The investigation of collaborative marketing approach in the context of marketing concept of hotel businesses

The aim of this study is to investigate the relationship between marketing concept of the hotel business operating in a destination and their approaches to collaborative marketing. However, in this study, it is aimed that to reveal the factors encouraging and preventing to the hotel businesses in point of creating marketing collaborations in a destination. Due to limitations of theory and practices in the literature, exploratory and descriptive research approach being used together in the study. The research population is composed 3, 4 and 5 star hotels operating in Bolu. In this study, qualitative research design was used and research data was obtained by semi-structured interview technique. The obtained data was analyzed with descriptive analysis technique. In the analysis results, it is found to be associated that there is a relationship between marketing concepts of hotel businesses and their approaches to collaborative marketing in terms of product-oriented, business-oriented and cluster-oriented factors, conversely, there is a negative relationship in terms of market-oriented factors. Besides, it is found that the factors encouraging the formation of marketing collaborations between hotel businesses in the destination, are existing relationships, diversity of products and services, increasing the competitiveness of destination and gaining new products to the destination, and preventing the formation of marketing collaborations between hotel businesses in the destination, are the prominence of individual interests, deemed sufficient to existing markets and lack of leadership and commitment to the travel agency. Key words: Collaborative marketing approach, destinastion marketing,marketing concept, hotel businesses, Bolu