H. Kader ŞANLIÖZ, S. Emre DILEK, Nilüfer KOÇAK

Değişen Dünya, Dönüşen Pazarlama: Türkiye Turizm Sektöründen Öncü Bir Mobil Uygulama Örneği

Çalışmada, bilgi toplumuna geçiş sonrası pazarlamanın dönüşümü ve bunun sonuçlarından biri olarak gelişen mobil pazarlama uygulamalarının turizm sektöründe kullanımı ele alınmaktadır. Amaç, mobil pazarlama uygulamalarının pazarlama performansı üzerindeki etkilerini ortaya koymaktır. Yoğunlukla iç turizm faaliyetleri gösteren A sınıfı bir seyahat acentesi örneği irdelenerek, Türkiyede mobil pazarlama uygulamaları ve sonuçlarını tartış- maya açmaya yönelik bir vaka analizi sunulmaktadır. Analiz birimi olarak seyahat acentesi seçilmiştir. Dünya Mobil Pazarlama Birliği verilerine göre turizm sektöründe bir ilk olarak gerçekleştirilen uygulamayı hayata geçiren seyahat acentesi, örneklem olarak belirlenmiştir. Mobil pazarlama süreci ve pazarlama performansına etkilerini anlamaya yönelik araştırma sorularının yanıtlarını almak için, firmanın İcra ve Yönetim Kurulu Başkanı ve Dijital Pazarlama Müdürü (toplam iki kişi) ile yapılandırılmış yüz yüze görüşme gerçekleştirilmiştir. Mobil pazarlamanın da içinde bulunduğu dijital pazarlama faaliyetlerinin gerektirdiği örgütlenme yapısı, bütçe planı, alt yapı ve yazılım yatırımları gerçekleştiren acentenin, bu yatırımların olumlu getirisini elde etmeye başladığı bulgulanmıştır.

Changing World, Transformed Marketing: A Pioneering Mobile Marketing Example From Turkish Tourism Sector

This study concerns the use of mobile marketing applications in the tourism sector upon the transformation of marketing after the transition to the information society. The aim is to express the impacts of mobile marketing applications on marketing performance. A travel agency was determined as the unit of analysis. An A class travel agency of which business is highly concentrated on domestic travel has been explicated as a sample and a case study has been presented in order to open a discussion on the mobile marketing applications and their results in Turkish tourism sector. This agency was chosen as a sample since it had been the very first company using a mobile marketing application in the tourism sector according to the data of the Mobile Marketing Association. A structured face to face interview was conducted with the Chief Executive Officer and the Director of the Board and the Digital Marketing Manager (two people in total) in order to collect the answers to the study questions to understand the agencys mobile marketing process and its impacts on marketing performance. As a result of the study, it has been found that the agency realized the necessary works of organizational structure, budget planning, hardware and software for the digital marketing activities including mobile marketing and that it started to gain positive earnings of this investment.

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