@article{2012,title={THE USE OF MEDIA IN ADVERTISING AS A PROMOTION TOOL: A STUDY ON HOSPITALITY BUSINESSES},abstractNode={There are a number of media tools to be used in the transmission of the intended message to targeted audience in advertising activities. Media tools are an environment, in which advertising and tourist consumers encounter, and choosing the most appropriate vehicle here is expected to increase the effect of advertisements. The purpose of this study is to find out whom the advertising decisions are taken by in hotel businesses, the financial resources allocated for advertising activities, popular advertising tools, and whether there are differences between the hotels based on star ratings. All certified hotel businesses in Konya were included in the present study following a quantitative research method. In order to test the data obtained through the questionnaire, measures of central tendency (frequency and percentages, arithmetic mean, mode and standard deviation) and statistical analysis methods (correlation and regression) were used. The findings indicated that the decisions related to advertising were taken by the general manager in cooperation with the sales and marketing departments in five-star hotels, and by the general manager in other hotels. The study also showed that the largest amount of money allocated for advertising was in chain hotels, and it was the Internet that was most frequently used as an advertising tool. In terms of the level of using media tools based on the number of stars, 5-star hotel businesses had higher levels of use than the others, but it was also found that four-star hotels in comparison with other hotels advertised more often. },author={},year={2012},journal={The Journal of Academic Social Science Studies}}