Özet:

Hotel firms may have different structures for their marketing and/or sales departments in their organizational structures. Because of having direct and indirect impacts on the performance, marketing operations, have vital importance for firms. The aim of this study is to test whether the performance of the firms differ according to the structures of firms’ marketing and/or sales departments in their organizational structures. To this aim, the population of the research has been determined four and five star hotels that have the Tourism Operation Certificate in Istanbul. Because of the population of the research is reachable it hasn’t been used any sampling method. Quantitative search method has been used in the study and survey technique is preferred to collect the research data. The obtained data is analyzed by factor analysis and ANOVA. . As the result of the research, it has been found that the firms which have independent marketing and sales departments or the ones which have sales departments under the control of their marketing departments have higher both financial and marketing performances than the other ones.

Anahtar Kelimeler: