Marketing mix adaptation of large-scale hotels in turbulent times: A case from Mugla city

Abstract

Tourism is one of the leading sectors in Turkish economy, by taking the chance on various kinds in different regions of the country. However, based on its fragile structure and nature, the industry is quite sensitive to all types of crises as well. Therefore, this chapter aims to examine different marketing mix strategies which can be adopted by large-scale hotel managements in order to struggle with crises. The authors interpret the findings gathered by in-depth interview with marketing managers of five-star hotels. © 2018 by IGI Global. All rights reserved.