Specification of target market in small and medium scale accomadation businesses: A study on boutique hotels operating in city of mugla

Abstract

Turkey's natural and historical beauties are available for tourism facilitate the development of the industry in the country. However, uncontrolled construction and damaging nature unconsciously by building concrete walls on the sides of coastlines keep weakening the industry. In this respect, boutique hotels are emerging as small and medium sized enterprises (SMEs) which are built either by protecting the natural plantation or by restoring old buildings. The main goal of this research is to introduce boutique hotels as a flourishing enterprises in the light of changing structure and trends of tourism industry, to determine the contributions of boutique hotels to Turkish tourism industry, to point out and call attention to the problems of these enterprises according to demands and expectations of guests, and to develop some solutions concerning existing problems, to specify what kind of marketing tools are used and to investigate targeting strategies of the enterprises defined. © University of the Aegean.