Seyahat Acentalarında İnternetin Rolü ve Önemi Üzerine Bir Araştırma

Yıl 2006, Sayı: 12, 128 - 148, 01.12.2006

Mehmet Sarıışık Orhan Akova

Öz

Son yirmi yıl içerisinde internet uygulamaları tüm dünyada hızla yaygınlaşmış ve e-ticaret birçok işletmenin en önemli pazarlama araçlarından birisi haline gelmiştir. Küresel ticaretin önemli bir parçası olan turizm endüstrisinde de internet uzun süredir birçok farklı amaç için kullanılmaktadır. Günümüzde araştırmacı ve yöneticiler internet kullanımının gerekliliğini ve bunun sınırlarını tartışmaktadırlar. Bu araştırmanın temel amacı internet kullanımının seyahat acentalarındaki rolünün ve öneminin belirlenmesidir. Ayrıca seyahat acentalarının pazarlamada öncelik verdikleri dağıtım kanallarının belirlenmesi de amaçlar arasında yer almaktadır. İstanbul’da faaliyet gösteren 148 A grubu seyahat acentesi seçilmiş ve kapalı uçlu sorulardan oluşan bir anket bu işletmelerin yöneticilerine uygulanmıştır. Bulgulara göre, işletmelerin %87’sinin internet sayfasına sahip olduğu ve bu sayfaları genellikle işletme içindeki bir uzman ile veya dışarıdan danışmanlık hizmeti alarak oluşturdukları anlaşılmaktadır. İnternet kullanımının en önemli gerekçeleri kolay ulaşılabilme ve müşteriyle iletişimi kolaylaştırması şeklinde ortaya çıkmıştır. İnternet sayfalarında en çok sunulan hizmetler ise; adres bilgileri, satış fiyatları ve politikaları ve rezervasyon bilgileridir. Anova testi sonucunda, eğitim ve deneyim düzeylerine göre yöneticilerin görüşleri arasında anlamlı farklılıklar saptanmıştır

Anahtar Kelimeler

seyahat acentesi, internet, internet sayfası, e-ticaret, pazarlama

A Research on the Role and Importance of Internet in Travel Agencies

Öz

In last two decades, the implementations of internet has been fastly
widespread and also e-business has become one of the most important marketing
tools in many companies all around the world. In tourism industry, the main part of
global trade, the internet has been used for many varied purposes for a long time.
Nowadays, researchers and managers have discussed the necessity of internet and
its border. The main aim of this research is to determine the role and importance of
internet in travel agencies. This study also aims to determine distribution channels
travel agencies apply initially. In this research 148 A group travel agencies were
chosen in Istanbul, and a questionnaire with close-ended questions were applied to
their managers.
According to the findings, % 87 of travel agencies had web pages that have done
currently by an inside or outside operator. The usage of the main reasons are to
make contact and communicate easilier with the customers by using web pages. The
addresses of the companies, selling prices and policies and reservations information
were the most supplied services on web pages. The results of the Anova analysis
showed that, it was observed significant differences in the aspects of the travel
agencies managers due to the level of education and experiences.
Key words:

Anahtar Kelimeler

travel agency, internet, web page, e-business, marketing

Kaynakça

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