Abstract:

Hotel businesses continue to grow rapidly on an international scale. In addition, the need to understand the needs and desires of customers is increasing in parallel with this situation. The competitive environment in which hotel businesses are located is critical in that these businesses have a wide range of resources and more flexible forms to meet the needs of the changing market. Today, hotel businesses need market-oriented practices in order to strive in the intensely competitive market and to create superior performance and competitive advantage. Market orientation is a key mechanism by which service businesses understand their current and potential customers. At the same time, in the global market for important service businesses such as hotel businesses, managers must understand the behavior of guests from many countries and uncover the increase in customer demands. Therefore, this study aims to determine the perspectives of managers working in hotel businesses on market orientation and market practices. In the study, the data were obtained through in-depth interviews with the managers of the 5 star hotels in the Alanya region. The answers to the questions posed to the managers within the scope of market orientation practices were coded in the Nvivo 12 package program and inferences were made by creating various themes. The results of the study are important in terms of presenting up-to-date data for the sector and practitioners.

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