A Study on the Use of Digital Marketing Tools in Accommodation Businesses: The Case of Bolu

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Abant Sosyal Bilimler Dergisi
Cilt: 25 Sayı: 3
A Study on the Use of Digital Marketing Tools in Accommodation Businesses: The Case of Bolu

A Study on the Use of Digital Marketing Tools in Accommodation Businesses: The Case of Bolu

Authors : Ramazan Kaya, Mustafa Top

Pages : 1786-1799

Doi:10.11616/asbi.1742626

View : 106 | Download : 134

Publication Date : 2025-11-30

Article Type : Review Paper

Abstract :This study aims to evaluate the level of digital marketing tool usage among 3-star, 4-star, and 5-star accommodation businesses in Bolu. Utilizing content analysis, a qualitative research method, the study examined the websites, social media accounts, and search engine advertisements of these businesses. Through coding techniques, the analysis revealed that the businesses use their websites effectively to facilitate customers’ decision-making processes and employ digital marketing tools—such as social media (particularly Instagram and Facebook), email marketing, and search engine optimization—to build sustainable relationships with their target audiences. The research highlights the significance of digital marketing in the accommodation sector and offers various recommendations for both business managers and future researchers. The study demonstrates the strategic value of digital tools in enhancing marketing processes.
Keywords : Konaklama işletmeleri, Dijital pazarlama araçları, Web siteleri, Sosyal medya

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