Promotional Activities in Hotels: Applications in the Turkey's Region of Cappadocia


Acar N., GÜLLÜ K. , Karamustafa K.

8th International Strategic Management Conference, Barcelona, Spain, 21 - 23 June 2012, vol.58, pp.1027-1036 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 58
  • Doi Number: 10.1016/j.sbspro.2012.09.1083
  • City: Barcelona
  • Country: Spain
  • Page Numbers: pp.1027-1036

Abstract

As being service enterprises, to be able to exist and produce high quality services in very competitive international business environment, hotels need to follow effective and efficient promotional strategies. Giving adequate importance to the promotional activities, allocating adequate budgets for those activities, following changes and innovative activities in the market and informing the whole staff regarding those activities will help hotels in getting more expected benefits from the promotional activities efficiently and in a more appropriate way. This study aims to evaluate the promotional activities used by hotels and expected benefits from them. Data collected through the questionnaires from the hotels operating in the Region of Cappadocia in Turkey. Results obtained from the statistical analysis of the primary data indicate the expected benefits from the promotional activities by the hotel enterprises and help to make suggestions to get more benefit from those efforts.