Rize’deki konaklama işletmelerinin sosyal medya kullanımı üzerine bir araştırma

Yıl 2019, Cilt: 5 Sayı: 3, 380 - 395, 01.07.2019

Gülsün Yıldırım , Eren Erkılıç

https://doi.org/10.24288/jttr.574410

Cited By: 1

Öz

Teknolojinin gelişmesi, internet kullanımının yaygınlaşması ve akıllı
telefonlar aracılığıyla tüketicilerle tüketiciler, tüketicilerle işletmeler ve
işletmeler ile diğer işletmeler arasında çift taraflı iletişim mümkün hale
gelmiştir. Turizm sektöründe artan bilgi paylaşımı ve sosyal medyanın bu konuda
artan rolü ile turizm işletmelerinin sosyal medyada etkin olmaları bir
zorunluluk haline gelmiştir. Geleneksel pazarlama yöntemlerinin yanı sıra
sosyal medya pazarlamasına verilen önem gün geçtikçe artmaktadır. Buradan
hareketle bu çalışmada, Türkiye’nin gözde turistik merkezlerinden biri olan
Rize ilindeki konaklama işletmelerinin sosyal medya kullanım durumları ve bunun
otel doluluk oranlarına etkisi incelenmiştir. Öncelikle konaklama
işletmelerinin web sayfaları incelenmiş, web sitelerinde sosyal medya
hesaplarına yer verme durumları belirlenmiştir. Sonrasında eğer varsa, sosyal
medya hesapları üzerinden paylaşılan fotoğraflar incelenmiş ve ziyaretçilerle
etkileşim durumları değerlendirilmiştir. Daha sonra, sosyal medya hesabı olan
otellerin sosyal medya kullanımlarının otel doluluklarına etkisi ortaya
çıkarılmaya çalışılmıştır. Nitel araştırma yöntemi kullanılan bu çalışmada
verilerin toplanmasında görüşme tekniğinden yararlanılmıştır. Çalışma sonunda,
konaklama tesislerinin instagram hesaplarında fotoğraf paylaşımının çok olması,
konaklama tesisi içerisindeki ziyaretçi temalı fotoğrafların paylaşımına daha
fazla önem verilmesi gibi unsurların takipçi sayısı üzerinde etkili olduğu,
bunun da otele olan talebe yansıdığı sonucu çıkmıştır.    

Anahtar Kelimeler

Turizm, Sosyal Medya Pazarlaması, İçerik Analizi

A research on social media usage of accommodation companies in Rize

Öz

Through the development of technology, widespread use of the Internet
and smart phones, bilateral communication between consumers and consumers, consumers
and businesses and other businesses has become possible. With
the increasing information sharing in the tourism sector and the increasing
role of social media on this issue, tourism enterprises have to be active in
social media. In addition to traditional marketing methods, the importance
given to social media marketing is increasing day by day. Thus,
in this study, social media use cases of hotels in Rize province, which is one
of Turkey's popular tourist attractions and its effect on hotel occupancy rates
were examined. First of all, web sites of the hotels were examined and their
status in social media accounts was determined. Afterwards, if any, shared photographs were
analyzed through social media accounts and their interaction with visitors was
evaluated. Then, the effects of social media usage of hotels with social media
accounts on hotel occupancy were tried to be revealed. In this study
qualitative research method was chosen and interview technique was used to
collect data. At the end of the study, results revealed that factors such as a
lot of photo sharing in instagram accounts of hotels, giving more attention to
the sharing of visitor-themed photos within the instagram account are effective
on increasing the number of followers and this was resulted in an increase in
the Hotel demand.    

Anahtar Kelimeler

Tourism, Social Media Marketing, Content Analysis

Kaynakça

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