ONLAYN SHARHLARNING TURISTLARNING MEHMONXONA TANLOVIGA TA’SIRI VA RAQAMLI REPUTATSIYANI BOSHQARISH IMKONIYATLARI
DOI:
https://doi.org/10.5281/zenodo.22867456Abstract
Ushbu tezisda onlayn sharhlarning turistlarning mehmonxona tanlash qaroriga ta’sir qilish mexanizmi tahlil qilinadi. Tadqiqotda onlayn sharh faqat mehmonxona reytingini shakllantiradigan ko‘rsatkich sifatida emas, balki iste’molchining ishonchi, idrok etilgan xatar va xizmat qiymati haqidagi tasavvuriga ta’sir qiladigan axborot manbai sifatida ko‘rib chiqiladi. Empirik natijalar asosida mehmonxona tanlash jarayonida bevosita ta’sirga nisbatan bilvosita ta’sir mexanizmlarining ahamiyati yuqoriroq ekanligi ko‘rsatiladi. Shuningdek, mehmonxonaning onlayn reputatsiyasini kompleks baholash va marketing qarorlarini asoslash uchun integral yondashuvning amaliy imkoniyatlari yoritiladi.Keywords
onlayn sharhlar, mehmonxona, turist xulq-atvori, raqamli marketing, onlayn reputatsiya, ishonch, idrok etilgan xatar, PLS-SEM.References
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