SALES EFFECT OF DIGITAL MARKETING IN SMALL AND MEDIUM-SIZED ACCOMMODATION ENTERPRISES IN CORE CAPPADOCIA

Öz

The subject of the study is the effects on sales of the use of digital marketing tools by tourism SMEs in the Core Cappadocia region. The data obtained for the purpose of determining the uses and impacts were obtained as a result of the questionnaire applied to the owners or managers in 48 accommodation enterprises, which have been defined as SME in the Core Cappadocia region. The collected data were analysed with SPSS 21 package program. It has been determined that there is a positive significant relationship between the usage of digital marketing tools and their effects on sales, and there is no significant change in the annual turnover of the enterprises after the use of digital marketing tools. In addition, it has been determined that the use of digital marketing tools does not differ significantly according to the availability of a marketing department.

Anahtar Kelimeler

• Digital Marketing
• Sales Effect of Digital Marketing
• Small and Medium-Sized Accommodation Enterprises
• Core Cappadocia

ВЛИЯНИЕ ПРОДАЖИ ЦИФРОВОГО МАРКЕТИНГА НА МАЛЫХ И СРЕДНИХ ПРЕДПРИЯТИЯХ С ПРОДАЖИ В КАППАДОКИИ

Öz

Предметом исследования является влияние использования цифровых маркетинговых инструментов по продажам туристических МСП в Центральном регионе Каппадокии, с точки зрения размещения предприятий. Полученные данные для определения использования и воздействия, были выявлены в результате анкетирования владельцев бизнеса или менеджеров 48 предприятий по размещению жилья, попадающих под определение МСП в Центральном регионе Каппадокии. Было определено, что существует значительная взаимосвязь между степенью использования инструментов цифрового маркетинга и их влиянием на продажи, и нет значительных изменений в годовом обороте предприятий после использования инструментов цифрового маркетинга. Было установлено, что использование инструментов цифрового маркетинга существенно не отличается в зависимости от наличия отдела маркетинга.

Anahtar Kelimeler

• цифровой маркетинг
• влияние цифрового маркетинга на продажи
• гостиничный бизнес малого и среднего бизнеса
• Core Cappadocia.

ÇEKİRDEK KAPADOKYA KÜÇÜK VE ORTA ÖLÇEKLİ KONAKLAMA İŞLETMELERİNDE DİJİTAL PAZARLAMANIN SATIŞ ETKİSİ

Öz

Çalışmanın konusunu, Çekirdek Kapadokya Bölgesi’ndeki turizm KOBİ’lerinin, konaklama işletmeleri özelinde, dijital pazarlama araçlarının kullanımlarının satışlar üzerindeki etkileri oluşturmaktadır. Kullanımların ve etkilerin belirlenmesi amacıyla elde edilen veriler, Çekirdek Kapadokya Bölgesi’nde KOBİ tanımına giren 48 konaklama işletmesindeki işletme sahibi ya da yöneticilere uygulanan anket sonucunda elde edilmiştir. Toplanan veriler, SPSS 21 paket programı ile analizlere tabi tutulmuş olup; dijital pazarlama araçlarının kullanım dereceleri ile satışlar üzerindeki etkileri arasında anlamlı bir ilişki olduğu ve dijital pazarlama araçlarının kullanımı sonrası işletmelerin yıllık cirolarında anlamlı bir değişim yaşanmadığı saptanmıştır. Dijital pazarlama araçlarının kullanımının, pazarlama bölümü bulunma durumuna göre anlamlı bir şekilde farklılık göstermediği tespit edilmiştir.

Anahtar Kelimeler

• Dijital Pazarlama
• Dijital Pazarlamanın Satış Etkisi
• Küçük ve Orta Ölçekli Konaklama İşletmeleri
• Çekirdek Kapadokya

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