TY  - JOUR
T1  - ÇİFT MARKALI OTEL KAVRAMINA YÖNELİK TEORİK BİR DEĞERLENDİRME
TT  - A THEORETICAL EVALUATION OF THE DUAL BRAND HOTEL CONCEPT
AU  - Demiray, Gökhan
AU  - Öztürk, Mertcan
PY  - 2023
DA  - November
Y2  - 2023
DO  - 10.20875/makusobed.1359592
JF  - Mehmet Akif Ersoy University Journal of Social Sciences Institute
JO  - MAKU SOBED
PB  - Burdur Mehmet Akif Ersoy Üniversitesi
WT  - DergiPark
SN  - 1309-1387
SP  - 86
EP  - 98
IS  - 38
LA  - tr
AB  - Şirketler hem maliyetler açısından hem de pazarlama açısından çeşitli faydalar sağlayabilmek için marka ittifakı stratejileri uygulamaktadırlar. Uygulamalar kapsamında turizm sektöründe de çift marka stratejisi, maliyet ve operasyonel verimlilik sunduğu için sektörde ilgi görmekte ve gelişme gösteren yeni bir strateji olarak kabul edilmektedir. Çift markalı otel stratejisi, küresel otel şirketleri arasında yaygınlık kazanmaya başlamasına rağmen akademik alanda araştırmalar eksik kalmaktadır. Özellikle ulusal literatürde yeterince ele alınmaması sebebiyle çift markalı otel kavramının teorik altyapısının oluşturulması ve sonraki çalışmalara yol gösterici olabilmek adına teorik bir değerlendirme yapılması amaçlanmıştır. Çalışmada nitel araştırma yöntemi esas alınmış olup, konuya ilişkin kaynak ve doküman incelemesi gerçekleştirilmiştir. Çalışmanın amacı doğrultusunda kavramın gelişim süreci, uygulamadaki avantaj ve dezavantajları, sektörel örnekleri, tanımlamaları sunulmuş olup sonraki çalışmalara faydalı olabilecek önerilerde bulunulmuştur.
KW  - Çift Markalı Otel
KW  - Otel İşletmeciliği
KW  - Marka
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UR  - https://doi.org/10.20875/makusobed.1359592
L1  - http://dergipark.org.tr/tr/download/article-file/3404894
ER  -