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

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

Palavras-chave:

Publicidade digital, hotelaria, sítios Web, Istambul

Resumo

Este estudo tem como objetivo investigar a eficácia dos serviços de marketing digital oferecidos nos sites corporativos de empresas hoteleiras cinco estrelas que operam em Istambul (Turquia). Neste contexto, são analisados os sites de 130 empresas hoteleiras de cinco estrelas em Istambul usando análise de conteúdo. O seu desempenho em marketing digital é avaliado com base em nove dimensões e 63 critérios. Os resultados mostram que os sítios Web destas empresas hoteleiras são «pobres» em termos de compatibilidade com dispositivos móveis, «inadequados» em termos de promoção de vendas, diferentes opções linguísticas e promoção em linha; «bastante adequados» em termos de informação de comunicação, relações públicas e ligações às redes sociais, «bons» em termos de venda direta e «excelentes» em termos de serviços prestados. No geral, este estudo conclui que os sites de empresas de hospedagem cinco estrelas que operam no destino Istambul têm um desempenho de marketing digital "ruim".

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Biografia do Autor

Birgül Aydin, Doğuş University

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

Süleyman Akkaşoğlu, Doğuş University

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

Ceyhun Akyol, Artvin Çoruh University

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

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