An analytical study to identify and determine the usage frequency of sales and marketing strategies for 5 star hotels in the Antalya region

• Published in: Procedia computer science 2017, Vol.120, p.862-870
• Main Author: Oktay, Serdar
• Format: Article
• Language: English
• Subjects: Antalya; Marketing; marketing segmentation variable; resort hotels; Turkey
• ISSN: 1877-0509; 1877-0509
• DOI: 10.1016/j.procs.2017.11.319

Over the last 20 years, hotels in the Antalya province have made significant progress in terms of quality, service and maintenance services standards and have established a solid reputation in the global tourism industry. With increased investment, the rapidly growing number of hotel units and the increased bed capacity in Antalya, marketing has become highly important. This contrasts with the previous situation where there was lack of bed space compared with high demand, meaning that marketing was not an important factor. This research aims to determine which marketing activities and tools are used by hotels in Antalya province, where mass tourism is prevalent, in order to market their rooms to target groups, which constitutes a large proportion of their income. For research purposes, analysis of the structured research data, using the survey technique on 60 resorts determined by the Antalya Provincial Culture Tourism Offices to have 5 stars and over 800 bed capacity, was used and also, detailed discussions and conclusions were conducted with the sales & marketing executives. According to the findings, the vast majority of the hotels located in the Antalya province use the same marketing strategy and, due to this strategy, marketing factors were identified. Marketing factors are impacted by “recession, health and security challenges are liable to affect current travel movement with little warning and to a major extent”.