Kriz Döneminde Otel İşletmeciliği Alanında Pazarlama, Finansman ve Maliyet Odaklı Eylemler
Marketing, Financing and Cost Oriented Actions During the Crisis in the Hotel Industry

Summary/Abstract: In this study, the evaluations of decision makers on marketing, financing and cost-oriented measures that should be taken in the crisis in the hotel industry were examined. In addition, the evaluations of decision makers regarding the effectiveness of these measures were determined.In this context, a two-phased research has been conducted in the hotels operating in Mugla,Turkey. The data were collected by in-depth interviews and descriptive analysis was used to analyze it. In the first phase of the research, when the crisis was begun to feel, participants assert that the government should provide some actions such as tax reductions and debt restructuringin addition to allocating extra resources to the country promotion. Besides, respondents focus onstrategies such as destaffing, reducing personnel wages, limiting the goods and services offered,reducing the marketing communication budget, and to lower the prices. In the second phase,when the effects of crisis are almost over, the respondents think that government practices did not effective enough to get the expected solutions. Respondents also complain about the lack of improvement in the marketing communication strategies of the country and not reducing the VAT rates in the industry. The majority of participants suggest that the limiting the activities of marketing communication affected the demand negatively while the reduction in personnel expenses was beneficial.

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