The Significance Of Service Efficiency Analyses For Marketing Communications And Its Implementation On The Tourism Sector Using The Data Envelopment Analysis Method

The success of the marketing communications method oriented towards the tourism sector is closely related to service production efficiency. Service efficiency analyses are highly significant with regards to marketing, publicity and public relations activities. Marketing executives and employees have to structure their styles of action, future plans and marketing strategies accordingly. Especially in units with output deficiency, marketing, publicity and public relations activities must be reviewed and customer oriented activities must be concentrated upon in order to develop alternative strategies. Efficiency, a concept the significance of which is constantly increasing in contemporary business management approach, is one of the topics that the marketing communications executives working in the lodging sector—which holds a significant portion in the tourism industry—pay a lot of attention. This study emphasizes the significance of efficiency in service production and service efficiency measurement analyses with regards to marketing communications activities. Using a performance measurement method—data envelopment analysis— the relative service production activities of ski hotels and lodging businesses active in Turkey is examined. In light of the findings, the hindering or inefficient service units of these lodging businesses were identified, and recommendations were made following an interpretation of the findings from the marketing communications point of view.