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Social Media Usage of Hotels in the Scope of Digital Marketing: A Research on Instagram

Year 2025, Volume: 28 Issue: 1, 78 - 94, 30.04.2025

Ercan Çiçek , Ebru Dıvrak

https://doi.org/10.29249/selcuksbmyd.1586306

Abstract

Hotels' social media presence is critical for brands to engage with their target audiences and increase customer engagement. This study aims to analyze hotels' use of Instagram in the context of digital marketing and examine the impact of social media on their marketing performance. It investigates hotels' social media strategies, especially how they increase customer engagement on Instagram, and the relationship between the number of followers and engagement strategies. The main problem of the research is what kind of content strategies hotels follow on Instagram and how these strategies affect customer engagement. Qualitative research method was used in the study and content analysis was preferred as a data collection tool. The population of the study consisted of 10 hotels selected from TripAdvisor's list of the best hotels worldwide. The Instagram accounts of these hotels were analyzed between August 1-15, 2024. The key findings of the study show that hotels that actively use engagement-oriented features such as Instagram Stories and Reels achieve higher follower growth and engagement rates. Visually rich content, especially hotel landscapes, food and pool-themed posts, had the highest engagement rates. The study reveals that the active use of engagement strategies increases customer engagement and social media marketing contributes positively to the performance of hotel businesses.

Keywords

Digital Marketing, Social Media, Interaction, Engagement, Instagram

References

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  • Kim, D. H., Seely, N. K., & Jung, J.-H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535-543. https://doi.org/10.1016/j.chb.2017.01.022
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Dijital Pazarlama Kapsamında Otellerin Sosyal Medya Kullanımları: Instagram Üzerine Bir Araştırma

Year 2025, Volume: 28 Issue: 1, 78 - 94, 30.04.2025

Ercan Çiçek , Ebru Dıvrak

https://doi.org/10.29249/selcuksbmyd.1586306

Abstract

Otellerin sosyal medyadaki varlıkları, markaların hedef kitleleriyle etkileşime geçmesi ve müşteri katılımını artırması açısından kritik öneme sahiptir. Bu çalışma, dijital pazarlama bağlamında otellerin Instagram kullanımlarını analiz ederek, sosyal medyanın pazarlama performanslarına etkisini incelemeyi amaçlamaktadır. Otellerin sosyal medya stratejileri, özellikle Instagram üzerinden müşteri etkileşimlerini nasıl artırdıklarını ve takipçi sayılarıyla etkileşim stratejileri arasındaki ilişkiyi araştırmaktadır. Araştırmanın temel problemi, otellerin Instagram’da nasıl bir içerik stratejisi izledikleri ve bu stratejilerin müşteri katılımını nasıl etkilediğidir. Çalışmada nitel araştırma yöntemi kullanılmış ve veri toplama aracı olarak içerik analizi tercih edilmiştir. Araştırmanın evrenini, TripAdvisor’ın dünya genelindeki en iyi oteller listesinden seçilen 10 otel oluşturmuştur. Bu otellerin Instagram hesapları, 1-15 Ağustos 2024 tarihleri arasında analiz edilmiştir. Araştırmanın temel bulguları, Instagram Hikayeleri ve Reels gibi etkileşim odaklı özellikleri aktif olarak kullanan otellerin daha yüksek takipçi artışı ve etkileşim oranlarına ulaştığını göstermektedir. Görsel açıdan zengin içerikler, özellikle otel manzaraları, yemek ve havuz temalı paylaşımlar, en yüksek etkileşim oranlarına sahiptir. Çalışma, etkileşim stratejilerinin aktif kullanımının müşteri katılımını artırdığını ve sosyal medya pazarlamasının otel işletmelerinin performansına olumlu katkıda bulunduğunu ortaya koymaktadır.

Keywords

Dijital Pazarlama Sosyal Medya Etkileşim Katılım Instagram

References

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  • Batu, M., & Kayacan, Ş. (2018). Kurumsal İletişim Projelerinin, Kurumların Marka Algısı İle İlişkisi: Belediyelere Yönelik Bir Analiz [PhD Thesis, Erciyes University]. https://dergipark.org.tr/en/download/article-file/516401
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  • Bozhko, L. (2019). Business research of Bali and Malang promoting instagram accounts: A detailed but incomplete study. Frontiers Journal of Accounting and Business Research, 1(1), 8-10.
  • Caetano, A. R. A. (2017). Insights on the use and consequences of user-generated content in the context of Portuguese luxury hotels [Master’s Thesis]. https://repositorio.iscte-iul.pt/handle/10071/15707
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  • Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and Informatics, 35(8), 2289-2298. https://doi.org/10.1016/j.tele.2018.09.009
  • Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468-481. https://doi.org/10.1016/j.jretconser.2014.03.006
  • de Amorim, L. A., Sousa, B. B., Dias, A. L., & Santos, V. R. (2022). Exploring the outcomes of digital marketing on historic sites’ visitor behaviour. Journal of Cultural Heritage Management and Sustainable Development. https://doi.org/10.1108/JCHMSD-11-2021-0202
  • De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Deng, Q., Hine, M., Ji, S., & Wang, Y. (2020). Consumer engagement with brand posts on social media: Current state and research agenda. Proceedings of HICSS-53. https://aisel.aisnet.org/hicss-53/in/electronic_marketing/5/
  • Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management in the hospitality industry. Journal of Hospitality, 1(1), 1-14. http://htmjournals.com/jh/index.php/jh/article/view/1
  • Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219, 688-696. https://doi.org/10.1016/j.procs.2023.01.340
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  • Du, K., Zhao, Q., Yin, Y., & Zhang, T. (2024). Marketing executives and corporate performance: From the perspective of marketing digitalization. International Review of Economics and Finance, 93, 631-644. https://doi.org/10.1016/j.iref.2024.03.028
  • Fiona, F., Susetyo, S., & Putri, A. M. P. (2022). Digital marketing through social media Instagram as a promotion means to increase interest in visiting Bengkulu tourism objects. 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021), 63-70. https://www.atlantis-press.com/proceedings/seabc-21/125971226
  • Halaszovich, T., & Nel, J. (2017). Customer–brand engagement and Facebook fan-page “Like”-intention. Journal of Product and Brand Management, 26(2), 120-134. http://dx.doi.org/10.1108/JPBM-02-2016-1102
  • Islam, M. T. (2021). Applications of social media in the tourism industry: A review. SEISENSE Journal of Management, 4(1), 59-68. https://doi.org/10.33215/sjom.v4i1.556
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kaur, B., Sharma, R. R., & Bhardwaj, R. (2022). Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach. İçinde Digital Marketing Outreach (1. baskı, s. 244). Routledge India. https://doi.org/10.4324/9781003315377
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kim, D. H., Seely, N. K., & Jung, J.-H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535-543. https://doi.org/10.1016/j.chb.2017.01.022
  • Királ’ová, A., & Pavlíček, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, 358-366. https://doi.org/10.1016/j.sbspro.2015.01.1211
  • Kowalewicz. (2022). How social media impacts consumer buying [Post]. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2022/04/28/how-social-media-impacts-consumer-buying/
  • Kumar, V., & Mirchandani, R. (2013). Increasing the ROI of social media marketing. IEEE Engineering Management Review, 41(3), 17-23. https://doi.org/10.1109/EMR.2013.6596535
  • Kunkel, T., Walker, M., & Hodge, C. M. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly, 19(3), 373-395. https://doi.org/10.1080/16184742.2018.1530688
  • Lahtinen, N., Pulkka, K., Karjaluoto, H., & Mero, J. (2023). Digital Marketing Strategy: Create Strategy, Put It Into Practice, Sell More. Edward Elgar Publishing. https://doi.org/10.4337/9781035311316
  • Law, R., Leung, R., & Buhalis, D. (2009). Information technology applications in hospitality and tourism: A review of publications from 2005 to 2007. Journal of Travel and Tourism Marketing, 26(5-6), 599-623. https://doi.org/10.1080/10548400903163160
  • Lee, E.-J. (2008). When are strong arguments stronger than weak arguments? Deindividuation effects on message elaboration in computer-mediated communication. Communication Research, 35(5), 646-665. https://doi.org/10.1177/0093650208321784
  • Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029
  • Ma, X., & Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29038
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There are 55 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing
Journal Section Original Research Articles
Authors

Ercan Çiçek 0000-0002-0079-5531

Ebru Dıvrak 0000-0003-2282-5014

Publication Date April 30, 2025
Submission Date November 15, 2024
Acceptance Date March 10, 2025
Published in Issue Year 2025 Volume: 28 Issue: 1

Cite

APA Çiçek, E., & Dıvrak, E. (2025). Dijital Pazarlama Kapsamında Otellerin Sosyal Medya Kullanımları: Instagram Üzerine Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 28(1), 78-94. https://doi.org/10.29249/selcuksbmyd.1586306
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