Turizm Endüstrisinde İçerik Pazarlaması: Kuşadası’ndaki 5 Yıldızlı Konaklama İşletmelerinin İçerik Pazarlaması Uygulamaları
Content Marketing in Tourism Industry: Content Marketing Applications of Five Star Hotel Industry in Kuşadası

Summary/Abstract: Tourism has a special position in terms of country, region and business economies. The creation of export effect and foreign currency contribution in tourism revenues considered as some of the reasons of the uniqueness of Tourism. However, demand instability is the biggest disadvantage in tourism. However, it is possible to overcome the uncertainty with effective marketing strategies. Companies could reach existing customers and potential customers with interesting and non-sales-oriented content owing to emerging technologies and communication tools. The purpose of this study is to investigate the content marketing activities of 5-star hotels in Kuşadası which is one of the important tourism centers in Turkey. For this purpose, content marketing applications of hotels were accessed on the internet. According to the findings of the study, some of 5-star hotels do not have an official website. Official websites of some of 5-star hotels do not work properly. It was seen that the official websites had mainly photographs and included text content. It was found that the number of hotels which have video content on the home page of the website was low as well. When the social media usage of hotels is examined, it is determined that most hotels have limited type of social media accounts.

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