Entrepreneurial marketing-the interface between marketing and entrepreneurship: A qualitative research on boutique hotels

KURGUN H., Bagiran D., ÖZEREN E., Maral B.

European Journal of Social Sciences, vol.26, no.3, pp.340-357, 2011 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 26 Issue: 3
  • Publication Date: 2011
  • Journal Name: European Journal of Social Sciences
  • Journal Indexes: Scopus, Index Islamicus
  • Page Numbers: pp.340-357
  • Keywords: Boutique hotel, Entrepreneurial marketing, Entrepreneurship
  • Dokuz Eylül University Affiliated: Yes

Abstract

The aim of the study is to identify major dimensions of entrepreneurial marketing concept in boutique hotels and determine to what extent current marketing approaches in boutique hotels seem to be consistent with the entrepreneurial marketing approaches. The major motivation of this research is stemmed from the fact that the empirical examination of the notion of entrepreneurial marketing from the viewpoint of boutique hotels has received scant attention in the relevant literature. The research was conducted with semi-structured interview method in nine boutique hotels located in the province of Izmir in Turkey. Based on seven dimensions of entrepreneurial marketing concept, a unique semi structured interview form was designed. Data gathered in the interviews was analyzed via descriptive analysis used in qualitative researches and evaluated and interpreted in terms of the seven main dimensions of entrepreneurial marketing. Results of in-depth interviews pointed out that entrepreneurial marketing concept which carries great importance for boutique hotels has been well adopted and put into effective use by boutique hotels. © EuroJournals Publishing, Inc. 2011.