SALES EFFECT OF DIGITAL MARKETING IN SMALL AND MEDIUMSIZED ACCOMMODATION ENTERPRISES IN CORE CAPPADOCIA.
Along with the developing technology, the increase in the use of mobile devices and the change in people's lifestyles have also changed the usage habits of the product or service. For this reason, a rapid transition from traditional marketing methods to digital marketing is observed in many sectors....
| Publicado en: | Black Sea / Karadeniz no. 51; pp. 1 - 24 |
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| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Black Sea / Karadeniz
2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=152959137&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 152959137 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 13086200 FD1I jtl: Black Sea / Karadeniz issn: 13086200 maglogo: N pubinfo: dt: 2021 iid: 51 pid: 80400 pub: Black Sea / Karadeniz artinfo: ui: 152959137 10.17498/kdeniz.944276 ppf: 1 ppct: 23 formats: tig: atl: SALES EFFECT OF DIGITAL MARKETING IN SMALL AND MEDIUMSIZED ACCOMMODATION ENTERPRISES IN CORE CAPPADOCIA. aug: au: ERDOĞAN, Yakup GÜNEREN, Ebru affil: Res. Asst. Kastamonu University Department of Tourism Guidance. Assoc. Prof. Dr. Nevşehir HBV University Department of Tourism Management. su: Social marketing Habit Internet marketing Search engine optimization Digital technology Internet advertising Search engines sug: subj: Social marketing Habit Advertising Agencies Internet Publishing and Broadcasting and Web Search Portals Electronic shopping and mail-order houses Electronic Shopping Internet marketing Search engine optimization Digital technology Internet advertising Search engines keyword: Accommodation Enterprises Core Cappadocia Digital Marketing Sales Effect Tourism SMEs Влияние на продажи Гостиничный бизнес МСП в сфере туризма Цифровой маркетинг Çekirdek Kapadokya Dijital Pazarlama Konaklama İşletmeleri Satış Etkisi Turizm KOBİ'leri Accommodation Enterprises Core Cappadocia Digital Marketing Sales Effect Tourism SMEs Влияние на продажи Гостиничный бизнес МСП в сфере туризма Цифровой маркетинг Çekirdek Kapadokya Dijital Pazarlama Konaklama İşletmeleri Satış Etkisi Turizm KOBİ'leri ab: Along with the developing technology, the increase in the use of mobile devices and the change in people's lifestyles have also changed the usage habits of the product or service. For this reason, a rapid transition from traditional marketing methods to digital marketing is observed in many sectors. This transition is also experienced in tourism enterprises. While traditional marketing poses a challenge for small and medium businesses (SMEs) around the world due to its cost, digital marketing provides many platforms for small and medium businesses to raise awareness of the product they offer to consumers due to its relatively low cost. In this context, digital marketing tools such as e-mail, mobile marketing, social media marketing, search engine optimization, pay-per-click and online advertising activities have started to be used in the tourism sector.The subject of the study is the effects on sales of the use of digital marketing tools by tourism SMEs in the Core Cappadocia region. The data obtained for the purpose of determining the uses and impacts were obtained as a result of the questionnaire applied to the owners or managers in 48 accommodation enterprises, which have been defined as SME in the Core Cappadocia region. The collected data were analysed with SPSS 21 package program. It has been determined that there is a positive significant relationship between the usage of digital marketing tools and their effects on sales, and there is no significant change in the annual turnover of the enterprises after the use of digital marketing tools. In addition, it has been determined that the use of digital marketing tools does not differ significantly according to the availability of a marketing department. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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