Theoretical Article
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Analysis of Hotel Management Departments as Strategic Business Units in Terms of BCG Matrix

Year 2022, Volume: 3 Issue: 2, 108 - 137, 14.12.2022

Abstract

The differentiated business structure and talented employees of hotel businesses that provide labor-intensive service play a decisive role in customer satisfaction and competitive advantage. Determining the real value of departments for businesses is of great importance in terms of increasing service quality. The aim of this study is to discuss whether it is appropriate to classify hotel business departments using the Kano Model method and to consider departments as strategic business units and place them in the BCG Matrix. A theoretical study has been carried out in line with the determined purpose. Thus, it’s aimed to constitute a basis for future quantitative or qualitative studies. In the research, has been concluded that hotel departments can be classified with the Kano Model and placed in the BCG Matrix. With the correct placement of strategic business units (SIB) to BCG Matrix, results that will guide the strategic decisions of business managers will be achieved.

References

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Stratejik İş Birimi Olarak Otel İşletmesi Departmanlarının BCG Matrisi Açısından İncelenmesi

Year 2022, Volume: 3 Issue: 2, 108 - 137, 14.12.2022

Abstract

Emek yoğun hizmet veren otel işletmelerin farklılaşan iş yapısı ve yetenekli çalışanları, müşteri memnuniyeti ve rekabet avantajında belirleyici rol oynamaktadır. Departmanların işletmeler için gerçek değerinin belirlenmesi ise hizmet kalitesinin artırılması açısından büyük önem taşımaktadır. Bu çalışmanın amacı otel işletmesi departmanlarının Kano Modeli yöntemi kullanılarak sınıflandırılabilmesinin ve departmanların stratejik iş birimi olarak ele alınıp BCG Matrisi’ne yerleştirilebilmesinin uygun olup olmadığını tartışmaktır. Belirlenen amaç doğrultusunda teorik bir çalışma yapılmıştır. Böylece gelecekte yapılabilecek nicel ya da nitel çalışmalara bir temel teşkil etmesi hedeflenmektedir. Yapılan araştırmada otel departmanlarının Kano Modeli ile sınıflandırılarak BCG Matrisi’ne yerleştirilebileceği sonucuna ulaşılmıştır. Stratejik iş birimlerinin (SİB), BCG Matrisi’ne doğru yerleştirilmesi ile işletme yöneticilerinin stratejik kararlarında yön verici niteliğe sahip sonuçlara ulaşılmış olacaktır.

References

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  • Akoğlan Kozak, M. (2014). Otel İşletmelerinde İnsan Kaynakları Yönetimi Ve Örnek Olaylar. Ankara: Detay Yayıncılık.
  • Akomode, O.J., Lees, B. and Irgens, C. (1998). Constructing customised models and providing information to support IT outsourcing decisions. Logistics Information Management, 11(2),114-127.
  • Altunışık R. (2009). Turizm işletmelerinde pazarlamanın temelleri ve iki farklı pencereden pazarlama yönetimi: Üretici ve tüketici bakış açısı, Avcıkurt, C. Demirkol, Ş. ve Zengin, B. (Editörler) Turizm İşletmelerinin Pazarlanmasında 7P ve 7C.içinde (s.7-47). İstanbul: Değişim Yayınları.
  • Altunışık, R. (2018). Stratejik Pazarlama Planlaması, Torlak, Ö. ve Altunışık, R. (Editörler) Pazarlama Stratejileri içinde (s 47- 101). İstanbul: Beta Yayıncılık.
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  • Aytekin İnce, G., İlhan, İ., ve Karacaoğlu, K. (2016). Otel işletmelerinde dış kaynaklardan yararlanma uygulamaları: nevşehir ili örneği. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi. 1(2), 28-46.
  • Baden-Fuller, C., Targett, D. and Hunt, B. (2000). Outsourcing to outmanoeuvre: Outsourcing re-defines competitive strategy and structure. European Management Journal, 18(3), 285-295.
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  • Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993). Kano’s methods for understanding customer-defined quality, The Center for Quality Management Journal,2(4),2-36.
  • Bilgili, B., and Ünal, S. (2008). Kano Model application for classifying the requirements of university students. In MIBES Conference. 31-46.
  • Bilgili, B., Erciş, A., and Ünal, S. (2011). Kano Model application in new product development and customer satisfaction (Adaptation of Traditional Art of Tile Making to Jewelries). Procedia-Social and Behavioral Sciences, 24,829-846.
  • Bryce, D. J. and Useem, M. (1998). The impact of corporate outsourcing on company value. European Management Journal, 16(6), 635-643.
  • Chen, I.J. and Popovich, K. (2003). Understanding customer relationship management (CRM) people, process and technology. Business Process Management. 9(5), 672-688.
  • Cheon, M. J., Grover, V. and Teng, J. T. (1995). Theoretical perspectives on the outsourcing of information systems. Journal of information Technology, 10(4), 209-219.
  • Cronk, J., and Sharp, J. (1995). A framework for deciding what to outsource in information technology. Journal of Information Technology, 10(4), 259-267.
  • Demirtaş, N. (2010). Otel Işletmeciliği. Ankara: Ankara Üniversitesi Uzaktan Eğitim Yayınları
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  • Ellram, L. and Billington C. (2001). Purchasing leverage considerations in the outsourcing decisions. European Journal of Purchasing & Supply Management, 7(1), 15-27.
  • Embleton, P. R. and Wright, P. C. (1998). A practical guide to successful outsourcing, Empowerment in Organizations, 6(3), 94-106.
  • Erramilli, M. K. and Rao, C.P. (1993). Service firms’ international entry-mode choice: A modified transaction-cost analysis approach. Journal Of Marketing, 57, 19-38.
  • Ersoy, N.F. (2002). Finansal hizmetlerde (CRM) kavramı, Pazarlama Dünyası Dergisi, 16(3).
  • Espino-Rodrı́guez, T. F., and Padrón-Robaina, V. (2004). Outsourcing and its impact on operational objectives and performance: A study of hotels in the canary islands. International Journal of Hospitality Management, 23(3), 287-306
  • Facanha, C., and Horvath, A. (2005). Environmental assessment of logistics outsourcing. Journal of Management in Engineering, 21(1), 27-37.
  • Gazioğlu, A.S. (1994). Büyük Otel İşletmelerinde Organizasyon Yapıları ve Teknolojik Yeniliklerin Organizasyon Yapısı Üzerindeki Etkileri. Yüksek Lisans Tezi. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Gilley, K. M., and Rasheed, A. (2000). Making more by doing less: An analysis of outsourcing and its effects on firm performance. Journal Of Management, 26(4), 763-790.
  • Gilley, K. M., Greer, C. R., and Rasheed, A. A. (2004). Human resource outsourcing and organizational performance in manufacturing firms. Journal Of Business Research, 57(3), 232-240.
  • Greer, C. R., Youngblood, S. A., and Gray, D. A. (1999). Human resource management outsourcing: The make or buy decision. Academy of Management Perspectives, 13(3), 85-96.
  • Ha, J., Yu, C. and Hwang, Y. (2021) Analyzing the impact of relative push and pull factors on inbound medical tourism in South Korea: Focused on BCG Matrix applied segment group characteristics. Asia Pacific Journal of Tourism Research, 26(7), 768-779.
  • Hines, P. and Rich, N. (1998). Outsourcing competitive advantage: The use of supplier associations. International Journal of Physical Distribution & Logistics Management.
  • Holcomb, T. R., and Hitt, M. A. (2007). Toward a model of strategic outsourcing. Journal Of Operations Management, 25(2), 464-481.
  • Johnson, J.C. and Schneider, K.C. (1995). Outsourcing in distribution: The growth in importance of transportation brokers. Business Horizons, 38(6), 40-49.
  • Jurison, J. (1995). The role of risk and return in information technology outsourcing decisions. Journal of Information Technology, 10(4), 239-247
  • Kaçak, H., ve Bağcı, H. (2020). Sağlık Örgütlerinde Hizmet ve Finansal Etkinlik Ölçümü-Veri Zarflama Analizi BCG Matrisi İle Bir Uygulama. KOCATEPE İİBF Dergisi, 22(2), 188-203.
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Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Reviews
Authors

Bilsen Bilgili 0000-0002-8454-8318

Gözde Kumaş 0000-0003-0573-0136

Publication Date December 14, 2022
Published in Issue Year 2022 Volume: 3 Issue: 2

Cite

APA Bilgili, B., & Kumaş, G. (2022). Stratejik İş Birimi Olarak Otel İşletmesi Departmanlarının BCG Matrisi Açısından İncelenmesi. Journal of New Tourism Trends, 3(2), 108-137.