Branding in Boutique Hotels and Their Effects on Purchasing Behaviors of Tourists

Abstract

In today’s free competition environment, enterprises are struggling to gain competitive advantage by creating differences, and getting rid of the many similar companies in terms of production, promotion and marketing of goods and services. For this reason, one of the factors that directly affect the successes of the companies is the branding. It is assumed that boutique hotels have the potential for branding, and observed that the companies have recently started to give importance to this issue in intense competition conditions. The branding activities to be carried out are thought to be in line with the concept of boutique hotels business. From this point, the aim of the study is to reveal the effects of the branding efforts of the boutique hotel enterprises on the purchasing behaviors of the consumers. In the study, questionnaire has been used as data collection technique. First of all, the effects of the demographic characteristics of the tourists on the perception of the physical structure of the boutique hotel where they were staying and the perception of the service offered to the guests of the hotel were tested. Then the effect of these perceptions on brand perception was measured; after that, the effects of brand information on brand loyalty and purchasing behaviors of tourists were analyzed and the effects of brand loyalty on purchasing behaviors of tourists were analyzed. In the study, it was found that it is very important that the hotel gives confidence to the guests in order to influence the purchasing behavior of the participants. In addition, high brand awareness of the boutique hotel is another factor affecting consumer purchasing behavior.