Orhan Can YILMAZDOĞAN, Çağıl Hale ÖZEL

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SOSYAL MEDYA PAZARLAMASININ OTELLERDEKİ KULLANIMININ YARARLARINA YÖNELİK YÖNETİCİ ALGILARININ BELİRLENMESİ: ANTALYA ÖRNEĞİ 1

Bu araştırmanın amacı, Antalya‟daki dört ve beş yıldızlı otellerde ve tatil köylerinde genel müdürlük ve departman müdürlüğü düzeyinde çalışan yöneticilerin sosyal medya pazarlamasının otel işletmelerinde kullanımının yararlarına ilişkin algılarının ortaya çıkarılmasıdır. Araştırma kapsamına 459 adet dört ve beş yıldızlı otelden ve 52 adet tatil köyünden birer adet yöneticinin seçilmesiyle oluşan 511 kişi alınmıştır. 236 yöneticiden anket tekniğiyle toplanan veriler analiz edilmiştir. Elde edilen bulgular, yöneticilerin büyük çoğunluğunun sosyal medya araçlarını pazarlama amacıyla kullandığını, sosyal medya pazarlamasının otellerdeki kullanımının yararlarına yönelik yönetici algılarının ise sosyal medyada bulunma süresine ve demografik özelliklere göre anlamlı farklılıklar sergilediğini göstermiştir. Araştırma sonucunda, yöneticilere otellerdekisosyal medya pazarlaması uygulamalarında etkili olabilme yönünde öneriler sunulmuştur
Anahtar Kelimeler:

Oteller, Sosyal Medya Sosyal Medya Pazarlaması, Yönetici Algıları, Antalya

DETERMINING MANAGERS’ PERCEPTIONS ON THE BENEFITS OF SOCIAL MEDIA MARKETING AT HOTELS: THE CASE OF ANTALYA

The aim of this research is to find out the perceptions of managers and department managers who work at four and five star-hotels and resorts in Antalya on benefits of social media marketing at hotels. A total of 511 managers who were chosen from 459 four and five star-hotels and 52 resorts were taken into the scope of research. Data was gathered from 236 managers via questionnaire technique. Findings showed that most of the managers within the sample use social media tools for marketing aims. It was found that managers‟ perceptions on the benefits of social media marketing differ meaningfully in terms of duration of presence on social media and demographic traits. At the end of the study, suggestions were proposed to hotel managers in order to be effective in social media marketing
Keywords:

Hotels Social Media Tools, Social Media Marketing, Managers‟ Perceptions, Antalya,

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Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi-Cover
  • ISSN: 1303-0027
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2001
  • Yayıncı: Dokuz Eylül Üniv. İşletme Fak.
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