Avrupa havalimanlarında sosyal medyanın pazarlama iletişimi aracı olarak kullanımı: Facebook örneği (original) (raw)

2016, Journal of tourism theory and research

The institutions and organizations have tried to keep up use and benefit of the technology because of some reasons such as keeping pace with change, learning the expectations and demands of target groups, exchanging information with them quickly, becoming visible, interacting in the competitive environment of today's business world. Rapidly rising digital media in the field of marketing communications and the rising social networks through the media have provided to reach over 2 billion target groups in the world via networks. Besides, its use has increased rapidly by creating an informal communication environment, creating a more intimate communication ground for the target groups with companies, becoming faster and more effective at learning consumer responses. It is also a cheap and effective advertising medium for companies. Many businesses in the service sector also have begun to take its place in the race to exist in social media. However, this channel also carries many risks for companies. For example, everybody can see target group shares which can create crises. For this reason, some companies have avoided this aspect of social media and haven't taken over, by implementing an invisibility policy, but some of these companies efficiently have used it to contribute to marketing communication goals and brand image. The aim of this research, is to show how airport organizations serving in Europe communicate with passengers and target groups via social media. In the search, according to dates of the Airport Traffic Report, the first five of the busiest airports in Europe and their Facebook pages were selected as sample. The information on pages of airport organizations were examined under the five titles: communication, advertising, product distribution, research and customer relations. In the search, the data obtained from pages were examined with content analysis method. The data obtained have emphasized that airport organizations different elements to communicate on Facebook. The search has put forth that pages generally have been used for the aim of the advertising, but haven't been given point to the advertising of the stakeholders in the airports.