Sosyal Medya Platformları Işığında Cezayir Spor Turizmini Geliştirmede Bütünleşik Pazarlama İletişiminin Rolü

Yıl 2025, Cilt: 13 Sayı: 1, 28 - 48, 27.03.2025

Zahra Kemel , Hanane Chetibi

https://doi.org/10.22139/jobs.1487340

Öz

Bu çalışma, Cezayır’de entegre pazarlamanin spor turizminin büyümesiyle ilişkisini araşkisini araştırmayı ve sosyal medyanın Cezayir’in spor turizmi kimliğini şekillendirmedeki rolünü vurgulamayı amaçlamaktadır, Betimsel ve analitik bir yaklaşım benimseyen çalışma, spor müdürlükleri ve turizm şirketlerinde görevli kişilerden oluşan bir örneklem üzerinde gerçekleştirilmiştir. Toplam 80 anketin değerlendirildiği araştırmada, bağımsız değişken olarak entegre pazarlama iletişimi, bağımlı değişken olarak ise spor turizmi belirlenmiştir. Bulgular, sosyal medyanın spor turizmini geliştirmede önemli bir rol oynadığını, ancak bazı engellerin de bu süreci yavaşlattığını göstermektedir. Çalışmanın sonunda, spor turizminin daha etkin bir şekilde geliştirilmesi için öneriler sunulmuştur.

Anahtar Kelimeler

Entegre Pazarlama İletişimi, Spor Turizmi, Sosyal Medya Platformları, Spor Turisti

Etik Beyan

Aşağıdakileri taahhüt ve kabul ediyorum. Makalenin daha önce hiçbir dergide yayınlanmadığını Makale, nihai karardan önce başka bir dergide yayınlanmak üzere sunulmamıştır ve gönderilmeyecektir Makale otantiktir ve bilimsel araştırma etiğine, fikri mülkiyet haklarına saygı duyar ve bunun ötesine geçerse sorumluluk alırız.

Destekleyen Kurum

Bu çalışma Cezayir Üniversitesi 3 tarafından desteklenmiştir.

The Role of Integrated Marketing Communications in Promoting Algerian Sports Tourism in Light of Social Media Platforms

Öz

This study seeks to explore the link between integrated marketing and the growth of sport tourism in Algeria, emphasizing the role social media in shaping Algeria sport tourism indentity. To achieve the objectives of the study, the researchers used the descriptive and analytical approach due to its relevance to this type of research. The sample was an intentional random sample of people working in the Sports Directorate and tourism and travel institutions in Algeria. 80 questionnaires were distributed, and the research included two main variables, the independent variable represented by integrated marketing communications. In light of social media platforms and the dependent variable is sports tourism, the study reached results including that integrated marketing communications via social media platforms have a role in promoting sports tourism in Algeria, and that the obstacles facing the use of integrated marketing communications via social media platforms have a role in hindering the promotion and revitalization Sports tourism in Algeria, and in light of the results, recommendations were presented.

Anahtar Kelimeler

Integrated Marketing Communications, Sports Tourism, Social Media Platforms, Sports Tourist

Etik Beyan

I pledge and acknowledge the following. That the article has not been published in any magazine before The article was not and will not be submitted for publication in another magazine prior to the final decision The article is authentic and respects the ethics of scientific research, intellectual property rights, and we take responsibility if this goes beyond.

Destekleyen Kurum

This work was supported by University of Algiers 3.

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