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RELATIONSHIP MARKETING AND THE ROLE AND POTENTIAL OF E-MAIL FOR TRAYEL AGENCIES OPERATINGIN THE TURKISH DOMESTIC TOURISM MARKET

Year 2004, Volume: 6 Issue: 22, 129 - 138, 10.06.2004
https://doi.org/10.14783/maruoneri.678602

Abstract

Bu makalede bir ilişkisel pazarlama unsuru olan elektronik postanın Türkiye iç turizm pazarında müşteriler ile ilişkilerin oluşturulmasında ve geliştirilmesindeki rolü araştırılmaktadır. Makalede, hizmetlerin ve özellikle turizm hizmetlerinin özellikleri ile ilişkisel pazarlamanın paralelliği ve ilgisi irdelenmektedir. Araştırmada kullanılan elektronik posta araştırması neticesinde, Türkiye iç turizm pazarında faaliyet gösteren seyahat acentalarının önemli bir kısmının, elektronik postayı bir müşteri ilişkileri oluşturma ve geliştirme unsuru olarak kullanmadıkları ortaya çıkmıştır. Araştırmada, seyahat acentalarına gönderilen müşteri sorularının önemli bir kısmına cevap verilmediği tespit edilmiştir. Cevap verilen sınırlı durumlarda da, müşteri sorularına çok geç cevap verildiği ve gözlemlenmiştir. Araştırma, Türkiye iç turizm pazarında faaliyet gösteren seyahat acentaları arasında pazarlama oryantasyonluluğunun eksik olduğunu ortaya koymaktadır. Bu araştırmanın Türkiye’deki diğer hizmet endüstrilerinde faaliyet gösteren işletmelerin, ve başka ülkelerdeki hizmet işletmelerinin faaliyetlerine de ışık tutacağına inanılmaktadır.

References

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  • [2] BRODIE, R.; COVIELLO, N.; BROOKES, R.; LITTLE, V., "Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices”, Journal of Marketing Management, 13 (5), 1995, pp.383-406.
  • [3] GRONROOS, €., “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing”, Management Decision, 32(2), 1994, pp.: 4-20.
  • [4] BOONE, L.E.; KURTZ, D.L., Contemporary Business, Harcourt Inc., Orlando, FL, 2000.
  • [5] LEAVITT, T., The Marketing Imagination, The Free Press, NewYork, 1986, pp. 111-126.
  • [6] BOWEN, J.; SHOEMAKER, S., “Relationship in the Lıocury Hotel Segment: A Strategic Perspective”, Research paper for Çenter for Hospitality Research (Ithaca, NY: Cornell University), 1997.
  • [7] KOTLER, P.; ARMSTRONG, G., Principles of Marketing Analysis, Planning, Implementation and Control, Prentice Hail, NJ, 2000.
  • [8] BECHEREL, L., "Strategic Analysis and Strategy Formulation” in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism: A Strategic Approach, MacMillan Press, Hampshire: 1999, pp.249-264.
  • [9] REICHHELD, F. F.; SASSER, W. E., "Zero Defections: Quality Comes to Services", Harvard Business Review, 68 (September/October 1990), pp. 105-111.
  • [10] WITT S.T.; MOUTINHO, L„ Tourism Marketing and Management Handbook, Prentice Hail Europe, Hertfordshire, 1995.
  • [11] GRONROOS, C., Service Management_and Marketing, Lexington Books: Lexington, MA, 1990.
  • [12] JACKSON, B.B., "Build Customer Relationships That Last”, Harvard Business Review (November-December), 1995, pp. 120-128.
  • [13] GOODALL, B., "How tourists choose their holidays: An analytical framework”, in Goodall, B. and Ashworth, G. (eds.), Marketing in the Tourism Industry - The Promotion of Destination Regions, Routledge, New York, 1995.
  • [14] TEKELIOGLU, T. (1998). Tatilinizden Memnun musunuz?, Hürriyet, 27 August, pp.39, 1998.
  • [15] DONEY, P.; CANNON, J., "An Examination of the Nature of trust in Buyer-Seller Relationships", Journal of Marketing, 61(2): 35-51, 1995.
  • [16] FILL, C., Marketing Communications - Contexts, Contents and Strategies, Prentice Hail Europe, Hertfordshire, 1995.
  • [17] ASSAEL, H., Consumer Behaviour and Marketing Action, OWS Publication Company, Boston 1992.
  • [18] PETTY, R. E.; CACIOPPO, T. J., Communication and Persuasion: Central and Peripheral Routes to Attitude Change, Springer-Verlag, New York, 1986.
  • [19] TEARE R.; MAZANEC J. A.; CRAWFORD-WELCH, S., Marketing in Hospitality and Tourism - A Consumer Focus, Cassell, London, 1994.
  • [20] LAURENT, G.; KAPFERER, J.N., "Measuring Consumer Involvement Profıles”, Journal of Marketing Research, 22 (February), 1985, pp. 41-53.
  • [21] EINHORN, H.J.; HOGARTH, R.M., "Ambiguity and Uncertainty in Probabilistic Inference”, Psychological Review, 92 (October),1985, pp. 433-61.
  • [22] GHOSH, D.; RAY, M.R. “Risk Ambiguity and Decision Choice: Some Additional Advice”, Decision Sciences, 28 (1), 1997, pp.81-91.
  • [23] WALSH, R.G., Recreation Economic Decisions, Venture Publishing, State College, PA, 1986.
  • [24] ZEITHAML, V.A. “How Consumer Evaluation Processes Differ Between Goods and Services” in Donnely, J. H. and George, W. R., (eds.), Marketing of Services, American Marketing Association, Chicago, 1981, pp.96-99.
  • [25] BAUER, R. A., “Consumer Behaviour as Risk Taking” in Hancock, R.S, (ed.), Dynamic Marketing for a Changing World, American Marketing Association, Chicago, IL, 1960, pp.389-398.
  • [26] KOGAN, N.; WALLACH, M.A., Risk taking: A Study in Cognition and Personality, Holt, Rinehart and Winston, New York, 1964.
  • [27] Cox, D.F. (ed.), Risk Taking and Information Handling in Consumer Behaviour,: Graduate School of Business Administration, Harvard University, Division of Research, Boston, MA, 1967.
  • [28] MARKIN, M.J., Consumer Behaviour, A Cognitive Orientation, MacMillan, 1974.
  • [29] VAN RAAJ, W.F., “Cross-Cultural Methodology as a Case of Construct Validity" in Hunt, M.K. (ed.), Advances in Consumer Research, Association for Consumer Research, Ann Harbor, vol. 5,1978, pp.693-701.
  • [30] SETTLE, R.B.; ALRECK, P., “Reducing Buyers’ Sense of Risk”, Marketing Communications, (January), 1989, pp.33- 40.
  • [31] STONE, R.N.; GRONHAUG, K„ “Perceived Risk: Further Coıısiderations for the Marketing Discipline”, European Journal of Marketing, 27 (3),1993, pp.39-50.
  • [32] ROEHL, W.S.; FESENMAIER, D.R., “Risk Perception and Pleasure Travel: An Exploratory Analysis", Journal of Travel Research, 30 (4), 1992, pp. 17-30.
  • [33] CULLIGAN, K., Developing a Model of Holiday Taking Behaviour, Leisure and Tourism Futures Conference Proceedings, The Henley Centre for Forecasting, London, 1992.
  • [34] BROTHERTON, B.; HIMMETOGLU, B„ “Beyond Destinations-Special Interest Tourism”, Anatolia: An International Journal of Tourism and Hospitality Research, 8 (3), 1997, pp. 11-30.
  • [35] KRIPPENDORF, J„ The Holiday Makers: Understanding the Impact of Leisure and Travel, Heinemann Professional Publishing, Oxford, 1987.
  • [36] KRIPPENDORF, J., “Tourism in Asia and the Pacific”, Tourism Management, June 1987, pp.137-9.
  • [37] O’CONNOR, J.; GALVIN, E., Marketing and Information Technology, Pitman Publishing, London, 1997.
  • [38] HEINEN, J., “Internet Marketing Practices”, Information Management and Computer Security, Vol.4, No.5, 1996, pp.7-14.
  • [39] HOFFMAN, D.L.; NOVAK, T.P., “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", Journal of Marketing, Vol. 60, No:3, 1996, pp.50-68.
  • [40] HAMILL, J.; KITCHEN, P., "The Internet -International Context" in Kitchen, P.J. (ed.), Marketing Communications, Principles and Practice, London: International Thompson Press, 1999, pp.381-482.
  • [41] PITTA, D. A., “Marketing One-to-One and its Dependence on Knowledge Discovery in Databases”, Journal of Consumer Marketing, Vol. 15, No. 5,1998, pp.468-480.
  • [42] SMITH, C.; JENNER, P., “Tourism and the Internet”, Travel and Tourism Analyst, Nö.l, 1998, pp.62-81..
  • [43] BATES, A., "The Airlines are Striking Back”. www.biz.vahoo.com, April 12, 2000.
  • [44] TYLER, C., “Ticketing and Distribution in the Airline Industry”, Travel and Tourism Analyst, No.2, 2000, pp.83- 105.
  • [45] THE ECONOMIST, “World Internet Report”, www.economist.com.. 6 April 2000.
  • [46] KIERZKOWSKİ, A.; MCQUADE, S.; WAITMAN, R. ;ZEISSER, M., “Marketing to the digital consumer”, in Fitzgerald, M. and Amott, A (eds.), Marketing Communications Classics, Business Press -Thompson, London, 2000, pp.291-306.
  • [47] O’CONNOR, P., Electronic Information Distribution in Tourism and Hospitality, Oxon: CABI, Oxford, 1999.
  • [48] LIU, Z., “Internet Tourism Marketing: Potential and Constraints”, Paper presented at the Fourth International Conference Tourism in Southeast Asia and Indo-China: Development, Marketing and Sustainability, June 24-26, 2000.
  • [49] CALDER, S., “Travel Agents Being Killed Off by the Internet”, The Independent on Sunday, 28 November 1999, p.17.
  • [50] KOFTEOGLU, K., “Turizmde E-ticaret ve Acentelerin Geleceği”, Dünya, May, 8, 2000. p. 18.
  • [51] BIGNE, J..E. ; ANDREU, L., “Strategies Marketing in the Travel Agency Sector", in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism - A Strategic Approaches, MacMillan Press, Hampshire, 1999, pp.265-298.
  • [52] BECHEREL, L.; VELLAS, F„ “A Word of Conclusion” in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism: A Strategic Approach, MacMillan Press Ltd, 1999, pp.301-316.
  • [53] DUKE, C.R.; PERSIA, M.A., “Effects of distribution channel level on tour purchasing attributes and information sources", Journal of Travel and Tourism Marketing, 2(2/3), 1993 pp. 37-56.
  • [54] MIHALIK, B.J.; UYSAL, M. ; PAN, C„ “A comparison of information sources used by vacationing Germans and Japanese”, Hospitality Research Journal, 18-19 (3/1), 1995, pp: 39-46.
  • [55] ARAT, M. "Patron Web Yüzünden Satışlar Düşüyor”. Sabah, September, 27, 1998, p.50.
  • [56] KOC, E., “The Role and Potential of Marketing Communications in the Turkish Domestic Tourism Market”. Unpublished Ph.D. thesis, Oxford Brookes University, 0xford,2000.
  • [57] KOC E., “The Impact of Gender in Marketing Communications: the role of cognitive and affective cues”, Journal of Marketing Communications, 8 (4), 2002, pp.257- 75
Year 2004, Volume: 6 Issue: 22, 129 - 138, 10.06.2004
https://doi.org/10.14783/maruoneri.678602

Abstract

References

  • [1] BERRY, L., “Building Service Relatiorıships: It’s all about Promises”, Journal of the Academy of Marketing Science, 23(4), 1995, pp. 246-251.
  • [2] BRODIE, R.; COVIELLO, N.; BROOKES, R.; LITTLE, V., "Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices”, Journal of Marketing Management, 13 (5), 1995, pp.383-406.
  • [3] GRONROOS, €., “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing”, Management Decision, 32(2), 1994, pp.: 4-20.
  • [4] BOONE, L.E.; KURTZ, D.L., Contemporary Business, Harcourt Inc., Orlando, FL, 2000.
  • [5] LEAVITT, T., The Marketing Imagination, The Free Press, NewYork, 1986, pp. 111-126.
  • [6] BOWEN, J.; SHOEMAKER, S., “Relationship in the Lıocury Hotel Segment: A Strategic Perspective”, Research paper for Çenter for Hospitality Research (Ithaca, NY: Cornell University), 1997.
  • [7] KOTLER, P.; ARMSTRONG, G., Principles of Marketing Analysis, Planning, Implementation and Control, Prentice Hail, NJ, 2000.
  • [8] BECHEREL, L., "Strategic Analysis and Strategy Formulation” in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism: A Strategic Approach, MacMillan Press, Hampshire: 1999, pp.249-264.
  • [9] REICHHELD, F. F.; SASSER, W. E., "Zero Defections: Quality Comes to Services", Harvard Business Review, 68 (September/October 1990), pp. 105-111.
  • [10] WITT S.T.; MOUTINHO, L„ Tourism Marketing and Management Handbook, Prentice Hail Europe, Hertfordshire, 1995.
  • [11] GRONROOS, C., Service Management_and Marketing, Lexington Books: Lexington, MA, 1990.
  • [12] JACKSON, B.B., "Build Customer Relationships That Last”, Harvard Business Review (November-December), 1995, pp. 120-128.
  • [13] GOODALL, B., "How tourists choose their holidays: An analytical framework”, in Goodall, B. and Ashworth, G. (eds.), Marketing in the Tourism Industry - The Promotion of Destination Regions, Routledge, New York, 1995.
  • [14] TEKELIOGLU, T. (1998). Tatilinizden Memnun musunuz?, Hürriyet, 27 August, pp.39, 1998.
  • [15] DONEY, P.; CANNON, J., "An Examination of the Nature of trust in Buyer-Seller Relationships", Journal of Marketing, 61(2): 35-51, 1995.
  • [16] FILL, C., Marketing Communications - Contexts, Contents and Strategies, Prentice Hail Europe, Hertfordshire, 1995.
  • [17] ASSAEL, H., Consumer Behaviour and Marketing Action, OWS Publication Company, Boston 1992.
  • [18] PETTY, R. E.; CACIOPPO, T. J., Communication and Persuasion: Central and Peripheral Routes to Attitude Change, Springer-Verlag, New York, 1986.
  • [19] TEARE R.; MAZANEC J. A.; CRAWFORD-WELCH, S., Marketing in Hospitality and Tourism - A Consumer Focus, Cassell, London, 1994.
  • [20] LAURENT, G.; KAPFERER, J.N., "Measuring Consumer Involvement Profıles”, Journal of Marketing Research, 22 (February), 1985, pp. 41-53.
  • [21] EINHORN, H.J.; HOGARTH, R.M., "Ambiguity and Uncertainty in Probabilistic Inference”, Psychological Review, 92 (October),1985, pp. 433-61.
  • [22] GHOSH, D.; RAY, M.R. “Risk Ambiguity and Decision Choice: Some Additional Advice”, Decision Sciences, 28 (1), 1997, pp.81-91.
  • [23] WALSH, R.G., Recreation Economic Decisions, Venture Publishing, State College, PA, 1986.
  • [24] ZEITHAML, V.A. “How Consumer Evaluation Processes Differ Between Goods and Services” in Donnely, J. H. and George, W. R., (eds.), Marketing of Services, American Marketing Association, Chicago, 1981, pp.96-99.
  • [25] BAUER, R. A., “Consumer Behaviour as Risk Taking” in Hancock, R.S, (ed.), Dynamic Marketing for a Changing World, American Marketing Association, Chicago, IL, 1960, pp.389-398.
  • [26] KOGAN, N.; WALLACH, M.A., Risk taking: A Study in Cognition and Personality, Holt, Rinehart and Winston, New York, 1964.
  • [27] Cox, D.F. (ed.), Risk Taking and Information Handling in Consumer Behaviour,: Graduate School of Business Administration, Harvard University, Division of Research, Boston, MA, 1967.
  • [28] MARKIN, M.J., Consumer Behaviour, A Cognitive Orientation, MacMillan, 1974.
  • [29] VAN RAAJ, W.F., “Cross-Cultural Methodology as a Case of Construct Validity" in Hunt, M.K. (ed.), Advances in Consumer Research, Association for Consumer Research, Ann Harbor, vol. 5,1978, pp.693-701.
  • [30] SETTLE, R.B.; ALRECK, P., “Reducing Buyers’ Sense of Risk”, Marketing Communications, (January), 1989, pp.33- 40.
  • [31] STONE, R.N.; GRONHAUG, K„ “Perceived Risk: Further Coıısiderations for the Marketing Discipline”, European Journal of Marketing, 27 (3),1993, pp.39-50.
  • [32] ROEHL, W.S.; FESENMAIER, D.R., “Risk Perception and Pleasure Travel: An Exploratory Analysis", Journal of Travel Research, 30 (4), 1992, pp. 17-30.
  • [33] CULLIGAN, K., Developing a Model of Holiday Taking Behaviour, Leisure and Tourism Futures Conference Proceedings, The Henley Centre for Forecasting, London, 1992.
  • [34] BROTHERTON, B.; HIMMETOGLU, B„ “Beyond Destinations-Special Interest Tourism”, Anatolia: An International Journal of Tourism and Hospitality Research, 8 (3), 1997, pp. 11-30.
  • [35] KRIPPENDORF, J„ The Holiday Makers: Understanding the Impact of Leisure and Travel, Heinemann Professional Publishing, Oxford, 1987.
  • [36] KRIPPENDORF, J., “Tourism in Asia and the Pacific”, Tourism Management, June 1987, pp.137-9.
  • [37] O’CONNOR, J.; GALVIN, E., Marketing and Information Technology, Pitman Publishing, London, 1997.
  • [38] HEINEN, J., “Internet Marketing Practices”, Information Management and Computer Security, Vol.4, No.5, 1996, pp.7-14.
  • [39] HOFFMAN, D.L.; NOVAK, T.P., “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", Journal of Marketing, Vol. 60, No:3, 1996, pp.50-68.
  • [40] HAMILL, J.; KITCHEN, P., "The Internet -International Context" in Kitchen, P.J. (ed.), Marketing Communications, Principles and Practice, London: International Thompson Press, 1999, pp.381-482.
  • [41] PITTA, D. A., “Marketing One-to-One and its Dependence on Knowledge Discovery in Databases”, Journal of Consumer Marketing, Vol. 15, No. 5,1998, pp.468-480.
  • [42] SMITH, C.; JENNER, P., “Tourism and the Internet”, Travel and Tourism Analyst, Nö.l, 1998, pp.62-81..
  • [43] BATES, A., "The Airlines are Striking Back”. www.biz.vahoo.com, April 12, 2000.
  • [44] TYLER, C., “Ticketing and Distribution in the Airline Industry”, Travel and Tourism Analyst, No.2, 2000, pp.83- 105.
  • [45] THE ECONOMIST, “World Internet Report”, www.economist.com.. 6 April 2000.
  • [46] KIERZKOWSKİ, A.; MCQUADE, S.; WAITMAN, R. ;ZEISSER, M., “Marketing to the digital consumer”, in Fitzgerald, M. and Amott, A (eds.), Marketing Communications Classics, Business Press -Thompson, London, 2000, pp.291-306.
  • [47] O’CONNOR, P., Electronic Information Distribution in Tourism and Hospitality, Oxon: CABI, Oxford, 1999.
  • [48] LIU, Z., “Internet Tourism Marketing: Potential and Constraints”, Paper presented at the Fourth International Conference Tourism in Southeast Asia and Indo-China: Development, Marketing and Sustainability, June 24-26, 2000.
  • [49] CALDER, S., “Travel Agents Being Killed Off by the Internet”, The Independent on Sunday, 28 November 1999, p.17.
  • [50] KOFTEOGLU, K., “Turizmde E-ticaret ve Acentelerin Geleceği”, Dünya, May, 8, 2000. p. 18.
  • [51] BIGNE, J..E. ; ANDREU, L., “Strategies Marketing in the Travel Agency Sector", in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism - A Strategic Approaches, MacMillan Press, Hampshire, 1999, pp.265-298.
  • [52] BECHEREL, L.; VELLAS, F„ “A Word of Conclusion” in Vellas, F. and Becherel, L. (eds.), The International Marketing of Travel and Tourism: A Strategic Approach, MacMillan Press Ltd, 1999, pp.301-316.
  • [53] DUKE, C.R.; PERSIA, M.A., “Effects of distribution channel level on tour purchasing attributes and information sources", Journal of Travel and Tourism Marketing, 2(2/3), 1993 pp. 37-56.
  • [54] MIHALIK, B.J.; UYSAL, M. ; PAN, C„ “A comparison of information sources used by vacationing Germans and Japanese”, Hospitality Research Journal, 18-19 (3/1), 1995, pp: 39-46.
  • [55] ARAT, M. "Patron Web Yüzünden Satışlar Düşüyor”. Sabah, September, 27, 1998, p.50.
  • [56] KOC, E., “The Role and Potential of Marketing Communications in the Turkish Domestic Tourism Market”. Unpublished Ph.D. thesis, Oxford Brookes University, 0xford,2000.
  • [57] KOC E., “The Impact of Gender in Marketing Communications: the role of cognitive and affective cues”, Journal of Marketing Communications, 8 (4), 2002, pp.257- 75
There are 57 citations in total.

Details

Primary Language English
Journal Section Eski Sayılar
Authors

Erdoğan Koç This is me

Publication Date June 10, 2004
Published in Issue Year 2004 Volume: 6 Issue: 22

Cite

APA Koç, E. (2004). RELATIONSHIP MARKETING AND THE ROLE AND POTENTIAL OF E-MAIL FOR TRAYEL AGENCIES OPERATINGIN THE TURKISH DOMESTIC TOURISM MARKET. Öneri Dergisi, 6(22), 129-138. https://doi.org/10.14783/maruoneri.678602

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