Covid-19 Dönemi Konaklama Tesisi Etkinlik ve Verimlilikleri: Kapadokya/Türkiye Örneği

Yıl 2023, , 130 - 140, 31.03.2023

Tekiner Kaya

https://doi.org/10.30784/epfad.1235700

Öz

Karlılığı doğrudan etkileyen konaklama tesisleri performansları, tesislerin sürdürülebilir gelişimi için pek çok boyutta düzenli olarak ölçülmeli ve takip edilmelidir. Bu çalışmada, Kapadokya/Türkiye'de bulunan 88 hotelin etkinlikleri ölçülmüştür. 2020 yılı COVID-19 döneminde faaliyet gösteren tesislerin etkinlik ve verimlilikleri, dört girdi ve beş çıktı yardımı ile veri zarflama analizi kullanılarak analiz edilmiştir. Bu tesislerin %83’ü (73 otel) oda sayısı 20 veya daha az sayıda olan küçük otellerden oluşmaktadır. Tesis etkinlikleri, ölçeğe göre sabit, ölçeğe göre değişken ve ölçek etkinlikleri bazında, girdi odaklı veri zarflama analizi kullanılarak hesaplanmıştır. Bulgular, tesis ölçeği büyüdükçe, tesis klasik verimliliğinin düştüğünü göstermektedir. Ayrıca düşük verime sebep olan en önemli değişkenlerden birisinin oda başı gelir kriterinin olduğu görülmüştür. Etkinlikte ise, seyahat acenteleri ile yoğun çalışan tesislerin daha düşük performans gösterdiği bulgusu ortaya konmuştur.

Anahtar Kelimeler

Etkinlik, Konaklama İşletmeleri, Kapadokya, Otel Performansı

Efficiency and Effectiveness of the Hotels in the Covid-19 Period: Evidence from Cappadocia in Türkiye

Öz

Performance of the accommodation facilities should be measured and monitored periodically for sustainability in many dimensions which have potential to affect profitability directly. In this study, efficiencies of 88 hotels from Cappadocia/Türkiye are measured via data envelopment analysis. Four inputs and five outputs are considered to measure efficiencies and effectiveness in 2020 during the COVID-19 period. The data are collected via phone calls, hotels’ web pages and Tripadvisor in 2020. 83% of these hotels (73 hotels) are small-sized hotels which have equal or less than 20 rooms. Constant return to scale, variable return to scale and scale efficiencies of hotels are exposed via input-oriented data envelopment analysis. The findings show that facilities which have higher scale had lower classical efficiency. Additionally, it is observed that one of the main reasons for the inefficiency is revenue per available room. In terms of effectiveness, hotels working with travel agencies had a lower performance.

Anahtar Kelimeler

Hospitality, Hotel Performance, Cappadocia, Efficiency

Kaynakça

• Aksu, A.A. and Köksal, C.D. (2005). Comparing the efficiency of the independent hotels and chain hotels using Data Envelopment Analysis: A study in the Antalya region. The Journal of Economy, Business and Finance (IIF), 20(235), 97-107. Retrieved from http://iif.com.tr/
• Assaf, A.G. and Magnini, V. (2012). Accounting for customer satisfaction in measuring hotel efficiency: Evidence from the US hotel industry. International Journal of Hospitality Management, 31(3), 642-647. https://doi.org/10.1016/j.ijhm.2011.08.008
• Avkiran, N.K. (1999). An application reference for data envelopment analysis in branch banking: Helping the novice researcher. International Journal of Bank Marketing, 17(5), 206-220. https://doi.org/10.1108/02652329910292675
• Barros, C.P. and Dieke, P.U. (2008). Technical efficiency of African hotels. International Journal of Hospitality Management, 27(3), 438-447. https://doi.org/10.1016/j.ijhm.2007.11.004
• Barros, C.P., Botti, L., Peypoch, N., Robinot, E. and Solonandrasana, B. (2011). Performance of French destinations: Tourism attraction perspectives. Tourism Management, 32(1), 141-146. https://doi.org/10.1016/j.tourman.2010.01.015
• Benli, Y.K. (2012). Data envelopment analysis (DEA) and Malmquist total factor productivity (TFP): An empirical evidence in accommodation businesses. Ege Academic Review, 12(3), 369. Retrieved from https://dergipark.org.tr/tr/pub/eab
• Charnes, A., Cooper, W.W. and Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444. https://doi.org/10.1016/0377-2217(78)90138-8
• Chen, T.H. (2009). Performance measurement of an enterprise and business units with an application to a Taiwanese hotel chain. International Journal of Hospitality Management, 28(3), 415-422. https://doi.org/10.1016/j.ijhm.2008.10.010
• Cinar, Y. and Kaya, T. (2021). Measuring efficiency and productivity change in the Turkish electricity distribution sector. In A.B. Dorsman, K.B. Atici, A. Ulucan and M.B. Karan (Eds.), Applied operations research and financial modelling in energy (pp. 69-99). Springer Cham. https://doi.org/10.1007/978-3-030-84981-8_5
• Coelli, T.J., Rao, D.S.P., O'Donnell, C.J. and Battese, G.E. (2005). An introduction to efficiency and productivity analysis. New York: Springer.
• Davutyan, N. (2007). Measuring the quality of hospitality at Antalya. International Journal of Tourism Research, 9, 51–57. https://doi.org/10.1002/jtr.580
• De Jorge, J. and Suárez, C. (2014). Productivity, efficiency and its determinant factors in hotels. The Service Industries Journal, 34(4), 354-372. https://doi.org/10.1080/02642069.2013.778977
• Dobrovič, J., Čabinová, V., Gallo, P., Partlová, P., Váchal, J., Balogová, B. and Orgonáš, J. (2021). Application of the DEA model in tourism SMEs: An empirical study from Slovakia in the context of business sustainability. Sustainability, 13(13), 7422. https://doi.org/10.3390/su13137422
• Doğan, N.Ö. and Ahmet, T. (2008). Konaklama işletmelerinde veri zarflama analizi yöntemiyle faaliyet denetimi: Kapadokya örneği. Journal of Economics and Administrative Sciences, 22(1), 239-259. Retrieved from https://dergipark.org.tr/en/pub/atauniiibd
• Färe, R. and Grosskopf, S. (1985). A nonparametric cost approach to scale efficiency. The Scandinavian Journal of Economics, 87(4), 594-604. https://doi.org/10.2307/3439974
• Higuerey, A., Viñan-Merecí, C., Malo-Montoya, Z. and Martínez-Fernández, V.A. (2020). Data envelopment analysis (DEA) for measuring the efficiency of the hotel industry in Ecuador. Sustainability, 12(4), 1590. https://doi.org/10.3390/su12041590
• Honma, S. and Hu, J.L. (2012). Analyzing Japanese hotel efficiency. Tourism and Hospitality Research, 12(3), 155-167. https://doi.org/10.1177/1467358412470558
• Huang, Y., Mesak, H.I., Hsu, M.K. and Qu, H. (2012). Dynamic efficiency assessment of the Chinese hotel industry. Journal of Business Research, 65(1), 59-67. https://doi.org/10.1016/j.jbusres.2011.07.015
• Hwang, S.N. and Chang, T.Y. (2003). Using data envelopment analysis to measure hotel managerial efficiency change in Taiwan. Tourism Management, 24(4), 357-369. https://doi.org/10.1016/S0261-5177(02)00112-7
• Karakitsiou, A., Kourgiantakis, M., Mavrommati, A. and Migdalas, A. (2020). Regional efficiency evaluation by input-oriented data envelopment analysis of hotel and restaurant sector. Operational Research, 20, 2041-2058. https://doi.org/10.1007/s12351-018-0406-1
• Klimberg, R.K., Lawrence, K.D. and Lawrence, S.M. (2010). Data envelopment analysis is not multiobjective analysis. In K.D. Lawrance, G. Kleinman (Eds.), Applications in multicriteria decision making, data envelopment analysis, and finance (pp. 79-93). Bingley: Emerald Group Publishing Limited. https://doi.org/10.1108/S0276-8976(2010)0000014007
• Lado-Sestayo, R. and Fernández-Castro, Á.S. (2019). The impact of tourist destination on hotel efficiency: A data envelopment analysis approach. European Journal of Operational Research, 272(2), 674-686. https://doi.org/10.1016/j.ejor.2018.06.043
• Morey, R.C. and Dittman, D.A. (1995). Evaluating a hotel GM’s performance: A case study in benchmarking. Cornell Hospitality Quarterly, 36(5), 30. https://doi.org/10.1177/001088040304400
• Oliveira, R.S.L.P., Pedro, M.I.C. and Marques, R.D.R.D.C. (2015). Efficiency evaluation of Portuguese Hotels in the Algarve using data envelopment analysis (DEA). Revista Brasileira de Gestão de Negócios, 17, 788-805. https://doi.org/10.7819/rbgn.v17i54.1375
• Parte-Esteban, L. and Alberca-Oliver, P. (2015). Determinants of technical efficiency in the Spanish hotel industry: Regional and corporate performance factors. Current Issues in Tourism, 18(4), 391-411. https://doi.org/10.1080/13683500.2013.800029
• Rouyendegh, B.D. and Erkan, T.E. (2010). The DEA - AHP hybrid ranking model applied 4 star hotels in Ankara. Gazi University Journal of Faculty of Economics and Administrative Sciences, 12(3), 69-90. Retrieved from https://dergipark.org.tr/en/pub/gaziuiibfd
• Sainaghi, R. (2011). RevPAR determinants of individual hotels: Evidences from Milan. International Journal of Contemporary Hospitality Management, 23(3), 297-311. https://doi.org/10.1108/09596111111122497
• Shuai, J.J. and Wu, W.W. (2011). Evaluating the influence of e-marketing on hotel performance by DEA and grey entropy. Expert Systems with Applications, 38(7), 8763-8769. https://doi.org/10.1016/j.eswa.2011.01.086
• Tarım, Ş., Dener, H. and Tarım, Ş.A. (2000). Efficiency measurement in the hotel industry: Output factor constrained DEA application. Anatolia, 11(2), 111-123. https://doi.org/10.1080/13032917.2000.9686989
• Tumer, N. (2010). Measuring hotel performance using data envelopment analysis. Anatolia, 21(2), 271-287. https://doi.org/10.1080/13032917.2010.9687103
• Uyar, S. and Alış, M. (2014). Operational auditing in, hospitality businesses via data envelopment analysis. Dokuz Eylül University Faculty of Economics and Administrative Sciences Journal, 29(2), 107-136. Retrieved from https://dergipark.org.tr/en/pub/deuiibfd
• Wassenaar, D.J. and Stafford, E.R. (1991). The lodging index: An economic indicator for the hotel/motel industry. Journal of Travel Research, 30(1), 18-21. https://doi.org/10.1177/004728759103000104
• Wijeysinghe, B.S. (1993). Breakeven occupancy for a hotel operation. Management Accounting, 71, 32-33. Retrieved from https://cir.nii.ac.jp/crid
• Wöber, K.W. (2007). Data envelopment analysis. Journal of Travel & Tourism Marketing, 21(4), 91–108. https://doi.org/10.1300/J073v21n04_07
• Yakut, E., Harbalıoğlu, M. and Pekkan, N.Ü. (2015). The examination of financial performance of companies in tourism sector, which are being, traded in exchange Istanbul (EI) with data envelopment analysis and total factor productivity. Journal of Business Research Turk, 7(2), 235-257. Retrieved from https://www.ceeol.com/