TURİZM SEKTÖRÜNDE SOSYAL MEDYA KULLANIM ETKİNLİĞİNİN İYİLEŞTİRİLMESİ: 5 YILDIZLI OTELLER ÜZERİNDE BİR ÇALIŞMA

Yıl 2017, 16. Ulusal İşletmecilik Kongresi, 593 - 606, 25.10.2017

Bilge Karamehmet , Gökhan Aydın

https://doi.org/10.18092/ulikidince.323454

Cited By: 2

Öz

Bu
çalışmanın amacı, Türkiye’de faaliyet gösteren turizm tesislerinin sosyal
medyadaki faaliyetlerinin etkinliğini Facebook özelinde ölçmek ve paylaşımların
etkinliğinin artırılabilmesi için öneriler ortaya koymaktır. Bu doğrultuda
gerçekleştirilen araştırmada turizm tesislerinin Facebook hesabının kullanım
durumu ve sıklığı ölçülmüş, paylaşılan içerik tipinin, takipçilerin etkileşimi
üzerindeki olası etkilerinin belirlenmesi hedeflenmiştir. Araştırmanın amacı
kapsamında Türkiye’de faaliyet gösteren tüm 5 yıldızlı turizm tesisleri
araştırmaya dahil edilmiştir. Tesislerin belirlenmesinde T.C. Turizm ve Kültür
Bakanlığı’ndan elde edilen turizm işletmesi belgeli kuruluşlar listesi esas
alınmıştır. Listede yer alan toplam 612 turizm tesisinden aktif olarak Facebook
sayfasını kullanan 441 adedi Facebook hesapları üzerinden veri toplanmıştır. Söz
konusu 441 adet 5 yıldızlı otelin 1 ay boyunca yaptıkları paylaşımlar araştırmaya
esas alınmış ve bir içerik formu yardımıyla 2,012 paylaşımla ilgili veriye ulaşılmıştır.
Paylaşım, içerik kategorisi, içerik dikkat çekiciliği, sunulan interaktiflik ve
elde edilen takipçi etkileşimi (beğeni, yorum sayısı ve yorumun niteliği)
hakkında bilgi toplanmıştır. Elde edilen veriler filtrelenerek analiz için
uygun olan 1847 paylaşım SPSS programı yardımıyla analiz edilmiştir.

Anahtar Kelimeler

Sosyal medya pazarlaması, Facebook pazarlaması, kullanıcı etkileşimi, kazanılmış mecralar, turizm pazarlaması, dijital pazarlama

IMPROVING THE EFFECTIVENESS OF SOCIAL MEDIA USE IN TOURISM INDUSTRY: A STUDY ON 5 STAR HOTELS

Öz

The aim of
this study is to measure the effectiveness of social media activities of
tourism establishments operating in Turkey. Suggestions to improve the
efficiency of these mediums are also aimed to be arrived at. In this study, Facebook
account use behavior of tourism establishments’ was measured and possible
effects of type and content of posts on followers' interaction were discussed.
All 5-star tourism facilities operating in Turkey were included in the scope of
the study. These institutions were obtained from Ministry of Tourism and
Culture’s public information database that includes all certified tourism
establishment in Turkey. The Facebook accounts of the 441 hotels that actively use
Facebook from a total of 612 hotels were examined. Their posts on Facebook for
1 month were taken as basis of the data collection. Information on Facebook
posts of hotels were collected using a traditional content analysis form. A
total of 2,012 posts were collected that provide information on post content
category, content type, interactivity offered, follower interaction (likes and
comments). The obtained data were filtered down to 1847 posts, which were then
analyzed in SPSS application. 

Anahtar Kelimeler

Social media, Facebook marketing, customer engagement, tourism marketing, digital marketing, earned media

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