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KONAKLAMA İŞLETMELERİNİN YÖNETİM YAPILARININ WEB TABANLI PAZARLAMA FAALİYETLERİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

A STUDY INTO THE EFFECTS OF MANAGERIAL STRUCTURES OF HOSPITALITY FIRMS ON ACTIVITIES OF WEB-BASED MARKETING

Journal Name:

  • İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2008

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The main objective of this descriptive study is to find out whether the managerial structures of hospitality firms have an effect on activities of web-based marketing.The firms taken as sample for the study comprise the ones in “hotel guide” with three, four and five stars with web sites. An on-line questionnaire form was prepared to gather the data and was sent to the e-mail addresses of the 461 hospitality firms. Through the computer software developed, data base was formed as the mails were sent back. In the analysis of the data SPSS package program was used and findings obtained as the result of the analyses performed were interpreted. Analyses, on the other hand, were conducted using Chi-square and cross- table test techniques. The conclusion drawn from the studywas that the characteristics of the hospitality firms, whether they are independent, local chain or international chain, has partial effects over their activities of web-based marketing. The main resources of the study were comprised of data from the hospitality firms as well as foreign and local reviews on tourism, the internet and marketing
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Abstract (Original Language): 
İlişkisel tarama türünde olan bu araştırmanın amacı, Türkiye’deki konaklama işletmelerinin yönetim yapılarının, bu işletmelerin web tabanlıpazarlama faaliyetleri üzerinde etkili olup olmadığının belirlenmesidir. Durum tespitine yönelik hazırlanan bu çalışmanın araştırma grubunu oluşturan işletmeleri, “hotel guide”da yer alan üç, dört ve beşyıldızlıkonaklama işletmelerinden, web sitesine sahip olanlar oluşturmaktadır. Araştırmada verilerin toplanmasıiçin online bir anket formu hazırlanmışve önceden tespit edilen 461 konaklama işletmesinin mail adreslerine e-posta ile gönderilmiştir. Hazırlanan bilgisayar programıaracılığıyla, anketler doldurulduğu anda elektronik ortamda depolanarak veri tabanı oluşturulmuştur. Verilerin çözümlenmesinde SPSS paket programıkullanılmışve yapılan analiz sonucunda elde edilen bulgular yoruma tabi tutulmuştur. Analizler ise, çapraz tablolar yardımıyla ve Chi-Square test tekniği kullanılarak gerçekleştirilmiştir. Araştırmadan, Türkiye’deki konaklama işletmelerinin; bağımsız, yerli zincir ve yabancızincir olmalarının web tabanlıpazarlama faaliyetleri üzerinde kısmen etkili olduğu sonucuna ulaşılmıştır. Araştırmanın temel kaynaklarını; turizm, internet ve pazarlama konularındaki yerli ve yabancıliteratürün yanısıra, konaklama işletmelerinden eldeedilen veriler oluşturmuştur.
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  • 13
11-30
  • Turkish

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