Evaluation of the effect of digital marketing activities on sales performance in the tourism sector: The case of Duzce province hotel enterprises

Digital marketing has taken its place in the literature as a current issue that develops rapidly depending on technology. Digital marketing, which has different definitions and opinions on it, is briefly explained as "moving marketing activities to digital environments in a planned, programmed manner". The aim of this study is to evaluate the effect of digital marketing on sales performance in 3 star and 4 star hotel enterprises operating in Düzce. Qualitative research method was applied in the study. The data related to the research were obtained because of face to face interviews. As a result of the analysis of the data in the research, the following results were obtained. Since the hotel enterprises operating in Düzce are mostly small-scale enterprises, digital marketing investments are limited. The level of awareness of hotel managers towards the potential of digital marketing is quite high. Social media marketing and marketing activities carried out through Google are used effectively by hotel businesses. Digital marketing activities are mostly carried out by front office staff. The main conclusion reached based on this information is as follows; There is a positive and strong relationship between digital marketing activities and the sales figures of hotel enterprises.