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The Use of Blogs as an Example of Internet Entrepreneurship: Turkish Travel Blogs
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Procedia Computer Science 158 (2019) 869–876
3rd World Conference on Technology, Innovation and Entrepreneurship (WOCTINE) 3rd World Conference on Technology, Innovation and Entrepreneurship (WOCTINE)
The Use of Blogs as an Example of Internet Entrepreneurship: The Use of Blogs as an Example of Internet Entrepreneurship: Turkish Travel Blogs Turkish Travel Blogs a Gözde Karabacak , Merve Gençb Gözde Karabacaka, Merve Gençb Nişantaşı University, İstanbul 34398, Turkey Nişantaşı Nişantaşı University, University, İstanbul İstanbul 34398, 34398, Turkey Turkey b Nişantaşı University, İstanbul 34398, Turkey
a
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Abstract Abstract Blogs have become a phenomenal reality of everyday life since the early 1990s. Blogging practice, which began primarily as a Blogstime haveactivity becomethen, a phenomenal realitytoofbeeveryday life since the early Blogging practice, as a spare has now come a profession for many. The 1990s. most outstanding examplewhich of thisbegan couldprimarily be observed spare time then, blogs. has now cometoday to betravel a profession many. The most outstanding example of this could through the activity use of travel Indeed, blogs arefor significant employment areas within the tourism sector.be In observed terms of through use of on travel blogs. todayand travel blogs are employment areas within the tourism sector. In terms of cost andthesaving time in Indeed, particular, richness in significant information as well as easy access to information, Internet cost and saving on blogs time have in particular, and richness in information as wellplatforms as easy both access information, Internet technologies such as become notable communication and marketing for totourism supply and for technologies such as blogs have become notable communication and marketing platforms both for tourism and for demand. In the process of purchase decision of touristic product having abstract characteristic features, people supply feel a need demand. In the process ofAccordingly, purchase decision of shift touristic product consumers having abstract characteristic features, people need for more intense information. with the of touristic into one who not only consumes butfeel alsoa produces more intense information. Accordingly, of touristic as consumers into one who only consumes but also produces by interactive feature of Web 2.0, travel with blogsthe canshift be considered one of the epitomes ofnot technology entrepreneurship. In this by interactive feature of Web 2.0, travel blogs canexample be considered as one of the epitomesAnd of technology entrepreneurship. this respect, this study approaches travel blogs as an of Internet entrepreneurship. in this context it is examinedInhow respect, this approaches travelemployment blogs as anarea example of Internet And in this context examined how bloggers use study this medium as a new it is examined in entrepreneurship. this context. A sum of 10 travel blogs ithasis been examined bloggersdiscourse use this medium through analysis.as a new employment area it is examined in this context. A sum of 10 travel blogs has been examined through discourse analysis. © 2019 The Author(s).Published by Elsevier B.V. © 2019 2019 The The Author(s).Published Authors. Published by Elsevier B.V. © B.V. committee of the 3rd World Conference on Technology, Innovation and Peer-review under responsibilityby ofElsevier the scientific Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship Entrepreneurship Entrepreneurship Keywords:Internet entrepreneurship; Blog; Travel blogs; Tourism Keywords:Internet entrepreneurship; Blog; Travel blogs; Tourism
1. Introduction 1. Introduction With passage from the industrialized society into information society, production has inevitably come to be based on With passageand from the industrialized into information society, production has inevitably come to bepaves basedthe on information technology. This, in society turn, has created new fields of employment. Internet, in this regard, information and technology. in skill turn,and has mastery created new fields of employment. Internet, in this regard, paves the way for individuals who haveThis, a good of using technology to become entrepreneurial professionals. way for the individuals have a good skillby andthis mastery of using technology to become entrepreneurial professionals. Among fields ofwho employment formed technology-based and flexible working model are travel blogs that Among the afields employment by this technology-based and flexible working model are travel blogs have found placeoffor themselvesformed in tourism sector. Increasing in number and being more effective day by day that for have found a place themselvesexchange, in tourismtravel sector. Increasing number and being effective day by day for communication andfor information blogs have a in strong impact on themore choice of tourism products, communication exchange, travel blogs strongare impact thecategory choice attracting of tourismthe products, destination imageand andinformation travel intention. It is noticeable thathave travela blogs in the on blog highest destination image andintravel intention. It is noticeable that travel blogs are in the blog category attracting the highest number of followers the world. number of followers in the world. 1877-0509 © 2019 The Author(s). Published by Elsevier B.V. Peer-review of the scientificbycommittee of the 3rd World Conference on Technology, Innovation and Entrepreneurship 1877-0509 ©under 2019responsibility The Author(s). Published Elsevier B.V. Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship
1877-0509 © 2019 The Authors. Published by Elsevier B.V. Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship 10.1016/j.procs.2019.09.125
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Adopting this approach, the present study is designed to focus on the developments related to the use of blogs in tourism, being an important service sector, as a type of Internet entrepreneurship. However, when the travel blogs, appearing to be an example of Internet entrepreneurship today, are evaluated both in terms of the fact that bloggers’ job has come to be a professional career for blog authors and in terms of their effect on the development of destinations, it seems that this new field has not attracted the deserved attention and importance and there is still an emptiness in the literature. Internet entrepreneurship is also a new field of research. Therefore dealing with those concepts in this study is significant. Toward this end, in this study blog pages of the travel blog authors who have abandoned their institutional careers for blog authorship have been examined and assessed as an example of entrepreneurship through discourse analysis method. 2. Literature Review 2.1. Enterpreneur and Entrepreneurship Considering the definitions of the concepts in the literature concerned, it has been seen that entrepreneurs are those who direct demand and request and who are in pursuit of market and that entrepreneurship is assessed as an activity of taking action in order to earn the sources to economy and as a process. Bozkurt [1] defines entrepreneur as one with a high level of tolerance, with an inclination towards taking risks and with the ability to manage the risks taken. Entrepreneurship is, on the other hand, defined as “the commercializing of job opportunities that could bring economic benefit by taking risks through adequate time and financial investment at moments of uncertainty [2]. However, the concepts of entrepreneur and entrepreneurship could be defined differently, depending on the disciplines in which they are dealt with. In this study, these concepts have been treated more within the scope of information and communication technologies. Kucukaltan [3] stated that the act of producing the “unproduced” is the most classical entrepreneurship by combining the technologic developments with innovation. The author also stressed that entrepreneurs are provided big advantages with opening up to new markets, with getting out of the routine in seizing the opportunities and dominating the market, with directing the consumer’s expectations and by displaying a fast, reasonable and behavioural approach to expectations. In this context, it would not be wrong to say that entrepreneurial individuals have some distinctive features. Filion [4] reported that for almost 20 years in the early 1980s behaviourists focused on the entrepreneurship in order to be able to define the entrepreneurs and their peculiar characteristics. He remarked that a series of entrepreneurship characteristics are defined as a result of thousands of publications and the commonest ones are those in the below table: Table 1.Characteristics of Entrepreneurship Characteristics most often attributed to entrepreneurs by behaviorists Innovators Creators Flexible Initiative Leaders Energetic Resourceful Learning Moderate risk-takers Tenacious Need for achievement Use of resources Independent Original Self-awareness Sensitivity to others Optimistic Results-oriented Self-confidence Aggressive Long-term Money as a measure of Tolerance of ambiguity Tendency to trust involvement performance and uncertainty people
Source: Blawatt, 1995; Hornaday, 1982; Meredit, Nelson et al., 1982; Timmons, 1978 Akt: Filion [4], 1997
However, as seen in Table 1, all the results of the research done are variable and often incongruous with each other. Accordingly, Filion [4] stated that it could not be possible to form an absolute psychologic profile of entrepreneur on a scientific basis and that it could not be summarized as a social entity. Yurtseven [5] defines the entrepreneurial individuals in a more specific way, that they are the ones who feel suppressed within an instiution, who are satisfied with independence and achievement, not routine, and who have the freedom of choosing the change and life style in which they could exhibit their creativity. The author lists the four basic motives of being an entrepreneur as “being
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his/her own boss, achieving personal satisfaction, establishing the preferred life style and making profit. With a different viewpoint Yıldırım and Başer [6] pointed out that entrepreneurs’ minds are busy more with why the work is not done than how it is done. 2.1.1. Internet Entrepreneurship-Entrepreneur In our age defined as “information age” by many scholars, Internet has a key role in communication and informatics. As stated frequently, the rise and development of Internet within the last three decades of the 20 th century is the product of cooperation between military strategy and science as technologic entrepreneurship [6]. The fact that information and technology produce each other at a higher level and at an increasing speed has pushed the concept of entrepreneurship into a process of continuous change. Internet entrepreneurship, defined and viewed as the entrepreneurship of the 21st century, is the act of producing a project on virtual platform with a financial expectation and presenting this project to the customers through Internet [7]. Internet entrepreneurship is defined as “new or existing organizations’ creating or developing social benefit or economic activities in such a way as never to exist without Internet, by combining creativity and/or innovations under a proper management besides their fields of working” [8]. In this study, travel blogs have been dealt with as an example of Internet entrepreneurship. The practice of reading and writing also changes with the effect of electronic mass media. Reading practice today covers not only reading the printed texts but also audio-visual screen literacy [9]. In tourism sector, too, it is thought that people prefer to read easy, simple and story-like shares rather than monotonous and bookish or academic information. The fact that experiences are supported by audio-visual elements as well as textual shares and allow interactive shares contributes to this inclination. The fast increase in the users and followers of travel blogs seems to be supportive of this thought. 2.2. Blogs The importance and number of blogs is on a fast increase within the scope of “Web 2.0 in Tourism”, also called “Travel 2.0” today, which contains new technologies such as web forums, message panels, customer rating and evaluating, virtual collective games, blogs and online videos (vlogs) [10]. Ráthonyi and Várallyai [11] define Web log, blog or blogging as a type of web site/platform consisting of textual information written in the form of diary, often containing photos or connections and viewed in a reverse chronological order. Blogs are web sites that do not require any code information or ability and that everybody, whether amateur or professional, can set up just with an Internet and can upgrade. On the other hand, as Erben and Balaban [12] reported with reference to Gogela, blogs have peculiar and authentic styles as follows; the content can be ordered in a reverse chronological order and can be archived according to the tags, dates, etc.; blogs are user-friendly and have an organized structuring; they can be real-time broadcast; they have internal and external connections; and they allow an interaction. As the band width and downloading capacities have increased, the uploading of photos, sounds and videos has made blogs more and more popular day by day. 2.2.1. Travel Blogs The community or universe where blogs of all types take place is called blogosphere [12]. According to Schmalleger and Carson [10], there are different travel blogs in blogosphere, like from consumer to consumer (C2C), from business to business (B2B), from business to consumer (B2C) and from state to consumer (G2C). However, the most-preferred one is from customer to customer (C2C). It appears that there are different uses of blogs in tourism sector, as well. The ways blogs are used in tourism can be listed as follows: the blogs of travellers who publish their personal travel stories and recommendations online as travel diary or product analysis (igougo.com, realtravel.com); blogs speacialized on customer analysis sites (tripadvisor.com, holidaycheck.com); other company blogs related to travel like travel agencies (tui.com, statravelblogs.com), or well-known tourist guides’ blogs (lonelyplanet.com) [10].
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3. Research Design In this study, discourse analysis, being a qualitative research method, has been used. A sum of 10 travel blogs has been analysed. To choose the blogs included in the analysis, “the best travel blogs 2019” has been written in the Google search engine as the key words, and the available 17 travel blogs have been analysed. Of these 17 blogs, those who perform their blog authorship in a professional manner have been accepted as samples. In this context, the sections “travel writings about destinations”, “about me”, “frequently-asked questions” and “voluntariness”, if any, have been analzyed. 4. Discussion 4.1. Passage from Instituonalism to Flexible Working All of the ten blogs included in the study have an “about me” section in which blog authors’ brief autobiographic information is published. Also, it is possible to chase the trace of how blog authors have entered into the process of writing blogs. It can be seen that blog authors of all of the ten blogs except one* worked for an institutional job before starting the career of blog authorship, but started later to work as a blog author with flexible working hours by ending their institutional work under similar motivations. Considering the underlying reasons why blog authors abandoned their institutional jobs, monotonousness, stress, tiredness and long working hours in the working order of institutional work life come to be conspicuous. On the other hand, they also reported that they turned to a change in their careers as they wanted to be the boss of their own work, to invest in themselves and to run after their own dreams. For example, the author of the blog birhayalinpesinde.com expresses the reason why he left his institutional job as follows: I once questioned my life, the companies where I worked and the people around me every morning. Is it really worth? Is it worth sacrificing our life for a job just because we would earn 3-5 more Turkish Liras? Especially when I know how monotonous and ordinary but beautiful life is. For this reason I submitted my resignation and took to the roads. The only job I now have is to share with you all the places I go and visit one by one…
The owner of the blog bilinmeyenrota.com, emphasizing the difference between her old and new jobs, describes herself as one who “resigned upon the pressure of working life and 8-5 working hours, and who took to the roads for a world travel as her childhood dream.” The author of the blog keşfetsek.com, who made a radical decision to change his career route upon questioning his working life, summarizes the new road he took with the opportunities he came across: So meaningful is the sentence “One should do the work he wants, dreams of and loves.” While performing my profession on the streets, I went in and sat on the table to work inside, but only to acquire a critical approach to myself profession and life. I assume myself to be one of the few people who have been able to use the opportunities available. An opportunity that befell me caused me to resign and follow a new road.
Likewise, the author of the blog gezginyogini.com narrates the process whereby she turned away from fixed working hours to working at flexible hours: Following a nearly four-year-long work life, I could no longer resist my inner motive for “going” as it was continually forcing me to do so. My ebbs and flows of the meaninglessness of my work, my desire for discovering new places, and learning new philosophies, and my ambition for recognizing new people and cultures had come to be irrepressible in my soul.
It is conspicuous that almost all of the blog authors who share their work experiences and educational backgrounds
*
The owners of the blog in question reported that they did not perform the professions for which they were educated, but they did not share any information about whether they had an institutional job experience before.
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are white-collars with a graduate and post-graduate degree. Their good educations and mastery of technology seem to have made it easy for them to turn to this type of work. The answer by the owner of the blog isimgucumgezmek.com to her followers’ question “What should I do if I want to leave my school and travel?” can be a sign of this: My dear brother, I am not the one who will dictate or tell you what to do in the decisions about your life, especially about such a serious subject. As far as I am concerned, however, I can say that one of the reasons why I have a high self-confidence is that I graduated from university; whether you follow the career of your department at university or not, having a university education not only makes you a professional, but also provides you with point of view at life through the educational system is arguable. I loved neither the department nor the university I studied at, but I had marvellous experiences there, which have made me who and what I am today. Hope you will make a good choice.
4.2. Travel Blogs as a New Profession Travel blogs are reflections of a technology-based model of flexible work. This way of working differs from institutional work in terms of risk, labour, time-place and finance. It is possible to see this difference in the narrations of the blog authors. The owners of the blog bizevdeyokuz.com express that in their new adventure as bloggers they work much more than their past experiences at work. They say that this new way of working requires them to work 7-24. It is of course not easy to take completely new adventures by ending the life style to which you are used. Like every entrepreneur, we also happen to stumble, fail and perish our work. We work more and more than we used to. To keep a new enterprise requires a 7-24 work and concentration. However, as we spend all our time producing continuously, experiencing and investing in ourselves about our website or our work, we say every new day that it is just as well that we have started this work.
The author of isimgucumgezmek.com entered into an act of questioning her profession and herself after an eightyear service at the communication department of an institutional bank in Istanbul. After resigning, she began to wonder whether she could earn money in a job except for her work at a bank. Mentioning the difficulty of changing the work especially after a certain age, the blog author stresses the difficulties of this new branch of work although it does not require a sort of professionalism in replying to a reader: There are some who earn money by writing blogs. You can earn money on your travel or journey by writing an introductory piece or taking ads on the blog. If you do not currently have a blog, I can say depending on my experiences that it is not a means whereby you can earn money in a short time. For example, those who earn money on travel blogs in Turkey today spend most of their time trying to increase the traffic of their blogs and producing content at computer rather than wandering around. Given that some of those who work from 9 a.m. to 6 p.m. in daily life and travel only at weekends and on holidays have their own travel blogs which they use to earn money, you are required to spend a lot of time for your blog so that you can make yours conspicuous among so many others.
The same blog author states that she writes travel writings for various journals and Internet sites, as well. She also says that she gives place in his blog to the Google ads and promotional activities of the trademarks she trusts. The authors of the blog oitheblog give similar answers to the question “How do you earn money?” as follows: oitheblog.com is our job and business. That is, we live on writing and producing contents. Accordingly, we conduct various sponsorship activities in this field and work at times with trademarks, tourism offices and some other companies active in this field. We provide contents to other publications beside our website. Moreover, we make some travels with our own budget, but we can only travel so often thanks to our work and business at oitheblog.com.
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In addition, it has been determined that blog authors not only use their blogs actively but also use the other social media devices effectively. All the blog authors included in the study share on Facebook, Instagram, Twitter and YouTube contents that will support and promote their blog writings, as well. This increases the recognisability of the blogs and enables them to meet more readers, thus providing a source of finance. Table 2 shows the number of followers that travel blogers have in their other social media platforms. Table 2. Number of Travel Bloggers’ Followers on Social Media Blogs Facebook bizevdeyokuz.com 350562 birhayalinpesinde.com 227490 bilinmeyenrota.com 58605 cokokuyancokgezen.com 46112 isimgucumgezmek.com 59072 kesfetsek.com.com 184658 oitheblog.com 31393 rotasizseyyah.com 251425 azgezmis.com 51487 yoldaolmak.com 427857 gezginyogini.com 67306 Number of followers updated on 16.05.2019
Instagram 242000 200000 31006 27900 37200 68400 110000 347000 17200 141826 25900
Twitter 7239 4770 9975 808 1624 3589 20800 3666 9900 295
YouTube 100971 77072 1206 575 7096 132543 211
4.3. Voluntariness The subjects of stories in travel blogs are such general topics as climate, kitchen, transport or clichés of the region [13, 14]. Blog authors support their writings with photos and videos. However, there appears to be a section for voluntariness activities besides travel routes, visa-passport procedures, and transportation and accommodation information. Viewing the literature regarding entrepreneurship, good education and creativity are among the main characteristics of entrepreneurs. As an entrepreneur in field of tourism, travel blog authors’ voluntariness activities are an outcome of entrepreneurship characteristics. In this sense, it appears that in the “voluntariness” section of the blog bizevdeyokuz.com they share several voluntary activities from ecologic farming to protection of animals, thus supporting voluntariness: The holidays and weekends spent lying on the lounger or watching TV are often such times that leave nothing in our minds or memories when we look back at the past; they seem as if they have never been lived. We’d rather the time we devote to ourselves could contribute to our physical and intellectual development and they could remain in our memories as cornerstones and prove meaningful in our time tunnels. We have chosen all the activities we share in bizevdeyokuz.com from this optics. We have recommendations from all corners of Turkey for those who want to spend the time they devote to themselves both in quality and use for the society and who want to have an extraordinary experience.
In the book “Travel Writing” edited by Bohls & Duncan, travel blogs described as the modern form of blog authorship are more than the reporting of people, places and cultures because it is remarked that it is concerned with the way the blog author sees himself, the world and others, as well [15]. While Hiemstra [16] stated that his blogs are a means of reflective thinking abilities in the eyes of readers/listeners, Caru & Cova [17] reported that bloggers are self-reflective individuals who tell their own stories and explain their own actions by using their own words, all of which are useful in understanding the hedonistic and subjective dimensions of experience as a way of understanding the elements not seen in experiences and rarely mentioned. When travel blogs are considered from this perspective, these blogs appear to be not only the sites where experiences regarding travel destinations are transferred but also which is dominated by a self-reflective attempt for the work of travel bloggers. It is possible to see the traces of this attempt in the voluntariness activities of bloggers. It has been determined that four of the bloggers have shared their travel experiences under the title of voluntariness and benevolence.
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It appears that the author of rotasizseyyah.com is supportive of a lot of voluntary activities. For six different videos he has made so far, a sum of 1.300 Turkish Liras has been donated to AKUT, LÖSEV and animal shelters, as he reports. Also, the blog bilinmeyenrota.com seems to follow activities in favour of LÖSEV, too. Finally, the blog isimgucumgezmek.com summarizes its importance on cooperation and voluntariness with the motto “I’m voluntary both to travel and work!” The blog author, for example, shares with her readers the incomes from a voluntariness project as follows: In my first cooperation race in Argentina on 10-11 January, within the scope of “Healthy Food for Every Child”, I ran 10.5+10.5= 21 kms for the needy children in Bolluca Children’s Village under Koruncuk Waqf. 50 people made a donation with a sum of 3375 Turkish Liras. Thus, a needy child’s thirteen-month need for healthy food was met in Bolluca Children’s Village under Koruncuk Waqf.
As a result, through this study with an analysis of the travel blogs growing more important in field of tourism, it has been claimed that travel blogs are a reflection of Internet entrepreneurship, and in this context the most active 10 travel blogs in Turkey have been analysed. It has been seen in the findings of the study that common characteristics of the bloggers regarded as an entrepreneur are in harmony with the ones frequently stressed in literature; they are innovative, they can take risks, they are dynamic and creative, and they are capable of using the opportunities available at a maximum level. References [1] Bozkurt Ö. (2007) “Girişimcilik Eğiliminde Kişilik Özelliklerinin Önemi”, Girişimcilik ve Kalkınma Dergisi, 1(2):93-113. [2] TÜSİAD (2019) “Kurumlarda Girişimcilik ile Değer Yaratmak: Kurumların Girişimcilik Dönüşümü Rehberi”. TÜSİAD 01-601. [3] Küçükaltan, D. (2009) “Genel Bir Yaklaşımla Girişimcilik”, Girişimcilik ve Kalkınma Dergisi, 4(1):21-27. [4] Filion, L.J. (1997) “Entrepreneurship: Entrepreneurs and Small Business Owner-Managers”, Julien, P.A. (Ed.) (1997), The State of the Art in Small Business and Entrepreneurship, London: Avebury, pp:1-35. [5] Yurtseven H.R. (2007) “Girişimcilik: Küçük Bir İşletme Kurmak ve Yönetmek” Detay Yayıncılık, Ankara. [6] Yıldırım, O., Başer, E. (2006) “İnternetin Girişimciliği Kapsamında Değişen Enformasyon Siteleri Üzerine Bir Değerlendirme” Global Media Journal TR Edition, 6 (12): 172-200. [7] Yelkikalan, N., Akatay, A., and Altın, E. (2010). “Yeni Girişimcilik Modeli ve Yeni Nesil Girişimci Profili: İnternet Girişimciliği ve Y, M, Z Kuşağı Girişimci”. Selçuk Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 14(20):490-506. [8] T.C. Kalkınma Bakanlığı (Ministrey of Development) (2013). “Bilgi Toplumu Stratejisinin Yenilenmesi Projesi, İnternet Girişimciliği ve e-Ticaret Ekseni Mevcut Durum Raporu”. www.bilgitoplumustratejisi.org. [9] Asutay, H. (2009) “Elektronik Yazın: Yeni Teknolojilerle Birlikte Yazın Dünyasında Ortaya Çıkan Yeni Yazınsal Tür ve Biçimler.” Trakya Üniversitesi Sosyal Bilimler Dergisi, 11(2): 62-87. [10] Schmallegger D., Carson D. (2008) “Blogs in tourism: Changing approaches to information Exchange”. Journal of Vacation Marketing 14 (2):99-110. [11] Ráthonyi G., Várallyai L. (2011). “Web 2.0 and tourism” In: M. Salampasis, A. Matopoulos (eds.): Proceedings of the International Conference on Information and Communication Technologies for Sustainable Agri-production and Environment (HAICTA 2011), Skiathos, 8-11 September, pp:27-39.
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[12] Erben, Ş., E., Balaban-Salı, J., (2015) “Blogalanda Blog Yazarlarının Etkileşim Biçimleri ve Görsel Ögelerin Kullanımı”. Global Media Journal TR Edition, 10(5):176- 207. [13] Wenger, A. (2008) “Analysis of Travel Bloggers’ Characteristics and their Communication about Austria as a Tourism Destination”, Journal of Vacation Marketing 14(2): 169–76. [14] Pan B., MacLaurin T., Crott JC. (2007) “Travel Blogs and the Implication for Destination Marketing”. Journal of Travel Research 46 (1):35-45. [15] Bosangit, C., Hibbert, S., and McCabe, S. (2015) “If I Was Going To Die I Should At Least Be Having Fun: Travel Blogs, Meaning And Tourist Experience”. Annals of Tourism Research, 55: 1-14. [16] Hiemstra, R. (2001) “Uses and Benefits of Journal Writing”. New Directions for Adult and Continuing Education. 90:19-26. [17] Caru A. and Cova, B. (2008) “Small Versus Big Stories In Framing Consumption Experiences”. Qualitative Market Research: An International Journal, 11(2):166-176.
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Procedia Computer Science 158 (2019) 869–876
3rd World Conference on Technology, Innovation and Entrepreneurship (WOCTINE) 3rd World Conference on Technology, Innovation and Entrepreneurship (WOCTINE)
The Use of Blogs as an Example of Internet Entrepreneurship: The Use of Blogs as an Example of Internet Entrepreneurship: Turkish Travel Blogs Turkish Travel Blogs a Gözde Karabacak , Merve Gençb Gözde Karabacaka, Merve Gençb Nişantaşı University, İstanbul 34398, Turkey Nişantaşı Nişantaşı University, University, İstanbul İstanbul 34398, 34398, Turkey Turkey b Nişantaşı University, İstanbul 34398, Turkey
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Abstract Abstract Blogs have become a phenomenal reality of everyday life since the early 1990s. Blogging practice, which began primarily as a Blogstime haveactivity becomethen, a phenomenal realitytoofbeeveryday life since the early Blogging practice, as a spare has now come a profession for many. The 1990s. most outstanding examplewhich of thisbegan couldprimarily be observed spare time then, blogs. has now cometoday to betravel a profession many. The most outstanding example of this could through the activity use of travel Indeed, blogs arefor significant employment areas within the tourism sector.be In observed terms of through use of on travel blogs. todayand travel blogs are employment areas within the tourism sector. In terms of cost andthesaving time in Indeed, particular, richness in significant information as well as easy access to information, Internet cost and saving on blogs time have in particular, and richness in information as wellplatforms as easy both access information, Internet technologies such as become notable communication and marketing for totourism supply and for technologies such as blogs have become notable communication and marketing platforms both for tourism and for demand. In the process of purchase decision of touristic product having abstract characteristic features, people supply feel a need demand. In the process ofAccordingly, purchase decision of shift touristic product consumers having abstract characteristic features, people need for more intense information. with the of touristic into one who not only consumes butfeel alsoa produces more intense information. Accordingly, of touristic as consumers into one who only consumes but also produces by interactive feature of Web 2.0, travel with blogsthe canshift be considered one of the epitomes ofnot technology entrepreneurship. In this by interactive feature of Web 2.0, travel blogs canexample be considered as one of the epitomesAnd of technology entrepreneurship. this respect, this study approaches travel blogs as an of Internet entrepreneurship. in this context it is examinedInhow respect, this approaches travelemployment blogs as anarea example of Internet And in this context examined how bloggers use study this medium as a new it is examined in entrepreneurship. this context. A sum of 10 travel blogs ithasis been examined bloggersdiscourse use this medium through analysis.as a new employment area it is examined in this context. A sum of 10 travel blogs has been examined through discourse analysis. © 2019 The Author(s).Published by Elsevier B.V. © 2019 2019 The The Author(s).Published Authors. Published by Elsevier B.V. © B.V. committee of the 3rd World Conference on Technology, Innovation and Peer-review under responsibilityby ofElsevier the scientific Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship Entrepreneurship Entrepreneurship Keywords:Internet entrepreneurship; Blog; Travel blogs; Tourism Keywords:Internet entrepreneurship; Blog; Travel blogs; Tourism
1. Introduction 1. Introduction With passage from the industrialized society into information society, production has inevitably come to be based on With passageand from the industrialized into information society, production has inevitably come to bepaves basedthe on information technology. This, in society turn, has created new fields of employment. Internet, in this regard, information and technology. in skill turn,and has mastery created new fields of employment. Internet, in this regard, paves the way for individuals who haveThis, a good of using technology to become entrepreneurial professionals. way for the individuals have a good skillby andthis mastery of using technology to become entrepreneurial professionals. Among fields ofwho employment formed technology-based and flexible working model are travel blogs that Among the afields employment by this technology-based and flexible working model are travel blogs have found placeoffor themselvesformed in tourism sector. Increasing in number and being more effective day by day that for have found a place themselvesexchange, in tourismtravel sector. Increasing number and being effective day by day for communication andfor information blogs have a in strong impact on themore choice of tourism products, communication exchange, travel blogs strongare impact thecategory choice attracting of tourismthe products, destination imageand andinformation travel intention. It is noticeable thathave travela blogs in the on blog highest destination image andintravel intention. It is noticeable that travel blogs are in the blog category attracting the highest number of followers the world. number of followers in the world. 1877-0509 © 2019 The Author(s). Published by Elsevier B.V. Peer-review of the scientificbycommittee of the 3rd World Conference on Technology, Innovation and Entrepreneurship 1877-0509 ©under 2019responsibility The Author(s). Published Elsevier B.V. Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship
1877-0509 © 2019 The Authors. Published by Elsevier B.V. Peer-review under responsibility of the scientific committee of the 3rd World Conference on Technology, Innovation and Entrepreneurship 10.1016/j.procs.2019.09.125
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Adopting this approach, the present study is designed to focus on the developments related to the use of blogs in tourism, being an important service sector, as a type of Internet entrepreneurship. However, when the travel blogs, appearing to be an example of Internet entrepreneurship today, are evaluated both in terms of the fact that bloggers’ job has come to be a professional career for blog authors and in terms of their effect on the development of destinations, it seems that this new field has not attracted the deserved attention and importance and there is still an emptiness in the literature. Internet entrepreneurship is also a new field of research. Therefore dealing with those concepts in this study is significant. Toward this end, in this study blog pages of the travel blog authors who have abandoned their institutional careers for blog authorship have been examined and assessed as an example of entrepreneurship through discourse analysis method. 2. Literature Review 2.1. Enterpreneur and Entrepreneurship Considering the definitions of the concepts in the literature concerned, it has been seen that entrepreneurs are those who direct demand and request and who are in pursuit of market and that entrepreneurship is assessed as an activity of taking action in order to earn the sources to economy and as a process. Bozkurt [1] defines entrepreneur as one with a high level of tolerance, with an inclination towards taking risks and with the ability to manage the risks taken. Entrepreneurship is, on the other hand, defined as “the commercializing of job opportunities that could bring economic benefit by taking risks through adequate time and financial investment at moments of uncertainty [2]. However, the concepts of entrepreneur and entrepreneurship could be defined differently, depending on the disciplines in which they are dealt with. In this study, these concepts have been treated more within the scope of information and communication technologies. Kucukaltan [3] stated that the act of producing the “unproduced” is the most classical entrepreneurship by combining the technologic developments with innovation. The author also stressed that entrepreneurs are provided big advantages with opening up to new markets, with getting out of the routine in seizing the opportunities and dominating the market, with directing the consumer’s expectations and by displaying a fast, reasonable and behavioural approach to expectations. In this context, it would not be wrong to say that entrepreneurial individuals have some distinctive features. Filion [4] reported that for almost 20 years in the early 1980s behaviourists focused on the entrepreneurship in order to be able to define the entrepreneurs and their peculiar characteristics. He remarked that a series of entrepreneurship characteristics are defined as a result of thousands of publications and the commonest ones are those in the below table: Table 1.Characteristics of Entrepreneurship Characteristics most often attributed to entrepreneurs by behaviorists Innovators Creators Flexible Initiative Leaders Energetic Resourceful Learning Moderate risk-takers Tenacious Need for achievement Use of resources Independent Original Self-awareness Sensitivity to others Optimistic Results-oriented Self-confidence Aggressive Long-term Money as a measure of Tolerance of ambiguity Tendency to trust involvement performance and uncertainty people
Source: Blawatt, 1995; Hornaday, 1982; Meredit, Nelson et al., 1982; Timmons, 1978 Akt: Filion [4], 1997
However, as seen in Table 1, all the results of the research done are variable and often incongruous with each other. Accordingly, Filion [4] stated that it could not be possible to form an absolute psychologic profile of entrepreneur on a scientific basis and that it could not be summarized as a social entity. Yurtseven [5] defines the entrepreneurial individuals in a more specific way, that they are the ones who feel suppressed within an instiution, who are satisfied with independence and achievement, not routine, and who have the freedom of choosing the change and life style in which they could exhibit their creativity. The author lists the four basic motives of being an entrepreneur as “being
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his/her own boss, achieving personal satisfaction, establishing the preferred life style and making profit. With a different viewpoint Yıldırım and Başer [6] pointed out that entrepreneurs’ minds are busy more with why the work is not done than how it is done. 2.1.1. Internet Entrepreneurship-Entrepreneur In our age defined as “information age” by many scholars, Internet has a key role in communication and informatics. As stated frequently, the rise and development of Internet within the last three decades of the 20 th century is the product of cooperation between military strategy and science as technologic entrepreneurship [6]. The fact that information and technology produce each other at a higher level and at an increasing speed has pushed the concept of entrepreneurship into a process of continuous change. Internet entrepreneurship, defined and viewed as the entrepreneurship of the 21st century, is the act of producing a project on virtual platform with a financial expectation and presenting this project to the customers through Internet [7]. Internet entrepreneurship is defined as “new or existing organizations’ creating or developing social benefit or economic activities in such a way as never to exist without Internet, by combining creativity and/or innovations under a proper management besides their fields of working” [8]. In this study, travel blogs have been dealt with as an example of Internet entrepreneurship. The practice of reading and writing also changes with the effect of electronic mass media. Reading practice today covers not only reading the printed texts but also audio-visual screen literacy [9]. In tourism sector, too, it is thought that people prefer to read easy, simple and story-like shares rather than monotonous and bookish or academic information. The fact that experiences are supported by audio-visual elements as well as textual shares and allow interactive shares contributes to this inclination. The fast increase in the users and followers of travel blogs seems to be supportive of this thought. 2.2. Blogs The importance and number of blogs is on a fast increase within the scope of “Web 2.0 in Tourism”, also called “Travel 2.0” today, which contains new technologies such as web forums, message panels, customer rating and evaluating, virtual collective games, blogs and online videos (vlogs) [10]. Ráthonyi and Várallyai [11] define Web log, blog or blogging as a type of web site/platform consisting of textual information written in the form of diary, often containing photos or connections and viewed in a reverse chronological order. Blogs are web sites that do not require any code information or ability and that everybody, whether amateur or professional, can set up just with an Internet and can upgrade. On the other hand, as Erben and Balaban [12] reported with reference to Gogela, blogs have peculiar and authentic styles as follows; the content can be ordered in a reverse chronological order and can be archived according to the tags, dates, etc.; blogs are user-friendly and have an organized structuring; they can be real-time broadcast; they have internal and external connections; and they allow an interaction. As the band width and downloading capacities have increased, the uploading of photos, sounds and videos has made blogs more and more popular day by day. 2.2.1. Travel Blogs The community or universe where blogs of all types take place is called blogosphere [12]. According to Schmalleger and Carson [10], there are different travel blogs in blogosphere, like from consumer to consumer (C2C), from business to business (B2B), from business to consumer (B2C) and from state to consumer (G2C). However, the most-preferred one is from customer to customer (C2C). It appears that there are different uses of blogs in tourism sector, as well. The ways blogs are used in tourism can be listed as follows: the blogs of travellers who publish their personal travel stories and recommendations online as travel diary or product analysis (igougo.com, realtravel.com); blogs speacialized on customer analysis sites (tripadvisor.com, holidaycheck.com); other company blogs related to travel like travel agencies (tui.com, statravelblogs.com), or well-known tourist guides’ blogs (lonelyplanet.com) [10].
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3. Research Design In this study, discourse analysis, being a qualitative research method, has been used. A sum of 10 travel blogs has been analysed. To choose the blogs included in the analysis, “the best travel blogs 2019” has been written in the Google search engine as the key words, and the available 17 travel blogs have been analysed. Of these 17 blogs, those who perform their blog authorship in a professional manner have been accepted as samples. In this context, the sections “travel writings about destinations”, “about me”, “frequently-asked questions” and “voluntariness”, if any, have been analzyed. 4. Discussion 4.1. Passage from Instituonalism to Flexible Working All of the ten blogs included in the study have an “about me” section in which blog authors’ brief autobiographic information is published. Also, it is possible to chase the trace of how blog authors have entered into the process of writing blogs. It can be seen that blog authors of all of the ten blogs except one* worked for an institutional job before starting the career of blog authorship, but started later to work as a blog author with flexible working hours by ending their institutional work under similar motivations. Considering the underlying reasons why blog authors abandoned their institutional jobs, monotonousness, stress, tiredness and long working hours in the working order of institutional work life come to be conspicuous. On the other hand, they also reported that they turned to a change in their careers as they wanted to be the boss of their own work, to invest in themselves and to run after their own dreams. For example, the author of the blog birhayalinpesinde.com expresses the reason why he left his institutional job as follows: I once questioned my life, the companies where I worked and the people around me every morning. Is it really worth? Is it worth sacrificing our life for a job just because we would earn 3-5 more Turkish Liras? Especially when I know how monotonous and ordinary but beautiful life is. For this reason I submitted my resignation and took to the roads. The only job I now have is to share with you all the places I go and visit one by one…
The owner of the blog bilinmeyenrota.com, emphasizing the difference between her old and new jobs, describes herself as one who “resigned upon the pressure of working life and 8-5 working hours, and who took to the roads for a world travel as her childhood dream.” The author of the blog keşfetsek.com, who made a radical decision to change his career route upon questioning his working life, summarizes the new road he took with the opportunities he came across: So meaningful is the sentence “One should do the work he wants, dreams of and loves.” While performing my profession on the streets, I went in and sat on the table to work inside, but only to acquire a critical approach to myself profession and life. I assume myself to be one of the few people who have been able to use the opportunities available. An opportunity that befell me caused me to resign and follow a new road.
Likewise, the author of the blog gezginyogini.com narrates the process whereby she turned away from fixed working hours to working at flexible hours: Following a nearly four-year-long work life, I could no longer resist my inner motive for “going” as it was continually forcing me to do so. My ebbs and flows of the meaninglessness of my work, my desire for discovering new places, and learning new philosophies, and my ambition for recognizing new people and cultures had come to be irrepressible in my soul.
It is conspicuous that almost all of the blog authors who share their work experiences and educational backgrounds
*
The owners of the blog in question reported that they did not perform the professions for which they were educated, but they did not share any information about whether they had an institutional job experience before.
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are white-collars with a graduate and post-graduate degree. Their good educations and mastery of technology seem to have made it easy for them to turn to this type of work. The answer by the owner of the blog isimgucumgezmek.com to her followers’ question “What should I do if I want to leave my school and travel?” can be a sign of this: My dear brother, I am not the one who will dictate or tell you what to do in the decisions about your life, especially about such a serious subject. As far as I am concerned, however, I can say that one of the reasons why I have a high self-confidence is that I graduated from university; whether you follow the career of your department at university or not, having a university education not only makes you a professional, but also provides you with point of view at life through the educational system is arguable. I loved neither the department nor the university I studied at, but I had marvellous experiences there, which have made me who and what I am today. Hope you will make a good choice.
4.2. Travel Blogs as a New Profession Travel blogs are reflections of a technology-based model of flexible work. This way of working differs from institutional work in terms of risk, labour, time-place and finance. It is possible to see this difference in the narrations of the blog authors. The owners of the blog bizevdeyokuz.com express that in their new adventure as bloggers they work much more than their past experiences at work. They say that this new way of working requires them to work 7-24. It is of course not easy to take completely new adventures by ending the life style to which you are used. Like every entrepreneur, we also happen to stumble, fail and perish our work. We work more and more than we used to. To keep a new enterprise requires a 7-24 work and concentration. However, as we spend all our time producing continuously, experiencing and investing in ourselves about our website or our work, we say every new day that it is just as well that we have started this work.
The author of isimgucumgezmek.com entered into an act of questioning her profession and herself after an eightyear service at the communication department of an institutional bank in Istanbul. After resigning, she began to wonder whether she could earn money in a job except for her work at a bank. Mentioning the difficulty of changing the work especially after a certain age, the blog author stresses the difficulties of this new branch of work although it does not require a sort of professionalism in replying to a reader: There are some who earn money by writing blogs. You can earn money on your travel or journey by writing an introductory piece or taking ads on the blog. If you do not currently have a blog, I can say depending on my experiences that it is not a means whereby you can earn money in a short time. For example, those who earn money on travel blogs in Turkey today spend most of their time trying to increase the traffic of their blogs and producing content at computer rather than wandering around. Given that some of those who work from 9 a.m. to 6 p.m. in daily life and travel only at weekends and on holidays have their own travel blogs which they use to earn money, you are required to spend a lot of time for your blog so that you can make yours conspicuous among so many others.
The same blog author states that she writes travel writings for various journals and Internet sites, as well. She also says that she gives place in his blog to the Google ads and promotional activities of the trademarks she trusts. The authors of the blog oitheblog give similar answers to the question “How do you earn money?” as follows: oitheblog.com is our job and business. That is, we live on writing and producing contents. Accordingly, we conduct various sponsorship activities in this field and work at times with trademarks, tourism offices and some other companies active in this field. We provide contents to other publications beside our website. Moreover, we make some travels with our own budget, but we can only travel so often thanks to our work and business at oitheblog.com.
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In addition, it has been determined that blog authors not only use their blogs actively but also use the other social media devices effectively. All the blog authors included in the study share on Facebook, Instagram, Twitter and YouTube contents that will support and promote their blog writings, as well. This increases the recognisability of the blogs and enables them to meet more readers, thus providing a source of finance. Table 2 shows the number of followers that travel blogers have in their other social media platforms. Table 2. Number of Travel Bloggers’ Followers on Social Media Blogs Facebook bizevdeyokuz.com 350562 birhayalinpesinde.com 227490 bilinmeyenrota.com 58605 cokokuyancokgezen.com 46112 isimgucumgezmek.com 59072 kesfetsek.com.com 184658 oitheblog.com 31393 rotasizseyyah.com 251425 azgezmis.com 51487 yoldaolmak.com 427857 gezginyogini.com 67306 Number of followers updated on 16.05.2019
Instagram 242000 200000 31006 27900 37200 68400 110000 347000 17200 141826 25900
Twitter 7239 4770 9975 808 1624 3589 20800 3666 9900 295
YouTube 100971 77072 1206 575 7096 132543 211
4.3. Voluntariness The subjects of stories in travel blogs are such general topics as climate, kitchen, transport or clichés of the region [13, 14]. Blog authors support their writings with photos and videos. However, there appears to be a section for voluntariness activities besides travel routes, visa-passport procedures, and transportation and accommodation information. Viewing the literature regarding entrepreneurship, good education and creativity are among the main characteristics of entrepreneurs. As an entrepreneur in field of tourism, travel blog authors’ voluntariness activities are an outcome of entrepreneurship characteristics. In this sense, it appears that in the “voluntariness” section of the blog bizevdeyokuz.com they share several voluntary activities from ecologic farming to protection of animals, thus supporting voluntariness: The holidays and weekends spent lying on the lounger or watching TV are often such times that leave nothing in our minds or memories when we look back at the past; they seem as if they have never been lived. We’d rather the time we devote to ourselves could contribute to our physical and intellectual development and they could remain in our memories as cornerstones and prove meaningful in our time tunnels. We have chosen all the activities we share in bizevdeyokuz.com from this optics. We have recommendations from all corners of Turkey for those who want to spend the time they devote to themselves both in quality and use for the society and who want to have an extraordinary experience.
In the book “Travel Writing” edited by Bohls & Duncan, travel blogs described as the modern form of blog authorship are more than the reporting of people, places and cultures because it is remarked that it is concerned with the way the blog author sees himself, the world and others, as well [15]. While Hiemstra [16] stated that his blogs are a means of reflective thinking abilities in the eyes of readers/listeners, Caru & Cova [17] reported that bloggers are self-reflective individuals who tell their own stories and explain their own actions by using their own words, all of which are useful in understanding the hedonistic and subjective dimensions of experience as a way of understanding the elements not seen in experiences and rarely mentioned. When travel blogs are considered from this perspective, these blogs appear to be not only the sites where experiences regarding travel destinations are transferred but also which is dominated by a self-reflective attempt for the work of travel bloggers. It is possible to see the traces of this attempt in the voluntariness activities of bloggers. It has been determined that four of the bloggers have shared their travel experiences under the title of voluntariness and benevolence.
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It appears that the author of rotasizseyyah.com is supportive of a lot of voluntary activities. For six different videos he has made so far, a sum of 1.300 Turkish Liras has been donated to AKUT, LÖSEV and animal shelters, as he reports. Also, the blog bilinmeyenrota.com seems to follow activities in favour of LÖSEV, too. Finally, the blog isimgucumgezmek.com summarizes its importance on cooperation and voluntariness with the motto “I’m voluntary both to travel and work!” The blog author, for example, shares with her readers the incomes from a voluntariness project as follows: In my first cooperation race in Argentina on 10-11 January, within the scope of “Healthy Food for Every Child”, I ran 10.5+10.5= 21 kms for the needy children in Bolluca Children’s Village under Koruncuk Waqf. 50 people made a donation with a sum of 3375 Turkish Liras. Thus, a needy child’s thirteen-month need for healthy food was met in Bolluca Children’s Village under Koruncuk Waqf.
As a result, through this study with an analysis of the travel blogs growing more important in field of tourism, it has been claimed that travel blogs are a reflection of Internet entrepreneurship, and in this context the most active 10 travel blogs in Turkey have been analysed. It has been seen in the findings of the study that common characteristics of the bloggers regarded as an entrepreneur are in harmony with the ones frequently stressed in literature; they are innovative, they can take risks, they are dynamic and creative, and they are capable of using the opportunities available at a maximum level. References [1] Bozkurt Ö. (2007) “Girişimcilik Eğiliminde Kişilik Özelliklerinin Önemi”, Girişimcilik ve Kalkınma Dergisi, 1(2):93-113. [2] TÜSİAD (2019) “Kurumlarda Girişimcilik ile Değer Yaratmak: Kurumların Girişimcilik Dönüşümü Rehberi”. TÜSİAD 01-601. [3] Küçükaltan, D. (2009) “Genel Bir Yaklaşımla Girişimcilik”, Girişimcilik ve Kalkınma Dergisi, 4(1):21-27. [4] Filion, L.J. (1997) “Entrepreneurship: Entrepreneurs and Small Business Owner-Managers”, Julien, P.A. (Ed.) (1997), The State of the Art in Small Business and Entrepreneurship, London: Avebury, pp:1-35. [5] Yurtseven H.R. (2007) “Girişimcilik: Küçük Bir İşletme Kurmak ve Yönetmek” Detay Yayıncılık, Ankara. [6] Yıldırım, O., Başer, E. (2006) “İnternetin Girişimciliği Kapsamında Değişen Enformasyon Siteleri Üzerine Bir Değerlendirme” Global Media Journal TR Edition, 6 (12): 172-200. [7] Yelkikalan, N., Akatay, A., and Altın, E. (2010). “Yeni Girişimcilik Modeli ve Yeni Nesil Girişimci Profili: İnternet Girişimciliği ve Y, M, Z Kuşağı Girişimci”. Selçuk Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 14(20):490-506. [8] T.C. Kalkınma Bakanlığı (Ministrey of Development) (2013). “Bilgi Toplumu Stratejisinin Yenilenmesi Projesi, İnternet Girişimciliği ve e-Ticaret Ekseni Mevcut Durum Raporu”. www.bilgitoplumustratejisi.org. [9] Asutay, H. (2009) “Elektronik Yazın: Yeni Teknolojilerle Birlikte Yazın Dünyasında Ortaya Çıkan Yeni Yazınsal Tür ve Biçimler.” Trakya Üniversitesi Sosyal Bilimler Dergisi, 11(2): 62-87. [10] Schmallegger D., Carson D. (2008) “Blogs in tourism: Changing approaches to information Exchange”. Journal of Vacation Marketing 14 (2):99-110. [11] Ráthonyi G., Várallyai L. (2011). “Web 2.0 and tourism” In: M. Salampasis, A. Matopoulos (eds.): Proceedings of the International Conference on Information and Communication Technologies for Sustainable Agri-production and Environment (HAICTA 2011), Skiathos, 8-11 September, pp:27-39.
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