Özet:

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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