Abstract:

Abstract Today, social media is an important interaction tool through which people share content and communicate with other people around the world. Social media is used in many areas from communication to information, entertainment to business, education to art, science to health, and promotion to marketing. Social media, which plays an important role in the conduct of marketing activities, is also widely used in the tourism sector. Within the framework of winter tourism, one of the most important market segments that stands out today is the winter sports market. In this context, the main purpose of this research is to determine the extent to which social media is used in the promotion of prominent destinations within the scope of winter tourism and to develop suggestions for its effective use. In this direction, in order to determine the weaknesses and strengths of Ordu Çambaşı Ski Resort in social media marketing, 305 social media content such as images, videos, etc. of Ordu Çambaşı Ski Resort shared on Instagram between 22.01.2019 and 11.03.2022 were examined and analyzed using descriptive and content analysis methods. As a result of the findings, it was determined that the Instagram application was regularly used by Çambaşı Ski Resort with frequent posts and that it was tried to attract visitors through the application.

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