Otel işletmelerinin pazar odaklılık, kurumsal strateji ve finansal performanslarının analizi: İstanbul örneği

Bu çalışma, İstanbul’da faaliyet gösteren beş yıldızlı otel işletmelerinin pazar odaklılık dereceleriyle finansal performansları arasındaki ilişkiyi ve Miles ve Snow (1978) tarafından oluşturmuş dört strateji tipinin, pazar odaklılık ve finansal performans açısından farklılık gösterip göstermediğini incelemektedir. Elde edilen bulgulara göre otel işletmelerinin pazar odaklılık dereceleriyle finansal performansları arasında pozitif yönlü yüksek bir korelasyon bulunmuştur. Ayrıca, yenilikçi ve analizci stratejiye sahip otel işletmelerinin korumacı stratejiye sahip firmalara göre daha pazar odaklı bir anlayışa sahip oldukları ve finansal performanslarının da daha yüksek olduğu tespit edilmiştir

The analysis of market orientation, corporate strategy and financial performances of the hotel business: İstanbul case

This study investigates the relationship between market orientation degree and financial performance of the five stars hotels in Istanbul and whether the four strategic orientations of Miles and Snow (1978), differ based on their market orientation degree and financial performance in these hotels. According to the study result, there is a high positive correlation between market orientation degree and financial performance of the hotels. Additionally, prospectors and analyzers are more market oriented and have more successful financial performance in comparison with defenders.

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