Competition-based marketing strategies implemented in hotels: A research in four and five-star hotels in Turkey

One of the sectors which have expeditiously grown in Turkey in recent years is lodging industry. Because in 2002, Although there were 419 four and five star hotels having tourism operation licences, that number increased 131,2 % and reached 969 in 2011. However, the growth of four and five-star hotels in Turkey gave rise to fierce competition between national and international hotels. On account of all those reasons, it may be said that hotels need utilization of marketing strategies in order to maintain their existence for a long time in existing markets, to preserve it or to became more effectine in the market.The research aims to establish whether four and five-star hotels in Turkey need marketing strategies and to investigate the effect of demographic features of hotel managers on marketing strategies. For this purpose, a survey has been carried out. In the survey, questionnaires were conducted to 222 hotel managers in total on the internet. Analyzes to measure the validity and reliability of scales used in the research were verified and implemented to the samples between 15 November 2011 and 15 February 2012. In analysis of data, ?percentage?, ?frequency analysis?, ?t- test?? for related measurements, ?one way analysis of variance (Anova)?, ?tukey? and ?regression? analyses for multiple comparisons were used.It is found out that hotel managers taking part in the research were well educated and experienced and that they would also prefer to implement market share strategies mostly, secondly strategies depending on power and finally growth strategies. As a result of analyzes to test the hypotheses of the research, it is determined that managers of four and five-star hotels need marketing strategies. Additionally, it is understood that occupancy rates, sales and profitability of four and five-star hotels don?t affect the marketing strategies implemented, but that the marketing strategies implemented affect the occupancy rates, sales and profitability of hotels.Key words: Competition, competitive strategies, marketing strategies, hotel managements, Turkey.