KÜRESELLEŞME SÜRECİNİN KONAKLAMA SEKTÖRÜNÜN GELİŞİMİNE ETKİSİ

Globalization, which is considered as an economic process, is essentially a series of activities that contain very different dimensions. Examining these activities in a single dimension means that the acceleration of globalization can not be achieved. Therefore, besides the economic dimension of the globalization process, political, social, cultural, legal, ecological and technological dimensions should be evaluated together. All these fields are like pieces of a related puzzle. As the world's everywhere, globalization takes place in the economic sense mostly in Turkey too. The change in production and consumption perceptions globally and especially the increase in the income level of western countries sending tourists have led to increases in the number of tourists in the world. As a result of this situation; Turkey has become a major tourist attraction center and a significant increase has been in the number of tourists over the years. Turkey is influenced significantly from globalization with its advancing the socio-economic infrastructure and geopolitical position. It has also adapted to the globalization trend in the tourism sector. Turkey is an important country for tourism in terms of the natural beauty and hosting different cultures together. It has also gained a certain momentum in terms of the quality of transportation and accommodation services. This development has increased the level of world tourism in Turkey. Although Turkey’s tourism development won a big momentum until 2014, changing world politics in recent years, economic impacts and experienced wars have led to major changes in Turkey as well. This situation has a negative impact on tourism demand in Turkey and Turkey's tourism revenues.

The competitive environment, which has increased in severity with globalization, has made it necessary for accommodation companies to make more accurate strategic plans for the future in both the national and international tourism markets. As a result of the increase in transportation facilities, strengthening international political and economic connections, increase in per capita income and technological developments, a significant increase was observed in the number of large accommodation enterprises. For these reasons, large accommodation companies are becoming globalized by adding local brand companies in different countries to their bodies or by opening businesses in different countries. This causes businesses to become chain enterprises over time. When we examine the top ten group hotels in the world as of 2019, we see that the biggest hotel chain is Wyndham Hotel Group with 9,157 hotels. Choice Hotels International ranks second with 7,045 hotels. These are followed by Marriott International with 7,003 hotels.

According to the data of the world tourism organization, air transportation is the first type of transportation used by passengers who participated in international travels in 2018. This situation shows how important bilateral relations are with airline companies in terms of accommodation enterprises. The shortening of travel time enables people to stay more in the regions they will visit and to not only close distances but also to distant destinations. Airway transportation positively affects the accommodation establishments in terms of shortening travel times.

According to the United Nations World Tourism Organization (UNWTO) 2019 data; when the regional distribution of the number of international tourists in 2018 is examined, Europe is one of the regions that attract the most tourists with 710 million tourists. The region that attracts the most tourists after Europe was the Asia Pacific region with 348 million tourists. Tourist distribution to other regions; The American region was 216 million tourists, the African region was 67 million tourists and the Middle East region was 60 million tourists. Based on current trends, economic prospects and the UNWTO Trust Index, UNWTO predicts a growth of 3% to 4% in international tourist arrivals worldwide by 2020.

In today's competitive environment, accommodation companies are growing rapidly and increasing their international activities. In the accommodation sector, where customer’s needs and expectations are increasing day by day, the importance of service quality also increases. In this competitive environment, businesses that do not respond to customer expectations and do not pay attention to service quality fail. Accommodation businesses that manage to adapt to these by following the global developments and changes are one step ahead of the competition. Accommodation businesses that fail to keep up with this development and change fail. Therefore, accommodation enterprises should strive to become global businesses by developing themselves effectively and efficiently. While doing so, accommodation establishments should not neglect to protect their local values. Only in this way, they can make a difference and be distinguished in the eyes of tourists in the globalizing tourism industry. All economic changes in the world affect businesses in competition. The tourism sector is highly affected by these changes. Mainly in accommodation establishments in Turkey, all tourism businesses should understand the globalization process and should be quickly adapted.

Yirmibirinci yüzyılın hayatımıza getirdiği kolaylıklar sayesinde günlük yaşamımızda daha önceleri çok uzun sürede yapılan işler çok kısa sürede yapılır hale gelmiştir. Daha önceleri mağaza mağaza dolaşarak yaptığımız alışverişler bir tuşla ayağımıza gelir hale dönmüştür. Bu kolaylıkları hayatımıza hizmet sağlayan tüm işletmeler daha fazla müşteriye ulaşmak için uygulamışlardır. Teknolojinin işletmelere sunduğu bu imkanlar sayesinde işletmeler müşteri açısından sınırlarını genişletmiş ve bulundukları bölgenin, hatta ülkenin sınırları dışına çıkmışlardır. Artık birçok işletme ulusal olmaktan öteye uluslararası birer işletme olmuşlardır. Uluslararası işletmeler de küresel işletme statüsüne kavuşmuşlardır. Turizm sektöründe ise küreselleşen işletmeler daha çok turist ağırlamaya başlamışlardır. Daha önceden keşfedilmemiş yerleri teknoloji sayesinde küresel boyutta tanıtmış ve daha çok turist çekerek, karlılıklarını artırmışlardır. Küreselleşmeyle beraber müşteri beklentilerinin de sürekli artış gösterdiği düşünüldüğünde, turizm işletmeleri için rekabet vazgeçilmez olmuştur. Turizm işletmeleri için kaliteli hizmet sunma daha önemli bir boyut kazanmıştır. Küreselleşen dünyada işletmelerin rekabet ortamında tutunabilmesi için çağa uygun olarak sürekli kendilerini yenilemelidirler. Bu çalışmada, küreselleşmenin turizm işletmeleri için ne kadar önemli olduğuna değinilerek, küreselleşen işletmelerle rekabet edebilmek için çözüm önerileri getirilmiştir.