Analysing websites in terms of digital marketing: research into five-star hotel businesses in Istanbul

Birgül Aydin; Süleyman Akkaşoğlu; Ceyhun Akyol

doi:10.25145/j.pasos.2025.23.043

Autores/as

Birgül Aydin Doğuş University https://orcid.org/0000-0003-3459-2385
Süleyman Akkaşoğlu Doğuş University https://orcid.org/0000-0003-0613-9743
Ceyhun Akyol Artvin Çoruh University https://orcid.org/0000-0001-5542-7309

DOI:

https://doi.org/10.25145/j.pasos.2025.23.043

Palabras clave:

Publicidad digital, Negocios hoteleros, sitios web, Estambul

Resumen

Este estudio tiene como objetivo investigar la efectividad de los servicios de marketing digital ofrecidos en los sitios web corporativos de empresas hoteleras de cinco estrellas que operan en Estambul (Turquía). En este contexto, se analizan mediante análisis de contenido los sitios web de 130 empresas hoteleras de cinco estrellas en Estambul, Turquía. Su desempeño en marketing digital se evalúa en función de nueve dimensiones y 63 criterios. Los resultados muestran que los sitios web de estas empresas hoteleras son 'pobres' en términos de compatibilidad con dispositivos móviles, 'inadecuados' en términos de promoción de ventas, diferentes opciones de idiomas y promoción en línea, 'bastante adecuados' en términos de información de comunicación, relaciones públicas y enlaces a redes sociales, 'buenos' en términos de venta directa y 'excelentes' en términos de los servicios prestados. En general, este estudio concluye que los sitios web de las empresas de alojamiento de cinco estrellas que operan en el destino Estambul tienen un rendimiento de marketing digital "pobre".

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Editor y equipo editorial: Perfiles
Sociedad académica: PASOS. Revista de Turismo y Patrimonio Cultural
Editorial: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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Biografía del autor/a

Birgül Aydin, Doğuş University

Faculty of Fine Arts and Design, Department of Gastronomy and Culinary Arts,

Süleyman Akkaşoğlu, Doğuş University

Facultad de Arte y Diseño, Gastronomía y Artes Culinarias

Ceyhun Akyol, Artvin Çoruh University

Assoc. Prof. Dr. Artvin Vocational School, Culinary Program

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