The effects of branding in hotel enterprises on consumer purchasing behaviour: An implementation in 5 stars hotels in İstanbul

Today, the enterprises develop their goods and services permanentlybecause of the competition in market. The enterprises must provide trust,satisfaction, prestige, and quality products in order to attract and keep the potentialand current customers. Especially, due to the more alternatives in hotel industry,hotel companies should give trust and provide quality service to their customerswith branding. Hotel branding means, Turkey gets more share from tourism revenueand this supplies national economy. The aim of this study is to determine the effectsof branding in hotel enterprises on consumer purchasing behaviour. For thispurpose, a survey has been conducted into 316 guests which accomodate in 5 starshotels in stanbul. In order to describe the data provided, each statement frequencyand percentage distribution were evaluated and the connection of each factor thatformed the survey to guests demographic characteristics were analyzed by usingIndependent Samples T-Test and One-Way Anova. According to results, it wasabsorved to get branded of the hotel companies effectted the positive purchasebehavior of consumers. On the other hand, the observation of the customers aboutthe branded hotels have been showed significant differencess by customers?demographic characteristics (age, income level and profession).Keywords: Brand, Branding, Hotel Enterprises, Consumer PurchasingBehaviour