ÇİFT MARKALI OTEL KAVRAMINA YÖNELİK TEORİK BİR DEĞERLENDİRME

Yıl 2023, Sayı: 38, 86 - 98, 30.11.2023

Gökhan Demiray Mertcan Öztürk

https://doi.org/10.20875/makusobed.1359592

Öz

Şirketler hem maliyetler açısından hem de pazarlama açısından çeşitli faydalar sağlayabilmek için marka ittifakı stratejileri uygulamaktadırlar. Uygulamalar kapsamında turizm sektöründe de çift marka stratejisi, maliyet ve operasyonel verimlilik sunduğu için sektörde ilgi görmekte ve gelişme gösteren yeni bir strateji olarak kabul edilmektedir. Çift markalı otel stratejisi, küresel otel şirketleri arasında yaygınlık kazanmaya başlamasına rağmen akademik alanda araştırmalar eksik kalmaktadır. Özellikle ulusal literatürde yeterince ele alınmaması sebebiyle çift markalı otel kavramının teorik altyapısının oluşturulması ve sonraki çalışmalara yol gösterici olabilmek adına teorik bir değerlendirme yapılması amaçlanmıştır. Çalışmada nitel araştırma yöntemi esas alınmış olup, konuya ilişkin kaynak ve doküman incelemesi gerçekleştirilmiştir. Çalışmanın amacı doğrultusunda kavramın gelişim süreci, uygulamadaki avantaj ve dezavantajları, sektörel örnekleri, tanımlamaları sunulmuş olup sonraki çalışmalara faydalı olabilecek önerilerde bulunulmuştur.

Anahtar Kelimeler

Çift Markalı Otel, Otel İşletmeciliği, Marka

A THEORETICAL EVALUATION OF THE DUAL BRAND HOTEL CONCEPT

Öz

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 dual-brand 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.

Anahtar Kelimeler

Dual-branded Hotel, Hotel Management, Brand

Kaynakça

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