ÇİFT MARKALI OTEL KAVRAMINA YÖNELİK TEORİK BİR DEĞERLENDİRME.

Companies should apply brand alliance strategies to provide various benefits in terms of both costs and marketing. Within the scope of applications, the dual-brand strategy in the tourism sector draws attention in the related field as it offers cost and operational efficiency and appears as a new developing strategy. Although the dualbrand hotel strategy is gaining popularity among global hotel companies, studies and research on this field in the academic world are lacking. It is aimed to establish the theoretical framework of the dual-branded hotel concept, especially since it is not adequately addressed in the national literature, and to make a theoretical evaluation in order to guide further studies. In the study, the qualitative research method has been taken as a basis, and a source and document review has been carried out on the subject. In line with the purpose of the study, the development process of the concept, its advantages and disadvantages in practice, sectoral examples and definitions have been presented and suggestions that may be useful for future studies have been made. [ABSTRACT FROM AUTHOR]