The use of guerrilla marketing as an alternative marketing strategy: A survey on hospitality industry

It is of crucial importance to set forth how and to what extend the use of Guerrilla Marketing whose application is increasing in abroad and which provides companies to market effectively with small budget, is in Turkish Tourism Industry. For this aim, exemplify of this study is licensed tourism establishments hospitality industry in Ankara. A survey is applied using face to face technique to 96 out of 130 licensed tourism establishments in Ankara. The others declared that they are not willing to participate in the survey. In this study, the answers to statements which includes guerrilla marketing tactics were analyzed via Chi-Square (?2) test. In consequence of results, it has been obtained that the large scale hotels are making use of guerrilla marketing more than small scale hotels and also newly founded businesses prefers this attacker strategy more than long-time businesses as this new businesses? aim is to take part in the competition. The findings of the study put forward that the hotels which demand professional help are more likely to use guerrilla marketing than the others which have no professional support at all. The other important finding is that in order to apply guerrilla marketing it is necessary to have an average budget for hotel managements. In other words, according to the findings, low budgets are not enough to apply guerrilla marketing strategies that the hotel managements want to use. On the other hand, if the budget is high hotel managements do not endeavour to use guerrilla marketing.