Digital transformation of marketing: The case of Düzce province hotel businesses

Abstract

Today, as in every field, digital transformation is experienced in marketing. This transformation changes the way businesses do business and provides various benefits. For this reason, examining the effects of digital marketing on hotel businesses, which play a vital role in the tourism sector, is crucial. In this context, the study aims to determine the level of use of digital marketing techniques of three-star and above hotel businesses in Düzce Province and the effect of digital marketing activities of these businesses on sales figures. The qualitative research method was applied in the study. The data related to the research were obtained through face-to-face interviews with the managers of 10 hotel businesses in Düzce that meet the relevant criteria. According to the research findings; some observe that hotel businesses operating in Düzce have limited digital marketing investments. However, it has been observed that hotel managers’ level of awareness of the potential of digital marketing is high. It has been determined that hotel businesses use social media and search engine marketing and that front-office personnel carry out digital marketing activities. It is also concluded that there is a positive and strong relationship between digital marketing activities and sales figures of hotel businesses.