The effect of social responsibility campaigns on hotel brand?s positioning

Changing economical, social and environmental conditions has been created a social responsibility understanding in purchasing behavior of consumers. For this reason, social responsibility concept has played significant role in brand positioning studies of most brands recently. Hotel brands, also chain hotels carry out various of social responsibility applications in order to satisfy the needs of the destinations where they exist. Comparing with other sectors however, it appears that social responsibility applications of hotel brands are not announced enough to consumers yet. Thus, consumers seem not to be informed enough for this application, consequently so, the brand position in consumer?s mind can not be effected by social responsibility. At this point, as a campaign level, social responsibility presentation necessity appears clearly.Purpose of this study is to determine the effects of social responsibility campaigns in brand positioning of hotels. Fulfilling this purpose, literature was searched and related informations with brand positioning and social responsibility campaigns were inspected and collected. In addition to this, some interviews were carried out with sales managers of some hotels which applied social responsibility campaigns in Turkey. In research section of the study, questionnaire was implemented to tourists in Kusadasi in order to determine whether they had a social responsibility conscious and they preferred hotels which applied social responsibility campaigns and how they imagined those brands in their minds. In accordance with the results of the research, new suggestions for the hotel brands in Kusadasi are developed in creating social responsibility campaigns which could be effected consumer?s mind.Key Words: Brand, Hotel Brands, Brand Positioning, Social Responsibility Campaigns, Socially Responsible Consumption Tendency.