Vol. 9 No. 4 (2024): Turkish Journal of Marketing
Articles

Determining the attitude towards phygital marketing technologies by using the technology acceptance model in terms of tourism businesses

PDF (Turkish)
  • Kenan Güllü,
  • Didem Aşar,
  • Hatice Tüfek
Kenan Güllü
Prof. Dr., Erciyes University, Kayseri, Turkiye
Didem Aşar
Lecturer Dr., Kapadokya University, Nevşehir, Turkiye
Hatice Tüfek
MBA Student, Erciyes University, Kayseri, Turkiye

Published 12/25/2024

Keywords

  • Tourism, Phygital, Phygital Transformation, Phygital Marketing, Hotels

Copyright (c) 2024 Kenan Güllü- Didem Aşar- Hatice Tüfek

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Determining the attitude towards phygital marketing technologies by using the technology acceptance model in terms of tourism businesses. (2024). Turkish Journal of Marketing, 9(4), 134-144. https://doi.org/10.30685/tujom.v9i4.205

Abstract

Today, in addition to traditional marketing practices, digital platforms have become increasingly compelling, and new technological marketing methods have been adopted. One of these new marketing methods is digital marketing. This study examines the perceptions of accommodation establishments, one of the important components of the tourism sector's phygital marketing. The study data were obtained from a survey application including five-star hotels serving in the provinces that host the most tourists in Turkey in 2023 (Istanbul, Aydın, İzmir, Muğla and Antalya). Parametric tests were performed on the data obtained. In the study, ANOVA analysis was performed to determine the differences between the phygital marketing practices and the activity periods of the enterprises. According to the analysis results, it was concluded that there was no significant difference between the perceptions of phygital marketing applications and business activity periods. Correlation analysis results showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications are related to behavioural intention. The regression analysis results determined whether the perceptions formed in phygital marketing applications in businesses significantly affect behavioural intention and showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications significantly affect behavioural intention.

PDF (Turkish)

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