Turizm Değer Zinciri Analizi Üzerine Kavramsal Bir Çerçeve

Turizm sektörünün temel faaliyet alanı, herhangi bir nedenle daimi ikametgâhından geçici süreliğine ayrılmış bireylerin konaklama ve seyahat gereksinimlerini karşılamaya yönelik ürünleri sunan işletmeleri kapsamaktadır. Bu faaliyet alanlarına ilave olarak, turistik tüketicilere geniş kapsamlı bir seyahat deneyimi sunmaya yönelik çeşitli işletmeler ve kuruluşlar da (yeme-içme, eğlence, alış-veriş, spor, sağlık vb.) turizm sektörüne dâhil olabilmektedirler. Değer zinciri ise bir ürünün veya hizmetin kavramsal tasarımından nihai tüketiciye teslimine kadar gerekli olan tüm operasyonları tanımlamakta kullanılan bir kavramdır. Dolayısıyla turizm değer zincirini, turizm ürünlerinin üretilmesinden tüketicilere ulaştırılmasına kadarki süreçte yer alan tüm mal ve hizmet tedarikçilerinin faaliyetlerinden oluşan geniş kapsamlı bir zincir ağı olarak ifade etmek mümkündür. Çalışmada değer zinciri yaklaşımı kavramsal olarak ele alınmış olup, değer zinciri yaklaşımının bir hizmet sektörü olan turizme uygulanabilirliği ve sağlayabileceği katkıların irdelenmesi amaçlanmıştır. Bu bağlamda çalışma kapsamında nitel araştırma yöntemi esas alınmış olup, konuya ilişkin kaynak ve doküman incelemesi gerçekleştirilerek kavramsal bir çerçeve oluşturulmuştur. Çalışma neticesinde konaklama, yeme-içme, ulaşım, alış-veriş gibi faaliyet alanlarının turizm değer zincirinin birincil faaliyet unsurlarını oluşturdukları; turizmin destinasyonda gelişmesine katkı sağlayabilecek bir takım ulusal ve yerel kurum ve kuruluşların da (hükümet, yerel yönetimler, STK’lar, sağlık ve eğitim kurumları gibi) destek faaliyet unsurlarını oluşturduğu görülmüştür. Ayrıca çalışma bulgularına göre “her zincirin en zayıf halkası kadar güçlü olduğu” gerçeğinden hareketle turizm sektöründe küresel rekabeti sağlamanın kilit noktasının, zincirdeki bütün paydaşların ortak hareket etmesini sağlayabilmekten geçtiğini ifade etmek de mümkündür.

A Conceptual Framework on Tourism Value Chain Analysis

Main field of activity of tourism sector comprises enterprises which offer products intended for meeting the accommodation and travel needs of individuals who have temporarily left their permanent residences for any reason. In addition to these fields of activity, various enterprises and establishments (such as foodbeverage, entertainment, shopping, sports, health) intended for offering an all-inclusive travel experience to touristic consumers can also be included in the tourism sector. Value chain, on the other hand, is a concept used in defining all necessary operations of a product or a service, from conceptual design to delivery to the final consumer. Thus, it is possible to express the tourism value chain as an extensive chain network including the activities of all goods and service suppliers in the process from the production of tourism products to delivery to the consumers. In this study, the value chain approach is discussed conceptually, and the objective of the study is to examine the applicability of the value chain approach to tourism, which is a service sector, and the contribution thereof. In this context, a qualitative research method has been based on within the scope of the study and a conceptual framework has been formed by carrying out a resource and document review related to the subject. As a result of the study, it has been seen that the activities such as accommodation, refreshments, transportation and shopping constitute the primary activity elements of the tourism value chain, and that a number of national and local institutions and organizations (such as government, local governments, NGOs, health and educational institutions) that will be able to contribute to the development of tourism in the destination constitute the elements of the supportive activities. It is also possible to state that the key point of ensuring global competition in the tourism sector is to ensure that all stakeholders in the chain are able to act jointly, based on the fact that “each chain is as strong as its weakest link.”

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