Seyahat acentalarında dijitalleşme: İstanbul örneği
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Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Düzce Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Dijital teknolojilerin gelişimi gün geçtikçe tüm sektörleri etkilemektedir. Turizm sektörü de bu gelişmelerden etkilenen sektörler arasındadır. Dijitalleşmenin getirmiş ve getirecek olduğu yeniliklerin takip edilmesi, kullanılabilmesi, adapte edilebilmesi seyahat işletmeleri açısından fayda sağlayacak niteliktedir. Bu çalışmanın amacı, turizm sektöründe faaliyet gösteren seyahat işletmelerinin dijitalleşmeyi nasıl kullandıklarının ve dijital dönüşüme geçiş sürecinde işletmelerinde meydana gelen değişimlerin incelenmesidir. Araştırmada dijital dönüşümün amacı, bu alanda ki tüm gelişmeler ve bu gelişmelerin seyahat işletmelerine yansımaları ele alınmıştır. Örneklem grubu olarak belirlenen İstanbul ilinde bulunan A grubu seyahat acentalarında dijital dönüşümün geldiği nokta ve belirlenen sonuçların ortaya konulabilmesi amacı ile alan araştırmasında, nitel araştırma yöntemi kullanılmış olup veriler yarı yapılandırılmış görüşme tekniği ile elde edilmiştir. Görüşme sonucunda katılımcılardan elde edilen nitel veriler betimsel analize tabi tutulmuş olup, yazıya dökülen katılımcı görüşlerinin analizleri gerçekleştirilmiştir. Dijitalleşmenin gelişimi ve kullanımı seyahat işletmelerinin faaliyetlerini, iş görme biçimlerini, sürdürülebilirliğini etkilemektedir. Dijital dönüşümde; dijital pazarlama süreci ile geniş pazarlara ulaşabilme, otomasyon sistemlerinin bünyeye dâhil edilmesi ile iş süreçlerinin daha doğru ve verimli işlemesi, araştırma ve geliştirme birimiyle iş görme süreci izleyerek sürdürülebilirlik sağlama, ilaveten pandemi sürecinde dijital platformlarda yapılan etkinlikler sonucu kendine özgü yeni bir iş kolunun kurum içinde yaratılması gibi faaliyetlerde gelişim gösterilmiştir. Dijitalleşme kavramı sektör içinde takip edilmesi ve doğru zamanda doğru alanlara uygulanması gereken bir olgu olmaktadır.
The development of digital technologies is affecting all sectors day by day. The tourism sector is also among the sectors affected by these developments. It will be beneficial for travel businesses to follow, use and adapt the innovations that digitalization has brought and will bring. The aim of this study is to examine how travel businesses operating in the tourism sector use digitalization and the changes that occur in their businesses during the transition to digital transformation. In the research, the purpose of digital transformation, all developments in this field and the reflections of these developments on travel businesses are discussed. Qualitative research method was used in the field research in order to reveal the point of digital transformation and the determined results in the A group travel agencies located in the province of Istanbul, which was determined as the sample group, and the data were obtained by semi-structured interview technique. As a result of the interview, the qualitative data obtained from the participants were subjected to descriptive analysis, and the analyzes of the written participant opinions were carried out. The development and use of digitalization affects the activities, ways of doing business and sustainability of travel businesses. In digital transformation; Reaching large markets with the digital marketing process, incorporating automation systems into the body, more accurate and efficient operation of business processes, ensuring sustainability by following the business process with the research and development unit, in addition, creating a unique new business line within the organization as a result of activities on digital platforms during the pandemic process. progress has been made in activities such as The concept of digitalization is a phenomenon that should be followed within the sector and applied to the right areas at the right time.
The development of digital technologies is affecting all sectors day by day. The tourism sector is also among the sectors affected by these developments. It will be beneficial for travel businesses to follow, use and adapt the innovations that digitalization has brought and will bring. The aim of this study is to examine how travel businesses operating in the tourism sector use digitalization and the changes that occur in their businesses during the transition to digital transformation. In the research, the purpose of digital transformation, all developments in this field and the reflections of these developments on travel businesses are discussed. Qualitative research method was used in the field research in order to reveal the point of digital transformation and the determined results in the A group travel agencies located in the province of Istanbul, which was determined as the sample group, and the data were obtained by semi-structured interview technique. As a result of the interview, the qualitative data obtained from the participants were subjected to descriptive analysis, and the analyzes of the written participant opinions were carried out. The development and use of digitalization affects the activities, ways of doing business and sustainability of travel businesses. In digital transformation; Reaching large markets with the digital marketing process, incorporating automation systems into the body, more accurate and efficient operation of business processes, ensuring sustainability by following the business process with the research and development unit, in addition, creating a unique new business line within the organization as a result of activities on digital platforms during the pandemic process. progress has been made in activities such as The concept of digitalization is a phenomenon that should be followed within the sector and applied to the right areas at the right time.
Açıklama
Anahtar Kelimeler
Turizm, Tourism
