The effects of branding in boutique hotel enterprises on purchasing behaviors of tourists: The case of Şi̇ri̇nce

In today's free competition environment, enterprises are struggling to gain competitive advantage by creating differences, and getting rid of the many similar companies in terms of production, promotion and marketing of goods and services. For this reason, one of the factors that directly affect the successes of the companies is the branding. From this point, the aim of the study is to reveal the effects of the branding efforts of the boutique hotel enterprises on the purchasing behaviors of the consumers. In the study, questionnaire has been used as data colletion technique. KEYWORDS: Brand, Branding, Boutique Hotel, Tourist, Purchasing Behavior