Analysis of Digital Marketing Performance of Resort Hotel Business Websites: A Research on Five Star Hotel Businesses in Alanya

Abstract

Today, hotel businesses reach their current and potential customers through corporate websites and carry out their marketing activities from this channel. The effectiveness of hotel website digital marketing activities is an important factor in terms of the success and performance of the business. The purpose of this study is to analyze the digital marketing performances of the corporate websites of resort hotels. For this purpose, websites of 79 five-star hotels in Alanya were analyzed by content analysis method and their digital marketing performances were analyzed according to 74 criteria determined in 10 dimensions. According to the findings obtained from the analysis, the digital marketing performance of resort hotel websites in terms of sales promotion tools is poor. In terms of public relations and mobile features, the performance is insufficient. Digital marketing performance is excellent in terms of information about the services offered at the hotel. As a result of the study, the overall digital marketing performance of resort hotel websites has been determined as good.