The effects of the digitalization process on the tourism sector within the scope of tourism marketing: A qualitative research

The global digitalization process affects almost all sectors positively or negatively, as well as affecting the tourism sector. In this context, it is the aim of the study to understand the effects of the digitalization process experienced with the developing information technologies in the tourism sector and to shed light on the future of the tourism sector by considering the past dates. In this framework, in order to understand the effects of digitalization on the tourism sector, qualitative research approach, document scans over internet resources and semi-structured in-depth interviews with the tourism sector employees and managers were conducted. In the research in which a single nested case study pattern was used, content analysis was applied to the data obtained through transcription of the documents and interviews. The tourism sector is a sector with a product service and many factors such as price, distribution and promotion are also part of tourism marketing. With the findings obtained as a result of the applied analysis, it is aimed to understand the effects of digitalization on the elements of tourism marketing. According to the results obtained as a result of the study, it is understood that the basic structure of tourist service has not changed, but new tourism services can be offered by using digital facilities and digital media and technologies can provide more efficient conditions in tourism marketing than traditional ones. Services suitable for tourist profiles changed by the digitalization process in the world with channels and technologies should be developed. In the context of the findings and results obtained, suggestions that all tourism stakeholders can benefit in the digitalized world are presented. Keywords: Digitalization, Digital Tourism, Digital Marketing, Tourism Marketing, Qualitative Research