Cilt 2 Sayı 2 (2022): Turistika
Makaleler

Dijital Pazarlama Stratejilerinin ve Çevrimiçi İncelemelerin Otel Performansı Üzerine Etkileri: Çorum’da Faaliyet Gösteren Otel İşletmelerinde Bir Uygulama

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  • Duran Kuru,
  • Kumru Uyar
Duran Kuru
Hitit Üniversitesi, Sosyal Bilimler MYO
Kumru Uyar
Erciyes Üniversitesi, İktisadi ve İdari Bilimler Fakültesi

Yayınlanmış 30.09.2022

Anahtar Kelimeler

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

Nasıl Atıf Yapılır

Dijital Pazarlama Stratejilerinin ve Çevrimiçi İncelemelerin Otel Performansı Üzerine Etkileri: Çorum’da Faaliyet Gösteren Otel İşletmelerinde Bir Uygulama. (2022). Elegest Elegeş, 2(2), 50-69. https://doi.org/10.64360/pdtxxf81

Telif Hakkı (c) 2025 Duran Kuru- Kumru Uyar (Yazar)

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Dijital Pazarlama Stratejilerinin ve Çevrimiçi İncelemelerin Otel Performansı Üzerine Etkileri: Çorum’da Faaliyet Gösteren Otel İşletmelerinde Bir Uygulama. (2022). Elegest Elegeş, 2(2), 50-69. https://doi.org/10.64360/pdtxxf81

Öz

İçinde bulunduğumuz dijital çağda, internet kullanımının tüm dünyada giderek yaygınlaşması ve dijital teknolojilerinin hızla gelişmesi, işletmelerde pazarlanma sürecini büyük ölçüde etkilemiştir. Bu süreç işletmelerde kullanılan geleneksel pazarlama uygulamalarına farklı bir bakış açısı getiren dijital pazarlamanın önemini artırmıştır. Bu bağlamda çalışmada, Çorum merkezde faaliyet gösteren turizm işletme belgeli otel işletmelerinde uygulanan dijital pazarlama stratejilerine ve çevrimiçi incelemelerine göre otel performansında farklılık olup olmadığını bulmak ve araştırmada ulaşılan çıkarımlarla otel işletmelerine faydalı tavsiyeler sunabilmek amaçlanmıştır. Araştırma kapsamında tam sayım yöntemiyle şehir merkezindeki tüm turizm işletme belgeli otellere, gerçekleşen geceleme sayısının ve dijital pazarlama faaliyetlerinin ölçüldüğü bir anket uygulanmıştır. Analiz sonuçlarına göre, dijital pazarlama planına sahip olup olmamaya, konuk değerlendirmelerine hızlı yanıt verilip verilmemesine, konuk değerlendirmelerine kişiselleştirilmiş yanıtlar verilip verilmemesine göre oda doluluğu farklılık göstermektedir. Konukların yorum göndermeye teşvik edilip edilmemesine göre ise Rev-Par farklılık göstermektedir. Fakat diğer dijital pazarlama stratejilerinin kullanıp kullanılmamasına göre oda doluluğu ve Rev-Par farklılık göstermemektedir.

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