With the advent of the internet, the rapid development of highly sophisticated information and communication technology (ICT) has had a paramount impact on both consumers and tourism enterprises in the 21stcentury. The fiercely competitive environment of the global tourism market has inevitably encouraged hotel operators to invest more in the latest information technologies (ITs), to give prospective tourists access to lodging information, vacation experiences, and comments about the destinations shared on Social Media (SM) or websites. As a result, hotels, and particularly Boutique Hotel (BH) operators need to closely follow rising tourism trends and harness the newest communication technologies. According to recent research, new tourist profiling shows a preference for small and medium scaled “BH” having a differentiating quality such as in its architectural design, decoration, furnishings, or quality of service. In our study, we will be primarily focusing on the effective marketing strategies that should be considered by BHs, and endeavor to put forth a coherent model for BH owners. Finally, we will perform an elaborate SWOT analysis about the marketing strategies of BHs operating in Istanbul, from which to draw some key recommendations.


accommodation sector, BHs, marketing communications, tourism

Chinese Abstract



关键词:住宿业;精品酒店; 营销传播; 旅游



Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Included in

Business Commons



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.