Turizm sektöründe sosyal medya pazarlaması avantajları, zorlukları ve stratejileri üzerine kavramsal bir değerlendirme

Yıl 2023, Cilt: 5 Sayı: 2, 297 - 316, 31.12.2023

Yasemin Gedik

Öz

Web 2.0 ve sosyal medyanın ortaya çıkışı ve çevrimiçi toplulukların genişlemesi, birçok kullanıcının internette daha aktif olmasını sağlamıştır. Teknolojik gelişmeler ve sosyal medya platformlarının yaygın olarak kullanılmaya başlanması işletmelerin pazarlama stratejilerini ve turistlerin seyahat kararlarını verme şeklini tamamen değiştirmiştir. Bilgi yoğun bir sektör olan turizm sektörü için internetin önemi giderek artmaktadır. Sosyal medya platformları, tüketicilere seyahatle ilgili yorumlarını ve kişisel deneyimlerini yayınlama ve paylaşma konusunda yardımcı olmakta ve bunlar diğer tüketiciler için bilgi kaynağı olarak hizmet etmektedir. Sosyal ağlar, müşterilerle geleneksel kanallar aracılığıyla genellikle ulaşılması zor veya imkânsız olan kişisel düzeyde konuşma fırsatı tanımaktadır. Sosyal medya platformları sayesinde işletmeler, müşteriler ve potansiyel müşterilerle her zamankinden daha hızlı ve doğrudan bağlantı kurabilmektedir. Turizm sektöründe web siteleri ve sosyal medya, destinasyonlar, tesisler ve restoranlarla ilgili deneyimler ve incelemeler açısından zengin verilere ulaşma imkânı yaratmaktadır. Bu çalışma, turizm sektöründe sosyal medya pazarlamasının artan önemini ve etkilerini anlamaya odaklanmaktadır. Ayrıca çalışma, güncel istatistiklerle birlikte sosyal medya pazarlamasının avantajları, zorlukları ve stratejilerini de inceleyerek pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

turizm, sosyal medya, sosyal medya pazarlaması, sosyal medya pazarlama stratejileri

Social media marketing in the tourism sector a conceptual assessment of its advantages, challenges and strategies

Öz

The emergence of Web 2.0 and social media and the expansion of online communities have enabled many users to become more active on the Internet. Technological developments and the widespread use of social media platforms have completely changed the marketing strategies of businesses and the way tourists make travel decisions. The importance of the internet is increasing for the tourism sector, which is an information-intensive sector. Social media platforms help consumers post and share their travel reviews and personal experiences, which serve as sources of information for other consumers. Social networks provide an opportunity to talk to customers on a personal level that is often difficult or impossible to reach through traditional channels. Thanks to social media platforms, businesses can connect with customers and potential customers faster and more directly than ever before. In the tourism sector, websites and social media provide the opportunity to access rich data in terms of experiences and reviews about destinations, facilities and restaurants. This study focuses on understanding the increasing importance and effects of social media marketing in the tourism industry. In addition, the study aims to assist marketing managers in making relevant decisions by examining the advantages, challenges and strategies of social media marketing along with up-to-date statistics.

Anahtar Kelimeler

tourism, social media, social media marketing, social media marketing strategies

Kaynakça

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