CONTENT MARKETING INVESTIGATION WHICH IS A NEW MARKETING APPROACH AND IT’S APPLICABILITY IN TOURISM SECTOR
Global, territorial and local competition seriously effect competition conditions in tourism sector as in all sectors. The exacerbation of the competition causes a decrease in the profitability for per customer or in total. Although many options appear to be an advantage for the customers, it gets difficult to select the appropriate options for customers. It also started to get difficult to determine which option suits best to meet their needs between options, which are nearly similar.
At this point, content marketing, which previously existed confront us again as a more important marketing plan to be electable from competitor options. Facilities, catalogues, advertisements, web pages, mottoes which are similar with each other in tourism sector that is a service industry makes consumers’ decision making process complicated. With content marketing consumers will have the opportunity to make easier purchasing decisions and businesses will have the opportunity to gain advantage against competitors. Content marketing should have the features of providing easier selection for consumers who are in the target market and data positioning which puts a difference within competitor options. Otherwise, businesses are subject to wait to be selected from similar businesses, which is the most important/dangerous risk in today’s business world. This study seeks to search on how to use content marketing to provide competitive advantage in tourism sector. Primarily, the term content marketing was defined and the alteration of the term within years was examined. For the analysis Snowball Sampling Method was used to gain the content marketing samples, which were previously implemented. Then, samples’ descriptive statistics information analysis was included. Lastly, some suggestions were made for the necessity of the term content marketing and for the tourism sector by benefiting from the analysis of the samples.
Tourism Sector, Content Marketing, Competitive Advantage, Consumer, Sustainability