Üst Düzey Otel Yöneticilerinin Çevresel Türbülansa Karşı Stratejik Tepkileri: Termal Otel İşletmeleri Örneği

Abstract

Bu çalışmanın amacı, termal otel işletme yöneticilerinin çalkantılı çevre koşullarında stratejilerini nasıl uyarladığını araştırmaktır. Çalışmada, Afyonkarahisar'da faaliyet gösteren beş yıldızlı otel işletmelerinin üst düzey yöneticileriyle yapılan yarı yapılandırılmış görüşmeler gerçekleştirilmiş, veriler tematik analize tabi tutulmuştur. Sonuçlara göre, çevresel türbülansın ana türleri, çeşitli müşteri talepleri, rekabet yaratan yoğun pazarlama ve fiyatlandırma stratejileri ve hızla değişen teknolojidir. Ayrıca, teknolojik entegrasyona uyum sağlama ile ilgili zorluklar da önemli bir rol oynamaktadır. Stratejik yanıtlar arasında yöneticiler, ürün ve hizmetleri farklılaştırmaya, rakiplerin stratejilerini izlemeye ve müşterilere, çalışanlara ve işletmeye en iyi şekilde hizmet eden teknolojiyi benimsemeye vurgu yapmıştır. Çalışma, turizm ve konaklama literatürüne kuramsal ve uygulamalı katkılar sunmaktadır.

Keywords

• Çevresel türbülans
• Rekabet gücü
• Stratejik tepkiler
• Teknolojik zorluklar
• Termal oteller

Strategic Responses of Senior Hotel Managers to Environmental Turbulence: The Case of Thermal Hotels

Abstract

The aim of this study is to investigate how thermal hotel management executives adapt their strategies in turbulent environmental conditions. In the study, semi-structured interviews were conducted with senior managers of five-star hotel businesses operating in Afyonkarahisar, and the data were subjected to thematic analysis. According to the results, the main types of environmental turbulence are various customer demands, intense marketing and pricing strategies that create competition, and rapidly changing technology. Additionally, challenges related to adapting to technological integration also play a significant role. Among the strategic responses, managers have emphasized differentiating products and services, monitoring competitors' strategies, and adopting technology that best serves customers, employees, and the business. The study offers theoretical and practical contributions to the tourism and hospitality literature.

Keywords

• Environmental turbulence
• Competitiveness
• Strategic responses
• Technological challenges
• Thermal hotels

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