Marketing Practices in Hotel Businesses during the Pandemic Period: The Case of Konya

Abstract

The aim of the research is to determine which marketing practices are carried out by the tourism business certified hotel businesses in Konya region during the COVID-19 pandemic period. Qualitative research method was used in the research. 12 hotels thought to represent the universe were selected for in-depth research and face-to-face and online semi-structured interviews were conducted. During the pandemic period, it has been obtained that the hotels have adopted different practices in line with their possibilities in their marketing practices. Some of these applications are related to sales and marketing practices aligned with the changing market structure, changes in pricing, digitalization, distribution channels and different applications made to permanent customers which constitute a significant portion of Konya market.