Turizm Sektöründeki Yenilikçi Faaliyetlerin Finansal Performans Üzerindeki Etkisi: BİST Uygulaması

Öz

Turizm sektörü, sürekli değişen koşullar ve artan rekabet nedeniyle yenilikçi çözümler benimsemeyi zorunlu kılan dinamik bir yapıya sahiptir. Bu amaçla turizm işletmeleri farklı inovasyon stratejileri geliştirerek pazardaki konumlarını güçlendirmekte ve özellikle ekonomik sürdürülebilirliklerini sağlamaktadırlar. İnovatif çözümler başlangıçta birer maliyet unsuru olarak görülseler de işletmelerin müşteri sayılarının artmasını sağlayarak finansal performanslarını etkilemektedirler. Bu çalışmanın temel amacı da Türkiye’de turizm işletmelerinde gerçekleştirilen inovasyonların işletmelerin finansal performansı üzerindeki etkisini ölçmektir. Bu doğrultuda çalışmada öncelikle 2016-2023 yılları arasında BIST'te işlem gören 11 turizm işletmesinin faaliyet raporları incelenmiş olup işletmelerin inovasyon faaliyetleri türlerine göre sınıflandırılarak puanlandırılmıştır. Bu sınıflandırma sonrasında inovasyon faaliyetlerinin işletmelerin finansal performansı üzerindeki etkilerini ölçmek amacıyla panel veri analizi uygulanmıştır. Modelde, literatürde ve uygulamada en yaygın kullanılan finansal performans göstergeleri olan ROA ve ROE göstergelerinden yararlanılmıştır. Bulgular, süreç inovasyonunun işletmelerin finansal performansı üzerinde anlamlı bir etki yarattığını, ürün, organizasyonel ve pazarlama inovasyonlarının ise istatistiksel olarak anlamlı bir etkisinin bulunmadığını ortaya koymaktadır. Süreç inovasyonunun ROA ve ROE'yi pozitif yönde etkilediği, özellikle COVID-19 pandemisi sonrası dönemde turizm işletmelerinin dijitalleşmeye ve süreç yeniliklerine yöneldiği gözlemlenmiştir. Ayrıca, işletmelerin kaldıraç oranındaki artışın finansal performans üzerinde olumsuz bir etkiye sahip olduğu tespit edilmiştir. Bu sonuçlar, turizm sektöründe sürdürülebilir büyüme ve rekabet avantajı elde etmek için süreç inovasyonlarının önemini vurgularken, diğer inovasyon türlerinin finansal performans üzerindeki etkisinin sınırlı kaldığını göstermektedir.

Anahtar Kelimeler

• Turizm Sektörü
• İnovasyon
• İnovasyon Türleri
• Finansal Performans

The Impact of Innovative Activities on the Financial Performance of Tourism Sector: A BIST Application

Öz

The tourism sector is characterized by a dynamic structure that necessitates the adoption of innovative solutions due to constantly changing conditions and increasing competition. For this purpose, tourism enterprises strengthen their market position and ensure their economic sustainability by developing various innovation strategies. Although innovative solutions are initially viewed as cost factors, they ultimately enhance the financial performance of enterprises by increasing the number of customers. The primary aim of this study is to measure the impact of innovations implemented in tourism enterprises in Turkey on their financial performance. Accordingly, the study first examines the annual reports of 11 tourism companies listed on BIST between 2016 and 2023. The innovation activities of these companies were classified and scored according to their types. Subsequently, panel data analysis was conducted to assess the impact of innovation activities on the financial performance of the enterprises. In the model, the financial performance indicators most widely used in the literature and practice, ROA and ROE, were employed. The findings indicate that process innovation has a significant effect on the financial performance of enterprises, whereas product, organizational, and marketing innovations do not have a statistically significant impact. Process innovation positively affects ROA and ROE, with tourism enterprises notably focusing on digitalization and process innovations in the post-COVID-19 period. Additionally, an increase in leverage ratio was found to have a negative impact on financial performance. These results emphasize the importance of process innovations in achieving sustainable growth and competitive advantage in the tourism sector, while suggesting that the impact of other types of innovations on financial performance remains limited.

Anahtar Kelimeler

• Tourism Sector
• Innovation
• Innovation Types
• Financial Performance

Kaynakça

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