The Effect of Social Media Tools on Accommodation Marketing

Abstract

The aim of this study is to show the effect of social media tools in the marketing of accommodation services by revealing the purposes and levels of using social media of accommodation businesses and their guests. In this way, it is to create an awareness of the marketing opportunities and advantages that social media will provide to accommodation businesses. For this purpose, social media perceptions of both accommodation businesses and hotel guests were determined. Quantitative research method and survey technique were applied in data collection and analysis. Two separate surveys were used for hotels and for guests. As a result of the application; social media tools contribute to the recognition of businesses and increase their competitiveness; It has been determined that it also affects the decision-making processes of the guests and the dimensions of these processes such as purchasing, interaction, intention, benefiting in hotel selection, benefiting in destination selection and informing.