Examination of Social Media Usage Levels of Hotel Enterprises in Southeast Anatolia Region

Abstract

Today, hotels use social media applications for reasons such as attracting existing or potential guests, announcing their activities, promoting their services and communicating directly with them. The aim of this study is to determine the usage levels of Facebook, Instagram and Twitter applications of hotels with tourism operation licenses in the Southeastern Anatolia Region. Qualitative research method and content analysis technique were used in the research. As a result of the research, it was determined that these applications are mostly preferred by the hotels, but they are not used regularly. In addition, it was observed that the hotels mostly used the posts in the "Promotion and Campaign" group. As a result of the study, suggestions were made for the hotels to use social media tools more effectively and for future studies on this subject.