ONLINE CUSTOMER ENGAGEMENT IN THE HOSPITALITY INDUSTRY: A MIXED METHOD RESEARCH

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dc.contributor.authorKomsuoglu, Buket
dc.contributor.authorCevirgen, Aydin
dc.date.accessioned2026-01-24T12:26:52Z
dc.date.available2026-01-24T12:26:52Z
dc.date.issued2022
dc.departmentAlanya Alaaddin Keykubat Üniversitesi
dc.description.abstractFocusing on accommodation establishments, such as hotels, this study examines the factors that lead customers to engage in social media platforms and determines whether the importance of these factors differs according to the customers' demography. We used exploratory sequential mixed method research (MMR) design. Customer reviews on the Facebook page of a 5-star hotel in Alanya, Turkey analyzed for the qualitative part of the study. Subsequently, in the quantitative part, a questionnaire was created based on the results of the qualitative study and the relevant literature. The quantitative part employed the convenience sampling method using an online survey filled out by 602 social media users. Based on the factor analysis we identified seven customer engagement dimensions: experiential benefit; identity; appreciation; information; advocacy; recommendation; and satisfaction. The appreciation dimension was introduced to the literature as a new dimension that had not been used in previous empirical studies. One of the most striking results obtained from the study was that there were significant differences between all demographic variables (gender, marital status, education, and age) and customers' perceptions of the information dimension.
dc.identifier.endpage107
dc.identifier.issn1821-2506
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85147775336
dc.identifier.scopusqualityQ3
dc.identifier.startpage82
dc.identifier.urihttps://hdl.handle.net/20.500.12868/4982
dc.identifier.volume14
dc.identifier.wosWOS:000910944900004
dc.identifier.wosqualityQ4
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherRegional Science Assoc Subotica, Serbia
dc.relation.ispartofDeturope-The Central European Journal of Regional Development and Tourism
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WoS_20260121
dc.subjectonline customer engagement
dc.subjectsocial media
dc.subjectdemographic variables
dc.subjecthospitality industry
dc.titleONLINE CUSTOMER ENGAGEMENT IN THE HOSPITALITY INDUSTRY: A MIXED METHOD RESEARCH
dc.typeArticle

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