TERMAL TESİSLERE YÖNELİK PAZARLAMA ANLAYIŞININ İÇERİK ANALİZİ YÖNTEMİYLE İNCELENMESİ: SINDIRGI ÖRNEĞİ

Abstract

Historically, the understanding of marketing has changed over time depending on the practices and problems experienced. The study aims to determine which marketing approaches are used in the spa businesses operating in Sındırgı/Balıkesir Destination in Turkey. Content analysis was used in the study. In this context, face to face interview was conducted with the marketing authorities of the three businesses operating in the destination. Research results indicate that the spa businesses adopt multiple marketing approaches instead of a single marketing approach in the operations. In addition, findings shows that the low level of personal income of the guests was seen as the most important obstacle to the innovation, service quality, product diversity and fulfillment of the promises made in spa businesses.