Abstract:

Goal - With the changes that arise in the field of advanced technology marketing, brands in the new world order have begun to use new alternative marketing ways outside traditional marketing activities to increase consumption of their products and services. One of these alternative marketing approaches is the guerilla marketing approach. Gerilla marketing is a marketing philosophy in which the competitor cannot imitate, the creative methods are used to influence the consumer with interesting tactics. Gerilla marketing practices are based on factors such as creativity and imagination, which have a permanent impact on consumers with unprecedented and unimaginable messages. The purpose of this research is to reveal the place and areas of the strategies of guerrilla marketing in hotel enterprises. Method - The universe of the research is the four and five-star hotel companies in Ankara. The survey was conducted by interacting with 75 hotels in Ankara, including four-star 55 and five-star 22. The study used the SPSS 22.0 (Statistical Program for Social Sciences) program to evaluate the data collected through the survey. The analysis used frequency, T percent test and ANOVA test. The findings - The findings suggest that the hotel do not say that they effectively use guerrilla marketing tactics. The most effective guerrilla marketing tactics they use are the communications activities that hotel companies establish with consumers through their websites. Discussions - The main reason that hotel companies do not effectively implement all of the guerrilla marketing tactics is that their budget for marketing activities is insufficient. In Ankara, the marketing budgets of the majority of hotel enterprises usually make up 20% of the total budget. The more the marketing budgets of the hotel companies increase, they will create more effective guerrilla marketing strategies.

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