Turizm sektöründe tüketicilerin sosyal medya kullanımına ilişkin alanyazında çok sayıda çalışma bulunmasına karşın, otel işletmelerinin sosyal medya kullanımlarına ilişkin çalışma sayısının sınırlı olduğu görülmektedir. Bu çalışmanın amacı, Balıkesir ilinin en büyük üç ilçesinde faaliyet gösteren şehir otellerinin sosyal medya kullanımlarını ve farkındalıklarının tespit edilmesidir. Çalışma kapsamında içerik analizi ve görüşme tekniği bir arada kullanılmıştır. İçerik analizinde üç ilçede faaliyet gösteren 16 otelin web sayfaları ile sosyal medya hesapları incelenmiş yedi otel yöneticisi ile yapılan görüşmeler de otellerin sosyal medya mecralarını kullanım amaçları ve stratejilerine ilişkin bulgular elde edilmeye çalışılmıştır. Yapılan incelemeler sonucunda otellerin en aktif kullandıkları sosyal medya mecrasının Facebook olduğu, Twitter’ın ise tesislerin pazarlama faaliyetlerinde tercih edilmediği tespit edilmiştir. Araştırma ile ayrıca tesislerin sosyal medya mecralarının rekabetçi üstünlük taşıma noktasında öneminin farkında olduğu ancak bu mecraları etkin bir şekilde kullanma noktasında eksiklerinin olduğu yönünde önemli bulgulara ulaşılmıştır.
Although there is a large number of work in the field of consumers’ use of social media in the tourism sector, it appears that the number of work in the field of social media in the hotel companies is limited. The aim of this study is to identify the uses and awareness of social media of the city hotels operating in the large three districts of the Fisheries Province. In the context of the study, content analysis and interview technique have been used together. In the content analysis, the websites of 16 hotels operating in three districts and social media accounts were studied; the talks with seven hotel managers were also attempted to obtain findings about the purpose and strategies of the social media platforms of the hotels. The results of the reviews have found that the social media manager they use in the hotel is Facebook, while Twitter is not preferred in the facilities’ marketing activities. The research has also achieved significant findings that facilities are aware of the importance of social media makers in the competitive superiority transfer point, but that they are deficient in the point of effective use of these makers.
Although there are many studies in the literature concerning social media use by consumers in the tourism sector, it is seen that there is a limited number of studies concerning social media use by enterprises. The purpose of this study is to determine social media use and awareness of city hotels which carry on business in the three largest districts of the province of Balıkesir. Within the scope of the study, content analysis and interview technique were used together. In the content analysis, web pages and social media accounts of 16 accommodation facilities which carry on business in the three districts were examined and it was tried to obtain findings concerning the purposes and strategies of the hotels to use social media with the help of interviews conducted with seven hotel managers. As a result of the examinations, it was determined that the social media used by the accommodation facilities most actively was Facebook; whereas, Twitter was not preferred in marketing activities of the facilities. In the study, it was also determined that the facilities were aware of the importance of social media in terms of competitive superiority, but they had some inadequacies in using the media actively
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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