Assessing Digital Transformation in Hotel Websites: A Comparative Study of Turkish and International Hotel Chains

Abstract

The rapid advancement of digital technologies has significantly increased competition in the hospitality industry. Hotel websites have become crucial for promoting services to potential customers and gaining a competitive advantage. This study aims to evaluate the digital features of Turkish hotel chain websites and compare them with international hotel chains that are operating in Turkey. The research examines the extent of digital transformation of Turkish hotel chains’ websites to report and discuss the level of applicability of digital features on their websites by comparing them with international competitors. This research is important as it identifies the extent to which innovative digital features and AIdriven technologies are integrated in hotel chain websites, providing insights into their role in improving marketing strategies and strengthening competitive positioning in the hospitality industry.