Determining the marketing communication decisions of hotel companies using renewable energy for international markets with using TOPSIS method: An application on thermal hotel & SPA

Energy is the most important part of technology. The breathtaking speed of the technology and the rapid increase in the world population increase the energy need at the same rate. Many things that make our lives easier such as TVs, dishwashers, ovens, computers, mobile phones and cars make energy indispensable. The concept of renewable energy has been formed by developed countries to evaluate every power in nature as energy. Therefore, alternative solutions to fossil fuel consumption, such as Global warming, have been turned into energy. Using renewable energy, renewable energy sources are very important for the tourism sector where energy needs are high, such as many sectors that reduce the damage to the environment and support their economies. The aim of this study is to evaluate the TOPSIS method based on the criteria determined for the marketing communication activities to be used in international markets by Afyon Ikbal Thermal Hotel which uses renewable energy. While determining this method, the priority of the marketing communication activities to be applied in the USA, UK and the Netherlands market, which Afyon Iqbal Thermal Hotel stated that it preferred the most hotels using renewable energy, was determined, while the marketing manager of Afyon Ikbal Thermal Hotel was evaluated. As a result, the alternatives determined in this application are advertising, public relations and promotion, fair and promotion criteria as cost, corporate reputation, strategies of competitors, technological developments, level of development of target market, environmental sensitivity of consumers, changing consumer trends towards the environment and attitude of agents. It has been identified. Priority for the US and UK market; advertising, public relations and promotion, fair and promotion. The priority of the Dutch market is advertising, public relations and promotion, promotion and trade fair. Keywords: Marketing Communication, Tourism Marketing, Renewable Energy and Tourism, TOPSIS