Vol. 2 No. 2 (2022): Turistika
Makaleler

The Effects of Digital Marketing Strategies and Online Reviews on HotelPerformance: An Application in Hotel Operations Operating in Corum

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  • Duran Kuru,
  • Kumru Uyar
Duran Kuru
Hitit University Vocational School of Social Sciences
Kumru Uyar
Erciyes University, Faculty of Economics and Administrative Sciences

Published 30.09.2022

Keywords

  • Digital hotel marketing strategies,
  • Hotel performance,
  • Room occupancy,
  • Rev-Par
  • Dijital otel pazarlama stratejileri,
  • Otel performansı,
  • Oda doluluk,
  • Rev-Par

How to Cite

The Effects of Digital Marketing Strategies and Online Reviews on HotelPerformance: An Application in Hotel Operations Operating in Corum. (2022). Elegest Elegeş, 2(2), 50-69. https://doi.org/10.64360/pdtxxf81

Copyright (c) 2025 Duran Kuru- Kumru Uyar (Yazar)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The Effects of Digital Marketing Strategies and Online Reviews on HotelPerformance: An Application in Hotel Operations Operating in Corum. (2022). Elegest Elegeş, 2(2), 50-69. https://doi.org/10.64360/pdtxxf81

Abstract

In the digital age, we are in, the increasing prevalence of internet users all over the world and the rapid development of digital technologies have greatly influenced the marketing process in businesses. This process has increased the importance of digital marketing, which brings a different perspective to the traditional marketing practices used in businesses. In this context, the aim of the study is to find out whether there is a difference in hotel performance according to the digital marketing strategies and online reviews applied in tourism management certified hotel enterprises operating in Corum center and to offer useful advice to hotel enterprises operating with the inferences reached in the research. Within the scope of the research, a questionnaire was applied to all tourism management-certified hotels in the city center using the full count method, in which the number of overnight stays and digital marketing activities was measured. According to the results of the analysis, room occupancy differs depending on whether you have a digital marketing plan, whether you respond quickly to guest reviews, and whether you give personalized responses to guest reviews. Rev-Par differs depending on whether guests are encouraged to post reviews or not. However, room occupancy and Rev-Par do not differ depending on whether other digital marketing strategies are used or not.

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