Marketing Philosophies in Hospitality Businesses: The Case of Bolu

Öz

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 (n=42) responsible for marketing activities of accommodation establishments in Bolu city in Türkiye. In the study, marketing management philosophy (MMP) was measured using the scale developed by Tosun, Okumus and Fyall (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.

Anahtar Kelimeler

• Marketing philosophies
• hospitality businesses
• Bolu

Konaklama İşletmelerinde Pazarlama Felsefeleri: Bolu Örneği

Öz

Tüketici davranışlarının zaman içinde değişmesiyle birlikte pazarlama felsefelerinde de bazı gelişmeler olmuştur. Bu araştırmanın temel amacı, korunan alanlarda konaklama işletmelerinde benimsenen pazarlama felsefelerini ortaya koymaktır. Bu kapsamda veriler Türkiye’de Bolu ilinde bulunan konaklama işletmelerinin pazarlama faaliyetlerinden sorumlu yöneticilerinden toplanmıştır (n=42). Çalışmada pazarlama yönetimi felsefesi, Tosun et al. (2008) tarafından geliştirilen ölçek kullanılarak ölçülmüştür. Bu çalışmada verilerin analizi için AMOS ve SPSS programı kullanılmıştır. Veriler, betimleyici istatistiksel yöntemler ve karşılaştırmalı testler kullanılarak değerlendirilmiştir. Temel bulgular, konaklama işletmelerinin çoğunlukla üretim ve ürün odaklı pazarlama yönetimi felsefelerini benimsediklerini ortaya koymaktadır. Bu çalışma, özellikle korunan alanlardaki konaklama işletmelerinde benimsenen pazarlama felsefelerini ortaya koyan sınırlı çalışmalardan biri olup ilgili literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• Pazarlama felsefeleri
• konaklama işletmeleri
• Bolu

Kaynakça

1. Bolu Provincial Directorate of Culture and Tourism. (2022, June). Accommodation facilities. Republic of Türkiye Ministry of Culture and Tourism. https://bolu.ktb.gov.tr/TR- 158083/konaklama.html.
2. Bradshaw, T. K. (1974). Tourism: principles, practices, philosophies. Journal of Leisure Research, 6(4), 325-327.
3. Brislin, R. W. (1976). Comparative research methodology: cross-cultural studies. International Journal of Psychology, 11(3), 215–229.
4. Byrne, B. (2016). Structural equation modeling with AMOS. New York: Routledge.
5. Chaston, I. (1998). Evolving “new marketing” philosophies by merging existing concepts: application of process within small high-technology firms. Journal of Marketing Management, 14(4), 273-291.
6. Fyall, A., & Deptula, K. (2019). Revisiting traditional approaches to the marketing of tourism and hospitality. In A. Fyall, P. Legoherel, I. Frochot, & Y. Wang (Eds.), Marketing for tourism and hospitality colloboration, technology and experiences. New York: Routledge.
7. George, D., & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference, 17.0 update (10a ed.). Boston: Pearson.
8. Greyser, S. (1997). Janus and marketing: the past, present and prospective future of marketing. In D. Lehmann, & K. Jocz (Eds.), Reflections on the futures of marketing. Cambridge: Marketing Science Institute.

9. Gustavo, N. (2013). Marketing management trends in tourism and hospitality industry: facing the 21st century environment. International Journal of Marketing Studies, 5(3), 13-25.
10. Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayıncılık.
11. Keith, R. (1960). The marketing revolution. Journal of Marketing, 24, 35-38.
12. Kethüda, Ö., & Çalışkan, G. (2011). Otel işletmelerinin pazarlama anlayışı: Fethiye’de bulunan otellerde bir araştırma. Düzce Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(1), 49-73.
13. Kotler, P., & Lee, N. (2005). Corporate social responsibility: doing the most good for your cause. Hoboken: Wiley.
14. Lamb, C., Hair, J., & McDaniel, C. (2004). Essentials of marketing. Cincinnati: South-Western Publishing.
15. Marsh, H. W., & Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562–582.
16. McGee, L. W., & Spiro, R. L. (1988). The marketing concept in perspective. Business Horizons, 31(3), 40-45.
17. Mihailovic, B., & Moric, I. (2012). The role of marketing philosophy in rural tourism development. Tourism and Hospitality Management, 18(2), 267-279.
18. Morgan, R. E. (1996). Conceptual foundations of marketing and marketing theory. Management Decisions, 34(10), 19-26.
19. Oh, H., Kim, B. Y., & Shin, J. H. (2004). Hospitality and tourism marketing: recent developments in research and future directions. International Journal of Hospitality Management, 23, 425-447.
20. Ödemiş, M., & Hassan, A. (2019). Pazarlama felsefelerinin tarihsel gelişimine yönelik bir inceleme. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 10(1), 128-139.
21. Ödemiş, M., & Hassan, A. (2021). Pazarlama felsefelerinin otel işletmelerinin rekabetçi avantajları açısından incelenmesi. Journal of Travel and Hospitality Business, 18(2), 267-292.
22. Özel, Ç. H. (2016). Otelcilik endüstrisi. In M. A. Kozak (Ed.), Otel işletmeciliği. Ankara: Detay Yayıncılık.
23. Siu, W. (2000). Marketing philosophies and company performance of Chinese small firms in Hong Kong. Journal of Marketing Theory and Practice, 8(1), 25-37.
24. Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Boston, MA: Allyn and Bacon.
25. Tadajewski, M. (2004). The philosophy of marketing theory: historical and future directions. The Marketing Review, 4, 307-340.
26. Taghipourian, M. J., & Bakhsh, M. (2017). Marketing philosophies: from customer abuse to customer intimacy, and again a little customer torment. Journal of Business Theory and Practice, 5(3), 198-216.
27. Talebi, H. (2017). Tourism: principles, practices, philosophies. An International Journal of Tourism and Hospitality Research (Anatolia), 28(1), 113-115.
28. Tosun, C., Okumus, F., & Fyall, A. (2008). Marketing philosophies evidence from Turkey. Annals of Tourism Research, 35(1), 127-147.
29. Tresidder, R. (2015). Experiences marketing: a cultural philosophy for contemporary hospitality marketing studies. Journal of Hospitality Marketing & Management, 24(7), 708-726.
30. Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. (1977). Assessing reliability and stability in panel models. Sociological Methodology, 8(1), 84–136.
31. Yamane, T. (2001). Temel örnekleme yöntemleri (Çev. A. Esin, M. A. Bakır, C. Aydın, & E. Gürbüzsel). İstanbul: Literatür Yayınları.