MARKETING PERCEPTIONS IN THE HOTEL BUSINESSES: A STUDY IN FETHIYE HOTELS
Journal: Journal of Duzce University Institute of Social Sciences (Vol.1, No. 1)Publication Date: 2011-06-01
Authors : Önder KETHÜDA Gökhan ÇALIŞKAN;
Page : 49-73
Keywords : Marketing; Selling Concept; Marketing Concept;
Abstract
Most hotels in service sector confuse modern marketing concept and selling concept and organize their marketing activities according to this. The aim of this study is to determine that whether hotel businesses closed to modern marketing concept or selling concept. On the other hand, to test whether or not marketing concept alters according to demographic features is the second aim of the study. To reach this aim, the population of the research has been determined as 62 hotels that have the Tourism Operation Certificate in Fethiye. Because of the population of the research is reachable, sampling techniques has not been used. Quantitative research method has been used in the study and survey technique is preferred to collect the research data. The obtained data is interpreted by using Descriptive Statistics, Reliability Analysis, Factor analysis, Cluster Analysis, One Way ANOVA and Independent Sample t Test Analysis by means of SPSS 18.0 program. As a result of analyzed research data, the hotels are closed to modern marketing concept in terms of defining customer needs, customer relations and customer orientation, but in terms of profitability and integrated marketing activities the companies are closed to selling concept. Furthermore, marketing comprehension is not differentiated according to features of hotels has been concluded as another output of the study
Other Latest Articles
- EXPERIMENTAL STUDY AND ANALYSIS OF WEAR IN SHEET METAL DURING VARIOUS FORCES
- INVESTIGATION OF RELATIONS BETWEEN THE MATERNAL STYLES AND AGGRESSION, PROSOCIAL BEHAVIOR AND PEER VICTIMIZATION LEVELS OF THEIR 5-6 YEAR OLD CHILDREN
- THE LAW OF PRODUCTIVE ZAKAT IN ISLAM AND ITS IMPACT TOWARDS ECONOMY
- STRATEGIC PLANNING AND EDUCATION
- PSYCHODYNAMIC DIAGNOSTICS OF CRIMINAL-INFANTILE REPLACEMENT OF PSYCHOPATHOOD BEHAVIOR OF CONDEMNED YOUTH AGE
Last modified: 2017-10-12 18:48:19