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Article
Publication date: 23 January 2025

Esma Acayip, Dilsad Kirselioglu and Gokhan Akel

The study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management…

38

Abstract

Purpose

The study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management (CRM) competence with business performance, considering market environment factors. It also aims to contribute to the literature with dynamic capability theory by testing this model.

Design/methodology/approach

The model suggested is tested by data obtained online from a sample of 178 Turkish companies that use digital marketing tools. The data obtained were analyzed using the structural equation model (SEM).

Findings

In this study, it has been determined that digital marketing capabilities affect business performance. Also, a positive moderating effect of dynamism is seen in the relationship of digital marketing capabilities with business performance. Also, technology orientation, social CRM competence and customer relations orientation affect and explain digital marketing capabilities as antecedents.

Research limitations/implications

The study only focuses on Turkish companies, and no distinction has been made in terms of business type/size. Also, since this research was carried out during the COVID-19 pandemic, the data may have been affected by this period.

Originality/value

Contextual and methodological research gaps still exist in digital marketing capabilities literature. This study is evaluating Turkish companies’ digital marketing capabilities with business performance, and in the context of Turkey, it is important for other developing countries with a similar market environment. Also, it contributes to the dynamic capabilities theory literature by constructing a novel conceptual model examining the relationship among dynamic digital marketing capabilities, their antecedents and business performance.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 15 January 2024

Gökhan Akel and Elçin Noyan

This study aimed to explore the adaptations and perspectives of hotel managers regarding green and smart hotel technologies within the context of sustainability.

1093

Abstract

Purpose

This study aimed to explore the adaptations and perspectives of hotel managers regarding green and smart hotel technologies within the context of sustainability.

Design/methodology/approach

A comprehensive literature review guided the formulation of this study, followed by face-to-face, semi-structured interviews with hotel managers. A total of 17 prepared questions were finalized after examination by two expert academicians. The responses were analyzed using qualitative research methodology and the results were weighted using the step-wise weight assessment ratio analysis (SWARA) method.

Findings

Interviews with sustainability and operational managers yielded insights into environmentally friendly practices and strategies such as reducing energy and water consumption, waste and chemical reduction, supporting local entrepreneurs and adopting smart technologies. These factors are crucial in eco-friendly hotels. According to the SWARA analysis, 'reducing energy consumption' is the most effective criterion.

Research limitations/implications

This study offers insights into green and smart hotel management by focusing on the perspectives of hotel managers with a small sample. In future studies, research with larger samples on customer perspectives and the effect of hotel selection is recommended.

Practical implications

This study offers insights to hotel managers on energy conservation and customer satisfaction enhancement through green and technological applications. These technological applications can improve hotel service quality and provide personalized experiences, fostering customer loyalty.

Originality/value

This pioneering study focuses on the intersection of green and smart practices in hospitality. By intertwining the often separately discussed concepts of “green” and “smart,” this study presents a novel approach to the sustainability practices in the hospitality industry, holding a key position, especially in Turkey. Implementing these concepts can yield environmental and economic benefits, offering invaluable insights to hotel managers and policymakers into integrating smart technologies with sustainability.

Details

Journal of Hospitality and Tourism Insights, vol. 7 no. 5
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 17 November 2022

Gökhan Akel and Engin Cakir

This research uses the experience economy theory and tourism experiences to explore how different types of experiences in theme parks influence visitors' experiential satisfaction…

764

Abstract

Purpose

This research uses the experience economy theory and tourism experiences to explore how different types of experiences in theme parks influence visitors' experiential satisfaction and behavioral intention.

Design/methodology/approach

The data were collected from visitors of different nationalities at a theme park hotel. The R program and JASP were used to analyze the data of the multinational sampling. JASP was used for the structural equation modeling (SEM) and the R program for the analysis of the measurement invariance.

Findings

The results highlight the existence of different visitor behavior in the experience economy, tourism experience and experiential satisfaction among visitors of several nationalities. However, the results highlight the existence of common visitor behavior on behavioral intention among visitors of these nationalities. This study reveals that visitors of different nationalities can have both diverse experiential and cultural motivations.

Practical implications

The results show that managers should apply a plan and strategy according to the differences between the nationalities. By examining visitors from different nationalities, the study was allowed to be interpreted from a wider perspective in terms of academia and industry.

Originality/value

This study makes a difference in the literature in terms of focusing on cross-national differences by examining the experiences of visitors from different nationalities by using experience economy theory and tourism experience elements in the same research model.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 3
Type: Research Article
ISSN: 2514-9792

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