Özet:

Today, the intensity of social media use has made it inevitable for to use these platforms as a advertising marketing tool. Companies who want to ensure their competitiveness and recognition benefit from the ability of social media to communicate to the broad public without means. The difficulty in converting the intention of buying into the purchase action makes the use of social media in the tourism sector more important. Hotel management is a sector where women workforce is intense. At this point, the importance of women working in the industry is to create positive differences not only as a labor force in interim positions, but also as a brain force. This study, which will be evaluated in the triangle of women, social media, tourism sector, aims to identify the intensity of the use of Instagram, a social media tool for women entrepreneurs in the Bozcaada accommodation companies. In the framework of the study, the "visual items" on Instagram were analyzed using the method of content analysis. In accordance with the relevant summer, a coding quarter was created consisting of the main themes and sub-themes related to the marketing promotion work of hotels. In the analysis of the data, the percentage and frequency tables were used as identificative statistics. Research findings show that women entrepreneurs use Instagram app intensely to promote "product-service".

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