TERMAL TURİZMDE SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN ALGILANAN HİZMET KALİTESİNE VE MARKA DEĞERİNE ETKİSİ: AFYONKARAHİSAR’DA BİR ARAŞTIRMA

Sosyal medya, günümüzdeki tüketicilerin bakış açısını kökten değiştirmiştir. Özellikle tüketiciler arasında ve tüketiciler ile örgütler arasında genişletilmiş kanallar ve etkileşim noktaları sağlamasıyla dikkat çekmektedir. Bu nedenle örgütler rekabetçi üstünlük sağlayabilmeye ve sürdürebilmeye yönelik sosyal medya pazarlama faaliyetlerine ayrı bir önem vermeye başlamışlardır. Sosyal medya pazarlama faaliyetlerinin tüketicinin algıladığı tüm değişkenler üzerinde etkisinin olabileceği düşünülmektedir. Buradan hareketle bu araştırmada sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesi ve marka değerine etkisinin belirlenmesi amaçlanmıştır. Bu amaç çerçevesinde Afyonkarahisar’da faaliyet gösteren altı farklı beş yıldızlı termal otelin müşterilerine sosyal medya üzerinden ulaşılmıştır. Araştırmanın amacına bağlı olarak, 461 termal turizm tüketicisinden elde edilen veri seti istatistik programları ile analiz edilmiştir. Araştırmada önerilen hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonucunda termal turizmde sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesine ve marka değerine etkisi bulgulanmıştır.

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON PERCEIVED SERVICE QUALITY AND BRAND VALUE IN THERMAL TOURISM: A RESEARCH IN AFYONKARAHISAR

Social media has radically changed the perspective of consumers today. It is remarked for its extended channels and interaction points especially among consumers and between consumers and organizations. For this reason, organizations have started to pay special attention to social media marketing activities aimed at achieving and sustaining competitive advantages. Social media marketing activities are thought to have an impact on all the variables perceived by the consumer. The aim of this study was to determine the effects of social media marketing activities on perceived service quality and brand value. For this purpose, six different five-star thermal hotel customers operating in Afyonkarahisar were reached via social media. Depending on the purpose of the study, the data set obtained from 461 thermal tourism consumers was analyzed using with statistical programs. The hypotheses proposed for this study were tested by structural equation modeling. As a result of the analysis, the effects of social media marketing activities on perceived service quality and brand value in thermal tourism were determined.

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