E-ticaretin turizm sektöründe gelişimi ve oluşturduğu pazar payı: antalya ilinde resort otellerde bir araştırma

Developments in information technologies offer new opportunities to society, as well as provide new opportunities to the tourism sector. In this context, new opportunities have also emerged thanks to the developing technology. The purpose of this study is to analyze the visible development of the trend and emerging e-commerce field in the tourism sector and to investigate the market share effects it creates. In this context, the research has been conducted on the contributions of e-commerce, which is rapidly developing in all sectors and has a large share, in the field of tourism and how businesses benefit from these trend channels. The universe of the study is made up of all the managers who are interested in the online sales channel at the 5-star Resort Hotels located in Antalya province in Türkiye. In this context, qualitative research method was used in the study and data was obtained with semi-structured interview technique. The interview form prepared within the scope of qualitative research consists of 9 questions. Descriptive analysis method was used to analyze the data obtained from the participants as a result of the interview. As a result of the research, the opinions of the managers are that hotels can increase their sales volumes by providing the opportunity to reach many audiences by using the e-commerce platforms they have created, reduce costs, and provide long-term opportunities by establishing closer relationships with guests. This study aims to shed light on both industry leaders and future studies due to the lack of much work in the literature in this context. Keywords: Electronic Commerce, Information & Communication Technology and Tourism