Dört ve beş yıldızlı otel işletmelerinin pazarlanmasında satış geliştirme yöntemlerinin etkisi: Bodrum örneği

Hotel managements communicate with their existing and potential customers in their target market in order to use modern marketing functions and to be close to the continuous market in intense competition environment. The main purpose of this communication is to provide information about products and services of the business, to remind the customers of these information and to persuade the customers to buy enterprise's services. This is implemented by taking advantage of the promotional combination which consists of advertisement, personal selling, sales promotion and public relations.By utilizing sales methods, hotel managements may get reactions more quickly about their products and services and they can communicate with their customers easily. Thanks to flexible structure of sales promotion, such hotels implement presentation, sales and marketing activities in each period. Sales promotion activities can be applied to costumers, sales force and sales agents. Enterprises carry out sales development activities in order to be aware of the brand, product, service; to ensure brand loyalty; to ensure repeating of purchase behavior; to compete with rivals; to create new customers in the market; to increase purchasing volumes of the existing customers; to ensure brand loyalty of the existing customers and to eliminate the sales imbalance which take place due to seasonal reasons.The main purpose of this study is to determine if the hotel management understands the importance of sales promotion methods and to specify which internal and external hotel promotion methods they utilize. In order to achieve this goal, a literature survey was carried out in the first place whereby secondary data was collected, and the theoretical framework was formed. After the theoretical framework was formed, questionnaires consisting of two-stage questions were given to total of 53 four and five-star hotels in and around Bodrum. The data returned from 45 questionnaires were analyzed statistically.Key Words: 1) Hotel Managements 2) Modern Marketing3) Sales Promotion Methods 4) Brand 5) Customer Loyalty