Relationship marketing in the accomodation enterprices: A sample of Antalya and Cappadocia

Enterprises that are in the tourism industry have yielded to relationship marketing in order to gain new but loyal customers in an environment which is getting more and more rivalry, resemblance is more widespread, and in which the demands and the expectancy of the customers change very rapidly. It is understood that the loyal customers can be obtained through relationship marketing.The purpose of this research can be summed up as the following; the comparison of differences and similarities at relationship marketing between the 3,4,5 star hotels in Antalya where is a destination of sea, sand and sun and the 3,4,5 star hotels in Cappadocia where is an important destination of culture tours as well as the comparison of the managers? point of view to the relationship marketing in these two different destinations. In this sense, this survey is about hotels in Antalya and Cappadocia. The samples of the survey are; for Cappadocia 3,4, and 5 star hotels at the districts which have the greatest number of complex and which are important destinations according to the tourism industry as stated by Nevşehir Provincial Culture and Tourism Directorate (City Center of Nevşehir, Avanos, Kozaklı and Ürgüp), for Antalya 3,4, and 5 star hotels at the districts which have the greatest number of complex and which are important destinations according to the tourism industry as stated by Antalya Provincial Culture and Tourism Directorate (City Center of Antalya, Alanya, Kemer, Manavgat)Data evaluation method used in the study is survey method applied to 270 hotels which are 246 hotels in Antalya and 24 hotels in Cappadocia which are 3, 4, and 5 star hotels. The data collected has been analyzed using SPSS 15.0. ?Independent T test? is used in order to look up for the differences in the managers? point of view in the hotels located in Cappadocia and Antalya as the impact of relational ship marketing in sales and marketing facilities of the hotels. For evaluation of relationship marketing facilities by the hotels the ?basic component analyses? is used to check the factor system of the factor building of the 25 item scale. According to the results driven from the statistical evaluation, it is seen that the hotels in the Antalya have more tendency to use relationship marketing than the hotels in Cappadocia.Key Words; Relationship Marketing, Tourism Industry, Accommodation Enterprises, Customer Relations