Marketing Philosophies in Hospitality Businesses: The Case of Bolu

Yıl 2023, Cilt: 7 Sayı: 1, 207 - 221, 26.06.2023

Yusuf Dündar , Cemal Ersin Silik , Ertuğrul Düzgün

https://doi.org/10.33399/biibfad.1273486

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

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