Araştırma Makalesi
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Pazarlamanın dijital dönüşümü: Düzce ili otel işletmeleri örneği

Yıl 2024, Cilt: 14 Sayı: 3, 1368 - 1383, 29.09.2024
https://doi.org/10.30783/nevsosbilen.1474450

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.

Kaynakça

  • Akbar, A. & Sinaga, J. B. (2023). Design Website for Digital Promotion SMEs by Optimizing SEO Techniques. International Journal of Computer Science and Mathematical Engineering, 2(2), 231-240.
  • Aktan, E. & Koçyiğit, M. (2016). A Theoretical Investigation on the Role of Social Media in Tourism Activities. Dumlupınar University Journal of Social Sciences, 20(16), 62-73.
  • Alan, A. K., Kabadayı, E. T. & Erişke, T. (2018). The New Face of Communication: Digital Marketing and Social Media Marketing. Gebze Technical University, Institute of Social Sciences, 17(66), 493-504.
  • Aliji, F. (2016). The Relationship Between Digital Marketing and Brand Loyalty: A Review of Online Shopping Sites. Unpublished Master's Thesis. Istanbul: Marmara University Institute of Social Sciences
  • Altun, A. (2020). History of Marketing: The Impact of Social Media on Development. Unpublished Master's Thesis. Elazığ: Fırat University Institute of Social Sciences.
  • Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5-10.
  • Armstrong, C. (2008). Books in a Virtual World: The Evolution of the E-Book and Its Lexicon. Journal of Librarianship and Information Science, 40(3), 193-206.
  • Arslan, A. (2014). The Effect of Turkey's Foreign Touristic Promotion on Tourism Demand: 2001-2012 Period. Çankırı Karatekin University Journal of Institute of Social Sciences, 5(1), 181-192.
  • Atalay, Ü. Y. (2022). Digital Marketing and Brand Equity Relationship in the Service Sector: A Research on Hotel Management Sector. Unpublished Master's Thesis. Sakarya: Sakarya University of Applied Sciences Graduate School of Education.
  • Babu, K. (2021). The Digital Transformatıon Of Marketıng: Impact On Marketıng Practıce & Markets. International Journal of Research in Engineering Technology, 6(2), 1-10.
  • Baharoglu, M. (2021). The Impact of Marketing Research On International Marketing Strategies. Unpublished Master's Thesis. August: Istanbul Aydın University Institute of Social Sciences.
  • Bilge, A. C., & Kara, H. (2024). Evaluation of Mobile Marketing Applications Applied in Tourism Enterprises in Terms of Consumer Behavior. Çatalhöyük International Journal of Tourism and Social Research, 12, 44-60.
  • Buhalis, D. & Law, R. (2008). Progress in tourism management: Twenty years on and 10 years after the internet: The state of eTourism research, Tourism Management, 29(4), 609-623.
  • Bulunmaz, B. (2016). Changing Marketing Methods and Digital Marketing with Developing Technology. TRT Academy-Digital Media, 01(02), 350-365.
  • Carlisle, S., Ivanov, S., & Dijkmans, C. (2023). The Digital Skills Divide: Evidence from the European Tourism Industry. Journal of Tourism Futures, 9(2), 240-266.
  • Cha, J. (2009). Shopping on Social Networking Websites: Attitudes Towards Real Versus Virtual Items. Journal of Interactive Advertising., 10, 77-93
  • Çam, O. (2024). Bibliometric Analysis of Graduate Theses on Digital Tourism. Journal Of Academic Tourısm Studies, 5(1), 13-26.
  • Çapar, M. C., & Ceylan, M. (2022). Comparison of Case Study and Phenomenological Designs. Anadolu University Journal of Social Sciences, 10, 295-312.
  • Çokal, Z. & Büyükkuru, M. (2018). An Evaluation of the Applicability of Current Marketing Methods in the Tourism Sector. Journal of Multidisciplinary Academic Tourism, 3(2), 53-65.
  • Drennan, J. & Kenedy, J. M. (2003). The Relationship Between Internet and Perceived Performance in Retail and Professional Service Firms. Journal of Services Marketing, 17(3), 295-311.
  • Ercan, F. (2020). Analyzing the Digital Marketing Performance of Resort Hotel Websites: A Research on Five Star Hotel Businesses in Alanya. Journal of Turkish Tourism Research, 4(3), 1727-1745.
  • Erdoğan, Y. (2020). Sales Effect of Digital Marketing in Small and Medium Scale Accommodation Businesses Operating in Core Cappadocia. Unpublished Master's Thesis. Nevsehir: Nevşehir Hacı Bektaş Veli University Institute of Social Sciences.
  • Febrianti, M., Saudi, M. H., Kaniawati, K. & Hermina, N. (2018). Transformation of Digital Marketing in the 4.0 Industry Revolution: A Study on Batik MSMES. International Journal of Engineering & Technology, 7(4), 352-357.
  • Fidan, K. (2021). Digital Marketing Strategies: A Qualitative Research. Unpublished Master's Thesis. Istanbul: Istanbul Ticaret University Foreign Trade Institute.
  • Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Güleryüz, S.S. (2019). Marketing, Modern Marketing, and Digital Marketing. Unpublished Master's Thesis. Istanbul: Beykent University Institute of Social Sciences.
  • Kapan, K. & Üncel, R. (2020). The Impact of Developing Web Technologies (Web 1.0- Web 2.0- Web 3.0) on Turkey Tourism. Safran Journal of Culture and Tourism Research, 3(3), 276-289.
  • Karataş, Z. (2015). Qualitative Research Methods in Social Sciences. Journal of Spiritually Based Social Service Research, 1(1), 62-80.
  • Kayın, B. (2017). Digital Marketing and the Effect of Digital Marketing on Brand Management. Unpublished Master's Thesis. Istanbul: Bahçeşehir University Social Sciences Institute.
  • Khan, N., Qureshi, M. I., Mustapha, I. B. & Harasis, A. (2020). The Digital Marketing Past, Present, and Future in Malaysia. Journal of Computational and Theoretical Nanoscience, 17, 583-593.
  • Kim, H. & Kim, W. G. (2005). The Relationship Between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants. Tourism Management, 26(4), 549-560.
  • Kurt, M. (2021). Perception of Trust in the Framework of Digital Marketing: The Case of Instagram. Selcuk University Institute of Social Sciences.
  • Li, P., Zhou, Y., & Huang, S. (2023). The Role of Information Technologies in Developing E-Tourism Marketing: A Contextual Proposal. Economic Analysis and Policy, 78, 307-318.
  • Mangold, G. & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizon. Kelley School of Business, Indiana University, 52(4), 367-365.
  • Marangoz, M. (2018). Marketing on the Internet, Beta Publications, Istanbul.
  • Parker, R. D. (2012). The Evolving Dynamics of Social Media in Internet Tourism Marketing. Tourism Res Hospitality, 1(1), 1-2.
  • Yüksel, D. & Tolon, M. (2019). Search Engine Optimization as a Digital Marketing Strategy. International Journal Of 3d Technologies And Digital Industry, 3(3), 236-243.
  • Zeren, D. & Kaya, N. (2020). Digital Marketing: Bibliometric Analysis of National Literature. Çağ University Journal of Social Sciences, 17(1), 35-52.

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

Yıl 2024, Cilt: 14 Sayı: 3, 1368 - 1383, 29.09.2024
https://doi.org/10.30783/nevsosbilen.1474450

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.

Kaynakça

  • Akbar, A. & Sinaga, J. B. (2023). Design Website for Digital Promotion SMEs by Optimizing SEO Techniques. International Journal of Computer Science and Mathematical Engineering, 2(2), 231-240.
  • Aktan, E. & Koçyiğit, M. (2016). A Theoretical Investigation on the Role of Social Media in Tourism Activities. Dumlupınar University Journal of Social Sciences, 20(16), 62-73.
  • Alan, A. K., Kabadayı, E. T. & Erişke, T. (2018). The New Face of Communication: Digital Marketing and Social Media Marketing. Gebze Technical University, Institute of Social Sciences, 17(66), 493-504.
  • Aliji, F. (2016). The Relationship Between Digital Marketing and Brand Loyalty: A Review of Online Shopping Sites. Unpublished Master's Thesis. Istanbul: Marmara University Institute of Social Sciences
  • Altun, A. (2020). History of Marketing: The Impact of Social Media on Development. Unpublished Master's Thesis. Elazığ: Fırat University Institute of Social Sciences.
  • Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5-10.
  • Armstrong, C. (2008). Books in a Virtual World: The Evolution of the E-Book and Its Lexicon. Journal of Librarianship and Information Science, 40(3), 193-206.
  • Arslan, A. (2014). The Effect of Turkey's Foreign Touristic Promotion on Tourism Demand: 2001-2012 Period. Çankırı Karatekin University Journal of Institute of Social Sciences, 5(1), 181-192.
  • Atalay, Ü. Y. (2022). Digital Marketing and Brand Equity Relationship in the Service Sector: A Research on Hotel Management Sector. Unpublished Master's Thesis. Sakarya: Sakarya University of Applied Sciences Graduate School of Education.
  • Babu, K. (2021). The Digital Transformatıon Of Marketıng: Impact On Marketıng Practıce & Markets. International Journal of Research in Engineering Technology, 6(2), 1-10.
  • Baharoglu, M. (2021). The Impact of Marketing Research On International Marketing Strategies. Unpublished Master's Thesis. August: Istanbul Aydın University Institute of Social Sciences.
  • Bilge, A. C., & Kara, H. (2024). Evaluation of Mobile Marketing Applications Applied in Tourism Enterprises in Terms of Consumer Behavior. Çatalhöyük International Journal of Tourism and Social Research, 12, 44-60.
  • Buhalis, D. & Law, R. (2008). Progress in tourism management: Twenty years on and 10 years after the internet: The state of eTourism research, Tourism Management, 29(4), 609-623.
  • Bulunmaz, B. (2016). Changing Marketing Methods and Digital Marketing with Developing Technology. TRT Academy-Digital Media, 01(02), 350-365.
  • Carlisle, S., Ivanov, S., & Dijkmans, C. (2023). The Digital Skills Divide: Evidence from the European Tourism Industry. Journal of Tourism Futures, 9(2), 240-266.
  • Cha, J. (2009). Shopping on Social Networking Websites: Attitudes Towards Real Versus Virtual Items. Journal of Interactive Advertising., 10, 77-93
  • Çam, O. (2024). Bibliometric Analysis of Graduate Theses on Digital Tourism. Journal Of Academic Tourısm Studies, 5(1), 13-26.
  • Çapar, M. C., & Ceylan, M. (2022). Comparison of Case Study and Phenomenological Designs. Anadolu University Journal of Social Sciences, 10, 295-312.
  • Çokal, Z. & Büyükkuru, M. (2018). An Evaluation of the Applicability of Current Marketing Methods in the Tourism Sector. Journal of Multidisciplinary Academic Tourism, 3(2), 53-65.
  • Drennan, J. & Kenedy, J. M. (2003). The Relationship Between Internet and Perceived Performance in Retail and Professional Service Firms. Journal of Services Marketing, 17(3), 295-311.
  • Ercan, F. (2020). Analyzing the Digital Marketing Performance of Resort Hotel Websites: A Research on Five Star Hotel Businesses in Alanya. Journal of Turkish Tourism Research, 4(3), 1727-1745.
  • Erdoğan, Y. (2020). Sales Effect of Digital Marketing in Small and Medium Scale Accommodation Businesses Operating in Core Cappadocia. Unpublished Master's Thesis. Nevsehir: Nevşehir Hacı Bektaş Veli University Institute of Social Sciences.
  • Febrianti, M., Saudi, M. H., Kaniawati, K. & Hermina, N. (2018). Transformation of Digital Marketing in the 4.0 Industry Revolution: A Study on Batik MSMES. International Journal of Engineering & Technology, 7(4), 352-357.
  • Fidan, K. (2021). Digital Marketing Strategies: A Qualitative Research. Unpublished Master's Thesis. Istanbul: Istanbul Ticaret University Foreign Trade Institute.
  • Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Güleryüz, S.S. (2019). Marketing, Modern Marketing, and Digital Marketing. Unpublished Master's Thesis. Istanbul: Beykent University Institute of Social Sciences.
  • Kapan, K. & Üncel, R. (2020). The Impact of Developing Web Technologies (Web 1.0- Web 2.0- Web 3.0) on Turkey Tourism. Safran Journal of Culture and Tourism Research, 3(3), 276-289.
  • Karataş, Z. (2015). Qualitative Research Methods in Social Sciences. Journal of Spiritually Based Social Service Research, 1(1), 62-80.
  • Kayın, B. (2017). Digital Marketing and the Effect of Digital Marketing on Brand Management. Unpublished Master's Thesis. Istanbul: Bahçeşehir University Social Sciences Institute.
  • Khan, N., Qureshi, M. I., Mustapha, I. B. & Harasis, A. (2020). The Digital Marketing Past, Present, and Future in Malaysia. Journal of Computational and Theoretical Nanoscience, 17, 583-593.
  • Kim, H. & Kim, W. G. (2005). The Relationship Between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants. Tourism Management, 26(4), 549-560.
  • Kurt, M. (2021). Perception of Trust in the Framework of Digital Marketing: The Case of Instagram. Selcuk University Institute of Social Sciences.
  • Li, P., Zhou, Y., & Huang, S. (2023). The Role of Information Technologies in Developing E-Tourism Marketing: A Contextual Proposal. Economic Analysis and Policy, 78, 307-318.
  • Mangold, G. & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizon. Kelley School of Business, Indiana University, 52(4), 367-365.
  • Marangoz, M. (2018). Marketing on the Internet, Beta Publications, Istanbul.
  • Parker, R. D. (2012). The Evolving Dynamics of Social Media in Internet Tourism Marketing. Tourism Res Hospitality, 1(1), 1-2.
  • Yüksel, D. & Tolon, M. (2019). Search Engine Optimization as a Digital Marketing Strategy. International Journal Of 3d Technologies And Digital Industry, 3(3), 236-243.
  • Zeren, D. & Kaya, N. (2020). Digital Marketing: Bibliometric Analysis of National Literature. Çağ University Journal of Social Sciences, 17(1), 35-52.
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama
Bölüm Makaleler
Yazarlar

Mustafa Top 0009-0005-8225-2758

Ramazan Kaya 0000-0002-0068-4196

Erken Görünüm Tarihi 24 Eylül 2024
Yayımlanma Tarihi 29 Eylül 2024
Gönderilme Tarihi 27 Nisan 2024
Kabul Tarihi 23 Ağustos 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 14 Sayı: 3

Kaynak Göster

APA Top, M., & Kaya, R. (2024). Digital transformation of marketing: The case of Düzce province hotel businesses. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 14(3), 1368-1383. https://doi.org/10.30783/nevsosbilen.1474450