TÜRKİYE’DE TURİZM SEKTÖRÜNDE DİJİTAL PAZARLAMA ÜZERİNE YAZILMIŞ LİSANSÜSTÜ TEZLERİN BİBLİYOMETRİK ANALİZİ

Yıl 2024, Cilt: 13 Sayı: 2, 541 - 555, 31.12.2024

Mustafa Top , Ramazan Kaya

https://doi.org/10.54282/inijoss.1461767

Öz

Bu çalışmanın amacı turizm sektöründe dijital pazarlama üzerine yazılan lisansüstü tezleri bibliyometrik analiz yönteminden yararlanarak değerlendirmektir. Bu kapsamda 2016-2023 yılları arasında Ulusal Tez Merkezi (YÖKTEZ) veri tabanından elde edilen 16 tez çalışması incelenmiştir. İncelenen bu çalışmaların anahtar kelimelerine, yıllarına, türlerine ve araştırma yöntemlerine göre değerlendirilmesi yapılmıştır. Elde edilen bulgular Türkiye’de turizm sektöründe dijital pazarlama alanında yazılan lisanstü tezlerin giderek arttığını göstermektedir. Tezlerin neredeyse tamamının yüksek lisans düzeyinde, nitel araştırma yöntemleri kullanılarak yazıldığı ve sektörünün temel taşı olan otel işletmeleri üzerine yoğunlaştığı tespit edilmiştir. Çalışmanın bulguları turizm alanında dijital pazarlama uygulamalarına yönelik akademik araştırmaların durumunu ortaya koymak ve bu alandaki eğilimleri belirlemek için önemli bir kaynak oluşturacaktır. Ayrıca, bilimsel makalelerin de dahil olduğu şekilde bu alandaki literatürü zenginleştirmek için gelecekteki araştırmaların genişletilmesi önerilmektedir.

Anahtar Kelimeler

Dijital Pazarlama, Turizm, Bibliyometrik Analiz, Lisansüstü Tezler

Etik Beyan

Bu çalışmanın hazırlanması sürecinde tüm etik ilkelere uyulduğu beyan ederim.

BIBLIOMETRIC ANALYSIS OF POSTGRADUATE THESES WRITTEN ON DIGITAL MARKETING IN TOURISM SECTOR IN TURKEY

Öz

This study uses bibliometric analysis to evaluate postgraduate theses on digital marketing in the tourism sector. In this context, 16 thesis studies obtained from the National Thesis Centre (YÖKTEZ) database between 2016-2023 were examined. These studies were evaluated according to their keywords, years, types, and research methods. The findings show that the number of undergraduate theses written in the digital marketing field in Turkey's tourism sector is increasing. It was determined that almost all the theses were written at the master's level, using qualitative research methods, and focused on hotel businesses, which are the cornerstone of the sector. The study's findings will constitute a vital source for revealing the status of academic research on digital marketing practices in tourism and identifying trends in this field. In addition, it is recommended that it be expanded to include scientific articles to enrich the literature on this subject for future research.

Anahtar Kelimeler

Digital Marketing, Tourism, Bibliometric Analysis, Postgraduate Theses

Kaynakça

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