Online Booking as A Marketing Strategy: A Survey on Hotels in Antalya


Creative Commons License

BOZ M.

OSR Journal of Business and Management (IOSR -JBM), vol.18, no.9, pp.78-85, 2016 (Refereed Journals of Other Institutions)

  • Publication Type: Article / Article
  • Volume: 18 Issue: 9
  • Publication Date: 2016
  • Title of Journal : OSR Journal of Business and Management (IOSR -JBM)
  • Page Numbers: pp.78-85

Abstract

The importance of new ICT technologies for the travel and tourism industry has increased enormously for the last twenty years. Internet, especially, the web applications has revolutionalised the industry. The internet became a new distribution channel as a marketing strategy for the travel and tourism industry. One of the most widespread applications is online booking for accomodation industry. This paper consists of two main parts: In the first part, in the light of literature, the concept, tools, properties, development, pros and cons of online booking system for accommodation establishments were examined. In the second part of the paper, a survey was realised among 189 hotels in Antalya, where is accepted as the tourism capital of Turkey. A face to face interview method through a semi-structured questionnaire was used in the survey. In general, the reliability of the questionnaire was analyzed. And it was tried to determine traditional and online booking system applications of the hotels. In the statistical evaluation of the survey, descriptive statistics were used to analyse the results. In the final part of the paper, research findings were introduced, interpreted and recommendations were developed. Keywords: Online Booking, Distribution Channels in Accomodation, Tourism Industry, Internet Applications, Hotels in Antalya