Uluslararası Global Turizm Araştırmaları Dergisi

Yazarlar: Binali KILIÇ, Tuna USLU

Konular:Otelcilik, Konaklama, Spor ve Turizm

Anahtar Kelimeler:Endüstri Temelli Yaklaşım,Rekabet Stratejisi,Yerli ve Yabancı Marka Zincir Oteller

Özet: ABSTRACT One of the strategic approaches of the businesses as to the way of gaining competitive advantage by placing themselves according to the environment they are in is the industry-based approach. The most important defender of the industry-based approach is Porter. The purpose of this study is to research the effectiveness of the model and the generic strategies that Porter had developed for the competitive advantage of the production and manufacturing businesses on service businesses. For this reason, within the scope of strategic management viewpoint, which of Porter’s three generic strategies and five forces in competition are prioritized in lodging industry when the managers of the managers of local and foreign chained brand hotels in Istanbul determine the competitive advantage and competition strategies have been researched. Senior managers in the research are; coordinators, general directors, vice general directors and sales and marketing directors. Research area is composed of the local and foreign chained brand hotel businesses in Istanbul. The total number of the premises of the local and foreign chained brand hotels in Istanbul is 239. The data obtained through the survey method from the managers of 152 premises which were elected as samples were analyzed by using data analysis program. According to the data obtained as a result of factor analysis, the sub-factors that the local and foreign chained brand hotels prioritize and place themselves in are: Threats of the competitors, focusing by differentiating, bargaining force of the customers and suppliers, and cost leadership. Key Words: Industry Based Approach, Competition Strategy, Local and Foreign Chained Brand Hotels

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