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

Year 2021, Issue: 51, 1 - 23, 30.09.2021

Yakup Erdoğan , Ebru Güneren Özdemir

https://doi.org/10.17498/kdeniz.944276

Abstract

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.

Keywords

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

Abstract

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.

Keywords

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

Abstract

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.

Keywords

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

References

• Buhalis D (2003). eTourism: Information Technology for Strategic Tourism Management. Pearson Education.
• Buhalis D, Jun, SH (2011). E-Tourism, Contemporary Tourism Reviews. http://www.goodfellowpublishers.com/free_files/Contemporary-Tourism-Review-tourism-66769a7ed0935d0765318203b843a64d.pdf (06.01.2020).
• Buhalis D, Law R (2008). Progress in İnformation Technology and Tourism Management: 20 Years on and 10 Years After the Internet, The State of E-Tourism Research. Tourism Management, 29(4), 609-623.
• Camilleri MA (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland.
• Can A (2018). SPSS ile Bilimsel Araştırma Sürecinde Nicel Veri Analizi. Pegem Akademi Yayıncılık, Ankara.
• Chaffey D, Smith PR (2012). Emarketing Excellence, Planning and Optimising Your Digital Marketing, 4th edn, Taylor & Francis.
• Chaffey D (2013). Definitions of Emarketing vs Internet vs Digital Marketing. Smart Insight Blog.
• Chaffey D, Smith PR (2013). eMarketing eXcellence: Planning and Optimizing Your Digital Marketing. Routledge.
• Clemons EK, Gao G (2008). Consumer Informedness and Diverse Purchasing Behaviours: Traditional Mass-Market, Trading Down, and Trading out into the Long Tail. Electronic Commerce Research and Applications, 7, 3–17.
• Dong L (2018). Design and Implementation of Precision Marketing System for Retail Enterprises Based on Membership Consumption. Dissertation, Shandong University.
• Genzorová T, Čorejová T, Stalmašeková N (2018). Comparing the Use of Digital Platforms in Tourism. in CBU International Conference Proceedings (Vol. 6, pp. 152-155).
• Ingram A, Jamieson R, Lynch P, Bent R (2000). Questioning the Impact of the ‘Graduatization’ of the Managerial Labour Force Upon the Management of Human Resources in The Scottish Hotel Industry. Journal of Consumer Studies and Home Economics 24(4), 212-222.
• Internet World Stats (2020). Internet Usage Statistics https://www.internetworldstats.com/stats.htm (12.05.2020).
• Kaur A, Sandhu G (2017). Opportunities and Challenges to Digital Marketing in Developing Countries. International Journal Of Science Technology & Management, Vol No:6 Issue No: 5, May 2017.
• Midha V (2012). Impact of Consumer Empowerment on Online Trust: An Examination Across Genders. Decision Support Systems, 54(1), 198-205.
• Nathan Research Inc. (2019). https://nathanresearch.com/wp-content/uploads/2016/06/NathanResearchAnIntroduction.pdf (25.08.2019).
• Nevşehir Provincial Directorate of Culture and Tourism (2020). Konaklama Tesis ve Yatırımları, https://nevsehir.ktb.gov.tr/TR-238371/konaklama-tesis-ve-yatirimlari.html (18.04.2020).
• Omondi OJ (2017). Impact of Digital Marketing on Sales Growth of Small and Medium Enterprises in Nairobi, Kenya. MBA Thesis, University of Nairobi.
• Piñeiro-Oter T, Martínez-Rolán X (2016). Understanding Digital Marketing-Basics and Actions. in MBA (pp. 37-74). Springer, Cham.
• Quora (2019). https://www.quora.com/What-are-the-basic-features-of-digital-marketing (08.10.2019).
• Radar Networks & Nova Spivack (2007). Evolution of the Web. http://www.radarnetworks.com
• Rampur S (2010). Buzzle, Advantages of Advertising on the Internet. https://www.ibuzzle.com/articles/advantages-of-advertising-on-the-internet.html (11.05.2020).
• Republic of Turkey Ministry of Trade (2020). Türkiye’de Şirket Kurmak, https://ticaret.gov.tr/data/5d3e935313b87607d8feeffc/rehber_Tr.pdf (09.05.2020).
• Robson C (2002). Real World Research, Oxford: Blackwell.
• Rotich JKA, Mukhongo A (2015). Effects of Internet Marketing Strategies on Sale of Communication Services. A Case Study of Telkom Kenya-Eldoret Branch. International Journal of Scientific and Research Publications.
• Ryan D (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page Publishers.
• Şencan H (2005). Sosyal ve Davranışsal Ölçünlerde Güvenilirlik ve Geçerlilik. Ankara: Seçkin Yayıncılık; P. 105–363.
• Sherman C (2007). The State of Search Engine Marketing. http://searchengineland.com/070208-095009.php (04.12.2019).
• Stelzner M (2013). The 2013 Social Media Marketing Industry Report. Social Media Examiner. http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf (25.10.2019).
• Wsi (2013). Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing. Victoria: Friesen Press, p. 7.
• Yasmin A, Tasneem S, Fatema K (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69-80.
• Zhu G, Gao X (2019). The Digital Sales Transformation Featured by Precise Retail Marketing Strategy. Expert Journal of Marketing, 7(1), pp.72-76.