Otel işletmelerinin pazarlama ve finansman sorunları: Ayvalık otellerine yönelik bir uygulama

OpenAlex Türkçe

The purpose of this study is to identify the marketing and financial challenges and problems faced by hotel businesses operating in the Ayvalık district of Balıkesir. The research is descriptive and uses quantitative data collection methods. The research population consists of hotel businesses with tourism operation licenses operating in the Ayvalık district. A survey was administered to 30 hotel managers who agreed to participate in the study, selected through a non-random, purposive sampling method. Based on survey data, it was determined that hotel businesses face marketing challenges in promotion and information, customer satisfaction, and digital marketing. Furthermore, it was determined that hotel businesses face financial challenges, including high interest rates, excessive collateral requirements, short-term financing, cash flow problems, labour costs, rising prices for goods and services, and high credit card fees. Recommendations are presented for hotel managers and researchers in the region based on the research findings.