ANALYSIS OF THE USE OF MODERN MARKETING COMMUNICATION CHANNELS BY BOUTIQUE HOTELS
Journal Title: The Journal of International Social Research - Year 2017, Vol 10, Issue 50
Abstract
Boutique hotels are at least ten -room resort with the originality in terms of structural features, architectural design, decoration and material usage; high standards and high quality in terms of business and services, providing personalized service with experienced or trained staff. Being small scale business and giving personalized service provides finding customers more with the use the tool of direct marketing without using other channels. In this context, it is important how effectively used modern marketing communication channels such as websites and social media. This study is carried out to determine, how efficiently internet and social media as a marketing communication channel has been used by boutique hotels. As the research method survey and content analysis have been applied. Research universe is identified as 81 boutique hotels certified by the Ministry of Culture and Tourism. 81 hotels websites, facebook, twitter and instagram page has been examined. According to the results, boutique hotels use modern marketing communication channels in a similar way to traditional marketing communication activities and do not use these channels for activities such as communicate directly with customers, competition through social media and event arrangements.
Authors and Affiliations
Gülay ÖZALTIN TÜRKER
Keywords
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- EP ID EP255070
- DOI 10.17719/jisr.2017.1710
- Views 118
- Downloads 0
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