Revisit of Marketing Strategy in Tourism Sector Under the Impact of Digital Convergence

How significant is the role of social

media in marketing Istanbul?

Yigit Pasaoglu

(000700444)

Broad Question

• How can Turkish market share in tourism sector to be increased in the world market by using new technological innovations?

• Turkey-Istanbul• Technological Innovations-Social Media

Digital Convergence

• Substantially impacts our personel lifesytle and workstyle

• IT• Internet• Media• Service Industries-Value Chain

Research Objectives

• Lack of Marketing• Publicity• Mobile technology• Companies• Policy makers• Marketing Activities• Investigation• Questionnaire

Methodology

• Constructivism• Deductive• Mixed• Data collection• Qualitative

Problem Issues

• Reliability• Familiarity• Knowledge/Research Question• Broad• Relevance• Viability

References

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• Cordis Europa (2013) Digital Covergence an Eu Perspective. [online] Available at: http://ftp://ftp.cordis.europa.eu/pub/ist/docs/ka4/au_arroyo_roabirom1_0107_en.pdf [Accessed: 05 Mar 2013].

• Court, D. et al. (2013) Measuring marketing’s worth. McKinsey Quarterly, 1 (1), p.1-7.• Edelman, D. (2010) Four ways to get more value from digital marketing. McKinsey Quarterly, 1 (1), p.1-8.• French, T. et al. (2011) We’re all marketers now. McKinsey Quarterly, 1 (1), p.1-9.• Haggerty, A. (2013) eBay Advertising UK and Moneysupermarket.com line up speakers for digital

convergence conference. [online] Available at: http://www.thedrum.com/news/2013/02/20/ebay-advertising-and-moneysupermarket-speakers-lined-digital-convergence-conference [Accessed: 03 Mar 2013].

• Korkmaz, B. et al. (2011) How new Internet standards will finally deliver a mobile revolution. McKinsey Quarterly, 1 (1), p.1-9.

• Mueller, M. (1999) DIGITAL CONVERGENCE AND ITS CONSEQUENCES. The Public, 6 (3), p.11-28.• Ridgway, S. et al. (2011) How we see it:Three senior executives on the future of marketing. McKinsey

Quarterly, 1 (1), p.1-11.• Slideshare.net (n.d.) What Is Digital Convergence?. [online] Available at:

http://www.slideshare.net/CFSolomon/what-is-digital-convergence [Accessed: 05 Mar 2013].• Yoffie, D. (1997) Competing In The Age Of Digital Convergence. USA: Harvard Business Review Press.