From the Memory of Stone to Digital Representation: an Analysis of Special Category Hotel Enterprises in Sultanahmet

Abstract

Purpose – The aim of this study is to examine the Instagram posts of boutique hotels operating in the Sultanahmet district of Istanbul, which are located in historically, culturally, and architecturally unique buildings, within the framework of experiential marketing dimensions. The study investigates how these hotel businesses attempt to establish an experiential connection with consumers through Instagram, one of the most widely used digital platforms.
Design/methodology/approach – A qualitative content analysis method was employed in the research. Based on data from the Turkish Hoteliers Association (TUROB), six boutique hotels that were actively posting on Instagram within the last three months were selected. Their visual content shared between December 10, 2024, and February 10, 2025, was analyzed. A systematic coding process was carried out according to Schmitt’s (1999) experiential marketing model, which includes sensory, emotional, cognitive, behavioral, and relational dimensions. The data were quantified and evaluated based on percentage distributions.
Results – The findings reveal that the most represented experiential dimension was the sensory one (43%), followed by the emotional dimension (31%). The cognitive, behavioral, and relational dimensions were represented at significantly lower rates. Notable differences were observed between the hotels in terms of the usage rates of experiential dimensions.
Discussion – The results indicate that boutique hotel businesses tend to follow visual-oriented digital strategies aimed at building aesthetic and sensory connections. In contrast, aspects related to providing information, prompting action, and fostering interaction were less emphasized, pointing to areas that need improvement in terms of content diversity.