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Pazarlama Kaynaklarina En Uygun Rekabetci Pazarlama Stratejisinin Belirlenmesi: Kis Turizmi Otellerine Yonelik Bir Uygulama

Author

Listed:
  • Mustafa Kemal YILMAZ

    (Ondokuzmayis Universitesi IIBF/Isletme Bolumu)

  • Enes Emre BASAR

    (Bayburt Universitesi IIBF/Isletme Bolumu)

  • Hakan PABUCCU

    (Bayburt Universitesi IIBF/Isletme Bolumu)

Abstract

Isletmelerin rekabet avantaji elde etmelerinde, sahip olduklari pazarlama kaynaklari belirleyici olmaktadir. Buradan hareketle bu calismada, kis turizmi kapsaminda faaliyet gosteren otel isletmelerinin sahip olduklari pazarlama kaynaklarina en uygun rekabet stratejilerinin belirlenmesi amaclanmistir. Bu baglamda, Dogu Anadolu Bolgesi’nde kis turizmi faaliyetleri yapilan illerde 3 yildiz ve ustu otel isletmelerinden 20 yonetici veya isletme sahibi ile gorusulmustur. Elde edilen verilere, cok amacli karar verme yontemlerinden olan analitik hiyerarsi sureci yaklasimi (AHS) ve alternatiflerin onem siralamasinin yapildigi bulanik TOPSIS yontemi uygulanmistir. Sonuclar, isletmelerin rekabet avantaji saglamalarinda en cok etkisi olan pazarlama kaynaginin musteri iliskileri kapasitesi oldugunu gostermistir. Bununla birlikte, rekabetci pazarlama stratejisi uygulamanin, farklilasma stratejisi ile gerceklesebilecegi de arastirmanin diger onemli sonucudur.

Suggested Citation

  • Mustafa Kemal YILMAZ & Enes Emre BASAR & Hakan PABUCCU, 2015. "Pazarlama Kaynaklarina En Uygun Rekabetci Pazarlama Stratejisinin Belirlenmesi: Kis Turizmi Otellerine Yonelik Bir Uygulama," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 15(3), pages 409-419.
    • Handle: RePEc:ege:journl:v:15:y:2015:i:3:p:409-419
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