Türkiye deki turizm işletmelerinin tanıtma ve pazarlama faaliyetlerinde interneti kullanma eğilimleri

Abstract

Internet which is known as an computer network which provides information flow is now used by millions of people and establishments. Internet is also widespread in every field in Turkey. The changing preferences of customers and increasing competition forces many establishments to apply new technologies. Tourism establishments also need to contact their customers directly and determine strategies in the promotion and marketing of their products. Establishments, which use Internet as a promotion and marketing tool have certain advantages over establishments, which use traditional marketing and promotion techniques. In addition, by decreasing their costs and informing potential customers those establishments may have significant competitive advantages. These factors enable those establishments to strength their positions in the global market. In the field part of this study an attempt has been made to determine to what extent tourism establishments in Turkey are using internet in their promotion and marketing activities. Thus, a questionnaire by e-mail to airlines, travel agencies and hotels has been conducted. Research results emphasize some differences in the perceptions of tourism establishments with respect to promotion and marketing activities by the means of Internet.