The investigation of pricing strategies: Example of Southeastern Anatolia Region

Pricing which has revenue feature is an important marketing mix factor providing profitability. Nowadays it is known that as well as many industries pricing problems are also experienced in tourism industry. Pricing strategies determined at the end of a difficult and complex process. The product price is one of the important factors taken into consideration by consumers in deciding the product purchase in tourism enterprises. In this respect, tourism enterprises have to determine and carry out pricing strategies compatible with the goals. The demand of products, perceptions about the quality in tourism enterprises are affected from the pricing strategies. The dynamic nature of tourism industry and intense competition once again reveals the importance of pricing strategies which will be determined. Pricing strategies should be considered as an important strategic tool in providing profitability for enterprise. With the scope of the study, the pricing strategies of 4 and 5 star hotels in the Southeastern Anatolia Region were examined with exploratory research method. As a result of the statistical analyses of data obtained from the study; costs take an important place in pricing strategies of the hotels and culture and eating-drinking tourisms considered as high profitable tourism types. In addition it has been determined that the average room price of the hotels in Southeastern Anatolia Region is 118 TL and the average occupancy rate is 40%. As a result of the ranking of the cities by the importance rate in come into brand city, Gaziantep showed in the 1st, Diyarbakır showed in the 2nd and Mardin showed in the 3rd place.