ÇİFT MARKALI OTEL KAVRAMINA YÖNELİK TEORİK BİR DEĞERLENDİRME

Yıl 2023, Sayı: 38, 86 - 98, 30.11.2023

Gökhan Demiray , Mertcan Öztürk

https://doi.org/10.20875/makusobed.1359592

Öz

Şirketler hem maliyetler açısından hem de pazarlama açısından çeşitli faydalar sağlayabilmek için marka ittifakı stratejileri uygulamaktadırlar. Uygulamalar kapsamında turizm sektöründe de çift marka stratejisi, maliyet ve operasyonel verimlilik sunduğu için sektörde ilgi görmekte ve gelişme gösteren yeni bir strateji olarak kabul edilmektedir. Çift markalı otel stratejisi, küresel otel şirketleri arasında yaygınlık kazanmaya başlamasına rağmen akademik alanda araştırmalar eksik kalmaktadır. Özellikle ulusal literatürde yeterince ele alınmaması sebebiyle çift markalı otel kavramının teorik altyapısının oluşturulması ve sonraki çalışmalara yol gösterici olabilmek adına teorik bir değerlendirme yapılması amaçlanmıştır. Çalışmada nitel araştırma yöntemi esas alınmış olup, konuya ilişkin kaynak ve doküman incelemesi gerçekleştirilmiştir. Çalışmanın amacı doğrultusunda kavramın gelişim süreci, uygulamadaki avantaj ve dezavantajları, sektörel örnekleri, tanımlamaları sunulmuş olup sonraki çalışmalara faydalı olabilecek önerilerde bulunulmuştur.

Anahtar Kelimeler

Çift Markalı Otel, Otel İşletmeciliği, Marka

A THEORETICAL EVALUATION OF THE DUAL BRAND HOTEL CONCEPT

Öz

Companies should apply brand alliance strategies to provide various benefits in terms of both costs and marketing. Within the scope of applications, the dual-brand strategy in the tourism sector draws attention in the related field as it offers cost and operational efficiency and appears as a new developing strategy. Although the dual-brand hotel strategy is gaining popularity among global hotel companies, studies and research on this field in the academic world are lacking. It is aimed to establish the theoretical framework of the dual-branded hotel concept, especially since it is not adequately addressed in the national literature, and to make a theoretical evaluation in order to guide further studies. In the study, the qualitative research method has been taken as a basis, and a source and document review has been carried out on the subject. In line with the purpose of the study, the development process of the concept, its advantages and disadvantages in practice, sectoral examples and definitions have been presented and suggestions that may be useful for future studies have been made.

Anahtar Kelimeler

Dual-branded Hotel, Hotel Management, Brand

Kaynakça

• Aaker, D. A. ve Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41. https://doi.org/10.2307/1252171
• Allen, J. C. (30.08.2018). Dual-brand hotel market overview. Hospitalitynet. https://www.hospitalitynet.org/opinion/4089777.html
• Ashton, A. S. ve Scott, N. (2011). Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing, 17(4), 275-285. https://doi.org/10.1177/1356766711420838
• Bianco, S., Singal, M., Zach, F. J. ve Nicolau, J. L. (2023). Dual-branded hotels: Resource-based entry strategies in agglomerated markets. Tourism Management, 95, 1-10. https://doi.org/10.1016/j.tourman.2022.104663
• Blackett, T. ve Russell, N. (2000). Co-branding the science of alliance. Journal of Brand Management, 7, 161–170. https://doi.org/10.1057/bm.2000.3
• Boo, H.C. ve Mattila, A.S. (2002). A hotel restaurant brand alliance model: Antecedents and consequences. Journal of Foodservice Business Research, 5(2), 5-23. https://doi.org/10.1300/J369v05n02_02
• Boone, J. M. (1997). Hotel-restaurant co-branding: A Preliminary study. Cornell Hotel and Restaurant Administration Quarterly, 38(5), 34-43. https://doi.org/10.1177/001088049703800533
• Buckley, J. (16.04.2018). Dual-branded hotels: A Double winning asset class. Costar. https://www.costar.com/article/189858/column-dual-branded-hotels-%E2%80%93-a-double-winning-asset-class
• Cascio, A., Waites, S. F., Moore, R., Moore, M., Vorhies, D. W ve Bentley, J. P. (2022). The effects of dual branding rumors on consumers’ national and store brand evaluations. Journal of Marketing Theory and Practice, 31(3), 1-18. https://doi.org/10.1080/10696679.2022.2046477
• Cordeiro, R. A., Ponchio, M. C. ve Mazzon, J. A. (2016). Evaluating co-branded products: The socioeconomic strata effect. Marketing Intelligence &Planning, 34(6), 795-809. https://doi.org/10.1108/MIP-01-2015-0008
• Denizci Guillet, B. ve Tasci, A. D. (2010). Travelers takes on hotel-restaurant co-branding: Insights for china. Journal of Hospitality & Tourism Research, 34(2), 143-163. https://doi.org/10.1177/1096348009350618
• Dev, C. S. ve Steiner, E. (2020). Do dual-branded hotels outperform single-branded hotels?. Cornell Hospitality Report, 20(1), 1-16. https://hdl.handle.net/1813/70970
• Eti, H. S. (2021). Pandemi sürecinde marka pazarlama stratejileri. Balkan Sosyal Bilimler Dergisi, 10(20), 1-9.
• Kim, M. ve Tang, C. H. H. (2021). Operating synergy and marketplace performance of dual-branded hotels. International Journal of Hospitality Management, 98, 1-13. https://doi.org/10.1016/j.ijhm.2021.103039
• Kim, M., Tang, C. H. ve Roehl, W. S. (2018). The effect of hotel’s dual-branding on willingness-to-pay and booking intention: A luxury/upper-upscale combination. Journal of Revenue and Pricing, 17, 256–275. https://doi.org/10.1057/s41272-017-0107-z
• Kirk, D. R. (1997). Franchise dual-branding: The irony of association. DePaul Bus, 10, 2-25.
• Kozak, N., Kozak, M. A. ve Kozak, M. (2021). Genel turizm: İlkeler kavramlar. Detay Yayıncılık.
• Kurtuldu, G. ve Okumuş, A. (2018). Uluslararası marka ittifaklarının başarısı ile ilişkili olabilecek faktörlerin incelenmesi. Ege Academic Review, 18(4), 549-564.
• Lee, J. K., Lee, B. K. ve Lee, W. N. (2013). Country of origin fit's effect on consumer product evaluation in cross-border strategic brand alliance. Journal of Business Research, 66(3), 354-363. https://doi.org/10.1016/j.jbusres.2011.08.016
• Lesser, D., Jaeger, J. ve Gilston, J. (2016). The evolution of dual-branded hotels: How the marriott starwood acquisition enhances opportunities for developers. Boston Hospitality Review, 4(1), 1–6.
• Liu, P. ve O’Neill, J. W. (2023). Do brand-affiliated hotels have lower cash-flow risk?. Cornell Hospitality Quarterly, 64(3), 363-380.
• Manley, B. (24.04.2016). Two’s company: Owners see benefits in dual brand hotels, Hotelsnow. http://www.hotelnewsnow.com/Articles/40994/Twos-company-Owners-see-benefits-in-dual-brand-hotels.
• Marriott (2023). Dual-Branded, Hotel Development Marriott, https://www.hotel-development.marriott.com/hotel-development
• Muller, C. (2005). The case for co-branding in restaurant segments. Cornell Hotel and Restaurant Administration Quarterly, 46(1), 92-95. https://doi.org/10.1177/0010880404272303
• NTV. (21.05.2012). Hilton’un Avrupa’daki ilki Bursa’ya. Ntv Haber. https://www.ntv.com.tr/turkiye/hiltonun-avrupadaki-ilkibursaya,bb4jhHzsAkSEqN04_ambXg
• Park, C., W., Milberg, S. ve Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193. https://doi.org/10.1086/209251
• Park, J. H., Park, N. K. ve Zhang, A. (2003). The impact of international alliances on rival firm value: A study of the british airways/us air alliance. Transportation Research Part E: Logistics and Transportation Review, 39(1), 1-18. https://doi.org/10.1016/S1366-5545(02)00023-6
• Perreten, N. ve Perret, S. (2016). A dual to the deathor a dual in the crown: Current trends in hotel branding, Hospitalitynet. https://www.hospitalitynet.org/file/152006411.pdf
• Preble, J.F., Reichel, A. ve Hoffman, R.C. (2000). Strategic alliances for competitive advantage: Evidence from israel’s hospitality and tourism industry. International Journal of Hospitality Management, 19(3), 327-341. https://doi.org/10.1016/S0278-4319(00)00023-2
• Rao, A. R., Qu, L. ve Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258-268. https://doi.org/10.1177/002224379903600209
• Rao, A., R. ve Ruekert, R., W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
• Richetin, J., Demartini, E., Gaviglio, A., Ricci, E. C., Stranieri, S., Banterle, A. ve Perugini, M. (2021). The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations. Journal of Retailing and Consumer Services, 61, 1-11. https://doi.org/10.1016/j.jretconser.2019.101890
• Rodrigue, C. S. Ve Biswas, A. (2004). Brand alliance dependency and exclusivity: An empirical investigation. Journal of Product & Brand Management, 477-487. https://doi.org/10.1108/10610420410568417
• Ronzoni, G., Torres, E. ve Kang, J. (2018). Dual branding: A case study of wyndham. Journal of Hospitality and Tourism Insights, 1(3), 240-257. https://doi.org/10.1108/JHTI-03-2018-0016
• Sabah. (05.04.2013). Sheraton Bursa ve Aloft Bursa otelleri kapılarını açtı. Sabah Gazetesi. https://www.sabah.com.tr/turizm/2013/04/05/sheraton-bursa-ve-aloft-bursa-otelleri-kapilarini-acti
• Sturken, C., A. (04.01.2019). How multi-branded hotels offer more choice under one roof, Northstarmeetingsgroup. http://www.northstarmeetingsgroup.com/news/hotels-and-resorts/multi-branded-hotels-hampton-inn-home2Suites.
• Türksoy, S. S., Kaygalak, S. ve Koçak, N. (2013). Uluslararası otel işletmelerinin büyüme stratejileri: Hilton Worldwide Türkiye örneği. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 14(2), 89-108.
• Voss, K. E., Li, Y. Y. ve Song, Y. S. (2022). Competing cues in brand alliance advertisements. Journal of Business Research, 149, 476-493.
• Washburn, J. H., Till, B. D. ve Priluck, R. (2004). Brand alliance and customer‐based brand‐equity effects. Psychology & Marketing, 21(7), 487-508. https://doi.org/10.1002/mar.20016
• Watkins, E. (26.09.2013). Dual-branded hotels come of age, Hotelnewnow. http://www.hotelnewsnow.com/articles/20427/Dual-branded-hotels-come-of-age
• Wright E. (06.12.2013). The multi-branded hotels: New efficiencies through innovation. Hospitalitynet. https://www.hospitalitynet.org/opinion/4063225.html