Evaluation of marketing strategies applied by halal consept hotel enterprises: The case of İstanbul

The number of enterprises that identify the consumer group with religious sensitivities as target groups is increasing. In most sector, there are businesses that make up their marketing plans and strategies considering the consumers who try to fulfill the requirements of religion. Tourism activities and hotel establishments established according to religious rules have begun to emerge. Companies that are considered to be halal concept do not include any activities prohibited according to religion. The aim of this study is to examine the marketing strategies of halal hotels. The universe of the research consists of halal concept hotels operating in Istanbul. Qualitative research method was preferred in the study. Case study analysis was used as research design. In-depth interview technique was used to collect data from halal hotel managers. Content analysis and descriptive analysis technique were used in the analysis of the obtained data. According to the results of the research, it is revealed that the halal concept hotels resort to competitive and growth based marketing strategies.