E-ISSN: 2148-9386
Volume : 10 Issue : 3 Year : 2022


JEMS apply the Creative Commons Attribution NonCommercial 4.0 International Licence to all manuscripts to be published
ABSTRACTING & INDEXING
Exploring Instagram-Based Social Media Marketing Approaches of Yacht Training Services: A Content Analysis of Photographs [JEMS Maritime Sci]
JEMS Maritime Sci. 2022; 10(1): 74-85 | DOI: 10.4274/jems.2022.76093

Exploring Instagram-Based Social Media Marketing Approaches of Yacht Training Services: A Content Analysis of Photographs

Serim Paker1, Neslihan Paker2
1Dokuz Eylül University, Faculty of Maritime, İzmir, Turkey
2İzmir Kavram Vocational School, İzmir, Turkey

Instagram posts of sail training centers were examined and a comprehensive content analysis of photographs was used to comprehend the patterns of social media marketing and services offered. Two coders analyzed the Instagram profiles of five Turkish and five international yacht/sail training centers generating five main codes for a total of 288 codes with the Cohens cappa intercoder reliability calculated as 86%, which is considered reliable. The photographs were coded and analyzed using MAXQDA qualitative research software, and variables such as point of view, mood, and boat parts were explored. Qualitative analyses such as code distances mapping, code-subcodes analysis, and two-cases models comparative analyses were conducted, and results were discussed. The patterns that emerged were race focused, learning focused, license training, natural scenery/touristic appeal, warm, friendly/social, and lackadaisical/low social media activity. Several qualitati-ve analyses were carried out, and the results were presented in terms of their contribution to the literature and managerial applications.

Keywords: Services marketing, Marine tourism, Social media marketing, Yacht training, Content analysis

Serim Paker, Neslihan Paker. Exploring Instagram-Based Social Media Marketing Approaches of Yacht Training Services: A Content Analysis of Photographs. JEMS Maritime Sci. 2022; 10(1): 74-85

Corresponding Author: Serim Paker, Türkiye
Manuscript Language: English
LookUs & Online Makale