Turizm Pazarlaması İletişim Kanalı Olarak Buzz Pazarlama: Otel İşletmelerine Yönelik Bir Araştırma

Zührem Yaman; Ümit Şalvarcı

doi:10.5281/zenodo.13853903

Authors

Zührem Yaman Selçuk University https://orcid.org/0000-0001-9796-7063
Ümit Şalvarcı Selçuk University https://orcid.org/0009-0003-1511-7703

DOI:

https://doi.org/10.5281/zenodo.13853903

Keywords:

Tourism Marketing, Marketing Communication Channel, Buzz Marketing, Hotel Management, Antalya

Abstract

Buzz marketing has become one of the marketing tools in personal conversations and social media platforms. Although buzz marketing, focusing on maximizing the spread of a product or phenomenon by word of mouth in a viral way through technology, is communication channel in different sectors, there are few studies addressing it in tourism. The aim of this research is to provide more comprehensive use by buzz marketing applications in hotel businesses and to contribute to the literature for successful implementation of buzz marketing. Data were collected by a qualitative interview form from middle and upper-level managers in hotel businesses in Antalya, the most important tourist destinations in Turkey. According to the findings, managers create buzz marketing by presenting their products and services in a way suiting the customer profile. They constantly maintain their presence in the virtual environment and online and try to combine some other marketing strategies such as advertisements, referral campaigns, social media campaigns, influencer marketing for the best results. As for the advantages and disadvantages of buzz marketing, it is effective in terms of cost, time and speed. It also allows reaching a large number of people, but when used incorrectly, it can lead to negative results.

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