The electronic marketing practices in tourism operations: A survey in hoteloperations

. In this survey, what degree hotels enefit from electronic marketting practices and what degree hotels keep pace with the changes in electronic marketting are questioned for this purpose according to the classes of hotels, the content of web sites and allowing the practices for electronic markettings and usage rates have been attempted to determine.In the first section of the study, the almost abolishment of the borders of the country from economic and social formats independently, a work and communication order for 24 hours have increased the importance of knowledge system of competitiveness at the global level through the global scaled trade and source transference possibilities. Organizational structures have been able to gain quite new prospects through the possibilities that the knowledge system provide. In particular, at the present time when computer technologies and the internet use increase, electronic market has been able address to the global market easier, thereby its market potential has been expressed greater than the traditional trade. In the second section of the study, in order to take advantage of the occasions that electronic media presents and avoid from the threats, tourism operations should concentrate on marketing issues. Thus, electronic marketing practices are used through the web sites so that tourism operations can follow all the developments, improvements, changes and innovations and adjust them in the organization or outer environment and have access to new mass of people and also realise the sales more comfortably. In particular, among the fields where electronic marketing is used the most intensively, airline operation, accommodation operation, travel operation, renting cars, operation of tourism areas and tour operation are pointed out to have taken place in almost every scopes of tourism. In the third section of the study, in order to survey and research how successfully hotel operations use the internet, in particular the web sites the content analysis of the web pages of the four and five-star hotel operations in the Marmara region has been carried out. It has been aimed how well and efficiently the hotels joining the survey use the web sites according to their types and classes. And also, it has been tried to search out the conformity and use of a new marketing method by being evaluated electronic marketing practices.