TY  - JOUR
T1  - Dijital Pazarlama Kapsamında Otellerin Sosyal Medya Kullanımları: Instagram Üzerine Bir Araştırma
TT  - Social Media Usage of Hotels in the Scope of Digital Marketing: A Research on Instagram
AU  - Dıvrak, Ebru
AU  - Çiçek, Ercan
PY  - 2025
DA  - April
Y2  - 2025
DO  - 10.29249/selcuksbmyd.1586306
JF  - Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi
PB  - Selçuk Üniversitesi
WT  - DergiPark
SN  - 2564-7458
SP  - 78
EP  - 94
VL  - 28
IS  - 1
LA  - tr
AB  - Otellerin sosyal medyadaki varlıkları, markaların hedef kitleleriyle etkileşime geçmesi ve müşteri katılımını artırması açısından kritik öneme sahiptir. Bu çalışma, dijital pazarlama bağlamında otellerin Instagram kullanımlarını analiz ederek, sosyal medyanın pazarlama performanslarına etkisini incelemeyi amaçlamaktadır. Otellerin sosyal medya stratejileri, özellikle Instagram üzerinden müşteri etkileşimlerini nasıl artırdıklarını ve takipçi sayılarıyla etkileşim stratejileri arasındaki ilişkiyi araştırmaktadır. Araştırmanın temel problemi, otellerin Instagram’da nasıl bir içerik stratejisi izledikleri ve bu stratejilerin müşteri katılımını nasıl etkilediğidir. Çalışmada nitel araştırma yöntemi kullanılmış ve veri toplama aracı olarak içerik analizi tercih edilmiştir. Araştırmanın evrenini, TripAdvisor’ın dünya genelindeki en iyi oteller listesinden seçilen 10 otel oluşturmuştur. Bu otellerin Instagram hesapları, 1-15 Ağustos 2024 tarihleri arasında analiz edilmiştir. Araştırmanın temel bulguları, Instagram Hikayeleri ve Reels gibi etkileşim odaklı özellikleri aktif olarak kullanan otellerin daha yüksek takipçi artışı ve etkileşim oranlarına ulaştığını göstermektedir. Görsel açıdan zengin içerikler, özellikle otel manzaraları, yemek ve havuz temalı paylaşımlar, en yüksek etkileşim oranlarına sahiptir. Çalışma, etkileşim stratejilerinin aktif kullanımının müşteri katılımını artırdığını ve sosyal medya pazarlamasının otel işletmelerinin performansına olumlu katkıda bulunduğunu ortaya koymaktadır.
KW  - Dijital Pazarlama
KW  - Sosyal Medya
KW  - Etkileşim
KW  - Katılım
KW  - Instagram
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UR  - https://doi.org/10.29249/selcuksbmyd.1586306
L1  - https://dergipark.org.tr/tr/download/article-file/4370814
ER  -