Marketing Philosophies in Hospitality Businesses: The Case of Bolu

Authors : Yusuf DÜNDAR, Cemal Ersin SİLİK, Ertuğrul DÜZGÜN

Pages : 207-221

Doi:10.33399/biibfad.1273486

View : 27 | Download : 44

Publication Date : 2023-06-26

Article Type : Research Paper

Abstract :With the changes in consumer behavior over time, there have been some developments in marketing philosophies. The main purpose of this research is to reveal the marketing philosophies adopted in accommodation establishments in protected areas. In this context, data has been collected from managers insert ignore into journalissuearticles values(n=42); responsible for marketing activities of accommodation establishments in Bolu city in Türkiye. In the study, marketing management philosophy insert ignore into journalissuearticles values(MMP); was measured using the scale developed by Tosun, Okumus and Fyall insert ignore into journalissuearticles values(2008);. In this study, AMOS and SPSS programs were applied to analyse data. The data were evaluated using descriptive statistical methods and comparative tests. The main findings reveal that accommodation establishments mostly adopt manufacturing and product-orientation marketing management philosophies. This study is one of the limited studies revealing the marketing philosophies adopted, especially in accommodation establishments in protected areas and contributes to the relevant literature.
Keywords : Pazarlama felsefeleri, konaklama işletmeleri, Bolu