Marketing strategies in hotel enterprises and one sample exercise

Developments in the country?s economy and support provided to thesector causes continuous increase in the number of hotel enterprises in thetourism sector.The demand being so sensitive to external factors cause fluctuationsin the occupancy rates. In addition, the dependence of the hotel enterprisesto the travel agencies which increase fast in number in the recent years hasalso increased. This means sharing some portion of the profit with anotherenterprise. The situation that the country?s economy and the tourism sectorare in have big influence on the marketing activities of the hotel enterprises.Hotel administrators should be able to improve themselves againstfast changing conditions, determine customer expectations properly inaccordance with the modern marketing concept and to direct the enterprisefor the requirements of the satisfaction of these expectations.The fact about marketing strategies that there is not only one validcorrect strategy for all enterprises is also valid for the hotel enterprises. Eachhotel enterprise should establish its own marketing strategy which is the mostappropriate for the marketing conditions, aims and objectives of theenterprise, and justified to be financially applicable after a budgeting study.In this study, marketing strategies to be performed at hotel enterpriseshave been investigated and in accordance, the marketing strategy applied atGazi Park Otel enterprise has been evaluated as a case of hotel enterprise.