Marketing Strategies of Boutique Hotels: A Model Proposal and an Evaluation of Boutique Hotels in İstanbul

İSTANBULLU DİNÇER F., DİNÇER M. Z., AVUNDUK Z. B.

Global Interdisciplinary Business-Economics Advancement Conference (GIBA 2014), Florida, United States Of America, 15 - 18 May 2014, pp.264-280

  • Publication Type: Conference Paper / Full Text
  • City: Florida
  • Country: United States Of America
  • Page Numbers: pp.264-280
  • Istanbul University Affiliated: Yes

Abstract

As a result of the acceleration of communication in 21st century, “internet” has become more and more important both for consumers and tourism enterprises. Tourists can easily access lots of information about destinations and tourism enterprises via internet and sharing of the holiday experiences through social media can also affect the decisions of potential consumers. For this reason, hospitality enterprises are able to compete by following the rising trends of tourism via communication technologies. New tourist profile prefers small and medium sized “boutique hotels” with originality in terms of structure, architecture, decoration, furnishing and service quality. In this study, boutique hotels for which it’s more appropriate to develop media strategy by using effective and low-cost media tools rather than budgeting for marketing activities at very high rates will be treated and a Model will be developed. Then, recommendations will be given by carrying out a SWOT analysis on the marketing strategies of boutique hotels in İstanbul.

Keywords: Accommodation sector; boutique hotels; marketing communications; tourism.