Marketing of SMHEs in Turkey: A Comparative Analysis

Abstract

Marketing function in small and medium sized enterprises (SMEs) is seen as peripheral to the management. This paper aims to analyze marketing practices of small and medium sized hotel enterprises (SMHEs) in Turkey, and to comprehend characteristics and differences of two types of businesses, urban and resort hotels, in marketing practices. This quantitative study builds on a university-funded research project aiming to determine characteristics and problems of SMHEs in Turkey. Data were collected by questionnaire forms based on the relevant literature. The findings indicate that both groups, urban and resort hotels, behave mostly in the same manner related to marketing practices, with little differentiation owing to the market segments they serve. It is also seen that hotels display innovative characteristics by the use of new technologies.