Thomas Cook Krizinde Otel İşletmelerinin Uyguladığı Pazarlama Stratejileri: Kuşadası Örneği
The Marketing Strategies That the Hotel Practiced in The Crises of Thomas Cook: The Case of Kuşadası

Summary/Abstract: Marketing strategies, negative and positive effects of these strategies and crisis management plans which were applied by hotels during the crisis period which was occurred by Thomas Cook’s bankruptcy are referred in this research. The aim of the research is defining presence of crisis management plans of the hotels which were affected by the Thomas Cook Crisis, what kind of marketing strategies were set forth in this period, the affection level of the hotels from crisis and what kind of strategies will be set in following years. Semi-structured interview technique which is consisted of nine open ended questions was used to obtain data from hotel managers and face-to-face meetings were done. Sample of the research was formed by the managers of 4- and 5-star hotels in Kuşadası which have business connection with Thomas Cook Travel Agency. Interviews were fulfilled with ten hotel managements after doing preliminary interviews. Descriptive analyze and content analyze were used to analyze obtained data. Hotel managements usually carry out common marketing promotions with their stakeholders in crisis periods. The crisis adversely affects the hotels financially. Most of the hotel managers plan being loyal to their existing market and making agreements with new travel agencies in this market.

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