DİJİTAL PAZARLAMA UYGULAMALARI: TURİZM ENDÜSTRİSİ İÇİN YÖNELİMLER VE ZORLUKLAR

Yıl 2020, Cilt: 4 Sayı: 1, 1 - 12, 26.05.2020

Gözdegül Başer

Öz

ÖZET

Turizm endüstrisi, teknolojideki hızlı gelişen dijital ve akıllı uygulamalar nedeniyle, sunulan hizmetlerde

büyük bir değişiklikle karşı karşıyadır. Dijital pazarlama birçok operasyon türünü değiştirmekte ve birçok hizmeti

etkilemektedir. Bu araştırma, turizm endüstrisi için dijital pazarlama ile ilgili bazı trendleri (yönelimleri) ve

zorlukları ortaya koymaktadır. Sektördeki profesyonel yöneticilerle yapılan yarı yapılandırılmış görüşmeler içeren

nitel bir araştırmaya dayanarak, turizmde dijital pazarlama üzerine daha geniş bir bakış açısı sağlamaktadır. Turizm

pazarlamasında, dijital pazarlama yönelimlerini, sosyal medya, gelecek beklentileri, insana dokunuş, bağlantılı

hizmetlerdeki değişiklikler; zorlukları ise büyük değişim, rakipler ve veri yönetimi olarak ifade etmek

mümkündür. Dijital pazarlama, bütüncül bir sistem ve yönetmek için yüksek kaliteli bir ekibi gerektiren dijital

verilere bağlıdır. Dijital pazarlamanın yakın bir gelecekte turizm endüstrisine büyük ölçüde nüfuz etmesi

beklenmektedir.

Anahtar Kelimeler

Dijital pazarlama, Yönelimler, Zorluklar, Turizm

Destekleyen Kurum

Destekleyen kurum bulunmamaktadır

DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY

Öz

ABSTRACT

The tourism industry has been facing a tremendous change in services due to the fast developing digital

and smart applications in technology. Digital marketing has been changing many types of operations and

influencing many services. This research puts forward some of the trends and challenges for digital marketing for

the tourism industry. It provides a broadened view over digital marketing in tourism basing on a qualitative

research of semi-structured interviews with professionals from the sector. It is possible to conclude that trends in

digital marketing from the aspect of tourism industry can be listed as changes in social media, future expectations,

human touch, connected services, whereas challenges are the tremendous change, competitors and data

management. Digital marketing is dependent on digital data which requires an integrated system and a high quality

team to manage. Digital marketing is expected to uncover the tourism industry quite tremendously in a near future.

Anahtar Kelimeler

Digital marketing, Trends, Challenges, Tourism

Kaynakça

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