Author/Authors
YILMAZ, Mustafa Kemal Ondokuzmayıs Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , BAŞAR, Enes Emre Bayburt Üniversitesi - İktisadi Ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , PABUÇCU, Hakan Bayburt Üniversitesi - İktisadi Ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Title Of Article
Determining of the Most Convenient Marketing Competition Strategy towards Marketing Resource: An Implementation to Winter Tourism Hotels
شماره ركورد
44495
Abstract
Marketing resources which they have play a determining role for companies to take advantage on competing. From this point of view, this study aims to determine the most suitable competitive strategies for hotel businesses operating in winter tourism in parallel with the marketing resources they have. In this context, 20 managers/owners of three-or more-star winter hotel businesses located in Eastern Anatolia Region of Turkey are interviewed. The decision method based on the expert opinion of AHP approach and fuzzy TOPSIS method which ranking the importance of alternative are applied to the obtained data. Findings show that the most effective marketing resource on companies to take advantage on competing is capacity of customer relations. In addition to this finding, the other important finding of research is that according to hotels’ owners/managers, differentiation strategy is the most useful competation strategy.
From Page
409
NaturalLanguageKeyword
Marketing resources , compatitive strategy , multi criteria decision making , winter tourism , East Anatolia Region , Analytic Hierarchy Process , Fuzzy TOPSIS
JournalTitle
Ege Academic Review (EAR)
To Page
419
JournalTitle
Ege Academic Review (EAR)
Link To Document