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Marketing Philosophies in Hospitality Businesses: The Case of Bolu

Author

Listed:
  • Yusuf DÜNDAR

    (Aksaray University)

  • Cemal Ersin SİLİK

    (Ankara Hacı Bayram Veli University)

  • Ertuğrul DÜZGÜN

    (Bolu Abant İzzet Baysal University)

Abstract

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.

Suggested Citation

  • Yusuf DÜNDAR & Cemal Ersin SİLİK & Ertuğrul DÜZGÜN, 2023. "Marketing Philosophies in Hospitality Businesses: The Case of Bolu," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 7(1), pages 207-221, June.
    • Handle: RePEc:bgo:journl:v:7:y:2023:i:1:p:207-221
    DOI: https://doi.org/10.33399/biibfad.1273486
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    References listed on IDEAS

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    1. Božo Mihailović & Ilija Moric, 2012. "The role of marketing philosophy in rural tourism development," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(2), pages 267-279, December.
    2. McGee, Lynn W. & Spiro, Rosann L., 1988. "The marketing concept in perspective," Business Horizons, Elsevier, vol. 31(3), pages 40-45.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing philosophies; hospitality businesses; Bolu;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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