TWİTTER VE FACEBOOK’UN OTELLERDE BİR PAZARLAMA ARACI OLARAK KULLANILMASINA İLİŞKİN BİR ANALİZ

Öz

Sosyal medya, tüketicilerin içeriğin hem üreticisi hem de tüketicisi olmaya başladıkları dönemde iletişim ve bilgi alışverişi için eşsiz bir platform sunmaktadır (Kaplan and Haenlein, 2010; Saperstein and Hastings, 2010; Wigmo and Wikström, 2010). Sosyal medya işletmelere başarılı sosyal medya pazarlaması kampanyaları yürütebilmeleri için fırsatlar yaratmaktadır. Bu çalışmanın amacı sosyal iletişim sitelerinin turistlerin otellere yönelik

Anahtar Kelimeler

• Sosyal Medya, Sosyal İletişim Siteleri, Facebook, Twitter, Oteller

AN ANALYSIS OF THE USAGE OF FACEBOOK AND TWITTER AS A MARKETING TOOL IN HOTELS

Öz

Social media provides a unique online platform for communication and information exchange where consumers are becoming the producers and consumers of the content (Kaplan and Haenlein, 2010; Saperstein and Hastings, 2010; Wigmo and Wikström, 2010). Social media creates opportunities for businesses to run successful social media marketing campaigns. The purpose of this paper is to evaluate the impact of social networking sites (SNS) on information gathering and tourists’ attitudes towards hotels. The study received 255 fully completed responses. The results showed that about 70% of study participants use SNS to obtain hotel information and that information posted on SNS affects a hotel choice of about 64% of respondents

Anahtar Kelimeler

• Social Media, Social Networking Sites (SNS), Facebook, Twitter, Hotels

Kaynakça

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