SEYAHAT İŞLETMELERİNDE SOSYAL MEDYA KULLANIMININ PAZARLAMA KARARLARINA ETKİSİ: SAKARYA ÖRNEĞİ

Abstract

Social media marketing which is one of the most important marketing activities that must be carried out in order to keep enterprises in the sector in today's intense competition conditions, is becoming an indispensable element of daily life with developing technology. Especially the social media channel stands with a great opportunity for the marketing of the companies. Businesses that actively use social media and benefit from this channel in marketing strategies will have a great advantage in competition. The aim of this study is to identify the use of social media by the travel agencies and the effectiveness of social media in marketing decisions. In the research, the data is obtained from the qualitative research methods by using semi-structured interview technique. The data were obtained by interviewing with the weighted managers and personnel of the travel agencies and statistical analyzes were performed to try to bring suggestions to the results obtained in the framework of the sector, businesses and researchers.