The role of social responsibility campaigns on brand positioning: A research on five star hotels in Afyonkarahisar

Today, the importance given to social responsibilitiy campaigns is increasing due to changing consumer attitudes. Increasingware of social responsibility, customers prefer businesses that are more sensitive to the environment and social problems. Faced with changing cunsomer behaviors, hotel companies are striving to acquire new customers with positioning strategies. From this point on, hotel companies have turned to social responsibility campaigns in order to facilitate brand positioning work in the direction of customers' expectations. The aim of the thesis is to determine the role of social responsibilitiy campaigns in positioning hotel brands. For this purpose, firstly literature review was conducted and the concepts of brand positioning and social responsibility campaings were emphasized. In the application section of the study, the questionnaire method was used to determine the level of awareness of the social responsibility of the customers staying in five star hotels in Afyonkarahisar, whether they would prefer hotel brands to organize social responsibility campaigns and the impression that these brands were evoking them.