Duyusal Pazarlama Ve Konaklama İşletmeleri̇ni̇n Yi̇yecek İçecek Departmanlarinda Bi̇r Uygulama

Güllü, Kenan; Uyar, Kumru; Gülsoy, Miray

doi:10.18070/erciyesiibd.846551

Cited by 2 publications

(2 citation statements)

References 33 publications

(37 reference statements)

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“…Currently, target audiences are looking for touristic products with efficient and prominent e-mail content for advertising and corporate identity (Gullu and Karasakal, 2016). Hotel, motel, resort, transportation and other ancillary contexts of touristic products and services are branding through digital marketing with 3D video content (Ilhan and Celtek, 2016) that is why tourism practitioners can follow this concept for the future tourism.…”

Section: Discussionmentioning

confidence: 99%

Promoting tourism business through digital marketing in the new normal era: a sustainable approach

Deb,

Nafi,

Valeri

2022

EJIM

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PurposeThis paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.Design/methodology/approachThis paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.FindingsAmong the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.Research limitations/implicationsThe study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.Originality/valueThe study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

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Section: Discussionmentioning

confidence: 99%

Promoting tourism business through digital marketing in the new normal era: a sustainable approach

Deb,

Nafi,

Valeri

2022

EJIM

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“…Mystery shopping studies, which are frequently encountered in tourism literature (Beck and Miao, 2003;Huang et al, 2014;Liu et al, 2014;Liu et al, 2015;Güllü and Karasakal, 2016), may also be conducted in other sectors such as banking and retail (Calvert, 2005;Fin, 2011)and in many different areas in addition to tourism. Moreover, studies that include the core information to serve as a basis for mystery shopping applications are also frequently available in the literature (Morrison et al, 1997;Wilson, 1998aWilson, , et al, 2015.…”

Section: Review Of Literaturementioning

confidence: 99%

Bibliometric Profile of Mystery Shopping Literature From 1997 to 2018

Kılıç¹,

Yildiz²

2019

joghat

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In this study, it is aimed to classify the published academic studies on mystery shopping based on their various characteristics and to determine on which areas these studies concentrate. The study is also important in terms of identifying in which areas mystery shoppers are used and developing their employability in different areas on the basis of the studies in the literature. Within the scope of the study; book chapters, published scientific articles, master's theses and doctoral dissertations in the literature were examined and 74 printed or online-published studies between 1997 and 2018 were accessed. In order to determine their bibliometric profile, the studies were categorized on the basis of years, publication types, research areas, subjects, sample sizes, countries and the number of authors. The results show that the majority of the studies in the literature are scientific articles and written by two or more researchers. Furthermore, subject of service quality has been frequently discussed in the scope of studies carried out widely in the areas of tourism, health and retailing.

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Duyusal Pazarlama Ve Konaklama İşletmeleri̇ni̇n Yi̇yecek İçecek Departmanlarinda Bi̇r Uygulama

Cited by 2 publications

References 33 publications

Promoting tourism business through digital marketing in the new normal era: a sustainable approach

Promoting tourism business through digital marketing in the new normal era: a sustainable approach

Bibliometric Profile of Mystery Shopping Literature From 1997 to 2018

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