BİR DESTİNASYONDAKİ OTEL İŞLETMELERİ ARASINDA İŞBİRLİKÇİ PAZARLAMA UYGULANABİLİR Mİ? BOLU OTELLERİNDE BİR ARAŞTIRMA

Bu araştırmanın amacı, bir destinasyonda faaliyet gösteren otel işletmeleri arasında pazarlama işbirliklerinin uygulanabilirliğini incelemek ve otel işletmelerini pazarlama işbirlikleri oluşturma noktasında teşvik eden ve engelleyen destinasyonunda faaliyet gösteren 3, 4 ve 5 yıldızlı otel işletmeleri oluşturmaktadır. Nitel araştırma yönteminin kullanıldığı araştırmanın verileri, otel işletmeleri yöneticileri ile yapılan mülakatlar vasıtasıyla elde edilmiştir. Elde edilen veriler betimsel analiz tekniği ile analiz edilmiştir. Analiz sonucunda, destinasyonda faaliyet gösteren otel işletmeleri arasında pazarlama işbirliklerinin öğrenme odaklı ve işletmeler arası ilişkiler odaklı eylemler açısından uygulanabilir olduğu, ürün odaklı ve pazar odaklı eylemler açısından ise uygulanabilir olmadığı belirlenmiştir. Bunun yanı sıra otel işletmelerini pazarlama işbirlikleri oluşturma noktasında teşvik eden faktörlerin mevcut ilişkiler, yeni ürün ve hizmetlerin geliştirilmesi ve sunulan ürün ve hizmetlerin farklılığı olduğu saptanmıştır. Otel işletmeleri arasında pazarlama işbirlikleri oluşumunu engelleyen faktörler ise bireysel çıkarların ön planda tutulması, mevcut pazarın yeterli görülmesi, hedef pazarların farklılığı ve liderlik eksikliği olarak tespit edilmiştir.

CAN THE COLLABORATIVE MARKETING BE PRACTICED AMONG HOTEL BUSINESSES OPERATING IN A DESTINATION? A RESEARCH ON HOTELS IN BOLU

The aim of this research is to investigate whether collaborative marketing is practicable among hotel businesses operating in a destination and to reveal encouraging and preventing factors to the hotel businesses operating in destination to form marketing collaborations. The scope of the study involves 3, 4 and 5-star hotel businesses operating in Bolu. The data of the study in which the qualitative method was used have been collected through interviews made with the managers of hotel businesses. Obtained data have been analyzed with descriptive analysis technique. As a result of the study, it has been found out that collaborative marketing can be practiced in terms of learning-oriented and relations-oriented actions but it cannot be practiced in terms of product-oriented and market-oriented actions among hotel businesses operating in destination. Besides, the factors that encourage the hotel businesses to form marketing collaborations include existing relationships, development of new products and services and diversity of products and services. Also, the factors that inhibit the hotel businesses to form marketing collaborations include prioritizing individual interests, finding existing market adequate, differences in target markets and the lack of leadership.

PDF

___

Augustyn, Marcjanna ve Knowles, Tim (2000). "Performance of Tourism Partnerships: A Focus on York". Tourism Management 21: 341- 351.
Baggio, Rodolfo (2011). "Collaboration and Cooperation in A Tourism Destination: A Network Science Approach". Current Issues in Tourism 14 (2): 183-189.
Baloglu, Seyhmus ve Brinberg, David (1997). "Affective Images of Tourism Destinations". Journal of Travel Research 35 (4): 11-15.
Blain, Carmen Rae (2001). "Destination Branding in Destination Marketing Organizations." Masters of Busıness Admınıstratıon. Master Thesis. Alberta: University of Calgary Department of Management.
Bramwell, Bill ve Lane, Bernard (1999). Tourism Collaboration and Partnerships: Politics, Practice and Sustainability. Clevedon: Channel View Publications.
Buhalis, Dimitrios (2000). "Marketing the Competitive Destination of the Future". Tourism Management 21 (1): 97-116.
Çakmak, Ali Çağlar ve Kök, İrem Tuğba (2012). "Destinasyon Pazarlaması ve Safranbolu'nun Destinasyon İmajının Ölçülmesi". Ticaret ve Turizm Eğitim Fakültesi Dergisi 2: 80-101.
D'Angella, Francesca ve Go, Frank M. (2009). "Tale of Two Cities' Collaborative Tourism Marketing: Towards A Theory of Destination Stakeholder Assessment". Tourism Management 30: 429-440.
Dieke, Peter U. C. ve Karamustafa, Kurtuluş (2000). "Cooperative Marketing in the Accommodation Subsector: Southeastern Mediterranean Perspectives". Thunderbird International Business Review 42 (4): 467-494.
Finn, Mick., White, Martin Elliott ve Walton, Mike (2000), Tourism & Leisure Research Methods: Data Collection, Analysis and Interpretation. Edinburgh: Pearson Education.
Fyall, Alan ve Garrod, Brian (2005). "Tourism Marketing: A Collaborative Approach." Cleveland: Channel View Publications.
Fyall, Alan ve Spyriadis, Athanasios (2003). "Collaborating for Growth: The International Hotel Industry." In: R. L Braithwaite ve W. Richard (Editors), CAUTHE 2003: Riding the Wave of Tourism and Hospitality Research, pp. 436-454. Lismore, N.S.W. Southern Cross University. Australia.
Fyall, Alan., Garrod, Brian ve Wang, Youcheng (2012). "Destination Collaboration: A Critical Review of Theoretical Approaches to A Multi-Dimensional Phenomenon". Journal of Destination Marketing & Management, 1(1) :10-26.
Fyall, Alan., Leask, Anna ve Garrod, Brian (2001). "Scottish Visitor Attractions: A Collaborative Future". International Journal of Tourism Research, 3 (1): 211-228.
Fyall, Alan., Oakley, Ben ve Weiss, Annette (2000). "Theoretical Perspectives Applied to Inter-Organisational Collaboration on Britain's Inland Waterways". International Journal of Hospitality & Tourism Administration 1 (1): 89-112.
Graci, Sonya (2013). "Collaboration and Partnership Development for Sustainable Tourism, Tourism Geographies: An International Journal of Tourism Space". Place and Environment 15 (1): 25-42.
Grangsjo, Yvonne von Friedrichs (2003). "Destination Networking Coopetition in Peripheral Surroundings". International Journal of Physical Distribution & Logistics Management 33 (5): 427-448.
Hall, Michael (1999). "Rethinking Collaboration and Partnership: A Public Policy Perspective". Journal of Sustainable Tourism 7 (3/4): 274-289.
İçöz, Orhan (2001). Turizm İşletmelerinde Pazarlama: İlkeler ve Uygulamalar. 2. Baskı. Ankara: Turan Kitapevi.
Jamal, Tazim B. ve Getz, Donald (1995). "Collaboration Theory and Community Tourism Planning". Annals of Tourism Research 22 (1): 186-204.
Khattab, Sulieman Ahmad Al (2012). "Marketing Strategic Alliances: The Hotel Sector in Jordan". International Journal of Business and Management 7 (9): 222-232.
Naipaul, Sandra., Wang, Youcheng ve Okumus, Fevzi (2009). "Regional Destination Marketing: A Collaborative Approach". Journal of Travel & Tourism Marketing 26 (5-6): 462-481.
Palmer, Adrian ve Bejou, David (1995). "Tourism Destination Marketing Alliances". Annals of Tourism Research 22 (3): 616-629.
Prideaux, Bruce ve Cooper, Chris (2002). "Marketing and Destination Growth: A Symbiotic Relationship or Simple Coincidence?". Journal of Vacation Marketing 9 (1):35-51.
Saxena, Gunjan (2005). "Relationships, Networks and the Learning Regions: Case Evidence from the Peak District National Park". Tourism Management 26: 277-289.
Selin, Steven ve Beason, Kim (1991). "Interorganizational Relations in Tourism". Annals of Tourism Research 18: 639-652.
Selin, Steven W. ve Myers, Nancy A. (1998). "Tourism Marketing Alliances: Member Satisfaction and Effectiveness Attributes of a Regional Initiative". Journal of Travel & Tourism Marketing 7 (3): 79-94.
Vernon, John., Essex, Stephen., Pinder, David ve Curry, Kaja (2005). "Collaborative Policymaking". Annals of Tourism Research 32 (2): 325-345.
Wang, Youcheng ve Fesenmaier, Daniel R. (2007). "Collaborative Destination Marketing: A Case Study of Elkhart County, Indiana." Tourism Management 28: 863-875.
Wang, Youcheng ve Xiang, Zheng (2007). "Toward a Theoretical Framework of Collaborative Destination Marketing". Journal of Travel Research 46: 75-85.
Wang, Youcheng., Hutchinson, Joe Hutchinson., Okumus, Fevzi ve Naipaul, Sandra (2013). "Collaborative Marketing in a Regional Destination: Evidence from Central Florida". International Journal of Tourism Research 15: 285-297.
Williams, David K. (2013). "Collaborative Marketing Is The Next Big Thing." Forbes. (http://www.forbes.com/sites/davidkwilliams/2013/06/18/collabora tive-marketing-is-the-next-big-thing/#326f97b0ebd6, 26 Mayıs 2017'de erişildi).
Yolal, Medet ve Emeksiz, Murat (2007). "A Cooperative Marketing Model Proposal for SMHEs in Turkey". World Journal of Tourism Small Business Management 1 (2): 57-68.