Sponsorship as the activity of public relations in hotel management: An investigation in five star hotels in Ankara

Hotel enterprises engage in public relations activities in order to influence their target audience, familiarize the society with certain codes of behavior and to positively develop the attitude of the envi ronment towards the enterprise. New types of activities have been adapted in order to increase the effectiveness of the public relations. One such activity is the work of sponsorship. Sponsorship means to provide support for the people or organizations from the fields of sports, art and culture and social sector in the form of money, instruments, tools and services and to plan, organize, implement and supervise all such activities for the purpose of attaining the insti tutional goals. The aim of this research is to expose in which levels are the applications of public relations and sponsorship activities in Hotel enterprises and how the subject is perceived by the hotel enterprises managers. Towards this aim, public survey and interview techniques have been used. To the whole of the 11 five-star hotels located in Ankara have been taken polls and to reach the aim, it is applied to in depth interview technique. In the research, ıt is appeared that the %63,6 of the hotel enterprises realized the sponsorship activities. It is seen %62,6 of the managers assume the idea that is the sponsorship is a part of their management policy The observations indicate that the managers have a positive attitude towards the effects of sponsorship as an activity of public relations.