TURİZM SEKTÖRÜNDE GİRİŞİMCİLİK SÜRECİ VE SEKTÖRE ÖZGÜ ÖZELLİKLER

Yıl 2015, Sayı: 34, 75 - 86, 01.08.2015

İge Pırnar

Öz

Turizm sektöründe girişimcilik süreci ve sektöre özgü özellikler başlıklı bu çalışma turizm ve otelcilik sektöründe girişimci özellikleri ve girişimcilik sürecini derinlemesine literatür tarama, günlük yaşamdan kesitler ve örnek uygulamalarla irdeleyen bir kavramsal derlemedir. Bu çalışma genel işletmecilikte yer alan girişimcilik sürecini aşamaları ve süreçte faaliyet gösteren girişimcilerin özelliklerini detaylı bir literatür taraması ile inceleyerek, turizm ve otel sektörüne özgü farklılıklara kıyaslamalı olarak odaklanmaktır. Bu odaklanma ile çalışma, turizm ve otelcilik sektörümde yer alan girişimcilik sürecinin kendine özgü özelliklerini belirlemekte ve daha ektin ve verimli işletme uygulamalarına yardımcı olmak adına benzer özelliklerine göre homojen alt gruplamalar halinde kümelemektedir. Bunun yanı sıra turizm ve otelcilik sektöründe bireysel ve grup olarak gerçekleştirilen girişimcilik süreçleri sonrasında orta çıkan yeni turizm türleri ve uygulamalarını da kapsamına almaktadır.Çalışmanın orijinalliği ve literatüre katkısı turizm ve otelcilik sektöründe yer alan girişimcilik süreçlerinin; yeni turizm ürünleri, etkin pazarlama, verimli iletişim, yaratıcı küçük ve orta ölçekli işletmelerde uygulamalar olarak inovatif bir şekilde sektörde ortaya çıkması alanında bulunmaktadır.Turizm ve otelciliğin; uygulamada oldukça fazla miktarda faaliyet yapan KOBİ işletme sayısı, sahip olunan değer ve amaçlar, uygulanan yaklaşımlar ve stratejilerle değerlendirildiğinde şekilde girişimcilik katılımının oldukça fazla rastlandığı ekonomik bir sektör olduğu anlaşılmaktadır. Bu bağlamda önemli olan husus turizm ve otelcilik sektöründeki girişimcilerin diğer genel alanlardaki faaliyet gösteren girişimcilere göre farklılıklarıdır. Örneğin turizm sektörü girişimcilik süreci bir üretim şeklinden çok tüketim şekli olarak algılanmaktadır. Aynı zamanda turizm girişimcilik sürecinin turist davranışı, turist tercihleri ve sektör eğilimlerinden çok hızlı etkilendiği anlaşılmaktadır. Yine, turizm girişimcilerinin diğer girişimcilerin birincil motivasyonları olan kar maksimizasyonu ve finansal özgürlüğün önüne geçen hayat tarzı, hayat kalitesi seviyesi , yöresel yaşam koşulları gibi ekonomik olmayan pek çok motivasyona sahip olduğu görülmektedir.Sonuç olarak, yerel gastronomi turizmi, bölge özelindeki çekiciliklerle gerçekleştirilen yerel macera turizmi, sürdürülebilir bölgesel eko turizm paketleri, yerel karanlık turizm türleri, gönüllü turizm çeşitleri, yerel olay ve festivallere özgü uygulamalar, yavaş turizm örnekleri, yavaş yemek hareketi, organik çiftlik turizmi, otantik ve etnik aile restoranları ve bu tür sürdürülebilir yerel inovatif turizm ürünlerinin yaratıcı turizm girişimcilik süreçlerinin başarılı çıktıları olarak ortaya çıktığı anlaşılmaktadır.

Anahtar Kelimeler

Turizmde girişimcilik, girişimcilik süreci, turizm girişimcisinin özellikleri, girişimcilik sürecinin aşamaları, başarılı girişimci.

The Specific Characteristics of Entrepreneurship Process in Tourism Industry

Öz

This paper analyzes the entrepreneurship process in general businesses and focuses on the differences unique to tourism and hospitality industry in comparison which the related literate review is inefficient as is. Thus by focusing on these differences, the study tries to recognize and distinguish the specific characteristics of tourism and hospitality industry entrepreneurship process, thus tries further, to group them under sub categories of homogeneous characteristics for effective and efficient management applications. In order to forecast the future ones, the paper also covers the real entrepreneurial processes in hospitality and tourism industry whch lead to new tourism types and applications like: local gastronomy tourism, rural adventure tourism specific to local attractions, sustainable and regional eco-tourism packages, local dark tourism examples, volunteer tourism types and applications of specific local events, etc. The study is a conceptual paper composed of a comprehensive literature review with brief examples and real life example on the topic of entrepreneurship process in hospitality and tourism. Originality and value of the paper lies in the area of the entrepreneurship process in tourism and hospitality industry as a means for innovation of new tourism products, effective marketing, efficient communication and creative small and medium sized enterprises SME applications in the industry. It is understood that tourism is one of the economic sectors in which a great degree of entrepreneurship involvement is needed due to characteristics of the industry as; high SME proportion within, motive, goal and values, attitudes, strategies and business applications. Tourism industry entrepreneurs differ from other industries’ entrepreneurs, and processes are accepted as a form of consumption rather than production. Also it is realized that the tourism entrepreneurship process is very vulnerable to rapid change in tourist behavior, tourist preferences and industry trends. Yet, it is also understood that tourism entrepreneurs seem to be highly motivated by life-style, quality of life QOL issues, locational preferences and other non-economic motives which are not common in general business entrepreneurs whose main motive seem to be profit maximization and financial independence

Anahtar Kelimeler

Tourism entrepreneurship, entrepreneurship process, tourism entrepreneur characteristics, steps in entrepreneurship, successful entrepreneur

Kaynakça

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