RESEARCH OF LEVEL OF BEING EFFECTED FROM PROMOTION MIX IN MARINA MANAGEMENT IN TERMS OF DEMOGRAPHIC CHARACTERISTICS

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Promotion activities in marina establishments are achieved for boat owners. When deciding on promotion activities of the establishments and their mix to be used, characteristics of the targeted group should also be considered. Objective of this research is to determine whether the effected level of promotion mix shows difference in marine operations in term of demographic characteristics. Composite research approach formed by combining qualitative and quantitative research methods was benefited for achieving objectives of the research. Survey form has been created with the information obtained by making in-depth interviews with two marine managers and eight boat owners and also the review existing in literature has been investigated. Survey form which was prepared has been applied to the customers of the marina establishment operating in Antalya city. Five hypothesizes were setup and they have been tested with Kendall Tau, Mann Whitney U and Variance Analyses. It was identified that level of being effected from promotion mix had shown a meaningful difference in the research in terms of demographic characteristics and generally most effective promotion mix were public relations and communication components that are spoken and written in social networking sites and those transmitted from ear to ear.

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demographic characteristics , marina establishments , promotion

Journal Of Commerce an‎d Tourism Education Faculty

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Journal Of Commerce an‎d Tourism Education Faculty