REVIEW OF THE PRACTICE OF PORTER'S GENERAL COMPETITIVE STRATEGIES IN CAR RENTAL ENTERPRISES

The purpose of this study is to examine the practices of Porter's general competitive strategies (cost leadership, differentiation, focusing and stuck in the middle) on car rental enterprises in Turkey and to contribute to future studies. The data has been obtained from 200 car rental enterprises operating in İstanbul and Antalya in the research. As a result of the research, it has been revealed that the enterprises apply differentiation, cost leadership and focusing respectively among the competitive strategies and there are also enterprises that are trapped between them without choosing any of these strategies. In addition, a difference has been found between the managers' gender, marital status, mission, level of education, educational field, number of branches of the business, number of vehicles and perception of competition strategies. It can be suggested that car rental enterprises will be successful if they implement competitive strategies.

Keywords:

Tourism, car rental competitive strategies,

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