İmre, Nurettin

İnsanın insana hizmet ettiği bir sektör olan turizm, teknolojik gelişmelerin baş döndürücü hızına uyum sağlamaya çalışmaktadır. Bu konudaki önemli gelişmelerden birisi de işletmelerin internet tabanlı pazarlama stratejileri geliştirmeleri ve özellikle sosyal medyadan etkin bir biçimde yararlanmaya çalışmalarıdır. Turistik deneyimlerini sosyal medyada paylaşan ve bu mecradaki diğer kullanıcılarla etkileşim haline giren kişilerin tutum ve davranışlarının anlaşılması gerek turistik destinasyonlar gerekse bu destinasyonlardaki işletmelerin etkin pazarlama stratejileri açısından önem taşımaktadır. Bu önem, aynı zamanda turizm işletmelerinin sosyal medya araçlarını etkin kullanmalarını da zorunlu hale getirmiştir. Sosyal medyanın turist kararları üzerindeki etkisi ve öneminin değerlendirilmesinin amaçlandığı ve derleme niteliği taşıyan bu çalışmada; sosyal medyanın turizm sektörü için birçok avantajsunmakla birlikte, denetim ve kontrol eksikliği nedeniyle bazı olumsuzlukları da beraberinde getirme ihtimalinin varlığına işaret edilmektedir. Turistik destinasyon ve turizm işletmelerininsosyal medyayı etkin kullanabilmeleri, denetim ve kontrol faaliyetleri bakımından sosyal medya eğitimlerini de gerekli kılmaktadır.

İmre, Nurettin

Thanks to the conveniences that the twenty-first century brought to our lives, the things that were previously done in a very long time in our daily life have become very soon. Previously, the shoppings done by wandering from one store to another turned into coming to your feet with a click. These conveniences are implemented by businesses to reach more customers. Thanks to the opportunities offered by the globalization process and technology to businesses, enterprises have expanded their borders in terms of customers and have gone beyond the borders of the region they are located in, even the country. Many businesses have become international businesses rather than national ones. International businesses have also gained global business status. In the tourism sector too, globalizing businesses have started to host more tourists. They introduced previously unexplored places on a global scale thanks to technology and increased their profitability by attracting more tourists. Considering that customer expectations have increased continuously with globalization, competition has become indispensable for tourism businesses. Providing quality services for tourism businesses has gained a more important dimension. In a globalizing world, companies must constantly renew themselves by keeping up with the developments of the age in order to keep them in a competitive environment. The aim of this study is to examine the positive effects of globalization on the accommodation sector and mainly on hotel businesses within the context of the related literature and offer solutions.

Parlar, Fatih Mehmet; Ermiş, Aydan; Parlar, Ferizan; Tasmektepligil, Mehmet Yalcin; Çavuşoğlu, Gül; İmre, Nurettin

Abstract: The purpose of this study is to analyze the social media content of the first 20 football clubs in 2015/2016 Football Money League released each year by Deloitte, which is a firm that provides services to its customers about audit, consulting, corporate finance, risk management and tax with the cooperation of thousands of professionals working in independent firms worldwide. The study used descriptive analysis method; the clubs’ social media accounts of Facebook, Instagram, Twitter and Google+ were analyzed one by one and their various posts were collected under specific themes and sub-themes. The results of the study showed that the clubs’ posts were grouped under 23 different main themes and 94 sub-themes and the most frequently posted main themes were match day, informing, training, story, interaction, tagging, custom chart and celebration-greeting- commemoration, while the least posted were posts in other languages, humor, location posts and posts of emotion. Today, social media is an important channel of communication for the sport phenomenon followed by masses, as it is for all organizations. The unique capability of social media in communication presents commercial opportunities especially for organizations, which are global brands. When the financial reports are examined, it can be seen that there is a positive association between the sportive success and the income levels of clubs, which want to come to the forefront in competition. It can be said that clubs should place importance on marketing based communication works for sustainable financial success. Thus, it is thought that the development line of football clubs will be associated with their skills of using existing communication technologies and in addition to other expansion measures, clubs should lay great stress on the social media factor and they should not neglect social media. As a result, it has been determined that the evaluated clubs are attempting to enrich Social Media channels with different content in order to integrate and interact with their supporters.