Marketing Philosophies in Hospitality Businesses: The Case of Bolu

Abstract

With the changes in consumer behavior over time, there have been some developments in marketing philosophies. The main purpose of this research is to reveal the marketing philosophies adopted in accommodation establishments in protected areas. In this context, data has been collected from managers (n=42) responsible for marketing activities of accommodation establishments in Bolu city in Türkiye. In the study, marketing management philosophy (MMP) was measured using the scale developed by Tosun, Okumus and Fyall (2008). In this study, AMOS and SPSS programs were applied to analyse data. The data were evaluated using descriptive statistical methods and comparative tests. The main findings reveal that accommodation establishments mostly adopt manufacturing and product-orientation marketing management philosophies. This study is one of the limited studies revealing the marketing philosophies adopted, especially in accommodation establishments in protected areas and contributes to the relevant literature.