Otel Isletmelerinde Iliskisel Pazarlama Uygulamalari: Zonguldak, Karabük Ve Bartin Illerinde Bir Arastirma

Ensuring customer expectations and satisfaction and providing their continuity play a key role for hotel managements to realize their aims. establishing long-term relations with customers is possible via relationship marketing approaches.this study primarily approaches relationship marketing in the scope of hotel managements. in order to evaluate the relationship marketing activities of hotel managements, a questionnaire was implemented to the administrators of 83 hotel management operating in zonguldak, karabuk and bartin. descriptive information of the hotel managements and executives and sales/marketing activities information of hotel managements were analyzed in crosstabs with their frequency and per cent distribution. according to the result of this study; the descriptive properties of hotel managements in zonguldak, karabuk and bartin are similar and relationship marketing activities in the hotel managements are restricted mostly face to face communication, usage of database and web address.