INSTAGRAM USAGE IN HOSPITALITY SECTOR AS A SOCIAL MEDIA MARKETING STRATEGY

Nur Undey, Ibrahim Koroglu, Erol Duran

Abstract


With the acceleration of globalization, the transformation of the industrial society into an information society has influenced every aspect of economic and social life, and has led to the development of alternative methods in reaching consumers in the marketing world. As a result of these changes in the world, businesses have moved away from traditional marketing approaches and have turned to a marketing approach that focuses on the demands and needs of consumers.

Nowadays, economics focuses on digital foundations. Countries that want to have a modern economy cannot ignore the creation of a national information infrastructure. On the macro scale, countries should form the infrastructure that they create in the micro scale. Countries that are able to produce information and share information are the countries that use technology correctly. These countries will have the power to compete and act in parallel with the opportunities to access information in their competitiveness.

In terms of the digital fundamentals of economics, many areas use digital tools that are specific to them. In tourism, when we consider accommodation management, the digital tool that it uses is mostly social media. Domestic and foreign tourists generally use social media groups to get information about acquired experiences about the company or to transfer their experiences to potential customers.

With the spread of these groups located on social media called e-loyalty; a term that has been formed according to the number of re-visits of the accommodation companies users have visited. In addition to this term called e-loyalty, it has added two terms, e-trust and e-satisfaction, which are positively shaped together with it. It has established an autonomous system with e-loyalty, e-trust and e-satisfaction. In this system, accommodation companies that expect e-loyalty from their potential customers are obliged to provide e-trust and e-satisfaction to their customers. In this way, accommodation companies obtain the loyalty they demand and the consumer rights of potential customers are protected.

As a result, there are very tight ties between accommodation establishments and social media. It is not possible for the accommodation businesses that want to improve the customer range to ignore this power of social media.

The research focused on instagram accounts as one of the social media platforms, and tried to determine the social media marketing strategies and adaptation applications by applying visual content analysis on 5 hotels identified. Due to the relative innovation of the concept, further research is needed to guide the effective implementation of hotels by introducing and using a number of challenges.


Keywords


social media marketing, hotel marketing, instagram marketing, digital marketing, hotel publicity

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