Gülsün YILDIRIM, Eren ERKILIÇ

6116

Rize’deki konaklama işletmelerinin sosyal medya kullanımı üzerine bir araştırma

Teknolojinin gelişmesi, internet kullanımının yaygınlaşması ve akıllı telefonlar aracılığıyla tüketicilerle tüketiciler, tüketicilerle işletmeler ve işletmeler ile diğer işletmeler arasında çift taraflı iletişim mümkün hale gelmiştir. Turizm sektöründe artan bilgi paylaşımı ve sosyal medyanın bu konuda artan rolü ile turizm işletmelerinin sosyal medyada etkin olmaları bir zorunluluk haline gelmiştir. Geleneksel pazarlama yöntemlerinin yanı sıra sosyal medya pazarlamasına verilen önem gün geçtikçe artmaktadır. Buradan hareketle bu çalışmada, Türkiye’nin gözde turistik merkezlerinden biri olan Rize ilindeki konaklama işletmelerinin sosyal medya kullanım durumları ve bunun otel doluluk oranlarına etkisi incelenmiştir. Öncelikle konaklama işletmelerinin web sayfaları incelenmiş, web sitelerinde sosyal medya hesaplarına yer verme durumları belirlenmiştir. Sonrasında eğer varsa, sosyal medya hesapları üzerinden paylaşılan fotoğraflar incelenmiş ve ziyaretçilerle etkileşim durumları değerlendirilmiştir. Daha sonra, sosyal medya hesabı olan otellerin sosyal medya kullanımlarının otel doluluklarına etkisi ortaya çıkarılmaya çalışılmıştır. Nitel araştırma yöntemi kullanılan bu çalışmada verilerin toplanmasında görüşme tekniğinden yararlanılmıştır. Çalışma sonunda, konaklama tesislerinin instagram hesaplarında fotoğraf paylaşımının çok olması, konaklama tesisi içerisindeki ziyaretçi temalı fotoğrafların paylaşımına daha fazla önem verilmesi gibi unsurların takipçi sayısı üzerinde etkili olduğu, bunun da otele olan talebe yansıdığı sonucu çıkmıştır.    
Anahtar Kelimeler:

Turizm, Sosyal Medya Pazarlaması, İçerik Analizi

A research on social media usage of accommodation companies in Rize

Through the development of technology, widespread use of the Internet and smart phones, bilateral communication between consumers and consumers, consumers and businesses and other businesses has become possible. With the increasing information sharing in the tourism sector and the increasing role of social media on this issue, tourism enterprises have to be active in social media. In addition to traditional marketing methods, the importance given to social media marketing is increasing day by day. Thus, in this study, social media use cases of hotels in Rize province, which is one of Turkey's popular tourist attractions and its effect on hotel occupancy rates were examined. First of all, web sites of the hotels were examined and their status in social media accounts was determined. Afterwards, if any, shared photographs were analyzed through social media accounts and their interaction with visitors was evaluated. Then, the effects of social media usage of hotels with social media accounts on hotel occupancy were tried to be revealed. In this study qualitative research method was chosen and interview technique was used to collect data. At the end of the study, results revealed that factors such as a lot of photo sharing in instagram accounts of hotels, giving more attention to the sharing of visitor-themed photos within the instagram account are effective on increasing the number of followers and this was resulted in an increase in the Hotel demand.    
Keywords:

Tourism, Social Media Marketing, Content Analysis,

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Journal of Tourism Theory and Research-Cover
  • Başlangıç: 2015
  • Yayıncı: Mahmut DEMİR
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