OTEL LETMELER NDE MARKALA MANIN TüKET C SATINALMA DAVRANI I üZER NDEK ETK LER N BEL RLEMEYE Y NEL K B R ARA TIRMA = AN INVESTIGATION TO DETERMINE THE EFFECTS OF BRANDING IN HOTEL ENTERPRISES ON CONSUMER PURCHASING BEHAVIOUR

The aim of this study is to determine the effects of branding in hotel enterprises on consumer purchasing behaviour. For this purpose, a survey of 316 guests staying in 5 stars hotels in Istanbul has been conducted. In order to describe the data collected, each statement frequency and percentage distribution were evaluated and the connection of each factor that formed the survey to guests demographic characteristics were analyzed using Independent Samples T-Test and One-Way Anova. According to the results, it was observed that the branding of hotel companies resulted in positive purchase behaviour of consumers. On the other hand, the effect of branding on customers shows significant differences according to customers’ demographic characteristics (age, income level and profession).