Abstract:

Digitalization and technological advances have radically changed the way of consumers consumption and the businesses manners of business. Businesses adapting to change have made a rapid transition from traditional marketing applications to digital marketing applications, established strong ties with their consumers with real-time marketing applications, and thus gained competitive advantage. In this respect, this study points out the importance of being on the consumer's agenda with the real-time marketing strategy, which is a humorous, natural, creative, original and sincere marketing method. From this point of view, real-time marketing has been evaluated theoretically with this study; Real-time marketing processes in social media are discussed and current real-time marketing practices of businesses in the tourism industry (hotels, airlines, food and beverage businesses, entertainment centers, recreation facilities, etc.) are included. In this study, which was planned as a qualitative study, secondary data was used and real-time marketing practices of businesses in the tourism industry on social media were examined. For what strategic purpose these shares are used; the content items in the posts, the qualities of the written and visual elements used, and the harmony between the agenda and the posts were evaluated.

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