Konaklama İşletmelerinde Paydaş Odaklılığın İşletme Performansı Üzerindeki Etkisinde Yenilik Odaklılığın Aracılık Rolü

Öz

Pazarlama literatürü incelendiğinde en çok işlenen konu başlıklarından biri pazar odaklılıktır. Pazar odaklılık en önemli paydaş olarak müşterileri ve rakipleri ön plana çıkarmaktadır. Oysa pazarlama çevresi bu kadar küçük bir gruptan oluşmamaktadır. Bu duruma karşı çıkan bazı yazarlar paydaş odaklılık kavramını geliştirmişlerdir. Literatür incelendiğinde yapılan paydaş odaklılık ile ilgili çalışmaların genellikle işletme performansı ile ilişkilendirildiği görülmektedir. Oysa paydaş odaklılık ara değişken etkisini ortaya koyabilecek kapasiteye sahiptir. Bu çalışmanın temel amacı, yenilik odaklılığın, paydaş odaklılık ile işletme performansı arasındaki etkide aracılık etkisine sahip olup olmadığının belirlenmesidir. Araştırma evrenini Antalya’da faaliyet halindeki beş yıldızlı otel işletmeleri oluşturmaktadır. Araştırmanın örneklem kısmını ise söz konusu bu otel işletmelerinde yönetici olarak görev yapan 195 yönetici oluşturmaktadır. Çalışmada, anket yöntemi kullanılarak veriler toplanmıştır. Ayrıca elde edilen veriler istatiksel analiz teknikleriyle değerlendirilmiştir. Araştırma verileri 2019 yılının ilk iki ayında toplanmıştır. Araştırmada elde edilen sonuç yenilik odaklılığın paydaş odaklılık ve işletme performansı arasındaki etkide kısmi aracılık etkisine sahip olduğudur.

Anahtar Kelimeler

• Yenilik Odaklılık
• Paydaş Odaklılık
• İşletme Performansı
• Konaklama İşletmeleri

The Mediating Role of Innovation Orientation in the Impact of Business Performance on Stakeholder Orientation in Hospitality Businesses

Abstract

When the marketing literature is examined, one of the most discussed topics is market orientation. Market orientation brings customers and competitors to the fore as the most important stakeholders. However, the marketing environment does not consist of such a small group. When the literature is examined, it is seen that the studies on stakeholder orientation are generally associated with business performance. However, stakeholder orientation has the capacity to reveal the intermediate variable effect. The main purpose of this study is to determine whether innovation orientation has a mediating effect in the effect between stakeholder orientation and business performance. The five-star hotel businesses operating in Antalya were chosen as the research universe. The sample part of the research consists of 195 managers who work as managers in these hotel businesses. In the study, data were collected using the survey method. In addition, The obtained data were evaluated with statistical analysis techniques. Research data were collected in the first two months of 2019. The result obtained in the research is that innovation orientation has a partial mediation effect in effect between stakeholder orientation and business performance.

Keywords

• Innovation Orientation
• Stakeholder Orientation
• Business Performance
• Hospitality Businesses

References

1. Alsos, G., Agnete; Eide, D., and Madsen, E., L. (2014). Handbook of Research on Innovation in Tourism Industries. Cheltenham Glos: Edward Elgar Publishing.
2. Aragon-Correaa, J. A., Hurtado-Torresa, N., Sharma, S.,and Garcı´a-Moralesa, V., J. (2008). Environmental Strategy and Performance in Small Firms: A Resource-based Perspective. Journal of Environmental Management, 88-103.
3. Ayuso, S., Rodríguez, M., A. and Roberto García‐Castro A. (2011). Does Stakeholder Engagement Promote Sustainable Innovation Orientation? Management & Data Systems, 1399-1417.
4. Ayuso, S., Rodríguez, M., A. And Ricart, E., J.(2006). Using Stakeholder Dialogue as a Source for New Ideas - A Dynamic Capability Underlying Sustainable Innovation. Barcelona: IESE Business School Working Paper.
5. Balan, P. and Noel, J. L. (2010). Innovation Capability, Entrepreneurial Orientation and Performance in Australian Hotels: An Empirical Study. Gold Coast, Queensland: CRC for Sustainable Tourism Pty Ltd.
6. Bénédicte, A., Rani, L., D. and Longhi, C. (2011). Innovation in the Tourism Industry: The Case of Tourism@. Tourism Management, 1204-1213.
7. Bergqvist, J. (2006). The Hotel Market in Stockholm Municipality: An Analysis of Trends and Demand and Supply Factors. Stockholm : Master‟s Thesis KTH.
8. Birdir, K., ve Hiçyakmazer, C., T. (2019). Otel İşletmelerinde Kırmızı Et Satın Alma ve Tedarik Sürecinin İncelenmesi, Journal of Tourism and Gastronomy Studies,1142-1158.

9. Büyüköztürk, Ş. (2011) Sosyal Bilimler için Veri Analizi El Kitabı. Ankara,: Pegem Akademi.
10. Byrne, B., M. (2016). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. Routledge. Cainelli, G., Mazzanti, M. and Montresor, S. (2012). Environmental Innovations, Local Networks and Internationalization, Industry and Innovation, 697-734.
11. Carvalho, L. and Costa, T.(2011). Tourism Innovation–A Literature Review Complemented by Case Study Research. Tourism & Management Studies, 23-33.
12. Chakravorti, B. (2010). Stakeholder Marketing 2.0. Journal of public policy & marketing, 29(1), 97-102.
13. Chen, J., Tsou, H., T. and Huang, A., Y. (2009). Service Delivery Innovation Antecedents and Impact on Firm Performance, Journal of Service Research, 36-5.
14. Cintra, R., F., Oguido, W., S., Carvalho, A., O., and Amâncio-Vieira, S., F. (2017). Análise Do Grau de Orientação Para os Stakeholders das Empresas de Capital Aberto da Região Sul do Brasil. Ágora : Revista De Divulga, 55-75.
15. Çolakoğlu, O., E. and Ayazlar, R., A. (2013). The Relation between Travel Agencies and their Stakeholders on the Example of DİDİM. Economic and Environmental Studies, 365-386.
16. Duesing, R., J. (2009). Stakeholder Orientation and Its Impact on Performance in Small Businesses. Oklahoma State University, PhD Thesis, Oklahoma
17. Duesing, R., J.; White, M., A. (2013). Building Understanding and Knowledge: A Case Study in Stakeholder Orientation. Journal of Managerıal Issues, 401-415.
18. Elçi, Ş. (2006). Inovasyon: Kalkınmanın ve Rekabetin Anahtarı. Ankara: Nova Basın Yayın Dağıtım.
19. Enz, C. and Siguaw, J. (2003 ). Innovations in Hotel Practice. Cornell Hotel and Restaurant Administration Quartely, 115-123.
20. Erdem, B., Gökdeniz, A. ve Met, Ö. (2011). Yenilikçilik ve İşletme Performansı İlişkisi: Antalya'da Etkinlik Gösteren 5 Yıldızlı Otel İşletmeleri Örneği. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 77-112.
21. Ezekiel, C, and Olomolaiye, P.(2009). Construction Stakeholder Management. John Wiley & Sons.
22. Ferrell, O. C., Gonzalez-Padron, T., L. ; Hult, G., T., M., Maignan, I. (2010) From Market Orientation to Stakeholder Orientation Journal of Public Policy & Marketing, 90-96.
23. Flammer, C. and Kacperczyk, A. (2014). The Impact of Stakeholder Orientation on Innovation: Evidence from a Natural Experiment, Academy of Management Proceedings, 1-53.
24. Freeman, R. E., and Reed, D. L. (1983). Stockholders and stakeholders: A new perspective on corporate governance. California management review, 25(3), 88-106.
25. Gallouj, F.and Savona, M. (2009). Innovation in Services: A Review of the Debate and a Research Agenda. Journal of Evolutionary Economics, 149-172.
26. Gebauer, J. Füller, J. and Pezzei, R.(2012). The Dark and the Bright Side of Co-Creation: Triggers of Member Behavior in Online Innovation Communities. Journal of Business Research, 1516–1527.
27. Gonzalez-Padron, T., L., T. (2008). Turning Corporate Social Responsibility into Opportunity: A study of Stakeholder Orientation and Marketing. Michigan State University, PhD Thesis: , Michigan.
28. Goodman, J., A. and Halme, M., (2017). Our Collaborative Future: Activities and Roles of Stakeholders in Sustainability‐oriented Innovation. Business Strategy and the Environment, 731-753.
29. Grönroos, C. and Ojasalo, K. (2004). Service productivity: Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business research, 57(4), 414-423.
30. Greenley, G., E. and Foxall, G., R. (1998). Extemal Moderation of Associations Among Stakeholder Orientations and Company Performance. International Journal of Research in Marketing, 51–69.
31. Greenley, Gordon, E.; Foxall;, Gordon R. (1997). Multiple Stakeholder Orientation in UK Companies and the Implications for Company Performance. Journal of Management Studies, 259-284.
32. Greenley, G., E., Hooley, G., J. and Rud, J., M. (2005). Market Orientation in a Multiple Stakeholder Orientation Context: Implications for Marketing Capabilities and Assets. Journal of Business Research, 483 – 1494.
33. Gürbüz, S. (2019). Sosyal Bilimlerde Aracı, Düzenleyici ve Durumsal Etki Analizleri Seçkin Yayıncılık Sanayi ve Ticaret A.Ş. Ankara.
34. Haktanir, M. (2006). Performance Measurement in Independent Hotels. P. Harris, & M. Mongiello içinde, Accounting and ¬ Financial Management: Developments in the International Hospitality Industry (3-21). Amsterdam: Elsevier/ Butterworth Heineman.
35. Hall, J. and Vredenburg, Harrie (2003). The Challenges of Innovating for Sustainable Development. MIT Sloan Management Review, 61-68.
36. Hayes, A., F. (2018) Partial, Conditional, and Moderated Mediation: Quantification, Inference, and Interpretation. Communication Monographs, 4-40.
37. He, X., Zhang, X., Li, X. and Piesse, J. (2011). Stakeholder Orientation and Organisational Performance in an Emerging Market. Journal of General Management, 67-91.
38. Hillebrand, B., Pau, H. D. And Koll, O. (2015). Stakeholder Marketing: Theoretical Foundations and Required Capabilities. Journal of the Academy of Marketing Science, 411-428.
39. Hjalager, Anne-Mette (1997). Innovation Patterns in Sustainable Tourism: An Analytical Typology. Tourism Management, 35-41.
40. Hjalager, A. (2002). Repairing Innovation Defectiveness in Tourism. Tourism Management, 465-474.
41. Huanga, Y., Dinga, H. and Kaoa, M.(2009). Salient Stakeholder Voices: Family Business and Green Innovation Adoption. Journal of Management & Organization, 309-326.
42. Hult, G. T., M.; Mena, J., A., Ferrell, O., C. and Ferrell, L. (2011). Stakeholder Marketing: A Definition and Conceptual Framework. Academy of Marketing Science Review, 44–65.
43. Işık, N. (2017). Turizm İşletmelerinin Yaptıkları Yenilikçilik Çalışmalarının Sürdürebilir Rekabete Etkisi: Antalya Örneği. I. International Congress On Future Of Tourism: Innovation, Entrepreneurship And Sustainability Bildiriler Kitabı, (466-476). Mersin.
44. Ivanova, M., G., and Ivanov, S., H. (2012). Conceptual Framework of Hotel Chains . SSRN Electronıc Journal , 1-36.
45. İşcan, Ö.,F. ve Canan N., K. (2007) Örgüt İklimi ile Yeniliğe Destek Algısı Arasındaki İlişki, Gaziantep Üniversitesi Sosyal Bilimler Dergisi,180-193.
46. Jain, T., Aguilera, R., V. and Jamali, D. (2017). Corporate Stakeholder Orientation in an Emerging Country Context: A Longitudinal Cross Industry Analysis, Journal of Business Ethic, 701-719.
47. Kähkönen, A., Lintukangas, K. and Hallikas, J. (2015) Buyer’s Dependence in Value Creating Supplier Relationships, Supply Chain Management, 151-162.
48. Karaman, R. (2009). İşletmelerde Performans Ölçümünün Önemi ve Modern Bir Performans Ölçme Aracı Olarak Balanced Scorecard.
49. Selçıuk Üniversitesi İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 411-427.
50. Kazadi K., Lievens A. and Mahr, D. (2016). Stakeholder Co-creation during the Innovation Process : Identifying, Capabilities for Knowledge Creation among Multiple Stakeholders, Journal of Business Research, 525-540.
51. Koskei, A., K. (2014). Customer Relationship Management Practices in the Hotel Industry in Kenya, Master Thesis, University of Nairobi (2014).
52. Laczniak, G., R. and Murphy, P., E. (2012). Stakeholder Theory and Marketing: Moving from a Firm-centric to a Societal Perspective. Journal of Public Policy & Marketing, 284-292.
53. Lai, Joseph HK. and Choi, E., CK. (2015). Performance Measurement for Teaching Hotels: A Hierarchical System Incorporating Facilities Management. Journal of Hospitality, Leisure, Sport & Tourism Education, 48-58.
54. Line, Nathanie D., R., Rodney C. and Gonzalez-Padron, T. (2019). Multiple Stakeholder Market Orientation: A Service-Dominant Logic Perspective of the Market Orientation Paradigm. AMS Review, 42-60.
55. Line, N., D., (2013). Multiple Stakeholder Market Orientation: A Conceptualization and Application in the Field of Destination Marketing. University of Tennessee, PhD Thesis, Knoxville.
56. Lintukangas, K., Kähkönen, A. K., and Hallikas, J. (2019). The role of supply management innovativeness and supplier orientation in firms’ sustainability performance. Journal of Purchasing and Supply Management, 25(4), 100558.
57. Lopes, R., Abrantes, J., L. and Kastenholz, Elisabeth; (2014). Innovation, Tourism and Social Networks. Revista Turismo & Desenvolvimento, 151-154.
58. Luk, C., Yau, O., H., M., Tse, Alan C., B., Sin, L., Y., M. and Chow, R., P., M. (2005). Stakeholder Orientation and Business Performance: The Case of Service Companies in China. Journal of International Marketing, 89-110.
59. Ma’ruf, M., Bruijn, E. J. (2012). Adoption of Environmental Strategy: Case of Big Hotels in West Sumatra, Indonesia. Aristidis Bitzenis Vasileios A. Vlachos, 354-377.
60. Maignan, I., Gonzalez-Padron, T., L., Hult, G., Tomas M. and Ferrell, O. C. (2011). Stakeholder Orientation: Development and Testing of a Framework for Socially Responsible Marketing. Journal of Strategic Marketing, 313–338.
61. Malik, M., E. and Naeem, B. (2009). Identification of Drivers and Obstacles of Market Orientation among Diversified Industries of Pakistan. A Research Journal of South Asian Studies, 322-333.
62. Martinez-Ros, E. and Orfila-Sintes, F. (2009). Innovation Activity in the Hotel Industry. Technovation, 632-641.
63. Met, Ö. (2016) Turizm ve Ağırlama İşletmelerinde Finansal Analiz ve Bir Uygulama Detay Yayıncılık Ankara
64. Miller, R., L. and Lewis, W., F. (1991). A Stakeholder Approach to Marketing Management Using the Value ExchangeModels. European Journal of Marketing, 55 - 68.
65. Mühlbacher, H., Füller, J. and Huber, L. (2011). Online Forum Discussion-based Forecasting of New Product Market Performance, Marketing ZfP, 221-234.
66. Nordin, S. (2003). Tourism Clustering & Innovation: Paths to Economic Growth & Development. Östersund: European Tourism Research Institute.
67. Orfila-Sintes, F., Rafel, C., and Ester M. (2005). Innovation Activity in the Hotel industry: Evidence from Balearic Islands. Tourism Management, 851-865.
68. Ottenbacher, M. and Gnoth, J. (2005). How to Develop Successful Hospitality Innovation. Cornell Hotel and Restaurant Administration Quarterly, 205-222.
69. Öğüt, A., Aygen, S., D. ve M. T. (2007). Personel Güçlendirme İnovasyonu Hızlandırır mı? Antalya İli Beş Yıldızlı Konaklama İşletmelerine Yönelik Görgül Bir Araştırma. Selçuk Üniversitesi Karaman İ.B.F Dergisi, 163-173.
70. Paksoy, H., M. ve Ersoy, N. (2016). Antalya'da Faaliyet Gösteren Dört ve Beş Yıldızlı Otel İşletmelerinde İnovasyon ve İşletme Performansı Arasındaki İlişkinin İncelenmesine Yönelik Bir Araştırma. Gaziantep University Journal of Social Sciences, 413-433.
71. Patel, V., K. (2012). Extended Stakeholder Orientation: Influence on Innovation Orientation and Firm Performance. Kennesaw: Kennesaw State University PhD Thesis.
72. Patel, V., K., Manley, S., C., J., Joseph F. H., Ferrell, O., C. and; M.Piepere, T. (2016). Is Stakeholder Orientation Relevant for European Firms? European Management Journal, 650-660.
73. Perić, M., Đurkin, J. and Lamot, I. (2014). Importance of Stakeholder Management in Tourism Project: Case Study of the Istra Inspirit Project. Tourism and Hospitality Industry 2014, Congress Proceedıngs Trends in Tourism and Hospitality Industry (273-286). Opatija: University of Rijeka, Faculty of Tourism & Hospitality Management.
74. Pnevmatikoudi, K. and Stavrinoudis, T. (2016). Classification of Hotel Performance Measurement Iindicators Presented in International Scientific Research. European Journal of Tourism Research, 82-98.
75. Polonsky, M., J., Schupisser, S. and Beldona, S. (2002). A Stakeholder Perspective for Analyzing Marketing Relationships. Journal of Market-Focused Management, 109 – 126.
76. Preacher, K., J. and Rucker, D., Hayes A., F. (2007). Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions." Multivariate Behavioral Research 185-227.
77. Seaton, A., V. and Philip, A. (2005). The Effects of Globalisation on Tourism Promotion . (Ed.: Cooper, Chris; Wahab, Salah), Tourism in the Age of Globalisation. (111-136). London: Routledge.
78. Sharma, S. (2005). Through the Lens of Managerial Interpretations: Stakeholder Engagement, Organizational Knowledge and Innovation. (Ed.: Sharma, Sanjay; Arago´n-Corre, J. Alberto), Corporate Environmental Strategy and Competitive Advan (s. 49-70). Chetenhan: Edward Elgar Publishing.
79. Sliman, Y. and Kerbouche, M. (2019). The Impact of Stakeholder Orientation on Business Performance: The Case of a set of Companies in Algeria. Al Bashaer Economic Journal, 745-763.
80. Smirnova, M., Podmetina, D.,Vaatanen, J. and Kouchtch, S. (2009). Key Stakeholders’ Interaction as a Factor of Product Innovation: the Case of Russia . International Journal Technology Marketing, 230-247.
81. Smith, Craig N., Drumwright, E. M., Gentile, M., C. (2010). The New Marketing Myopia. Journal of Public Policy and Marketing, 4-11.
82. Sundbo, J., Orfila-Sintes, F. and Sørense, F. (2007). The Innovative Behaviour of Tourism Firms- Comparative Studies of Denmark and Spain. Research Policy, 36(1): 88- 106.
83. Şen, L., M. ve Çetinkaya, Ç. (2017). İnovasyonun Küçük Ölçekli Otel İşletmelerinin Performansına Etkisi: İstanbul Örneği. International Journal of Academic Value Studies, 235-243.
84. Tandoğan, M. (2018). Konaklama İşletmelerinde Tedarik Zinciri Yönetimi, Social Sciences Studies Journal 1375-1386.
85. Theodosiou, M. and Katsikea, E. (2012). Antecedents and Performance of Electronic
86. Timothy, D. and Victor T. (2011). Tourism and the Lodging Sector. Oxford: Routledge.
87. Ulusoy A. ve Akdemir T. (2001). Mahalli İdareler, Seçkin Yayıncılık, Ankara,
88. Üner, M., M. (2009). Pazarlama Karması Paradigmasında Pazarlama Karması. Pİ-Pazarlama İletişim,, 3-29.
89. Vardar, S. (2018). İşletme Yenilikçiliği ve Yöneticilerin Bireysel Yenilikçi Davranış Eğilimlerinin Finansal Olmayan Performans Üzerine Etkisi: Ankara Beş Yıldızlı Otel İşletmelerinde Bir Uygulama, Yayınlanmamış Yüksek Lisans Tezi, Batman Üniversitesi Sosyal Bilimler Enstitüsü, Batman.
90. Vatan, A. (2010). Turizm İşletmelerinde İnovasyon: İstanbul'daki 5 Yıldızlı Konaklama İşletmlerinde Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Balıkkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkkesir.
91. Vaitoonkiat, E. and Charoensukmongkol, P. (2020). Interaction effect of entrepreneurial orientation and stakeholder orientation on the business performance of firms in the steel fabrication industry in Thailand. Journal of Entrepreneurship in Emerging Economies.
92. Weng, H., Chen, J., S. and Chen, P. C. (2015). Effects of green innovation on environmental and corporate performance: A stakeholder perspective. Sustainability, 7(5), 4997-5026.
93. Weng, H., Chen, Ja-Shen; Chen and Pei-Ching (2015). Effects of Green Innovation on Environmental and Corporate Performance: A Stakeholder Perspective. Sustainability, 4997-5026.
94. Willie, P.; Pirani, A., Jayawardena, C., Sovani, A. and Davoodi, R. (2013). Trends in Hotel Investment and Financial Management in Canada. Worldwide Hospitality and Tourism Themes, 190-204.
95. Wu, F. and Mahajan, V., Balasubramanian, S. (2003) An Analysis of E-Business Adoption and Its Impact on Business Performance, Journal of the Academy of Marketing Science, 425.447.
96. Zengin, B. ve Dursun, C. (2017). Otel İşletmelerinde Uygulanan Inovatif Faaliyetlerin Rekabet Avantajı Üzerine Etkileri: Doğu Marmara Örneği. Turar Turizm & Araştırma Dergisi, 38-58.
97. İnternet Kaynakları Hilton. Stakeholder Engagement, http://cr.hiltonworldwide.com/approach/stakeholder.php. [Erişim Tarihi: 10.5.2015].
98. Marriott. 2014 Sustainability Report, http://www.marriott.com/Multimedia/PDFCorporate Responsibility /2014SustainRpt_FNL_lr.pdf [Erişim Tarihi:10.5.2015].