Rize’deki konaklama işletmelerinin sosyal medya kullanımı üzerine bir araştırma

Abstract

Teknolojinin gelişmesi, internet kullanımının yaygınlaşması ve akıllı telefonlar aracılığıyla tüketicilerle tüketiciler, tüketicilerle işletmeler ve işletmeler ile diğer işletmeler arasında çift taraflı iletişim mümkün hale gelmiştir. Turizm sektöründe artan bilgi paylaşımı ve sosyal medyanın bu konuda artan rolü ile turizm işletmelerinin sosyal medyada etkin olmaları bir zorunluluk haline gelmiştir. Geleneksel pazarlama yöntemlerinin yanı sıra sosyal medya pazarlamasına verilen önem gün geçtikçe artmaktadır. Buradan hareketle bu çalışmada, Türkiye’nin gözde turistik merkezlerinden biri olan Rize ilindeki konaklama işletmelerinin sosyal medya kullanım durumları ve bunun otel doluluk oranlarına etkisi incelenmiştir. Öncelikle konaklama işletmelerinin web sayfaları incelenmiş, web sitelerinde sosyal medya hesaplarına yer verme durumları belirlenmiştir. Sonrasında eğer varsa, sosyal medya hesapları üzerinden paylaşılan fotoğraflar incelenmiş ve ziyaretçilerle etkileşim durumları değerlendirilmiştir. Daha sonra, sosyal medya hesabı olan otellerin sosyal medya kullanımlarının otel doluluklarına etkisi ortaya çıkarılmaya çalışılmıştır. Nitel araştırma yöntemi kullanılan bu çalışmada verilerin toplanmasında görüşme tekniğinden yararlanılmıştır. Çalışma sonunda, konaklama tesislerinin instagram hesaplarında fotoğraf paylaşımının çok olması, konaklama tesisi içerisindeki ziyaretçi temalı fotoğrafların paylaşımına daha fazla önem verilmesi gibi unsurların takipçi sayısı üzerinde etkili olduğu, bunun da otele olan talebe yansıdığı sonucu çıkmıştır.    

Keywords

• Turizm,Sosyal Medya Pazarlaması,İçerik Analizi

A research on social media usage of accommodation companies in Rize

Abstract

Through the development of technology, widespread use of the Internet and smart phones, bilateral communication between consumers and consumers, consumers and businesses and other businesses has become possible. With the increasing information sharing in the tourism sector and the increasing role of social media on this issue, tourism enterprises have to be active in social media. In addition to traditional marketing methods, the importance given to social media marketing is increasing day by day. Thus, in this study, social media use cases of hotels in Rize province, which is one of Turkey's popular tourist attractions and its effect on hotel occupancy rates were examined. First of all, web sites of the hotels were examined and their status in social media accounts was determined. Afterwards, if any, shared photographs were analyzed through social media accounts and their interaction with visitors was evaluated. Then, the effects of social media usage of hotels with social media accounts on hotel occupancy were tried to be revealed. In this study qualitative research method was chosen and interview technique was used to collect data. At the end of the study, results revealed that factors such as a lot of photo sharing in instagram accounts of hotels, giving more attention to the sharing of visitor-themed photos within the instagram account are effective on increasing the number of followers and this was resulted in an increase in the Hotel demand.    

Keywords

• Tourism,Social Media Marketing,Content Analysis

References

1. Al-Badi, A., & Al-Qayoudhi, W. (2014). Adoption of social networks in business: Study of users and potential users in Oman. International Business & Economics Research Journal, 13(2), 401–418. http://dx.doi.org/10.19030/iber.v13i2.8457
2. Aluri, A. K. (2012). Does embedding social media channels in hotel websites influence travelers' satisfaction and purchase intentions? (Doctoral dissertation, Oklahoma State University).
3. Balomenou, N., & Garrod, B. (2019). Photographs in tourism research: Prejudice, power, performance and participant-generated images. Tourism Management, 70, 201-217.
4. Barreda, A., & Bilgihan, A. (2013). An analysis of user-generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), 263–280. doi:10.1108/jhtt-01-2013-0001
5. Bayram, M., Bayram, Ü. ve Arıcı, S. (2016). Otel işletmeleri Instagram Paylaşımlarının Sosyal Medya Pazarlaması Kapsamında İçerik Analizi Yöntemi ile Değerlendirilmesi. Journal of Business Research 8(2) :427-442.f
6. Carr, N. K., & Maier, S. P. (2013). Social media policies: Managing risks in a rapidly developing technological environment. Mustang Journal of Law and Legal Studies, 4, 87–106. Retrieved September 23, 2019 from http://search.proquest.com.proxy1.ncu.edu/docview/1509777154?accountid=28180
7. Chung, H. C., Chung, N., & Nam, Y. (2017). A social network analysis of tourist movement patterns in blogs: Korean backpackers in Europe. Sustainability, 9(12), 2251.
8. Corbau, C., Benedetto, G., Congiatu, P. P., Simeoni, U., & Carboni, D. (2019). Tourism analysis at Asinara Island (Italy): Carrying capacity and web evaluations in two pocket beaches. Ocean & Coastal Management, 169, 27-36.

9. Deng, N., & Li, X. R. (2018). Feeling a destination through the “right” photos: A machine learning model for DMOs’ photo selection. Tourism Management, 65, 267-278.
10. Di Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60–76. doi:10.1108/17579881211206543
11. DiStaso, M. W., & McCorkindale, T. (2012). Social media: Uses and opportunities in public relations. Global Media Journal, 5(2), 75. Retrieved June 11, 2014 from http://search.proquest.com.proxy1.ncu.edu/docview/1266767570?accountid=28180
12. Eren, R., & Çelik, M. (2017). Çevrimiçi Gastronomi İmajı: Türkiye Restoranlarının Tripadvisor Yorumlarının İçerik Analizi. Turizm Akademik Dergisi, 4(2), 121-138.
13. Erkılıç E., Güçer, E., Pelit, E., & Aytekin, E. (2016) “ Destinasyon Pazarlamasında Web Sayfalarının Rolü: Rize’deki Kamu Kurumlarının Web Siteleri Üzerine Bir İnceleme” II. Rize Turizm Sempozyumu, 4-6 Kasım, Rize.
14. Erkiliç E., Kılıç G., Pelit E., & Kılıç İ., (2016) "Çamlıhemşin’deki Çekiciliklere Yönelik Ziyaretçi Görüşlerinin Seyahat 2.0 Uygulamaları Üzerinden Değerlendirilmesi Tripadvisor.Com Örneği", I. Ulusal Alternatif Turizm Kongresi, Erzincan, Türkiye, 7-9 Nisan.
15. Erkılıç, E., Yıldırım, G. (2019) ‘An Evaluation on Social Media Users’ E-reviews of Food-Beverage Businesses: The Case of Rize’, in Social Science I, Cahit Aslan, Özlem Aygoğmuş Ördem, Eds., Akademisyen Kitabevi.
16. Fesenmaier, D. R., Wöber, K. W., & Werthner, H. (Eds.). (2006). Destination recommendation systems: Behavioral foundations and applications. CABI.
17. García-Palomares, J. C., Gutiérrez, J., & Mínguez, C. (2015). Identification of tourist hot spots based on social networks: A comparative analysis of European metropolises using photo-sharing services and GIS. Applied Geography, 63, 408-417.
18. Gedikoglu, Z. A. (2018). Exploring Destination Image Themes on Twitter, Before, During, and After Terror Attacks in Paris: An Application of Agenda Setting Theory. Doctoral Dissertation Presented to the Graduate School of Clemson University.
19. Giglio, S., Bertacchini, F., Bilotta, E., & Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, 72, 306-312.
20. Hazarhun, E. ve Devrim Yılmaz, Ö. (2018). Afyonkarahisar’daki Termal Otellerin Sosyal Medya Kullanımı: Instagram Örneği, 19. Ulusal Turizm Kongresi, Sağlık Turizmi, 17-21 Ekim, Afyonkarahisar.
21. Iacovou, C. (2016) An analysis of social media marketing strategies and best practices of hospitality and tourism organizations, A Thesis of Degree of Doctor of Business Administration, Submitted to Northcentral University, Arizona.
22. Janis I L (1949) The Problem of Validating Content Analysis. H.D. Lasswell ve ark (eds), The Language of Politics: Studies in Quantitative Semantics, George Stewart. New York, pp. 55-82.
23. Jiang, K., Yin, H., Wang, P., & Yu, N. (2013). Learning from contextual information of geo-tagged web photos to rank personalized tourism attractions. Neurocomputing, 119, 17-25.
24. Kennedy, L., Naaman, M., Ahern, S., Nair, R., & Rattenbury, T. (2007, September). How flickr helps us make sense of the world: context and content in community-contributed media collections. In Proceedings of the 15th ACM international conference on Multimedia (pp. 631-640). ACM.
25. Kisilevich, S., Keim, D., & Rokach, L. (2010). A novel approach to mining travel sequences using collections of geotagged photos. In Geospatial thinking (pp. 163-182). Springer, Berlin, Heidelberg.
26. Knackmuhs, E. (2011). But Does it Work? The Impact of Social Media Use on Interpretive Outcomes and Place Attachments at San Francisco Bay Area Parks, A Thesis for the Degree of Master of Science in Resource Interpretation, Presented to the Faculty of the Graduate School of Stephen F. Austin State University.
27. Knights, D., & Willmott, H. (2007). Introducing organizational behaviour and management. Cengage Learning EMEA.
28. Kurashima, T., Iwata, T., Irie, G., & Fujimura, K. (2013). Travel route recommendation using geotagged photos. Knowledge and information systems, 37(1), 37-60.
29. Lee Rosen, D. (2017). Mapping motivations for a Canadian leisure experience: impact of social media engagement, Doctoral dissertation of Royal Roads University Victoria, British Columbia, Canada.
30. Lee, P. M. (2002). Behavioral model of online purchasers in e-commerce environment [Electronic version]. Electronic Commerce Research, 2, 75-85.
31. Leung, X. Y. (2012). The marketing effectiveness of hotel Facebook pages: From perspectives of customers and messages. A dissertation submitted in partial fulfillment of the requirements for the Doctor of Philosophy in Hospitality Administration Peking University, Beijing, China.
32. Li, Q., Huang, Z. J., & Christianson, K. (2016). Visual attention toward tourism photographs with text: An eye-tracking study. Tourism Management, 54, 243-258.
33. Li, X. (2013, November). Multi-day and multi-stay travel planning using geo-tagged photos. In Proceedings of the second ACM SIGSPATIAL international workshop on crowdsourced and volunteered geographic information (pp. 1-8). ACM.
34. Ma, Y., Xiang, Z., Du, Q., & Fan, W. (2018). Effects of user-provided photos on hotel review helpfulness: An analytical approach with deep leaning. International Journal of Hospitality Management, 71, 120-131.
35. Marek, N. E. (2015). Tourism in crisis: A qualitative content analysis of SeaWorld's Twitter response to backlash. Thesis Submitted to the department of Communication Eastern Michigan University.
36. McCarthy, L., Stock, D., & Verma, R. (2010). How travelers use online and social media channels to make hotel-choice decisions. Cornell Hospitality Report, 10, 18, 4-18.
37. McKay, L. (2010). The hospitality suite: hotels are finding a home away from home in social media, and boosting the customer experience in the process [Electronic version]. Customer Relationship Management, September 2010.
38. Muckensturm, E. (2013). Using dialogic principles on Facebook: how the accommodation sector is communicating with its' consumers. A Thesis Presented to the Graduate School of Clemson University.
39. Nikjoo, A., & Bakhshi, H. (2019). The presence of tourists and residents in shared travel photos. Tourism Management, 70, 89-98.
40. Nyakabwa, I. N. (2017) The role of selected social media platforms in travel to Bwindi Impenetrable National Park, Uganda. A Thesis of Degree Master of Science Parks, Recreation and Tourism Management, Presented to the Graduate School of Clemson University.
41. Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 56–71. doi: http://dx.doi.org/10.1108/02651331311298573
42. Özdemir M., (2010). Nitel veri analizi: sosyal bilimlerde yöntembilim sorunsalı üzerine bir çalışma, Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 11, 323-343.
43. Rishi, M., & Gaur, S. S. (2012). Emerging sales and marketing challenges in the global hospitality industry. Worldwide Hospitality and Tourism Themes, 4(2), 131–149. doi:10.1108/17554211211217316
44. Safko, L. (2013). The fusion marketing bible. New York, NY: McGraw Hill.
45. Shao, H., Zhang, Y., & Li, W. (2017). Extraction and analysis of city's tourism districts based on social media data. Computers, Environment and Urban Systems, 65, 66-78.
46. Sheldon, P. J. (1997). Tourism information technology. Cab International.
47. Smallwood, C. B., Beckley, L. E., & Moore, S. A. (2012). An analysis of visitor movement patterns using travel networks in a large marine park, north-western Australia. Tourism Management, 33(3), 517-528.
48. Snavely, N., Seitz, S. M., & Szeliski, R. (2008). Modeling the world from internet photo collections. International journal of computer vision, 80(2), 189-210.
49. Ukpabi, D. C., & Karjaluoto, H. (2017). Consumers’ acceptance of information and communications technology in tourism: A review. Telematics and Informatics, 34(5), 618-644.
50. Vu, H. Q., Li, G., Law, R., & Ye, B. H. (2015). Exploring the travel behaviors of inbound tourists to Hong Kong using geotagged photos. Tourism Management, 46, 222-232.
51. Weber, L. (2013). The social enterprise: Building a digitally driven business to gain competitive advantage. Journal of Digital & Social Media Marketing, 1(1), 1–10. Retrieved October 23, 2015 from http://hsp.msgfocus.com/files/amf_henrystewart/workspace_8/Weber.pdf http://thedigitalmarketer.racepointglobal.com/wpcontent/ uploads/sites/4/2014/02/LarryWeberKeynote.pdf
52. Werthner, H., & Klein, S. (1999). Information technology and tourism: A challenging relationship. Springer-Verlag Wien.
53. Xiang, Z. (2018). From digitization to the age of acceleration: On information technology and tourism. Tourism Management Perspectives, 25, 147-150. doi: https://doi.org/10.1016/j.tmp.2017.11.023
54. Yahya, A. H., Azizam, A. A., & Mazlan, D. B. (2014). The impact of electronic words of mouth (eWOM) to the brand determination of higher education in Malaysia: From the perspective of middle east’s student. Journal of Mass Communication Journalism, 4, 1-4.
55. Yang, L., Wu, L., Liu, Y., & Kang, C. (2017). Quantifying tourist behavior patterns by travel motifs and geo-tagged photos from Flickr. ISPRS International Journal of Geo-Information, 6(11), 345.
56. Yuan, Y., & Medel, M. (2016). Characterizing international travel behavior from geotagged photos: A case study of flickr. PloS one, 11(5), e0154885.
57. Zeng, B. (2013). Social media in tourism. Journal of Tourism and Hospitality, 2(2), 1–2. doi:10.4172/2167-0269.1000e125
58. Zheng, Y. T., Zha, Z. J., & Chua, T. S. (2012). Mining travel patterns from geotagged photos. ACM Transactions on Intelligent Systems and Technology (TIST), 3(3), 56.