social media marketing in hotel businesses on four & five star hotels in European region of İstanbul

As technology continues to advance and integrate into our lives, businesses have increasingly turned to the internet for marketing activities, including promoting their brand, providing product information, and engaging with customers. With the ongoing development of the internet, the concept of social media has gained significance, becoming a vital marketing tool for businesses. In this context, hotel businesses have also adopted social media networks, shifting their marketing efforts accordingly. The purpose of this study is to investigate the social media marketing strategies employed by 4 and 5 star hotels operating on the European side of Istanbul, the reasons for preferring these strategies, and the impact of social media usage on hotel businesses. With the rapid spread of digitalization, hotel businesses are intensively utilizing social media platforms to reach their target audience, increase brand awareness, and gain a competitive advantage. In line with this objective, the study examines how hotels use social media as a marketing tool, which platforms they prefer, content creation and sharing strategies, as well as important aspects such as handling negative customer feedback and crisis management.