The effect of organizational culture to marketing innovations in hospitality industry: Case of Istanbul

As a key element and the locomotive of tourism, hospitality facilities arise as a result of investments consists of high-level, fixed and variable costs. Giving importance to innovation in marketing has become mandatory as a result for the need of satisfying fast-changing customer demands, requests and to survive in the intense competition with the other accommodation companies. In this case, an organizational culture which is featuring, adopting and enforcing innovation should be constructed.The aim of the study is to measure the effects of organizational culture to marketing innovations in hospitality industry taking place in Istanbul. 5-Likert scale survey technique was used as a research method. In the context of the study, surveys were applied to employees of sales and marketing department of 12 five-star hotel establishments corresponding to the 28.6 % of the 42 five-star accommodation companies in Istanbul and data were analyzed by SPSS 15 program.As a result of data analysis and performed t and One Way ANOVA tests, no significant difference was found between independent variables as age, gender, education, experience and the dependent variables of the subdimensions of organizational culture, organizational innovation and marketing innovation. Furthermore, as a result of correlation and regression analysis between the variables of the subdimensions of organizational culture, organizational innovation and marketing innovation; a significant positive correlation was found between them; while it is not strong. Beside of this, the correlation between organizational innovation with its subdimensions and marketing innovation was resulted stronger. In hospitality enterprises which are adopting the organizational innovation and its subdimensions; marketing innovation has found widespread.