Assesing the role of social media interaction in tourism marketing

Year 2021, Volume: 3 Issue: 1, 21 - 44, 30.06.2021

Sertaç Cerrahoğlu

Abstract

Sosyal medya etkileşiminin turizm pazarlamasındaki rolünün değerlendirilmesi

Abstract

Günümüzde, bireylerin ve toplulukların içerik paylaştığı, tartıştığı ve işbirliği yaptığı sosyal medya platformları, işletmeler tarafından pazarlama kanalı olarak da kullanılmaktadır. Bu çalışmada Facebook, Instagram ve Twitter’da hesabı bulunan ve tatil pazarlaması yapan 17 seyahat acentesi üzerinden sosyal medya etkileşimlerinin pazarlama performansına etkisi araştırılmıştır. Araştırmada 55.000 den fazla marka hesabını inceleyen SocialBrands’ın metrik verilerinden ve değerlendirme ölçütlerinden yararlanılmıştır. Çalışmada seyahat acentelerinin değerlendirilmesinde kullanılan kriterler; ENTROPİ, CRITIC, STANDART SAPMA ve ORTALAMA AĞIRLIK olmak üzere 4 farklı objektif ağırlıklandırma yöntemi ile ağırlıklandırılmıştır. Çok Kriterli Karar Verme (ÇKKV) yöntemlerinden ise TOPSIS, SAW, MAUT ve ARAS yaklaşımları uygulanarak, seyahat acentelerinin pazarlama performansı sıralamaları belirlenmiştir. Yukarıda yöntemlerle elde edilen farklı sıralamalar bir veri birleştirme yöntemi olan Borda Sayım yöntemi ile birleştirilerek bütünleşik tek bir sıralama elde edilmiştir. Yapılan araştırma sonucunda, sosyal medya pazarlama performansı sıralamasındaki ilk iki alternatifin, sosyal medya etkileşimi yüksek olan Türk Hava Yolları ve Pegasus Airlines işletmeleri olduğu tespit edilmiştir.

Keywords

Sosyal Medya Pazarlaması, Seyahat Acenteleri, Turizm, Çok Kriterli Karar Verme Yöntemleri, Borda Sayım Yöntemi

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