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Abstract


INTERNET AND SOCIAL MEDIA USAGE AS A DISTRIBUTION CHANNEL IN ACCOMODATION ENTERPRISES

Intermediary institutions forming the link between the tourism supply and demand within the concept of marketing the goods that tourism enterprises produced is called the distribution channel. Time, quality and distribution costs directly affect sales volume. for this reason, the choice of an appropriate distribution channel is one of the most important decisions as the marketing of products. It seems that the internet has been used effectively as a flexible marketing tool in the decision making for accommodation businesses with the aim of services diversification, price strategies, productivity and other different needs. In addition, thanks to the widely used social media networks, marketers are able to monitor consumers, identify factors that shape their thinking and preferences and try to be addressing their preferences. The questionnaire survey was conducted with 214 managers in the accommodation companies that operating in Konya region, the results of the consistency control with Cronbach Alpha Test were found to be high and factor analysis was made. The Kruskal Wallis Test was applied to determine whether the factor averages of the sample group were changed according to the operator's predominantly working markets. The Mann-Whitney U Test, which is a non-parametric test, was applied to determine whether the factor averages of the sample group varied according to the demographic variables. It has been found that the tourism enterprises in Konya have being used the internet and social media heavily.



Keywords
Konya, Accommodation Businesses, Distribution Channel, İnternet, Social Media



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