Özet:

Digital marketing tools are developing rapidly in terms of both prevalence, effectiveness and diversity. Traditional media tools such as television, radio, newspapers and magazines fall behind the tools of digital marketing such as the internet, mobile devices and applications, social media, user-created news networks, online news channels. Digital marketing continues to be a tool that should be used effectively in the marina industry. Online news channels are among the top sources of sectoral news creation and are widely used in the maritime field. www.virahaber.com, which provides a wide range of news about the maritime industry, which is the subject of the study, was chosen as the data source for the research. The news portal and e-mail news, which generally have common content, were scanned in a period of two years and 102 news on marinas were reached. The news portal and e-mail news, which generally have common content, were scanned in a period of two years and 102 news on marinas were studied. News covering marinas were carefully analyzed, nine main and 32 sub-codes were obtained by two authors. Inter-Coder Reliability (ICR) was evaluated via Cohen Kappa approach, and the cappa value was calculated as 82.1%. While the most used marina news in the scanned news is participation in the fair with 13 news, it is followed by entertainment news with 10 news and sports yacht race news with eight news. The result of the content analysis was examined through the concept maps and word clouds created.

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