EXPERIENTIAL MARKETING PRACTICES AND AWARENESS IN ACCOMMODATION ENTERPRISES: CASE OF HOTEL INDUSTRY OF ISTANBUL

Abstract

This research has been prepared to give information about experiential marketing which is a new approach in marketing and to reveal the contribution of experiential marketing activities to businesses. The research is consisted of two stages. In the first stage, conceptual information about experiential marketing has been given. In the second stage, the interview form prepared by the researcher was directed to the managers of the hotels selected from 4 and 5 stars hotels operating in Istanbul and the responses were analyzed comparatively. In line with the results obtained, the benefits of experiential marketing to hotel businesses were addressed and recommendations were made for experiential marketing for businesses and researchers.