Digital transformation of marketing: The case of Düzce province hotel businesses

Öz

Today, as in every field, digital transformation is experienced in marketing. This transformation changes the way businesses do business and provides various benefits. For this reason, examining the effects of digital marketing on hotel businesses, which play a vital role in the tourism sector, is crucial. In this context, the study aims to determine the level of use of digital marketing techniques of three-star and above hotel businesses in Düzce Province and the effect of digital marketing activities of these businesses on sales figures. The qualitative research method was applied in the study. The data related to the research were obtained through face-to-face interviews with the managers of 10 hotel businesses in Düzce that meet the relevant criteria. According to the research findings; some observe that hotel businesses operating in Düzce have limited digital marketing investments. However, it has been observed that hotel managers’ level of awareness of the potential of digital marketing is high. It has been determined that hotel businesses use social media and search engine marketing and that front-office personnel carry out digital marketing activities. It is also concluded that there is a positive and strong relationship between digital marketing activities and sales figures of hotel businesses.

Anahtar Kelimeler

• Digital Marketing
• Hotel Enterprises
• Sales

Pazarlamanın dijital dönüşümü: Düzce ili otel işletmeleri örneği

Öz

Günümüzde her alanda olduğu gibi pazarlama alanında da dijital dönüşüm yaşanmaktadır. Bu dönüşüm işletmelerin iş yapma biçimlerini değiştirmekte ve çeşitli faydalar sağlamaktadır. Bu nedenle turizm sektörünün önemli bileşenlerinden olan otel işletmelerinde dijital pazarlamanın etkilerini incelemek önem arz etmektedir. Bu bağlamda çalışmanın amacı Düzce ilindeki 3 yıldız ve üzeri otel işletmelerinin dijital pazarlama tekniklerinin kullanım düzeylerini ve bu işletmelerin dijital pazarlama faaliyetlerinin satış rakamlarına olan etkisini tespit etmektir. Araştırmada nitel araştırma yöntemi uygulanmıştır. Araştırmaya ilişkin veriler Düzce’de ilgili kriterleri taşıyan 10 adet otel işletmesinin yöneticileriyle yüz yüze görüşmeler sonucu elde edilmiştir. Araştırma bulgularına göre; Düzce’de faaliyet gösteren otel işletmelerinin çoğunlukla dijital pazarlama yatırımlarının sınırlı olduğu gözlemlenmiştir. Buna karşın otel yöneticilerinin dijital pazarlamanın potansiyeline yönelik farkındalık düzeyinin oldukça yüksek olduğu görülmüştür. Otel işletmelerinin sosyal medya ve arama motoru pazarlamasını etkin bir şekilde kullandığı ve genellikle dijital pazarlama faaliyetlerinin ön büro personelleri tarafından yürütüldüğü tespit edilmiştir. Ayrıca otel işletmelerinin dijital pazarlama faaliyetleri ile satış rakamları arasında pozitif yönlü ve güçlü bir ilişkinin olduğu sonucuna varılmıştır.

Anahtar Kelimeler

• Digital Marketing
• Otel İşletmeleri
• Satış

Kaynakça

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