USE OF PERCEPTUAL MAPS IN THE POSITIONING STRATEGIES OF THE ACCOMMODATION FACILITIES

Abstract

The aim of the study is to investigate the use of perceptual (positioning) maps in the positioning strategies of accommodation facilities. Based on the market shares of five-star hotels regarding the use of positioning maps; the prepared maps according to levels “Strategic Planning and Marketing Research Application”, “Strategic Planning and Market Classification”, “Strategic Planning and Occupancy”, “Strategic Planning and Target Marketing” and “Market Classification and Occupancy Rates” are given as examples. As a result of the study, it was concluded that perceptual maps can be used by particularly marketing managers in accommodation facilities and by all decision makers in the facility and so the managers can easily and quickly analyze and decide on positioning strategies in the process of strategic marketing planning