Abstract:

The concept of mobile marketing which has emerged in parallel to rapid development of technology, refers to interactive applications used by businesses to communicate with their target markets via mobile devices. These kinds of mobile applications providing for people-oriented tourism industry with interaction with customers are more advantageous than traditional promotional activities. However, in order to use this advantage in favor of businesses, attitudes and opinions of tourism consumers towards mobile marketing activities should be understood. In this regard the purpose of this study is to determine the attitudes of domestic tourists towards mobile marketing and to reveal the differences between sociodemograpic characteristics of tourists and their attitudes. In this sense, survey study was conducted with 378 domestic tourists accommodating in hospitality enterprises in Fethiye which is one of the most important tourism destinations in Mugla province. The obtained data was analyzed statistically and according to the study results, domestic tourists at the age of 25-34 and with a graduate degree were more optimistic towards information dimension of mobile marketing; domestic tourists with a elemantary school degree considered entertainment dimension more significant; domestic tourists with a higher income levels were more positive towards credibility and convenience dimensions of mobile marketing.

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