Turizm Sektöründe Sosyal Medya İletişiminin, Duyusal Markalama, Müşteri Değeri ve Müşteri Sadakatine Etkisi (The Effect of Social Media Communication on Sensory Branding, Customer Value and Customer Loyalty in the Tourism Sector)
DOI:
https://doi.org/10.21325/jotags.2021.788Keywords:
Tourism, Social media, Sensory branding, Customer value, Customer loyaltyAbstract
Tourism is a sector that communication and interaction between individuals is experienced. Especially with Web 4.0, tourism establishments could communicate with their customers and carry out product promotion activities. Thus, they could carry out such product promotion activities by appealing to the senses of the customers, thanks to the social media platforms. This research covers the customers who have stayed in the accommodation establishments in Ayvalık and using social media. In this study; the relationship between social media communication, sensory branding, customer value and customer loyalty in the tourism sector have been examined. After the analyzes have been carried out in this study, it has been determined that social media communication in tourism has a positive effect on sensory branding, customer value and customer loyalty. Besides, it has been determined that the sensory branding activities carried out by tourism establishments, have a positive effect on customer value and customer loyalty. Finally, it has been determined that the value perceived by customers in tourism, positively affects customer loyalty. With all these results obtained in the research, suggestions have been presented to researchers and tourism establishments.
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