Marketing Strategies for Boutique Hotels: The Case of Istanbul
Journal: Journal of Global Business Insights (JGBI) (Vol.1, No. 2)Publication Date: 2016-09-01
Authors : Füsun Istanbullu Dinçer Mithat Zeki Dinçer; Zehra Binnur Avunduk;
Page : 94-106
Keywords : accommodation sector; BHs; marketing communications; tourism;
Abstract
With the advent of the internet, the rapid development of highly sophisticated information and communication technology (ICT) has had a paramount impact on both consumers and tourism enterprises in the 21st century. The fiercely competitive environment of the global tourism market has inevitably encouraged hotel operators to invest more in the latest information technologies (ITs), to give prospective tourists access to lodging information, vacation experiences, and comments about the destinations shared on Social Media (SM) or websites. As a result, hotels, and particularly Boutique Hotel (BH) operators need to closely follow rising tourism trends and harness the newest communication technologies. According to recent research, new tourist profiling shows a preference for small and medium scaled “BH” having a differentiating quality such as in its architectural design, decoration, furnishings, or quality of service. In our study, we will be primarily focusing on the effective marketing strategies that should be considered by BHs, and endeavor to put forth a coherent model for BH owners. Finally, we will perform an elaborate SWOT analysis about the marketing strategies of BHs operating in Istanbul, from which to draw some key recommendations.
Other Latest Articles
- Restoring the Relevance: Conceptualizing a Collaboration Model for Business Schools
- A Study of Transformational Leadership, Strategic Flexibility, and Firm Performance: The Moderating Role of Environmental Dynamism
- Storytelling in Destination Brand Communication: A Qualitative Analysis
- Corporate Governance in Indian Banks Post Subprime Crisis
- A Conceptual Framework to Explain the Impact of Visitors’ Previous Experiences on Customer Satisfaction
Last modified: 2019-03-15 15:07:47