A Research on the Determination of Social Customer Relationship Management Approach: ？zmir Case

As a result of developments in information and communication technologies, social media affects all sectors and affects tourism sector as well. The fact that social media is so effective in every field of life changes both the way businesses do business and the holiday process of customers. Thanks to social media, customers can instantly access the information they want before they go on holiday, make purchases through social media and share the experience with other people after the holidays. Social media, which is used extensively at every stage of the holiday process, forces the accommodation businesses to change and cause them to turn to social customer relations management approach. In this study, semi-structured interview form was applied to the managers of five-star accommodation companies in Konak district of Izmir and the perspectives of managers about social customer relationship management were discussed. The data obtained indicate that accommodation enterprises also keep up with this change and take an active part in social media