THE EFFECT OF CRISIS AS AN ENVIRONMENTAL VARIABLE ON THE COMPETITIVE STRATEGIES OF YACHT CHARTER AGENTS
Öz
The purpose of this study is to examine the change which was created by the crisis as an environmental variable in the competition strategies of yacht charter agencies. For this purpose, data were collected from 73 agencies via questionnaire in Fethiye, Bodrum and Marmaris, that are the three major yacht tourism centers in the South Aegean region. In this study, competition strategies were measured based on Porter's generic competition strategies as "differentiation, cost leadership and focus". A paired t-test was conducted to test the change in competition strategies affected by the crisis. The results of the study show that the cost leadership strategy has changed significantly over the past three years, and that agencies tend to be more cost leaders as an indication of firm behavior. In the differentiation and focus strategy, there has not been any change that will make a significant difference.
Anahtar Kelimeler
Competitive strategies,environmental factors,crisis,yacht charter,marine tourism
Kaynakça
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