğitim Merkezi Tüketici Yazıları IV, 46-64.
  4. Angus, A., & Westbrook, G. (2019). Top 10 Global Consumer Trends 2019 (s. 77). Euromonitor. https://www.ruminantia.it/wp-content/uploads/2019/01/EUROMONITOR.pdf
  5. Angus, A., & Westbrook, G. (2020). Top 10 Global Consumer Trends 2020 (s. 80). Euromonitor. https://go.euromonitor.com/white-paper-EC-2020-Top-10-Global-Consumer-Trends
  6. Avunduk, H., & Hakan, A. (2018). Blok zinciri (blockchain) teknolojisi ve işletme uygulamaları: Genel bir değerlendirme. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 33(1), 369-384.
  7. Aydan, G., & Atılgan, K. Ö. (2023). Tüketicilerin Kişiselleştirilmiş Fiyatlandırma ile Dinamik Fiyatlandırma Uygulamalarına Yönelik Tutumlarının İncelenmesi. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı), Article 1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı. https://doi.org/10.47097/piar.1263342
  8. Becerra, M., Santaló, J., & Silva, R. (2013). Being better vs. being different: Differentiation, competition, and pricing strategies in the Spanish hotel industry. Tourism Management, 34, 71-79. https://doi.org/10.1016/j.tourman.2012.03.014
  9. Bigné Alcañiz, J. E., Nicolau, J. L., & William, E. (2021). Advance booking across channels: The effects on dynamic pricing.
  10. Bogdan, R., & Biklen, S. K. (1997). Qualitative research for education (C. 368). Allyn & Bacon Boston, MA.
  11. Bollinger, B. K., & Hartmann, W. R. (2020). Information vs. Automation and implications for dynamic pricing. Management Science, 66(1), 290-314.
  12. Chen, H. (2010). Advertising and generational identity: A theoretical model. 132.
  13. Chen, N., & Gallego, G. (2019). Welfare analysis of dynamic pricing. Management Science, 65(1), 139-151.
  14. Choe, C., King, S., & Matsushima, N. (2018). Pricing with cookies: Behavior-based price discrimination and spatial competition. Management Science, 64(12), 5669-5687.
  15. Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163-176. https://doi.org/10.1057/palgrave.crr.1550049
  16. Coombs, W. T. (2022). Ongoing crisis communication: Planning, managing, and responding (6th bs). Sage.
  17. Creswell, J. W. (2018). Qualitative, quantitative, and mixed methods approaches+ a crash course in statistics. Sage publications.
  18. del Pozo, R. G., & García-Lapresta, J. L. (2021). Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way. Journal of Theoretical and Applied Electronic Commerce Research, 16(2), Article 2. https://doi.org/10.4067/S0718-18762021000200109
  19. Dickey, I. J., & Lewis, W. F. (2012). An overview of digital media and advertising. E-marketing: Concepts, methodologies, tools, and applications, 31-61.
  20. Dickson, P. R., & Ginter, J. L. (1987). Market segmentation, product differentiation, and marketing strategy. Journal of marketing, 51(2), 1-10.
  21. Dutta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287. https://doi.org/10.1016/j.jbusres.2011.01.013
  22. Ekşi Sözlük. (2016). 5 yıldızlı otellerde ucuza kalmanın yolu. https://eksisozluk.com/5-yildizli-otellerde-ucuza-kalmanin-yolu--5115095
  23. Elegido, J. M. (2020). The ethics of pricing. The Sage handbook of marketing ethics, 399-410.
  24. Entman, R. M. (2004). Projections of power: Framing news, public opinion, and US foreign policy. University of Chicago Press.
  25. Francis, J. E., Burgess, L., & Lu, M. (2015). Hip to be cool: A Gen Y view of counterfeit luxury products. Journal of Brand Management, 22(7), 588-602. https://doi.org/10.1057/bm.2015.31
  26. Friedrich, R., Peterson, M., & Koster, A. (2011). The rise of generation C. SPRING 2011(62).
  27. Gamaliel, R. T. (2023). The Different Conceptualisations of Generations in Literature. Open Journal of Social Sciences, 11(7), Article 7. https://doi.org/10.4236/jss.2023.117008
  28. Halkiopoulos, C., Antonopoulou, H., Papadopoulos, D., Giannoukou, I., & Gkintoni, E. (2020). Online reservation systems in e-Business: Analyzing decision making in e-Tourism. Journal of Tourism, Heritage & Services Marketing (JTHSM), 6(1), 9-16.
  29. Hardey, M. (2011). Generation C: Content, Creation, Connections and Choice. International Journal of Market Research, 53(6), 749-770. https://doi.org/10.2501/IJMR-53-6-749-770
  30. Haws, K. L., & Bearden, W. O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33. https://doi.org/10.1086/508435
  31. Hitchcock, G., & Hughes, D. (2002). Research and the teacher: A qualitative introduction to school-based research. Routledge.
  32. Hu, X. (Simon), & Yang, Y. (2020). Determinants of consumers’ choices in hotel online searches: A comparison of consideration and booking stages. International Journal of Hospitality Management, 86, 102370. https://doi.org/10.1016/j.ijhm.2019.102370
  33. Hung, W.-T., Shang, J.-K., & Wang, F.-C. (2010). Pricing determinants in the hotel industry: Quantile regression analysis. International Journal of Hospitality Management, 29(3), 378-384. https://doi.org/10.1016/j.ijhm.2009.09.001
  34. Ivanov, S. (2014). Hotel revenue management: From theory to practice. Zangador.
  35. Jin, S.-A. A., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities. Journal of Advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606
  36. Kim, M., Lee, S. K., & Roehl, W. S. (2016). The effect of idiosyncratic price movements on short- and long-run performance of hotels. International Journal of Hospitality Management, 56, 78-86. https://doi.org/10.1016/j.ijhm.2016.04.006
  37. Koehn, D., & Wilbratte, B. (2012). A defense of a Thomistic concept of the just price. Business Ethics Quarterly, 22(3), 501-526.
  38. Kopalle, P. K., Pauwels, K., Akella, L. Y., & Gangwar, M. (2023). Dynamic pricing: Definition, implications for managers, and future research directions. JOURNAL OF RETAILING, 99(4), 580-593. https://doi.org/10.1016/j.jretai.2023.11.003
  39. Kotler, P., Armstrong, G., & Oliver Opresnik, M. (2018). Principles of Marketing (Global Edition) (17. bs). Pearson Education Limited.
  40. Kotler, P., Armstrong, G., & Oliver Opresnik, M. (2024). Principles of Marketing (19. bs). Pearson Education Limited.
  41. Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for hospitality and tourism (7. bs). Pearson.
  42. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Pazarlama 4.0. books.google.com. https://books.google.com/books?hl=en&lr=&id=HWWxDwAAQBAJ&oi=fnd&pg=PT9&dq=pazarlama+i%C5%9F+ilanlar%C4%B1&ots=_1KLraOEaR&sig=b4xVAX7OaFBcUq7hdY_c-xVroy0
  43. Kültür ve Turizm Bakanlığı. (2018). [Resmi]. Kültür ve Turizm Bakanlığı. https://www.ktb.gov.tr/TR-96130/kurulus-ve-gorevler.html
  44. Lambrecht, A., & Tucker, C. (2012). Paying with money or effort: pricing when customers anticipate hassle. Journal of Marketing Research, 49(1), 66-82.
  45. Leask, A., Fyall, A., & Barron, P. (2014). Generation Y: An Agenda for Future Visitor Attraction Research. International Journal of Tourism Research, 16(5), 462-471. https://doi.org/10.1002/jtr.1940
  46. Lee, B. K. (2004). Audience-Oriented Approach to Crisis Communication:: A Study of Hong Kong Consumers’ Evaluation of an Organizational Crisis. Communication Research, 31(5), 600-618. https://doi.org/10.1177/0093650204267936
  47. Leoni, V., & Nilsson, W. (2021). Dynamic pricing and revenues of Airbnb listings: Estimating heterogeneous causal effects. International Journal of Hospitality Management, 95, 102914. https://doi.org/10.1016/j.ijhm.2021.102914
  48. Limak Holding. (2024). Limak Grup Şirketleri hakkında. https://www.limak.com.tr/anasayfa
  49. Limak Hotels. (2024). [@Limak_Hotels]. (2024, 28, Nisan). Açıklama Bugün medyada yer alan Limak Lara Otel ile ilgili bir haber nedeniyle açıklama yapma ihtiyacı doğmuştur. X. https://x.com/Limak_Hotels/status/1784554877454020815.
  50. Lyons, S., & Kuron, L. (2014). Generational differences in the workplace: A review of the evidence and directions for future research. Journal of Organizational Behavior, 35(S1), S139-S157. https://doi.org/10.1002/job.1913
  51. Martin, K. D., Kim, J. J., Palmatier, R. W., Steinhoff, L., Stewart, D. W., Walker, B. A., Wang, Y., & Weaven, S. K. (2020). Data Privacy in Retail. Journal of Retailing, 96(4), 474-489. https://doi.org/10.1016/j.jretai.2020.08.003
  52. McCombs, M. (2005). A look at agenda-setting: Past, present and future. Journalism studies, 6(4), 543-557.
  53. McMillan, J. H. (2008). Educational research: Fundamentals for the consumer (5. bs). Pearson/Allyn and Bacon.
  54. Michel, C. (1999). What is a" just price"? Journal of Markets & Morality, 2(2).
  55. Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer Marketing, 29(6), 436-444. https://doi.org/10.1108/07363761211259241
  56. Moreno, F. M., Lafuente, J. G., Carreón, F. Á., & Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144.
  57. Mun, S. G., Park, J., Woo, L., & King, B. (2024). Timing of hotel bookings: not monotonic. Journal of Travel & Tourism Marketing, 41(7), 941-954. https://doi.org/10.1080/10548408.2024.2361097
  58. Nunan, D., & Di Domenico, M. (2022). Value creation in an algorithmic world: Towards an ethics of dynamic pricing. JOURNAL OF BUSINESS RESEARCH, 150, 451-460. https://doi.org/10.1016/j.jbusres.2022.06.032
  59. Öztürk, A. (2022). XXI. Yüzyıl Çatışmacılığının Sosyo/Psiko-İmgesel Temelleri. Sosyologca, 2(3), 243-260.
  60. Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance (The Free Press). New York.
  61. Prensky, M. (2001). Digital natives, digital immigrants part 2: Do they really think differently? On the horizon, 9(6), 1-6.
  62. Priester, A., Robbert, T., & Roth, S. (2020). A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions. Journal of Revenue and Pricing Management, 19(2), 99-112. https://doi.org/10.1057/s41272-019-00224-3
  63. Richards, T. J., Liaukonyte, J., & Streletskaya, N. A. (2016). Personalized pricing and price fairness. International Journal of Industrial Organization, 44. https://doi.org/10.1016/j.ijindorg.2015.11.004
  64. Santos, M. C., Veiga, C., & Águas, P. (2016). Tourism services: facing the challenge of new tourist profiles. Worldwide Hospitality and Tourism Themes, 8(6), 654-669. https://doi.org/10.1108/WHATT-09-2016-0048
  65. Saroj, A., & Pal, S. (2020). Use of social media in crisis management: A survey. International Journal of Disaster Risk Reduction, 48, 101584. https://doi.org/10.1016/j.ijdrr.2020.101584
  66. Selove, M. (2019). Dynamic pricing with fairness concerns and a capacity constraint. Quantitative Marketing and Economics, 17(4), 385-413. https://doi.org/10.1007/s11129-019-09212-8
  67. Sharples, L., Fletcher-Brown, J., Sit, K. (Jason), & Nieto-Garcia, M. (2023). Exploring crisis communications during a pandemic from a cruise marketing managers perspective: an application of construal level theory. Current Issues in Tourism, 26(19), 3175-3190. https://doi.org/10.1080/13683500.2022.2109006
  68. Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). ‘To trust or not to trust’: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039
  69. T.C. Kültür ve Turizm Bakanlığı. (2024a). [@TCKulturTurizm]. (2024, 28, Nisan). Kamuoyuna saygıyla duyurulur Antalya’da bir otelde yaşanan ve sosyal medyaya da yansıyan otel rezervasyonuna yönelik. X. https://x.com/TCKulturTurizm/status/1784529893843185895.
  70. T.C. Kültür ve Turizm Bakanlığı. (2024b). [@TCKulturTurizm]. (2024, 28, Nisan). Bakanımız @MehmetNuriErsoy , Bakanlığımızca yapılan incelemeler neticesinde, geçtiğimiz hafta sonu Antalya'da bir otelde milliyet farkı ücreti. X. https://x.com/TCKulturTurizm/status/1785268103460331943.
  71. Tor Kadıoğlu, C. (2020). Tüketici Davranışlarında Yeni Trendler. İçinde S. Gün (Ed.), Yeni Dönemde (Covid-19) Güncel Araştırmalar Yönetim, Liderlik ve Pazarlama (ss. 307-320). İksad Yayınevi.
  72. Türkiye İnsan Hakları ve Eşitlik Kurumu. (2024, Nisan 28). [Resmi]. Antalya’daki Bir Otel Tarafından “Milliyet Farkı” Karşılığında Ek Ücret Talep Edilmesi İddialarına İlişkin Basın Açıklaması. https://www.tihek.gov.tr/antalyadaki-bir-otel-tarafindan-milliyet-farki-karsiliginda-ek-ucret-talep-edilmesi-iddialarina-iliskin-basin-aciklamasi
  73. Urick, M. J., Hollensbe PhD, E. C., & Fairhurst PhD, G. T. (2017). Differences in Understanding Generation in the Workforce. Journal of Intergenerational Relationships, 15(3), 221-240. https://doi.org/10.1080/15350770.2017.1329583
  74. Vasterman, P., Yzermans, C. J., & Dirkzwager, A. J. (2005). The role of the media and media hypes in the aftermath of disasters. Epidemiologic reviews, 27(1), 107-114.
  75. Viglia, G., Mauri, A., & Carricano, M. (2016). The exploration of hotel reference prices under dynamic pricing scenarios and different forms of competition. International Journal of Hospitality Management, 52, 46-55. https://doi.org/10.1016/j.ijhm.2015.09.010
  76. Vikipedi. (2024). Limak Holding. https://tr.wikipedia.org/wiki/Limak_Holding
  77. Walters, G., Mair, J., & Lim, J. (2016). Sensationalist media reporting of disastrous events: Implications for tourism. Journal of Hospitality and Tourism Management, 28, 3-10. https://doi.org/10.1016/j.jhtm.2016.04.008

Benzer Makaleler

Bu makale için ayrıca gelişmiş bir benzerlik araması başlat yapabilirsiniz.