Özet:

This study examined the assessments of marketing, financing and cost-oriented measures that decision makers should take in the crisis in the hotel management sector. In addition, the decision makers have determined how useful the measures in question are. In this context, a two-step research has been carried out in the hotel enterprises operating in the Muğla province. The data obtained through the deep-interview method was analyzed using illustrative analysis. At the time the crisis began to be felt, in the first stage of the research, participants argued that the government should produce solutions such as tax discount and debt structure, in addition to allocating additional resources to the country’s promotion. In addition, within the company, they have been focused on strategies such as the reduction of the number of employees, the reduction of staff wages, the limitation of the goods and services offered, the reduction of the budget for marketing communications, the reduction of the prices applied. In the second phase of the research conducted in the period in which the effects of the crisis began to decrease, the participants believe that government practices did not happen at the level expected in producing solutions. Participants are close to situations such as not going to the VAT discount in business areas, not making the necessary changes in the marketing communications strategies for the country’s promotion. While the majority of participants claimed that the reduction in staff spending worked, the falling demand for the reduction in marketing communications activities was achieved to have a worse impact. *This study was prepared on the basis of the Declaration "A Study on Marketing and Cost-Oriented Strategies During the Crisis in the Accommodation Industry" presented at the International Symposium on Business and Economics in Podgorica, Montenegro on 5-8 September 2018.

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