Özet:

In today’s free competition environment, are separated from many companies that are similar to each other in terms of production, promotion and marketing of goods and services, and are trying to a competitive advantage by creating differences. Therefore, branding is also one of the factors that directly affect the success of. It is assumed that boutique hotel companies have the potential needed for branding, and it is noted that have recently started to pay attention to this issue under intense competition conditions. The branding activities that will be carried out are also considered to be in accordance with the concept of boutique hotel companies. From this point of view, the purpose of the research is to reveal the impact of the branding efforts by boutique hotel companies on consumers’ holiday purchasing behaviors. In the research, the survey was used as a data collection technique. First, the impact of tourists on the demographic characteristics, the perception of the physical structure of the boutique hotel they stay and the perception of the service the hotel offers to the guests has been tested. The impact of these perceptions on the brand perception was then measured, and later the impact of the information obtained by the brand perception on the brand loyalty and purchasing behaviour of tourists was analyzed and the impact of the brand loyalty on the purchasing behaviour of tourists was analyzed. The study found that in influencing participants’ purchasing behavior, it was very important for the hotel to give guests confidence. Furthermore, the high brand awareness of the boutique hotel is also another element that affects consumer purchasing behavior. * This article is derived from the master's thesis, which was written in 2017 at the Aydin Adnan Menderes University Institute of Social Sciences in the Department of Tourism Management with the title "Effects of Marketing in Boutique Hotel Business on Tourists' Purchasing Behavior: Shirince Example".

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