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

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

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.

Kaynakça

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

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

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.

Kaynakça

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  • Schaffert, S. (2006). IkeWiki: A semantic wiki for collaborative knowledge management. 15th IEEE International Workshops on Enabling Technologies: Infrastructure for Collaborative Enterprises, IEEE, 388-396. https://doi.org/10.1109/WETICE.2006.46
  • Senders, A., Govers, R., & Neuts, B. (2013). Social media affecting tour operators customer loyalty. Journal of Travel & Tourism Marketing, 30(1-2), 41-57. https://doi.org/10.1080/10548408.2013.750993
  • Sfetcu, N. (2020). Web 2.0 definition. Small Business Management for Online Business–Web Development, Internet Marketing, Social Networks, 1-4.
  • Sotiriadis, M. (2017). Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International Journal of Contemporary Hospitality Management, 29 (1), 179-225. https://doi.org/10.1108/IJCHM-05-2016-0300
  • Statista (2023a, September 6). Total contribution of travel and tourism to gross domestic product (GDP) worldwide from 2019 to 2021. https://www.statista.com/statistics/233223/travel-and-tourism--total-economic-contribution-worldwide/ adresinden 09.09.2023 tarihinde alınmıştır.
  • Statista (2023b, August 30). Online travel market size worldwide from 2020 to 2022, with a forecast for 2023 and 2030. https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/ adresinden 09.09.2023 tarihinde alınmıştır.
  • Statista (2023c, June 27). Revenue share of sales channels of the travel and tourism market worldwide from 2017 to 2027. https://www.statista.com/forecasts/1239068/sales-channels-travel-tourism-worldwide adresinden 09.09.2023 tarihinde alınmıştır.
  • Stojanovic, I., Andreu, L., & Curras Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European journal of Management and Business Economics, 27(1), 83-100. https://doi.org/10.1108/EJMBE-11-2017-0049
  • Study Smarter (2023). Social Networking. https://www.studysmarter.co.uk/explanations/social-studies/social-institutions/social-networking/ adresinden 09.09.2023 tarihinde alınmıştır.
  • Surugiu, M. R., & Surugiu, C. (2015). Heritage tourism entrepreneurship and social media: Opportunities and challenges. Procedia - Social and Behavioral Sciences, 188, 74-81. https://doi.org/10.1016/j.sbspro.2015.03.340
  • Tas, G. (2023). The Role of Social Media in Tourism Marketing https://digitaltravelapac.wbresearch.com/blog/social-media-in-tourism-marketing
  • Thirumaran, K., Jang, H., Pourabedin, Z., & Wood, J. (2021). The role of social media in the luxury tourism business: A research review and trajectory assessment. Sustainability, 13, 1216. https://doi.org/10.3390/su13031216
  • Tjoe, K. (2022). Why social media is a must-have marketing channel for tour operators https://rezdy.com/blog/the-vital-role-of-social-media-in-tourism-marketing/
  • Todua, N. (2017). Social media marketing for promoting tourism industry in Georgia. Proceedings of the 22nd International Conference on Corporate and Marketing Communications Challenges of Marketing Communications in a Globalized World.
  • Truyols, M. (2023). Positive and negative effects of social media on the tourism industry. https://www.hotelmize.com/blog/positive-and-negative-effects-of-social-media-on-the-tourism-industry/ adresinden 09.09.2023 tarihinde alınmıştır.
  • Tutorialspoint (2023). RSS: Advantages. https://www.tutorialspoint.com/rss/rss-advantages.htm adresinden 09.09.2023 tarihinde alınmıştır.
  • Van Der Bank, C., & Van Der Bank, M. (2014). The impact of social media: advantages or disadvantages. African Journal of Hospitality, Tourism and Leisure, 4(2), 1-9.
  • Venkatesh, A., & Suresh, M. (2016). Factors influencing Indian tourism promotion in social media. 2016 IEEE International Conference on Computational Intelligence and Computing Research. https://doi.org/10.1109/ICCIC.2016.7919595
  • Villegas, F. (2023). Customer review sites: What they are & top 9. https://www.questionpro.com/blog/customer-review-sites/ adresinden 09.09.2023 tarihinde alınmıştır.
  • Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing, 5(1), 28-35. http://hdl.handle.net/11159/1381
  • Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3). https://doi.org/10.1504/IJIDS.2019.101994
  • Vukolic, D., Gajic, T., & Penic, M. (2022). The effect of social networks on the development of gastronomy: The way forward to the development of gastronomy tourism in Serbia. Journal of Tourism Futures. https://doi.org/10.1108/JTF-01-2022-0034
  • Wang, H., & Yan, J. (2022). Effects of social media tourism information quality on destination travel intention: Mediation effect of self-congruity and trust. Frontiers in Psychology, 13, 1049149. https://doi.org/10.3389/fpsyg.2022.1049149
  • Waramontri, R. (2020). Impact of social media on tourism education. E3S Web of Conferences 210, 22008, 1-7. https://doi.org/10.1051/e3sconf/202021022008
  • Wilson, D., Lin, X., Longstreet, P., & Sarker, S. (2011). Web 2.0: A definition, literature review, and directions for future research. AMCIS 2011 Proceedings - All Submissions, Paper 368. https://aisel.aisnet.org/amcis2011_submissions/368
  • WTTC (2022, August). Travel and Tourism Economic Impact 2022. https://wttc.org/Portals/0/Documents/Reports/2022/EIR2022-Global%20Trends.pdf. Adresinden 09.09.2023 tarihinde alınmıştır.
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
  • Xie, I., & Stevenson, J. (2014). Social media application in digital libraries. Online Information Review, 38(4), 502-523.
  • Yong, K., & Hassan, R. (2019). The relationships between social media marketing and entrepreneurial success: A conceptual study on homestay business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8 (1), 25-33.
  • Zarezadeh, Z., Rastegar, H., & Gretzel, U. (2018). Reviewing the past to inform the future: A literature review of social media in tourism. Czech Journal of Tourism, 7(2), 115-131.
  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, Volume 10, , 27-36.
  • Zivkovic, R., Gajic, J., & Brdar, I. (2014). The impact of social media on tourism. Singidunum Journal of Applied Sciences, 758-761.
Toplam 121 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Derleme Makaleler
Yazarlar

Yasemin Gedik 0000-0002-1166-3227

Yayımlanma Tarihi 31 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 5 Sayı: 2

Kaynak Göster

APA Gedik, Y. (2023). Turizm sektöründe sosyal medya pazarlaması avantajları, zorlukları ve stratejileri üzerine kavramsal bir değerlendirme. Turizm Ekonomi Ve İşletme Araştırmaları Dergisi, 5(2), 297-316.