Otel Yöneticilerinin 2016 Türkiye Turizm Krizine İlişkin Öngörüleri ve Kriz Yönetim Uygulamaları

Öz

2016 yılında Türkiye’de yaşanan turizm krizi özellikle Rusya pazarı odaklı hizmet sunan otel işletmelerini etkilemiş ve otel yöneticilerini krizden sağ kurtulmaya yönelik çözüm yolları aramaya itmiştir. Otel yöneticileri düşen doluluk oranlarını makul düzeylere taşıyabilmek ve işletme faaliyetlerini olağan şekilde sürdürebilmek adına bir takım önlemler almışlardır. Bu çalışmada, son yıllarda Türkiye’nin karşılaştığı en şiddetli turizm krizi süresince otel işletmelerinin uyguladığı kriz yönetimi uygulamalarını ortaya koymak amaçlanmıştır. Bu amaçla Antalya’da faaliyet gösteren 112 otel yöneticisine ulaşılarak yöneticilerin kriz ortamında işletmelerinin kriz durumundan etkilenmesini önlemek amacıyla uyguladıkları kriz yönetimi uygulamaları içerik analizi metoduyla incelenmiştir. Çalışmanın bulgularına göre krize hazırlık olarak otel işletmeleri tarafından alınan önlemlerde en çok “Pazarlama” çalışmaları (%54,8) yapılmakta, bunu sırasıyla “İnsan Kaynakları” (%18,9), “Maliyet” (%14,2), “Kalite” (%7,4) ve “Müşteri”ye (%4,7) yönelik uygulamalar takip etmektedir.

Anahtar Kelimeler

• 2016 Türkiye Turizm Krizi,Krize Hazırlık Önlemleri,Kriz Yönetimi,İçerik Analizi

Crisis Management Practices and Predictions of Hotel Managers Concerning the 2016 Tourism Crisis in Turkey

Öz

In 2016, the tourism crisis realized in Turkey has had an impact upon hotel businesses, rendering notably Russian market-oriented service and obliged managers of the hotels to seek solutions to survive in the crisis. Hotel managers have taken a number of measures in an effort to increase the occupancy rates to reasonable levels and maintain their operating activities in the usual way. The aim of this study is to reveal the crisis management implementations of hotel managers during the most severe tourism crisis that Turkey faced for the last two decades. To that end, crisis management implementations of 112 hotel managers in Antalya, which were supposed to prevent hotels from adverse impacts of crisis, were examined by content analysis method. According to the findings of the study, implementations of “Marketing” (54.8%) are the most extensive measures taken by hotel enterprises in preparation for crisis followed by “Human Resource” (18.9%), “Cost” (14.2%), “Quality”, (7.4%), and “Customer” (4.7%).

Anahtar Kelimeler

• 2016 Tourism Crisis in Turkey,Crisis Readiness Precautions,Crisis Management,Content Analysis

Kaynakça

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