MARKET ORIENTATION IN HOTEL BUSINESSES FROM MANAGER'S PERSPECTIVE

Year 2022, , 325 - 339, 01.01.2022

Simge Şalvarcı

https://doi.org/10.30794/pausbed.953054

Abstract

Hotel businesses continue to grow rapidly on an international scale. In addition, the need to understand the needs and desires of customers is increasing in parallel with this situation. The competitive environment in which hotel businesses are located is critical in that these businesses have a wide range of resources and more flexible forms to meet the needs of the changing market. Today, hotel businesses need market-oriented practices in order to strive in the intensely competitive market and to create superior performance and competitive advantage. Market orientation is a key mechanism by which service businesses understand their current and potential customers. At the same time, in the global market for important service businesses such as hotel businesses, managers must understand the behavior of guests from many countries and uncover the increase in customer demands. Therefore, this study aims to determine the perspectives of managers working in hotel businesses on market orientation and market practices. In the study, the data were obtained through in-depth interviews with the managers of the 5 star hotels in the Alanya region. The answers to the questions posed to the managers within the scope of market orientation practices were coded in the Nvivo 12 package program and inferences were made by creating various themes. The results of the study are important in terms of presenting up-to-date data for the sector and practitioners.

Keywords

HOTEL BUSINESSES, MARKET ORIENTATION, MANAGER'S PERSPECTIVE, ALANYA

YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK

Abstract

Otel işletmeleri uluslararası ölçekte büyümeye hızla devam etmektedir. Bununla beraber, müşterilerin ihtiyaç ve isteklerini anlayabilme ihtiyacı da bu duruma paralel olarak artmaktadır. Otel işletmelerinin içerisinde yer aldığı rekabet ortamı, bu işletmelerin değişen pazarın ihtiyaçlarını karşılamak için geniş bir kaynağa ve daha esnek biçimlere sahip olması bakımından kritik önem taşımaktadır. Günümüzde faaliyet gösteren otel işletmeleri, yoğun rekabetin yer aldığı pazarda çabalamak, üstün performans ve rekabet avantajı yaratmak için pazar odaklılık uygulamalarına ihtiyaç duymaktadır. Pazar odaklılık, hizmet işletmelerinin mevcut ve potansiyel müşterilerini anladıkları anahtar bir mekanizmadır. Aynı zamanda, otel işletmeleri gibi önemli hizmet işletmeleri için küresel pazarda, yöneticiler birçok ülkeden gelen misafirlerin davranışlarını anlamalı ve müşteri taleplerindeki artışı ortaya çıkarmalıdır. Dolayısıyla bu çalışma, otel işletmelerinde görev yapan yöneticilerin pazar odaklılık ve pazar uygulamalarına ilişkin bakış açılarını tespit etmeyi amaçlamaktadır. Çalışmada veriler Alanya bölgesinde yer alan 5 yıldızlı otel işletmelerinin yöneticileri ile derinlemesine görüşmeler yoluyla elde edilmiştir. Yöneticilere pazar odaklılık uygulamaları kapsamında yöneltilen soruların cevapları Nvivo 12 paket programında kodlanmış olup çeşitli temalar oluşturularak çıkarımlarda bulunulmuştur. Çalışma sonuçları sektör ve uygulayıcılar için güncel veriler sunması bakımından önem arz etmektedir.

Keywords

OTEL İŞLETMELERİ, PAZAR ODAKLILIK, YÖNETİCİ BAKIŞ AÇISI, ALANYA

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