Hotel Managers’ Perceptions Towards Relationship Marketing:
A Case Study Of Antalya, Turkey
Nevbahar Handan Delen, Hailin Qu
& Lisa Slevitch
The primary purpose of this research was to analyze the current usage of relationship marketing among hotel practitioners and its potential applications in the context of Turkey’s lodging industry, which has grown rapidly and been exposed to stiff competition recently. A descriptive cross-sectional research design was used to conduct the study. The importance-performance analysis, multiple regression and ANOVA were employed to analyze the data. The findings indicate that there is a gap between hotel managers’ perceived importance and performance of relationship marketing. The results also show that younger managers with higher educational degrees are more aware of and more proponents of relationship marketing methods.
