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Konaklama İşletmelerinde E-Pazarlama Uygulamaları: E-Medya Araçları Temelinde Bir Model Önerisi

Year 2012, Volume: 9 Issue: 2, 116 - 137, 01.12.2012

Abstract

Medya; konaklama işletmelerinin pazarlanması, tanıtımı, hedef müşteri kitleleriyle etkin ve verimli iletişim kurması açısından son yıllarda daha da önem kazanmıştır. Çünkü konaklama işletmeleri açısından artık, uluslararası pazarın talebine ve yine bu pazarın rekabet şartlarına göre faaliyet gösterme zorunluluğu bulunmaktadır. İnternet üzerinden pazarlama olanaklarının gelişmesi nedeniyle, konaklama işletmeleri tarihte hiç olmadığı kadar farklı müşteri tip ve beklentileri ile rakiplerle karşı karşıya kalmıştır. Küresel rekabet koşulları içinde, müşteri hedef kitlelerinin bilgilenme ve satın alma amacıyla yoğun olarak kullandıkları internet araçlarından, konaklama işletmelerinin faydalanmaması düşünülemez. Ana düşüncesi, müşteri odaklılık, uluslararasılaşma, teknoloji, tüketiciyi çevreleyen durumsal koşullar ve birbirinden zengin kitle iletişim yetenekleri olan e-medya kullanımıyla konaklama işletmelerinin daha etkin pazarlanabilmesi, rekabet gücünün artırılabilmesi, kapasite kullanımı ve gelir artışının maksimize edilebilmesinde kullanılabilecek bir model önerisi geliştirmek olan bu çalışma ile müşteri, ürün, durum, ilgilenim, e-medya araçlarının özellikleri gibi değişkenleri temel alan bir epazarlama modeli ortaya konmuştur

References

  • APA (American Psychological Association) (2012), “Media”, Online Etymology http://dictionary.reference.com/browse/media, [29.10.2012]. Dictionary, URL:
  • Baloglu, Seyhmus and Yakup A. Pekcan (2006), “The website design and Internet site marketing practices of upscale and luxury hotels in Turkey”, Tourism Management, 27: 17-176.
  • Buhalis, D., and R. Law (2008), “Progress in information technology and tourism management: 20 years on and 10 years after the Internet-the state of eTourism research”, Tourism Management, 29(4): 609-623.
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  • Gorry, G. Anthony and Robert A. Westbrook (2011), “Can you hear me now? Learning from customer stories”, Business Horizons, 54: 575- 584.
  • Hatten, Timothy S. (2012), Small Business Management: Entrepreneurship and Beyond (5th edition), USA: South-Western Cengage Learning.
  • Hoffman, D.L. ve T.P. Novak (1997), “A new marketing paradigm for electronic commerce”, The Information Society, 13: 43-54.
  • Huang, Ching-Yuan, Chia-Jung Chou and Pei-Ching Lin (2010), “Involvement theory in constructing bloggers’ intention to purchase travel products”, Tourism Management, 31: 513-526.
  • Karalar, Rıdvan (2006), Tüketici Davranışları, Eskişehir: T.C. Anadolu Üniversitesi Yayın No: 1688.
  • Kotler, Philip (2002), Marketing Management (11th edition), New Jersey: Prentice Hall.
  • Kozak, Nazmi, Meryem Akoğlan Kozak ve Metin Kozak (2006), Genel Turizm İlkeler ve Kavramlar, Ankara: Detay Yayıncılık.
  • Kuru, Güngör (2005), Otelciliğin İncelikleri, İstanbul: Ekin Grubu.
  • Lin, Yu-Shan and Jun-Ying Huang (2006), “Internet blogs as a tourism marketing medium: A case study”, Journal of Business Research, 59: 1201-1205.
  • Mackenzie, Josiah (2010), “The Concierge Approach to Content Marketing”, URL: http://www.hotelmarketingstrategies.com, [30.10.2012].
  • Odabaşı, Yavuz ve Gülfidan Barış (2002), Tüketici Davranışı, MediaCat Kitapları, İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Olalı, Hasan ve Meral Korzay (1993), Otel İşletmeciliği (2. Bası), İstanbul: Beta Basım Yayım Dağıtım A.Ş., Yayın No: 400.
  • Özdemir, Ekrem ve Ali Talip Akpınar (2002), “Konaklama İşletmelerinde İnsan Kaynakları Yönetimi Çerçevesinde Alanya’daki Otel ve Tatil Köylerinde İnsan Kaynakları Profili”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı:3, ss. 85-105.
  • Schmidt, Serje, Antoni Serra Cantallops, Cristiane Pizzutti dos Santos (2008), “The characteristics of hotel websites and their implications for website effectiveness”, International Journal of Hospitality Management, 27: 504-516.
  • Social Metrics (2012), “21 Tips for Creating an Effective Social Media Marketing Strategy”, URL: http://mambamedia.com/blog/21-tips-for- creating-an-effective-social-media-marketing-strategy/, [24.10.2012].
  • TDK (Türk Dil Kurumu) (1998), “Medya”, Türkçe Sözlük (9. Baskı), Ankara: Türk Dil Kurumu Yayınları: 549.
  • Thevenot, G. (2007), “Blogging as a social media”, Tourism and Hospitality Research, 7(3/4): 282-289.
  • Wang, Y., Hsu, K., Hsu, S., and Hsieh, P. (2011), “Constructing an index for brand equity: A hospital example”, The Service Industries Journal, 31(2): 311-322.
  • Xiang, Z., Gretzel, U. (2010), “Role of social media in online travel information search”, Tourism Management, 31: 179-188.
  • Xue, Fei (2008), The Moderating Effects of Product Involvement on Situational Brand Choice, Journal of Consumer Marketing, 11(2): 85- 94.
  • Zaichkowsky, J. L. (1986), “Conceptualizing involvement”, Journal of Advertising, 15(2): 4-14.

E-Marketing Practices in Hospitality Establishments: A Proposal Model Based on E-Media Tools

Year 2012, Volume: 9 Issue: 2, 116 - 137, 01.12.2012

Abstract

Media has become more important in recent years in terms of marketing and introduction of hotels and allowing them to communicate effectively and efficiently with the target customer group. The reason is that, hotels have to act according to international market demand and according to the competition conditions of the market. Due to the development of marketing opportunities via internet, hotels are facing many different kinds of customer type, expectations and competitors. Within the global competition conditions, hotels has to utilize internet tools which target customer groups use intensively for information and purchasing. With this study which aims to develop a model where hotels will have the opportunity of more efficient marketing, increase competitiveness, utility of capacity and maximizing the income by e-media usage, main consideration of which is customer orientation, internationalising, technology, conditions surrounding the consumer, an e-marketing model which is based on variables such as customer, product, status, interest, properties of e-media tools has been introduced

References

  • APA (American Psychological Association) (2012), “Media”, Online Etymology http://dictionary.reference.com/browse/media, [29.10.2012]. Dictionary, URL:
  • Baloglu, Seyhmus and Yakup A. Pekcan (2006), “The website design and Internet site marketing practices of upscale and luxury hotels in Turkey”, Tourism Management, 27: 17-176.
  • Buhalis, D., and R. Law (2008), “Progress in information technology and tourism management: 20 years on and 10 years after the Internet-the state of eTourism research”, Tourism Management, 29(4): 609-623.
  • Callarisa, Luis, Javier Sánchez García, John Cardiff and Alexandra Roshchina (2012), “Harnessing social media platforms to measure customer-based Perspectives, 4: 73-79.
  • Du, H. S., and C. Wagner, (2006), “Weblog success: exploring the role of technology”, International Journal of Human-Computer Studies, 64(9): 789-798.
  • Evision Worldwide (2012), “Social Media Strategy For Hotels”, URL: http://www.evisionworldwide.com/, [30.10. 2012].
  • Gorry, G. Anthony and Robert A. Westbrook (2011), “Can you hear me now? Learning from customer stories”, Business Horizons, 54: 575- 584.
  • Hatten, Timothy S. (2012), Small Business Management: Entrepreneurship and Beyond (5th edition), USA: South-Western Cengage Learning.
  • Hoffman, D.L. ve T.P. Novak (1997), “A new marketing paradigm for electronic commerce”, The Information Society, 13: 43-54.
  • Huang, Ching-Yuan, Chia-Jung Chou and Pei-Ching Lin (2010), “Involvement theory in constructing bloggers’ intention to purchase travel products”, Tourism Management, 31: 513-526.
  • Karalar, Rıdvan (2006), Tüketici Davranışları, Eskişehir: T.C. Anadolu Üniversitesi Yayın No: 1688.
  • Kotler, Philip (2002), Marketing Management (11th edition), New Jersey: Prentice Hall.
  • Kozak, Nazmi, Meryem Akoğlan Kozak ve Metin Kozak (2006), Genel Turizm İlkeler ve Kavramlar, Ankara: Detay Yayıncılık.
  • Kuru, Güngör (2005), Otelciliğin İncelikleri, İstanbul: Ekin Grubu.
  • Lin, Yu-Shan and Jun-Ying Huang (2006), “Internet blogs as a tourism marketing medium: A case study”, Journal of Business Research, 59: 1201-1205.
  • Mackenzie, Josiah (2010), “The Concierge Approach to Content Marketing”, URL: http://www.hotelmarketingstrategies.com, [30.10.2012].
  • Odabaşı, Yavuz ve Gülfidan Barış (2002), Tüketici Davranışı, MediaCat Kitapları, İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Olalı, Hasan ve Meral Korzay (1993), Otel İşletmeciliği (2. Bası), İstanbul: Beta Basım Yayım Dağıtım A.Ş., Yayın No: 400.
  • Özdemir, Ekrem ve Ali Talip Akpınar (2002), “Konaklama İşletmelerinde İnsan Kaynakları Yönetimi Çerçevesinde Alanya’daki Otel ve Tatil Köylerinde İnsan Kaynakları Profili”, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı:3, ss. 85-105.
  • Schmidt, Serje, Antoni Serra Cantallops, Cristiane Pizzutti dos Santos (2008), “The characteristics of hotel websites and their implications for website effectiveness”, International Journal of Hospitality Management, 27: 504-516.
  • Social Metrics (2012), “21 Tips for Creating an Effective Social Media Marketing Strategy”, URL: http://mambamedia.com/blog/21-tips-for- creating-an-effective-social-media-marketing-strategy/, [24.10.2012].
  • TDK (Türk Dil Kurumu) (1998), “Medya”, Türkçe Sözlük (9. Baskı), Ankara: Türk Dil Kurumu Yayınları: 549.
  • Thevenot, G. (2007), “Blogging as a social media”, Tourism and Hospitality Research, 7(3/4): 282-289.
  • Wang, Y., Hsu, K., Hsu, S., and Hsieh, P. (2011), “Constructing an index for brand equity: A hospital example”, The Service Industries Journal, 31(2): 311-322.
  • Xiang, Z., Gretzel, U. (2010), “Role of social media in online travel information search”, Tourism Management, 31: 179-188.
  • Xue, Fei (2008), The Moderating Effects of Product Involvement on Situational Brand Choice, Journal of Consumer Marketing, 11(2): 85- 94.
  • Zaichkowsky, J. L. (1986), “Conceptualizing involvement”, Journal of Advertising, 15(2): 4-14.
There are 27 citations in total.

Details

Other ID JA23VP87JR
Journal Section Research Article
Authors

Mehmet Cihan Yavuz This is me

Murat İsmet Haseki This is me

Publication Date December 1, 2012
Published in Issue Year 2012 Volume: 9 Issue: 2

Cite

APA Yavuz, M. C., & Haseki, M. İ. (2012). Konaklama İşletmelerinde E-Pazarlama Uygulamaları: E-Medya Araçları Temelinde Bir Model Önerisi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 9(2), 116-137.