Adaptation of Pricing Strategies by Hotel Managers in Turkey Response to the Covid-19 Outbreak

Abstract: The Covid-19 crisis has had a profound impact on the global tourism industry, including theTurkish hotel sector. As hotels face unprecedented challenges, the adaptation of pricingstrategies becomes crucial for their survival and competitiveness. This thesis investigates theimpact of the Covid-19 outbreak on pricing strategies in the Turkish hotel industry and examinesthe strategies implemented by hotel managers to navigate this challenging period. Through a comprehensive research methodology, including interviews with hotel managers anddata analysis, this study aims to provide valuable insights into the pricing strategies adopted byhotels during the crisis. It explores the factors influencing the selection and effectiveness of thesestrategies and examines their relationship with the financial performance of hotels. The research objectives include assessing the impact of the Covid-19 crisis on pricing strategiesin the Turkish hotel industry, identifying the factors influencing the selection and effectivenessof hotel managers' strategies, exploring the relationship between these strategies and the financialperformance of hotels, and providing recommendations and guidelines for effective hotelmanagement. The results of this study make a valuable contribution to the current understanding of pricingstrategies in the hotel industry during times of crisis. By exploring the adaptation of pricingstrategies, this research provides new insights and practical implications for hotel managers.These findings aim to assist managers in formulating effective pricing strategies, ultimatelyenhancing the resilience and adaptability of the hotel industry. This research has important implications for both academia and industry, as it provides insightsinto the dynamics of pricing strategies in the context of a global crisis. By understanding thechallenges and opportunities faced by hotel managers during the crisis, this study contributes tothe broader understanding of hotel management pricing strategies in the hospitality sector.