Social media usage and digital marketing strategies of accommodation businesses

The main event that digitalization adds to our lives from an economic point of view is digital marketing and its return. Tourism sector, which is one of the sectors that make the most significant contribution to the country's economy, is one of the sectors that adapt to both digitalization and its benefits. Accommodation companies that host domestic and foreign tourists in the tourism sector are benefit from digital tools in their marketing activities by keeping up with today digital age. Placement businesses are also quite common, especially on digital media platforms, where advertisements from different sectors appear every day In addition, the study was based on what other digital tools are used and, at the same time, what digital strategies are used in these tools formed the basis of the study. From this point of view, the study aims to determine which digital media and digital marketing methods the accommodation businesses operating in Turkey prefer. One of the quantitative research methods, the questionnaire technique, was used in the study. Participants in the research stated that the demand and sales performance of their businesses increased after using digital media. KEYWORDS:Digitalization, digital marketing, hospitality industry