MARKET ORIENTATION, STRATEGY AND REVENUE GROWTH IN THE TURKISH HOTEL INDUSTRY
JOURNAL OF TRAVEL & TOURISM MARKETING, cilt.32, sa.8, ss.1099-1116, 2015 (SSCI, Scopus)
- Yayın Türü: Makale / Derleme
- Cilt numarası: 32 Sayı: 8
- Basım Tarihi: 2015
- Doi Numarası: 10.1080/10548408.2014.960057
- Dergi Adı: JOURNAL OF TRAVEL & TOURISM MARKETING
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
- Sayfa Sayıları: ss.1099-1116
- Ankara Yıldırım Beyazıt Üniversitesi Adresli: Hayır
Özet
This empirical analysis of hotel properties in south-western Turkey draws on the market orientation, strategy, and capabilities literature to highlight the benefits of a differentiation strategy and customer-value focus for competitors in this industry. Relationship management and organizational resource management are key drivers of sales growth in this industry, and hotel operators facing high competitive intensity are particularly encouraged to develop these capabilities and to adopt a differentiation strategy instead of resorting to price cutting and other pricing and promotional tactics to grow revenues. Notable opportunities for future research include examining relationships between market orientation, customer satisfaction, and employee satisfaction in the Turkish hotel industry.