EVALUATING MARKETING/ ACCOUNTING COLLABORATION IN HOTELS: CAPPADOCIA REGION CASE

Abstract

Byincreasing competition, collaboration of departments became very crucial in businesses. It is known that in hotel management, managers have two main data/information sources; marketing and accounting. By this study, it is aimed to giveinsight about the current situation of Turkish hotel industry in terms of marketing/accounting collaboration. For measuring this collaboration, a questionnairedeveloped by Mills & Tsamenyi (2000) is applied to 31 hotel managers at one of the biggest tourism region of Turkey: Cappadocia. Means ofitems are analyzedwith Mann-Whitney U-test for revealing differences in between boutique hotels and star hotels. Findings mainly showed that boutique hotels’ marketingconception is problematic for collaboration and accountants of boutique hotels is not supportive enough in decision making. On the other hand, it is seen that in star hotels accounting play more supportive role but marketers’understanding accounting methods is not appropriate for collaboration. Also the relationship between marketing and accounting is found more formal in star hotels.