Evaluation of Five and Four Star Hotel Websites in the Eastern Black Sea Region by Content Analysis Method

Abstract

Purpose – The aim of this research is to determine the efficiency and productivity levels of the websites of five and four star tourism establishments in the Eastern Black Sea Region and to offer suggestions to hotel managers regarding the deficiencies in parallel with the current situation. Design/methodology/approach – Within the scope of the research, the features and effectiveness of the websites of the four and five-star hotels in the cities of Artvin, Rize, Trabzon, Gümüşhane, Giresun and Ordu were examined. The data collected in the study, which used the qualitative research method, were analyzed using the content analysis technique. The website evaluation form was used in data collection and the data obtained was analyzed using the statistical program. Findings – According to the research findings, it was determined that the reservation information, contact information, information about their surroundings and business (corporate) information of the majority of the websites of the hotels in the Eastern Black Sea Region remained at a very basic level and were insufficient. In addition, the research revealed detailed and important findings that can help hotel managers organize the information on their websites in a more efficient and customer-oriented way. Discussion – Hotel websites have become an important tool for the success of hotel businesses today. However, the research findings reveal that the websites of the hotel businesses operating in the Eastern Black Sea Region are very basic and inadequate. This may have a negative impact on attracting customers, increasing brand value and gaining competitive advantage for hotel websites, which are expected to offer quality content, user-friendly design and easy booking.