maz ve sürdürülebilir bulduğu, tekrar etmesini istediği ve ağızdan ağıza pazarlama yoluyla paylaştığı durumlardır (Pine ve Gilmore 1999: 3). Turizm sektörünün en önemli unsurlarından olan konaklama, ulaşım, perakendecilik, destinasyon yönetimi, yiyecek içecek ve seyahat hizmetleri sunan işletmeler turistlere farklı farklı deneyimler yaşatmaktadırlar. İşletmeler genellikle müşterilerine alışılmışın dışında, her gün yaşadıkları rutinden farklı ve rakiplerinin öngöremediği deneyimler yaşatmayı isteyebilmektedir.

Consumers perform their activities through digital channels more often as a result of technological advancements where those advancements also allow marketers to reach excessive information about consumers, store them, and use them whenever and however they consider necessary. These big data provide businesses to understand the unmet demands and expectations of consumers and achieve a sustainable business success. Despite the importance of big data analytics for marketing of businesses, research on this issue is scarce. In order to contribute the literature, the purpose of this chapter is to reveal the importance of big data in the digital marketing environment. In line with this purpose, a comprehensive literature review including the definition, components, sources of big data, and the role of big data in digital environments and the examples of businesses using big data is undertaken.

Bu çalışmanın amacı; turistlerin yaşadığı müşteri deneyiminin algılanan destinasyon imajına etkisini karşılaştırmalı olarak incelemektir. Bu amaçla teorik bir model ortaya koyulmuştur. Araştırma modeli, turistlerin duygusal ve rasyonel deneyimleri ile toplam dört boyuttan oluşan (politik çevre, kültürel çekicilik, sosyal çevre ve doğal kaynaklar) destinasyon imajını birbirine bağlamaktadır. Çanakkale-Gelibolu Yarımadası Tarihi Milli Parkı'nı ziyaret eden ve burada en az bir gece konaklayan 250 Türk ve 243 Anzak turistten anket tekniği ile elde edilen veriler SPSS for Windows 22.00 ve AMOS 22.0 programı kullanılarak analiz edilmiştir. Araştırma sonuçları, müşteri deneyiminin algılanan destinasyon imajı üzerinde olumlu bir etkiye sahip olduğunu ortaya koymaktadır. Ayrıca yapılan t-testi sonuçları, Türk turistlerin Anzak turistlere göre, destinasyonda daha yoğun bir duygusal deneyim yaşadıklarını ortaya koymaktadır.

In this chapter The EU's 2020 Objectives concerning social exclusion and poverty and Turkey's vision on social exclusion and poverty based on tenth development plan and Justice and Development Party's 2023 vision is dealt. The EU has developed a growth strategy named “EU 2020” in 2010. The objective concerning social exclusion and poverty of this strategy is to rescue as much EU citizens as possible from social exclusion and poverty and decreasing the number of EU citizens who live under poverty line by 20%. Although Turkey is not officially obliged to follow goals stated in EU 2020 objectives, it is integral for Turkey to pursue those principles in order to be harmony with the EU and reach her final aim of being a member of the EU.

The widespread use of the internet by individuals has brought companies to carry out their marketing activities on social media. Destinations offer goods and services for their customers, just like the companies. They present different kinds of tourism products under their brands. The aim of the destinations is to satisfy their customers' needs and wants. Modern tourists want to choose the best destinations that meet their needs in a short time. This chapter aims to present and discuss conceptually the significance of social media in destination choice of tourists. Therefore, the concept of social media, the relation between social media and the tourism industry, word-of-mouth and electronic word-of-mouth are discussed. Destination choice, the positive and negative effects of electronic word-of-mouth in the tourism industry is also discussed in this chapter. Moreover, a literature review about social media and tourists' destination choice has also been provided.