Yıl 2013,
Cilt: 24 Sayı: 2, 250 - 260, 01.12.2013
Öz
Çalışmada, bilgi toplumuna geçiş sonrası pazarlamanın dönüşümü ve bunun sonuçlarından biri olarak gelişen mobil pazarlama uygulamalarının turizm sektöründe kullanımı ele alınmaktadır. Amaç, mobil pazarlama uygulamalarının
pazarlama performansı üzerindeki etkilerini ortaya koymaktır. Yoğunlukla iç turizm faaliyetleri gösteren A sınıfı bir seyahat acentesi örneği irdelenerek, Türkiye’de mobil pazarlama uygulamaları ve sonuçlarını tartışmaya açmaya yönelik bir vaka analizi sunulmaktadır. Analiz birimi olarak seyahat acentesi seçilmiştir. Dünya Mobil Pazarlama Birliği verilerine göre turizm sektöründe bir ilk olarak gerçekleştirilen uygulamayı hayata geçiren seyahat acentesi, örneklem olarak belirlenmiştir. Mobil pazarlama süreci ve pazarlama performansına etkilerini anlamaya yönelik araştırma sorularının yanıtlarını almak için, firmanın İcra ve Yönetim Kurulu Başkanı ve Dijital Pazarlama Müdürü (toplam iki kişi) ile yapılandırılmış yüz yüze görüşme gerçekleştirilmiştir. Mobil pazarlamanın da içinde bulunduğu dijital pazarlama faaliyetlerinin gerektirdiği örgütlenme yapısı, bütçe planı, alt yapı ve yazılım yatırımları gerçekleştiren acentenin, bu yatırımların olumlu getirisini elde etmeye başladığı bulgulanmıştır.
Anahtar Kelimeler
Kaynakça
- Altman, C. (2004). Converging Technologies: The Future of The
- Global Information Society. First Commitee on Disarmament
- and International Security, Birleşmiş Milletler Uluslararası
- Öğrenci Konferansı, Amsterdam.
- Arslan, E. (2005). Telekom Teknolojileriyle Jolly Tur Daha Çekici,
- http://www.telepati.com.tr/ agustos05/konu15.htm, Erişim
- tarihi: 23.12.2012.
- Baker, A. (2008). Emarketer, Journal of Business and Finance Librarianship, 12 (4): 65-69.
- Barutçu, S. (2007). Attitudes Towards Mobile Marketing Tools:
- A Study of Turkish Consumers, Journal of Targeting, Measurement
- and Analysis for Marketing, 16: 26-38.
- Bateman, T. S. ve Snell, S. A. (2004). Management The New Competitive
- Landscape. New York, ABD: McGraw Hill Irwin.
- Bauer, H. H., Barnes, S. J., Reichardt T. ve Neumann, M. M.
- (2005). Driving Consumer Acceptance of Mobile Marketing:
- A Theoretical Framework and Empirical Study, Journal
- of Electronic Commerce Research, 6 (3): 181-192.
- BMI – Business Monitor International. (2013). Turkey Telecommunications Report Q1/2013.
- Brown, S. (1993). Postmodern Marketing?, European Journal of
- Marketing, 27 (4): 19-34.
- Castells, M. ve Himanen, P. (2002). The Information Society and
- the Welfare State: Finnish Model. Oxford, Birleşik Krallık:
- Oxford University Press.
- Castells, M. (2005). The Network Society: From Knowledge to
- Policy. Castells M. ve Cardoso G. (Ed.), The Network Society:
- From Knowloedge to Policy (ss.3-21). Washington DC,
- ABD: Center for Transatlantic Relations.
- Çabuk S. ve Zeren D. (2011). Mobil Hizmet İnovasyonlarının
- Kabulü, İktisat İşletme ve Finans, 26 (309): 51-82.
- Deloitte (2013). Technology, Media and Telecommunications Predictions
- -
- DTÖ – Dünya Turizm Örgütü (2013). Dünya Turizm Barometresi
- Nisan 2013.
- DTÖ – Dünya Turizm Örgütü (2012). Tourism Highlights 2012
- Edition.
- Emarketer (2013). Record Retail Sales on Smartphones, Tablets
- Take Greater R-commerce Share, http://www.emarketer.
- com/Article/Record-Retail-Sales-on-Smartphones-Tablets-
- Take-Greater-Ecommerce-Share/1009595, Erişim tarihi:
- 12.2012.
- Emarketer (2012). Holiday Shopping More Mobile Than Ever,
- http://www.emarketer. com/Article/Holiday-Shopping-More-
- Mobile-Than-Ever/1009573, Erişim tarihi: 31.12.2012.
- Grant, J. (2008). Yeşil Pazarlama Manifestosu. İstanbul: MediaCat
- Kitapları.
- Howard, B. (2003). Go Mobile: Marketing Takes to the Wireless
- Web, http://www.targetmarketingmag.com/article/gomobile-
- marketing-takes-wireless-web-28846/2, Erişim tarihi:
- 02.2013.
- Ingram, M. (2012). Mary Meeker: Mobile Internet Will Soon
- Overtake Fixed Internet, http://gigaom.com/2010/04/12/
- mary-meeker-mobile-internet-will-soon-overtake-fixedinternet/,
- Erişim tarihi: 10.02.2013.
- Jolly Tur–Jolly Tours International (2012a). http://www.jollytur.
- com/kurumsal/90/Erken_ Rezervasyon/Hakkimizda/
- Hakkimizda-erken-rezervasyon-fisatlari.html, Erişim tarihi:
- 12.2012.
- Jolly Tur-Jolly Tours International (2012b). http://www.jollytur.
- com/kurumsal/92/ BasindaJollyTur.html?s=2, Erişim tarihi:
- 12.2012.
- Kasıkçı E. (2002). Para-Mosyon Pazarlamanın 7 P’si. İstanbul: Kariyer
- Yayıncılık.
- Kotler, P., Bowen, J. ve Makens, J. (2003). Marketing for Hospitality
- and Tourism. New Jersey, ABD: Pearson Education
- International.
- Kumar K. (2005). From Post-Industrial to Post-Modern Society. Oxford,
- Birleşik Krallık: Blackwell Publishing Ltd.
- MMA-Mobile Marketing Association (2012). Mobile Marketing
- Case Study: Gunstock Mountain Resort Jittergram,
- http://www.mmaglobal.com/studies/mobile-marketing-casestudy-
- gunstock-mountain-resort-jittergram, Erişim tarihi:
- 12.2012.
- MMA-Mobile Marketing Association (2006). Jolly Tours Mobile
- Video Marketing (Turkcell & Mobilturk), http://www.
- mmaglobal.com/studies/jolly-tours-mobile-video-marketingturkcell-
- mobilturk, Erişim tarihi: 22.12.2012.
- Mucuk İ. (2001). Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
- OECD (2012). Expanding Connectivity and Measuring the Internet
- Economy. OECD Internet Economy Outlook 2012, OECD
- Publishing.
- Peng R. Xiong L. ve Yang, Z. (2012). Exploring Tourist Adoption
- of Tourism Mobile Payment: An Emprical Analysis, Journal
- of Theoritical and Applied Electronic Commerce Research,
- (1): 21-33.
- Persaud A. ve Azhar I. (2012). Innovative Mobile Marketing via
- Smartphones: Are Consumers Ready? Marketing Intelligence
- & Planning, 30 (4): 418-443.
- Phan, K., Daim, T., Başoğlu, N. ve Kargin, B. (2010). Exploring
- Technology Acceptance Across Countries: Case of Mobile
- Services Adoption in the USA and Turkey, International
- Journal of Services Sciences, 3 (2-3): 216-231.
- Pousttchi, K. ve Wiedemann, D. G. (2007). Success Factors in
- Mobile Viral Marketing: A Multi-Case Study Approach,
- Proceedings of the 6th International Conference on Mobile Business,
- Toronto, Ontario, Kanada.
- Silberer ve Schultz yazar isimlerinin baş harfleri eksik (2010).
- Mobile Customer Relationship Management (mCRM):
- Costraints and Challenges. Handbook of Research on Mobile
- Marketing Management. IGI Global: 173-189.
- Scharl, A., Dickinger A. ve Murphy, J. (2005). Diffusion and Success
- Factors of Mobile Marketing, Electronic Commerce Research
- and Applications, 4 (2): 159-173.
- Smutkupt, P., Krairit, D. ve Esichaikul, V. (2010). An Empirical
- Study of the Effects of Permission on Mobile Advertising
- Effectiveness, Technology Management for Global Economic
- Growth Konferansı, Tayland.
- Solomon, M. R. ve Stuart, E. W. (2003). Marketing Real People Real
- Choices. New Jersey, ABD: Prentice Hall
- Toffler, A. (1981). Üçüncü Dalga. İstanbul: Altın Kitaplar.
- Toffler, A. (1992). Yeni Güçler Yeni Şoklar. İstanbul: Altın Kitaplar.
- Trip Advisor (2012). Industry Index, http://cdn.tripadvisor.
- com/pdfs/email/ IndustryIndex_English.pdf, Erişim tarihi:
- 01.2013.
- TÜRSAB (Türkiye Seyahat Acenteleri Birliği) (2012). Acente
- Arama Bölümü, http://www.tursab.org.tr/ tr/seyahatacentalari/
- seyahat-acentasi-arama?search=1, Erişim tarihi:
- 12.2012.
- Varnalı, K. ve Toker, A. (2010). Mobile Marketing Research: The
- State of the Art, International Journal of Information Management,
- : 144-151.
- Yeygel, S. (2006). Postmodern Toplumsal Yapının Pazarlamaya
- Getirdiği Yeni Boyut: Topluluk Pazarlaması, Bilig-Türk
- Dünyası Sosyal Bilimler Dergisi, 38: 197-228.
- Yuan, S. T. ve Cheng, C. (2004). Ontology-Based Personalized
- Couple Clustering for Heterogeneous Product Recommendation
- in Mobile Marketing, Expert Systems with Applications,
- (4): 461-476.
- Yin, R. K. (1994). Case Study Research, Design and Methods. Thousand
- Oaks, Kaliforniya, ABD: Sage Yayınları.
- Yin, R. K. (2011). Qualitative Research from Start to Finish. New
- York, ABD: The Guilford Yayınları.
Yıl 2013,
Cilt: 24 Sayı: 2, 250 - 260, 01.12.2013
Öz
This study concerns the use of mobile marketing applications in the tourism sector upon the transformation of marketing after the transition to the information society. The aim is to express the impacts of mobile marketing applications on marketing performance. A travel agency was determined as the unit of analysis. An A class travel agency of which business is highly concentrated on domestic travel has been explicated as a sample and a case study has been presented in order to open a discussion on the mobile marketing applications and their results in Turkish tourism sector. This agency was chosen as a sample since it had been the very first company using a mobile marketing application in the tourism sector according to the data of the Mobile Marketing Association. A structured face to face interview was conducted with the Chief Executive Officer and the Director of the Board and the Digital Marketing Manager (two people in total) in order to collect the answers to the study questions to understand the agency’s mobile marketing process and its impacts on marketing performance. As a result of the study, it has been found that the agency realized the necessary works of organizational structure, budget planning, hardware and software for the digital marketing activities including mobile marketing and that it started to gain positive earnings of this investment.
Anahtar Kelimeler
Kaynakça
- Altman, C. (2004). Converging Technologies: The Future of The
- Global Information Society. First Commitee on Disarmament
- and International Security, Birleşmiş Milletler Uluslararası
- Öğrenci Konferansı, Amsterdam.
- Arslan, E. (2005). Telekom Teknolojileriyle Jolly Tur Daha Çekici,
- http://www.telepati.com.tr/ agustos05/konu15.htm, Erişim
- tarihi: 23.12.2012.
- Baker, A. (2008). Emarketer, Journal of Business and Finance Librarianship, 12 (4): 65-69.
- Barutçu, S. (2007). Attitudes Towards Mobile Marketing Tools:
- A Study of Turkish Consumers, Journal of Targeting, Measurement
- and Analysis for Marketing, 16: 26-38.
- Bateman, T. S. ve Snell, S. A. (2004). Management The New Competitive
- Landscape. New York, ABD: McGraw Hill Irwin.
- Bauer, H. H., Barnes, S. J., Reichardt T. ve Neumann, M. M.
- (2005). Driving Consumer Acceptance of Mobile Marketing:
- A Theoretical Framework and Empirical Study, Journal
- of Electronic Commerce Research, 6 (3): 181-192.
- BMI – Business Monitor International. (2013). Turkey Telecommunications Report Q1/2013.
- Brown, S. (1993). Postmodern Marketing?, European Journal of
- Marketing, 27 (4): 19-34.
- Castells, M. ve Himanen, P. (2002). The Information Society and
- the Welfare State: Finnish Model. Oxford, Birleşik Krallık:
- Oxford University Press.
- Castells, M. (2005). The Network Society: From Knowledge to
- Policy. Castells M. ve Cardoso G. (Ed.), The Network Society:
- From Knowloedge to Policy (ss.3-21). Washington DC,
- ABD: Center for Transatlantic Relations.
- Çabuk S. ve Zeren D. (2011). Mobil Hizmet İnovasyonlarının
- Kabulü, İktisat İşletme ve Finans, 26 (309): 51-82.
- Deloitte (2013). Technology, Media and Telecommunications Predictions
- -
- DTÖ – Dünya Turizm Örgütü (2013). Dünya Turizm Barometresi
- Nisan 2013.
- DTÖ – Dünya Turizm Örgütü (2012). Tourism Highlights 2012
- Edition.
- Emarketer (2013). Record Retail Sales on Smartphones, Tablets
- Take Greater R-commerce Share, http://www.emarketer.
- com/Article/Record-Retail-Sales-on-Smartphones-Tablets-
- Take-Greater-Ecommerce-Share/1009595, Erişim tarihi:
- 12.2012.
- Emarketer (2012). Holiday Shopping More Mobile Than Ever,
- http://www.emarketer. com/Article/Holiday-Shopping-More-
- Mobile-Than-Ever/1009573, Erişim tarihi: 31.12.2012.
- Grant, J. (2008). Yeşil Pazarlama Manifestosu. İstanbul: MediaCat
- Kitapları.
- Howard, B. (2003). Go Mobile: Marketing Takes to the Wireless
- Web, http://www.targetmarketingmag.com/article/gomobile-
- marketing-takes-wireless-web-28846/2, Erişim tarihi:
- 02.2013.
- Ingram, M. (2012). Mary Meeker: Mobile Internet Will Soon
- Overtake Fixed Internet, http://gigaom.com/2010/04/12/
- mary-meeker-mobile-internet-will-soon-overtake-fixedinternet/,
- Erişim tarihi: 10.02.2013.
- Jolly Tur–Jolly Tours International (2012a). http://www.jollytur.
- com/kurumsal/90/Erken_ Rezervasyon/Hakkimizda/
- Hakkimizda-erken-rezervasyon-fisatlari.html, Erişim tarihi:
- 12.2012.
- Jolly Tur-Jolly Tours International (2012b). http://www.jollytur.
- com/kurumsal/92/ BasindaJollyTur.html?s=2, Erişim tarihi:
- 12.2012.
- Kasıkçı E. (2002). Para-Mosyon Pazarlamanın 7 P’si. İstanbul: Kariyer
- Yayıncılık.
- Kotler, P., Bowen, J. ve Makens, J. (2003). Marketing for Hospitality
- and Tourism. New Jersey, ABD: Pearson Education
- International.
- Kumar K. (2005). From Post-Industrial to Post-Modern Society. Oxford,
- Birleşik Krallık: Blackwell Publishing Ltd.
- MMA-Mobile Marketing Association (2012). Mobile Marketing
- Case Study: Gunstock Mountain Resort Jittergram,
- http://www.mmaglobal.com/studies/mobile-marketing-casestudy-
- gunstock-mountain-resort-jittergram, Erişim tarihi:
- 12.2012.
- MMA-Mobile Marketing Association (2006). Jolly Tours Mobile
- Video Marketing (Turkcell & Mobilturk), http://www.
- mmaglobal.com/studies/jolly-tours-mobile-video-marketingturkcell-
- mobilturk, Erişim tarihi: 22.12.2012.
- Mucuk İ. (2001). Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
- OECD (2012). Expanding Connectivity and Measuring the Internet
- Economy. OECD Internet Economy Outlook 2012, OECD
- Publishing.
- Peng R. Xiong L. ve Yang, Z. (2012). Exploring Tourist Adoption
- of Tourism Mobile Payment: An Emprical Analysis, Journal
- of Theoritical and Applied Electronic Commerce Research,
- (1): 21-33.
- Persaud A. ve Azhar I. (2012). Innovative Mobile Marketing via
- Smartphones: Are Consumers Ready? Marketing Intelligence
- & Planning, 30 (4): 418-443.
- Phan, K., Daim, T., Başoğlu, N. ve Kargin, B. (2010). Exploring
- Technology Acceptance Across Countries: Case of Mobile
- Services Adoption in the USA and Turkey, International
- Journal of Services Sciences, 3 (2-3): 216-231.
- Pousttchi, K. ve Wiedemann, D. G. (2007). Success Factors in
- Mobile Viral Marketing: A Multi-Case Study Approach,
- Proceedings of the 6th International Conference on Mobile Business,
- Toronto, Ontario, Kanada.
- Silberer ve Schultz yazar isimlerinin baş harfleri eksik (2010).
- Mobile Customer Relationship Management (mCRM):
- Costraints and Challenges. Handbook of Research on Mobile
- Marketing Management. IGI Global: 173-189.
- Scharl, A., Dickinger A. ve Murphy, J. (2005). Diffusion and Success
- Factors of Mobile Marketing, Electronic Commerce Research
- and Applications, 4 (2): 159-173.
- Smutkupt, P., Krairit, D. ve Esichaikul, V. (2010). An Empirical
- Study of the Effects of Permission on Mobile Advertising
- Effectiveness, Technology Management for Global Economic
- Growth Konferansı, Tayland.
- Solomon, M. R. ve Stuart, E. W. (2003). Marketing Real People Real
- Choices. New Jersey, ABD: Prentice Hall
- Toffler, A. (1981). Üçüncü Dalga. İstanbul: Altın Kitaplar.
- Toffler, A. (1992). Yeni Güçler Yeni Şoklar. İstanbul: Altın Kitaplar.
- Trip Advisor (2012). Industry Index, http://cdn.tripadvisor.
- com/pdfs/email/ IndustryIndex_English.pdf, Erişim tarihi:
- 01.2013.
- TÜRSAB (Türkiye Seyahat Acenteleri Birliği) (2012). Acente
- Arama Bölümü, http://www.tursab.org.tr/ tr/seyahatacentalari/
- seyahat-acentasi-arama?search=1, Erişim tarihi:
- 12.2012.
- Varnalı, K. ve Toker, A. (2010). Mobile Marketing Research: The
- State of the Art, International Journal of Information Management,
- : 144-151.
- Yeygel, S. (2006). Postmodern Toplumsal Yapının Pazarlamaya
- Getirdiği Yeni Boyut: Topluluk Pazarlaması, Bilig-Türk
- Dünyası Sosyal Bilimler Dergisi, 38: 197-228.
- Yuan, S. T. ve Cheng, C. (2004). Ontology-Based Personalized
- Couple Clustering for Heterogeneous Product Recommendation
- in Mobile Marketing, Expert Systems with Applications,
- (4): 461-476.
- Yin, R. K. (1994). Case Study Research, Design and Methods. Thousand
- Oaks, Kaliforniya, ABD: Sage Yayınları.
- Yin, R. K. (2011). Qualitative Research from Start to Finish. New
- York, ABD: The Guilford Yayınları.
Toplam 131 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Hakem Denetimli Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Aralık 2013 |
| Yayımlandığı Sayı | Yıl 2013 Cilt: 24 Sayı: 2 |