Araştırma Makalesi
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DİJİTAL PAZARLAMA UYGULAMALARI: TURİZM ENDÜSTRİSİ İÇİN YÖNELİMLER VE ZORLUKLAR

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

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.

Destekleyen Kurum

Destekleyen kurum bulunmamaktadır

Kaynakça

  • Abou-Shouk, M., Lim, W. M., & Megicks, P. (2013). e-Commerce and small tourism businesses in developing countries: Drivers versus boundaries of adoption. Tourism Planning & Development, 10(3), 249-266.
  • Acar, E. (2017). Turizmde yeni trendler-dijital turizm ve inovasyon. In III. Turizm Şurası (pp. 116–126).
  • Buhalis, D., & Deimezi, O. (2004). E-tourism developments in Greece: Information communication technologies adoption for the strategic management of the Greek tourism industry. Tourism and hospitality research, 5(2), 103-130.
  • Carter, E. (2017). Social Media, Mobile, and Travel: Like, Tweet, and Share Your Way Across the Globe. Retrieved from https://www.webpagefx.com/blog/social-media/social-media-mobile-travel/
  • Da Costa Liberato, P. M., Alén-González, E., & de Azevedo Liberato, D. F. V. (2018). Digital Technology in a Smart Tourist Destination: The Case of Porto. Journal of Urban Technology, 25(1), 75–97.
  • Expedia. (2017). Multi-National Travel Trends Connecting the Digital Dots: The Motivations and Mindset of Online Travelers. Retrieved from http://www.societyofpatriots.com/assets/files/Research/Multi-National_Travel_Trends_2017.pdf
  • Glaser & Strauss, (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research, New York: Aldine Publications.
  • Haneef, S. K. (2017). An exploratory study of the digital marketing trends in Dubai tourism industry. Journal of Tourism Challenges & Trends, 10.
  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
  • Hutchinson, A. (2018). 5 Digital Trends to Watch in Hospitality Marketing [Infographic]. Retrieved from https://www.socialmediatoday.com/news/5-digital-trends-to-watch-in-hospitality-marketing-infographic/520225/
  • Kennedy-Eden, H., & Gretzel, U. (2012). A taxonomy of mobile applications in tourism. E-Review of Tourism Research, 10(2), 47–50.
  • Koo, C., Shin, S., Kim, K., Kim, C., & Chung, N. (2013). Association for Information Systems AIS Electronic Library (AISeL) Smart Tourism of the Korea: A Case Study. Pacific Asia Conference on Information Systems (PACIS). Retrieved from http://aisel.aisnet.org/pacis2013%0Ahttp://aisel.aisnet.org/pacis2013/138
  • Kwon, J. M., Bae, J. (Stephanie), & Blum, S. C. (2013). Mobile applications in the hospitality industry. Journal of Hospitality and Tourism Technology, 4(1), 81–92.
  • Marshall & Rossman, (1999). Designing Qualitative Research, 3, Thousand Oaks, CA: Sage Publications.
  • Miles & Huberman, (1994). Qualitative Data Analysis: An Expanded Sourcebook, 2, Thousand Oaks, CA: Sage.
  • Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65, 60-70.
  • Navío-Marco, J., Ruiz-Gómez, L. M., & Sevilla-Sevilla, C. (2018). Progress in information technology and tourism management: 30 years on and 20 years after the internet-Revisiting Buhalis & Law's landmark study about eTourism. Tourism Management, 69, 460-470.
  • Oklobdžija, S. D., & Popesku, J. R. (2017). The link between digital media and making travel choices. Marketing, 48(2), 75-85.
  • Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404–414.
  • Peng, R., Xiong, L., & Yang, Z. (2012). Exploring Tourist Adoption of Tourism Mobile Payment: An Empirical Analysis. Journal of Theoretical and Applied Electronic Commerce Research, 7(1), 21–33.
  • Sadr, S. M. H. (2013). The role of ICT in tourism industry on economic growth: case study of Iran. European Journal of Business and Management, 5(17), 159–165.
  • Sorrells, M. (2018). What travel marketers need to know for digital engagement. Retrieved from https://www.phocuswire.com/Bing-Phocuswright-digital-travel-marketing-study
  • Styvén, M. E., & Wallström, Å. (2019). Benefits and barriers for the use of digital channels among small tourism companies. Scandinavian Journal of Hospitality and Tourism, 19(1), 27-46.
  • Tan, G. W.-H., Lee, V. H., Lin, B., & Ooi, K.-B. (2017). Mobile applications in tourism: the future of the tourism industry? Industrial Management & Data Systems, 117(3), 560–581.
  • Wahab, S., & Cooper, C. (2005). Tourism in the Age of Globalisation. (C. Cooper & S. Wahab, Eds.). Routledge.

DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY

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

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.

Kaynakça

  • Abou-Shouk, M., Lim, W. M., & Megicks, P. (2013). e-Commerce and small tourism businesses in developing countries: Drivers versus boundaries of adoption. Tourism Planning & Development, 10(3), 249-266.
  • Acar, E. (2017). Turizmde yeni trendler-dijital turizm ve inovasyon. In III. Turizm Şurası (pp. 116–126).
  • Buhalis, D., & Deimezi, O. (2004). E-tourism developments in Greece: Information communication technologies adoption for the strategic management of the Greek tourism industry. Tourism and hospitality research, 5(2), 103-130.
  • Carter, E. (2017). Social Media, Mobile, and Travel: Like, Tweet, and Share Your Way Across the Globe. Retrieved from https://www.webpagefx.com/blog/social-media/social-media-mobile-travel/
  • Da Costa Liberato, P. M., Alén-González, E., & de Azevedo Liberato, D. F. V. (2018). Digital Technology in a Smart Tourist Destination: The Case of Porto. Journal of Urban Technology, 25(1), 75–97.
  • Expedia. (2017). Multi-National Travel Trends Connecting the Digital Dots: The Motivations and Mindset of Online Travelers. Retrieved from http://www.societyofpatriots.com/assets/files/Research/Multi-National_Travel_Trends_2017.pdf
  • Glaser & Strauss, (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research, New York: Aldine Publications.
  • Haneef, S. K. (2017). An exploratory study of the digital marketing trends in Dubai tourism industry. Journal of Tourism Challenges & Trends, 10.
  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
  • Hutchinson, A. (2018). 5 Digital Trends to Watch in Hospitality Marketing [Infographic]. Retrieved from https://www.socialmediatoday.com/news/5-digital-trends-to-watch-in-hospitality-marketing-infographic/520225/
  • Kennedy-Eden, H., & Gretzel, U. (2012). A taxonomy of mobile applications in tourism. E-Review of Tourism Research, 10(2), 47–50.
  • Koo, C., Shin, S., Kim, K., Kim, C., & Chung, N. (2013). Association for Information Systems AIS Electronic Library (AISeL) Smart Tourism of the Korea: A Case Study. Pacific Asia Conference on Information Systems (PACIS). Retrieved from http://aisel.aisnet.org/pacis2013%0Ahttp://aisel.aisnet.org/pacis2013/138
  • Kwon, J. M., Bae, J. (Stephanie), & Blum, S. C. (2013). Mobile applications in the hospitality industry. Journal of Hospitality and Tourism Technology, 4(1), 81–92.
  • Marshall & Rossman, (1999). Designing Qualitative Research, 3, Thousand Oaks, CA: Sage Publications.
  • Miles & Huberman, (1994). Qualitative Data Analysis: An Expanded Sourcebook, 2, Thousand Oaks, CA: Sage.
  • Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65, 60-70.
  • Navío-Marco, J., Ruiz-Gómez, L. M., & Sevilla-Sevilla, C. (2018). Progress in information technology and tourism management: 30 years on and 20 years after the internet-Revisiting Buhalis & Law's landmark study about eTourism. Tourism Management, 69, 460-470.
  • Oklobdžija, S. D., & Popesku, J. R. (2017). The link between digital media and making travel choices. Marketing, 48(2), 75-85.
  • Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404–414.
  • Peng, R., Xiong, L., & Yang, Z. (2012). Exploring Tourist Adoption of Tourism Mobile Payment: An Empirical Analysis. Journal of Theoretical and Applied Electronic Commerce Research, 7(1), 21–33.
  • Sadr, S. M. H. (2013). The role of ICT in tourism industry on economic growth: case study of Iran. European Journal of Business and Management, 5(17), 159–165.
  • Sorrells, M. (2018). What travel marketers need to know for digital engagement. Retrieved from https://www.phocuswire.com/Bing-Phocuswright-digital-travel-marketing-study
  • Styvén, M. E., & Wallström, Å. (2019). Benefits and barriers for the use of digital channels among small tourism companies. Scandinavian Journal of Hospitality and Tourism, 19(1), 27-46.
  • Tan, G. W.-H., Lee, V. H., Lin, B., & Ooi, K.-B. (2017). Mobile applications in tourism: the future of the tourism industry? Industrial Management & Data Systems, 117(3), 560–581.
  • Wahab, S., & Cooper, C. (2005). Tourism in the Age of Globalisation. (C. Cooper & S. Wahab, Eds.). Routledge.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Gözdegül Başer

Yayımlanma Tarihi 26 Mayıs 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 4 Sayı: 1

Kaynak Göster

APA Başer, G. (2020). DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY. Uluslararası Global Turizm Araştırmaları Dergisi, 4(1), 1-12.
AMA Başer G. DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY. IJGTR. Mayıs 2020;4(1):1-12.
Chicago Başer, Gözdegül. “DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY”. Uluslararası Global Turizm Araştırmaları Dergisi 4, sy. 1 (Mayıs 2020): 1-12.
EndNote Başer G (01 Mayıs 2020) DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY. Uluslararası Global Turizm Araştırmaları Dergisi 4 1 1–12.
IEEE G. Başer, “DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY”, IJGTR, c. 4, sy. 1, ss. 1–12, 2020.
ISNAD Başer, Gözdegül. “DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY”. Uluslararası Global Turizm Araştırmaları Dergisi 4/1 (Mayıs 2020), 1-12.
JAMA Başer G. DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY. IJGTR. 2020;4:1–12.
MLA Başer, Gözdegül. “DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY”. Uluslararası Global Turizm Araştırmaları Dergisi, c. 4, sy. 1, 2020, ss. 1-12.
Vancouver Başer G. DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY. IJGTR. 2020;4(1):1-12.