Collaborative Marketing As a Market Expansion Strategy For Halal Hotel Businesses Cover Image

Helal Otel İşletmeleri İçin Bir Pazar Genişletme Stratejisi Olarak İşbirlikçi Pazarlama
Collaborative Marketing As a Market Expansion Strategy For Halal Hotel Businesses

Author(s): Yusuf Bilgin
Subject(s): Marketing / Advertising, Tourism
Published by: Bartın Üniversitesi, Sosyal Bilimler Enstitüsü
Keywords: Collaborative marketing; tourism marketing; halal hotel businesses;

Summary/Abstract: In recent years, one of the markets that emerged from customer demands and needs in the tourism sector and can be considered new for tourism businesses is halal tourism market.Many hotel businesses that are aware of the growth of the Halal tourism market and want to get a share from this market conduct actions on the halal tourism market.Halal hotel businesses can get a share in the tourism market as much as they want, but only through effective marketing activities.In this context, collaborative marketing is one of the applications that should be take advantage by halal hotel business.The aim of this study is to discuss the functionality of collaborative marketing as a market expansion strategy between halal hotel businesses.In this conceptual research, tried to put forward practical areas that marketing collaboration among halal hotel businesses could create.As a result of the research, it has been determined that marketing collaborations among halal hotel businesses may be functional in terms of creating a common marketing program, creating a joint marketing budget, reducing marketing costs, implementing learning programs, establishing a halal control mechanism and establishing a common reservation system.

  • Issue Year: 2/2017
  • Issue No: 1
  • Page Range: 18-31
  • Page Count: 14
  • Language: Turkish