Turizm işletmelerinin teknoloji kabul modeli kullanılarak fijital pazarlama teknolojilerine yönelik tutumlarının belirlenmesi<sup></sup>

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.