KONAKLAMA İŞLETMELERİNDE GERİLLA PAZARLAMA: ANKARA ÖRNEĞİ
Date
2020-11-07
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Abstract
Gelişen teknoloji pazarlama alanında ortaya çıkan değişimlerle birlikte ile
yeni Dünya düzeninde markalar, ürün ve hizmetlerinin tüketimini arttırmak için
geleneksel pazarlama faaliyetleri dışında yeni alternatif pazarlama yollarını
kullanmaya başlamışlardır. Bu alternatif pazarlama türlerinden biri de gerilla
pazarlama taktiğidir. Gerilla pazarlama; rakibin taklit edemeyeceği, yaratıcı
yöntemlerin kullanıldığı müşteriyi ilginç taktiklerle etkileyebildiği pazarlama
felsefesidir. Gerilla pazarlama uygulamaları daha önce benzeri görülmeyen ve taklit
edilmesi mümkün olmayan mesajlarla tüketiciler üzerinde kalıcı bir etki bırakan
yaratıcılık ve hayal gücü gibi etkenlere dayanmaktadır.
Bu araştırmada turizm sektöründe gerilla pazarlama stratejilerinin ne ölçüde
kullanıldığını ortaya konulmaya çalışılmıştır. Araştırmanın sınırlılıkları nedeniyle
araştırmanın evreni Ankara’daki dört ve beş yıldızlı konaklama işletmeleri olarak
belirlenmiştir. Ankara toplamda 65 tanesi 4 yıldızlı ve 27 tanesi beş yıldızlı toplam
92 konaklama işletmesi bulunmaktadır. Araştırmada 55 dört yıldızlı ve 22 beş
yıldızlı olmak üzere 75 konaklama işletmesiyle birebir görüşülerek anket
uygulanmıştır. Araştırma anket yoluyla toplanan verileri değerlendirmek amacıyla
SPSS 22.0 (Statistical Program for Social Sciencies) programı kullanılmıştır.
Analizlerde frekans, yüzde T testi ve ANOVA testi kullanılmıştır. Bulgulara göre
konaklama işletmeleri gerilla pazarlama tekniklerinin hepsini tam anlamıyla
kullandığı söylenemez. En etkin kullandıkları gerilla pazarlama tekniği, konaklama
işletmelerinin kendi internet siteleri üzerinde yaptıkları faaliyetleridir. Gerilla
pazarlama tekniklerinin hepsini etkin bir şekilde uygulamamalarının en büyük nedeni
konaklama işletmelerinin pazarlama faaliyetlerine ayırdıkları bütçelerinin az
olmasıdır. Özellikle konaklama işletmelerinin çoğunluğunun pazarlama payına
ayırdıkları bütçeleri genelde %20’lik kısmı geçmemektedir. Konaklama işletmeleri
pazarlama faaliyetleri için ayıracakları bütçeleri biraz daha artırabilir.
Description
Guerrilla Marketing In Hospitality Industry : An
Application In Ankara
ABSTRACT: In the modern world , as a result of the changes in the field of developing technology marketing, brands have started to use new alternative marketing ways other than traditional marketing activities to increase the consumption of their products and services. One of these alternative marketing types is Guerrilla marketing tactics. Guerrilla marketing; is a marketing philosophy that uses creative methods that the competitor cannot imitate and that can affect the customer with interesting tactics. Guerrilla marketing practices are based on factors such as creativity and imagination that have a lasting impact on consumers with messages that have never been seen and could not be imitated. In this study, it has been tried to reveal to what extent guerrilla marketing strategies are used in the tourism sector. Due to the limitations of the research, the universe of the research has been determined as four and five-star hotels in Ankara. There are a total of 92 hotels in Ankara, 65 of which are four-star and 27 are five star. In the research, a questionnaire was applied to 75 hotels, 55 of which were four stars and 22 were five stars. In the research, SPSS 22.0 (Statistical Program for Social Sciences) program was used to evaluate the data collected through questionnaires. Frequency, percentage T-test and ANOVA test were used in the analysis. According to the results, it cannot be said that guerrilla marketing techniques have been fully used in hotel businesses. The guerrilla marketing techniques they use most effectively are the activities they perform on their hotels' websites. The biggest reason does not applied guerrilla marketing techniques effectively is that hotel businesses have a low budget for marketing activities. In particular, the budgets allocated to the marketing of the majority of hotel enterprises generally do not exceed 20%. Hotel enterprises budget plans may increase their budgets for marketing activities a little more.
ABSTRACT: In the modern world , as a result of the changes in the field of developing technology marketing, brands have started to use new alternative marketing ways other than traditional marketing activities to increase the consumption of their products and services. One of these alternative marketing types is Guerrilla marketing tactics. Guerrilla marketing; is a marketing philosophy that uses creative methods that the competitor cannot imitate and that can affect the customer with interesting tactics. Guerrilla marketing practices are based on factors such as creativity and imagination that have a lasting impact on consumers with messages that have never been seen and could not be imitated. In this study, it has been tried to reveal to what extent guerrilla marketing strategies are used in the tourism sector. Due to the limitations of the research, the universe of the research has been determined as four and five-star hotels in Ankara. There are a total of 92 hotels in Ankara, 65 of which are four-star and 27 are five star. In the research, a questionnaire was applied to 75 hotels, 55 of which were four stars and 22 were five stars. In the research, SPSS 22.0 (Statistical Program for Social Sciences) program was used to evaluate the data collected through questionnaires. Frequency, percentage T-test and ANOVA test were used in the analysis. According to the results, it cannot be said that guerrilla marketing techniques have been fully used in hotel businesses. The guerrilla marketing techniques they use most effectively are the activities they perform on their hotels' websites. The biggest reason does not applied guerrilla marketing techniques effectively is that hotel businesses have a low budget for marketing activities. In particular, the budgets allocated to the marketing of the majority of hotel enterprises generally do not exceed 20%. Hotel enterprises budget plans may increase their budgets for marketing activities a little more.
Keywords
tourism and hotel management