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MARKET ORIENTATION IN HOTEL BUSINESSES FROM MANAGER'S PERSPECTIVE

Year 2022, Issue: 48, 325 - 339, 01.01.2022
https://doi.org/10.30794/pausbed.953054

Abstract

Hotel businesses continue to grow rapidly on an international scale. In addition, the need to understand the needs and desires of customers is increasing in parallel with this situation. The competitive environment in which hotel businesses are located is critical in that these businesses have a wide range of resources and more flexible forms to meet the needs of the changing market. Today, hotel businesses need market-oriented practices in order to strive in the intensely competitive market and to create superior performance and competitive advantage. Market orientation is a key mechanism by which service businesses understand their current and potential customers. At the same time, in the global market for important service businesses such as hotel businesses, managers must understand the behavior of guests from many countries and uncover the increase in customer demands. Therefore, this study aims to determine the perspectives of managers working in hotel businesses on market orientation and market practices. In the study, the data were obtained through in-depth interviews with the managers of the 5 star hotels in the Alanya region. The answers to the questions posed to the managers within the scope of market orientation practices were coded in the Nvivo 12 package program and inferences were made by creating various themes. The results of the study are important in terms of presenting up-to-date data for the sector and practitioners.

References

  • Aaker, D. ve Joachimsthaler, E. (2000). Brand Leadership, Free Press, New York.
  • Akbaba, A. ve Erenler, E. (2008). “Otel İşletmelerinde Yöneticilerin Liderlik Yönelimleri ve İşletme Performansı İlişkisi”. Anatolia: Turizm Araştırmaları Dergisi, 19(1), 21-36.
  • Alnawas, I. ve Hemsley-Brown, J. (2018). “Market Orientation and Hotel Performance: İnvestigating The Role Of High-Order Marketing Capabilities”. International Journal of Contemporary Hospitality Management. Vol. 31 No. 4, pp. 1885-1905.
  • Altunel, M. C. ve Saldamlı, A. (2012). “Otel İşletmelerinin Pazar Odaklılık, Kurumsal Strateji ve Finansal Performanslarının Analizi: İstanbul Örneği”. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, Yıl: 11 Sayı: 21 Bahar 2012 / 1 s.75-86.
  • Anwar, S. A. (2008). “A Factor Analytic İnvestigation Of The Construct Of Market Orientation”. International Journal of Management, 25(1), 186.
  • Bulut Ç., Yılmaz, C. ve Alpkan, L. (2009). “Pazar Oryantasyonu Boyutlarının İşletme Performansına Etkileri”. Ege Akademik Bakış, 9(2): 513-538.
  • Çakıcı, A. C. ve Eren, D. (2005). “Otel İşletmeciliğinde Pazar Yönlülük ve Pazar Yönlülük-Performans İlişkisi Üzerine Bir Araştırma ve Sonuçları”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), 157-178.
  • Çoban, G. (2017). Otel İşletmelerinde İçsel Pazarlama ve İşletme Performansı İlişkisinde Pazar Odaklılığın Rolü: Nevşehir Örneği. Doktora Tezi. Nevşehir Hacı Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü.
  • Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., ve Firgolska, A. (2019). “Market Orientation and Hotel Performance: The Mediating Effect of Creative Marketing Programs”. Journal of Hospitality and Tourism Management, 41, 175-183.
  • de Chernatony, L. ve Dall’Olmo Riley, F. (1997). “The Chasm Between Managers’ and Consumers’ Views of Brands: The Experts’ Perspectives”, Journal of Strategic Marketing, Vol 5, pp. 89-104.
  • Deng, S. ve Dart, J. (1994). “Measuring Market Orientation: A Multi-Factor, Multi-Item Approach”, Journal of Marketing Management, Vol. 10 No. 8, pp. 725-742.
  • Goldman, A. ve Grinstein, A. (2010). “Stages in the Development of Market Orientation Publication Activity”. European Journal of Marketing, 44, 1384-1409. Gray, B., Matear, S., Boshoff, C. ve Matheson, P. (1998.) “Developing a Better Measure of Market Orientation”. European Journal of Marketing, Vol 32, 884-903.
  • Gummeson, E. (1991). “Marketing – Orientation Revisited: The Crucial Role of the Part Time Marketer”, European Journal of Marketing, Vol 25 No 2, pp. 60-75.
  • Harris, L. ve Ogbonna, E. (2000). “The Responses of Front Line Employees to Market Oriented Culture Change”, European Journal of Marketing, Vol 34 No 3/4, pp. 318-340.
  • Harris, L. C. ve Watkins, P. (1998). “The Impediments to Developing A Market Orientation: An Exploratory Study of Small UK Hotels”. International Journal of Contemporary Hospitality Management. 10 (6):221–6.
  • Hinson, R. E., Abdul-Hamid, I. K. ve Osabutey, E. L. (2017). “Investigating Market Orientation and Positioning in Star-Rated Hotels in Ghana”. International Journal of Contemporary Hospitality Management. Vol. 29 No. 10, pp. 2629-2646.
  • James L. ve Thomas, O. (2000). “Putting the Services –Profit Chain to Work”. Harward Business Review, 164-174.
  • Jaworski, B. J. ve Kohli, A. K. (1993). “Market Orientation: Antecedents and Consequences”, Journal of Marketing, Vol. 57 No. 3, pp. 53-70.
  • Kara, A., Spillan, J. E. ve Deshields, O.W. (2005). “The Effect Of A Market Orientation On Business Performance: A Study Of Small-Sized Service Retailers Using MARKOR Scale”, Journal of Small Business Management, Vol. 43No. 2, pp. 105-118.
  • Kohli, A. ve Jaworski, B. (1990). “Market Orientation: The Construct, Research Propositions and Managerial Implications”, Journal of Marketing, Vol 54 No 2, pp. 35-58.
  • Kohli, A .K., Jaworski, B. J. ve Kumar, A. (1993). “MARKOR: A Measure of Market Orientation”. Journal of Marketing Research, 30, 467-477.
  • Langerak, F. (2001). “Effects of Market Orientation On The Behaviors Of Salespersons And Purchasers, Channel Relationships, And Performance Of Manufacturers”. International Journal of Research in Marketing, 18(3), 221-234.
  • Lewis, R. C., Chambers, R. E. ve Chacko, H. E. (1995). Marketing Leadership in Hospitality: Foundations and Practices (2nd ed), Van Nostrand Reinhold, United States of America.
  • Li, Y., Zhao, Y., Tan, J. ve Liu, Y. (2008). “Moderating Effects of Entrepreneurial Orientation on Market Orientation-Performance Linkage: Evidence from Chinese Small Firms”. Journal of Small Business Management, 46 (1), 113–133.
  • Miles, M. B. ve Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook, SAGE Publications, inc., London. Mokhtar, S. S. M., Yusoff, R. Z. ve Ahmad, A. (2014). “Key Elements of Market Orientation on Malaysian SMEs Performance”. International Journal of Business and Society, 15, 49-64.
  • Narver, J. ve Slater, S. (1990). “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol 54 No 5, pp. 20-35.
  • Okumuş, F. (2003). “A Framework to Implement Strategies in Organizations”. Management Decision, 41, 871-882.
  • Pulendran, S., Speed, R. ve Widing II, R. (2000). “The Antecedents and Consequences of Market Orientation in Australia”, Australian Journal of Management, Vol 25 No 2, pp. 119-144. Ramayah, T., Samat, N. ve Lo, M. C. (2011). “Market Orientation, Service Quality and Organizational Performance in Service Organizations in Malaysia”. Asia-Pacific Journal of Business Administration, 3, 8-27.
  • Sampaio, C. A., Hernández-Mogollón, J. M. ve Rodrigues, R. G. (2019). “Assessing the Relationship between Market Orientation and Business Performance in the Hotel Industry–The Mediating Role of Service Quality”. Journal of Knowledge Management. Vol. 23 No. 4, pp. 644-663.
  • Sin, L. Y., Alan, C. B., Heung, V. C. ve Yim, F. H. (2005). “An Analysis of the Relationship Between Market Orientation and Business Performance in the Hotel Industry”. International Journal of Hospitality Management, 24(4), 555-577.
  • Upadhyay, Y. ve Baber, R. (2013). “Market Orientation and Organizational Performance in Tourism and Travel Industry”. Journal of Business and Management, 10(2), 17-27.
  • Varey, R. (1995). “Internal Marketing: A Review and Some Interdisciplinary Research”, International Journal Of Service Industry Management, Vol 6 No 1, pp. 40.
  • Vieira, V. A. (2010), “Antecedents and Consequences of Market Orientation: A Brazilian Meta-Analysis and an International Mega-Analysis”, BAR - Brazilian Administration Review, Vol. 7 No. 1, pp. 40-58.
  • Vincent, L. (2000). “The Brand That Binds”, Bank Marketing Washington, Vol 32 No 11,pp. 24 –29.
  • Webb, D., Webster, C. ve Krepapa, A. (2000). “An Exploration of the Meaning and Outcomes of A Customer Defined Market Orientation”, Journal of Business Research, Vol 48,pp. 101-112.
  • Wood, V. R., Bhuian, S. ve Kiecker, P. (2000). “Market Orientation and Organizational Performance in Not-For-Profit Hospitals”. Journal of Business Research, 48(3), 213-226.
  • Zhou, K. Z., Yim, C. K. ve Tse, D. K. (2005). “The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations”. Journal of Marketing, 69 (2), 42–60.

YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK

Year 2022, Issue: 48, 325 - 339, 01.01.2022
https://doi.org/10.30794/pausbed.953054

Abstract

Otel işletmeleri uluslararası ölçekte büyümeye hızla devam etmektedir. Bununla beraber, müşterilerin ihtiyaç ve isteklerini anlayabilme ihtiyacı da bu duruma paralel olarak artmaktadır. Otel işletmelerinin içerisinde yer aldığı rekabet ortamı, bu işletmelerin değişen pazarın ihtiyaçlarını karşılamak için geniş bir kaynağa ve daha esnek biçimlere sahip olması bakımından kritik önem taşımaktadır. Günümüzde faaliyet gösteren otel işletmeleri, yoğun rekabetin yer aldığı pazarda çabalamak, üstün performans ve rekabet avantajı yaratmak için pazar odaklılık uygulamalarına ihtiyaç duymaktadır. Pazar odaklılık, hizmet işletmelerinin mevcut ve potansiyel müşterilerini anladıkları anahtar bir mekanizmadır. Aynı zamanda, otel işletmeleri gibi önemli hizmet işletmeleri için küresel pazarda, yöneticiler birçok ülkeden gelen misafirlerin davranışlarını anlamalı ve müşteri taleplerindeki artışı ortaya çıkarmalıdır. Dolayısıyla bu çalışma, otel işletmelerinde görev yapan yöneticilerin pazar odaklılık ve pazar uygulamalarına ilişkin bakış açılarını tespit etmeyi amaçlamaktadır. Çalışmada veriler Alanya bölgesinde yer alan 5 yıldızlı otel işletmelerinin yöneticileri ile derinlemesine görüşmeler yoluyla elde edilmiştir. Yöneticilere pazar odaklılık uygulamaları kapsamında yöneltilen soruların cevapları Nvivo 12 paket programında kodlanmış olup çeşitli temalar oluşturularak çıkarımlarda bulunulmuştur. Çalışma sonuçları sektör ve uygulayıcılar için güncel veriler sunması bakımından önem arz etmektedir.

References

  • Aaker, D. ve Joachimsthaler, E. (2000). Brand Leadership, Free Press, New York.
  • Akbaba, A. ve Erenler, E. (2008). “Otel İşletmelerinde Yöneticilerin Liderlik Yönelimleri ve İşletme Performansı İlişkisi”. Anatolia: Turizm Araştırmaları Dergisi, 19(1), 21-36.
  • Alnawas, I. ve Hemsley-Brown, J. (2018). “Market Orientation and Hotel Performance: İnvestigating The Role Of High-Order Marketing Capabilities”. International Journal of Contemporary Hospitality Management. Vol. 31 No. 4, pp. 1885-1905.
  • Altunel, M. C. ve Saldamlı, A. (2012). “Otel İşletmelerinin Pazar Odaklılık, Kurumsal Strateji ve Finansal Performanslarının Analizi: İstanbul Örneği”. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, Yıl: 11 Sayı: 21 Bahar 2012 / 1 s.75-86.
  • Anwar, S. A. (2008). “A Factor Analytic İnvestigation Of The Construct Of Market Orientation”. International Journal of Management, 25(1), 186.
  • Bulut Ç., Yılmaz, C. ve Alpkan, L. (2009). “Pazar Oryantasyonu Boyutlarının İşletme Performansına Etkileri”. Ege Akademik Bakış, 9(2): 513-538.
  • Çakıcı, A. C. ve Eren, D. (2005). “Otel İşletmeciliğinde Pazar Yönlülük ve Pazar Yönlülük-Performans İlişkisi Üzerine Bir Araştırma ve Sonuçları”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), 157-178.
  • Çoban, G. (2017). Otel İşletmelerinde İçsel Pazarlama ve İşletme Performansı İlişkisinde Pazar Odaklılığın Rolü: Nevşehir Örneği. Doktora Tezi. Nevşehir Hacı Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü.
  • Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., ve Firgolska, A. (2019). “Market Orientation and Hotel Performance: The Mediating Effect of Creative Marketing Programs”. Journal of Hospitality and Tourism Management, 41, 175-183.
  • de Chernatony, L. ve Dall’Olmo Riley, F. (1997). “The Chasm Between Managers’ and Consumers’ Views of Brands: The Experts’ Perspectives”, Journal of Strategic Marketing, Vol 5, pp. 89-104.
  • Deng, S. ve Dart, J. (1994). “Measuring Market Orientation: A Multi-Factor, Multi-Item Approach”, Journal of Marketing Management, Vol. 10 No. 8, pp. 725-742.
  • Goldman, A. ve Grinstein, A. (2010). “Stages in the Development of Market Orientation Publication Activity”. European Journal of Marketing, 44, 1384-1409. Gray, B., Matear, S., Boshoff, C. ve Matheson, P. (1998.) “Developing a Better Measure of Market Orientation”. European Journal of Marketing, Vol 32, 884-903.
  • Gummeson, E. (1991). “Marketing – Orientation Revisited: The Crucial Role of the Part Time Marketer”, European Journal of Marketing, Vol 25 No 2, pp. 60-75.
  • Harris, L. ve Ogbonna, E. (2000). “The Responses of Front Line Employees to Market Oriented Culture Change”, European Journal of Marketing, Vol 34 No 3/4, pp. 318-340.
  • Harris, L. C. ve Watkins, P. (1998). “The Impediments to Developing A Market Orientation: An Exploratory Study of Small UK Hotels”. International Journal of Contemporary Hospitality Management. 10 (6):221–6.
  • Hinson, R. E., Abdul-Hamid, I. K. ve Osabutey, E. L. (2017). “Investigating Market Orientation and Positioning in Star-Rated Hotels in Ghana”. International Journal of Contemporary Hospitality Management. Vol. 29 No. 10, pp. 2629-2646.
  • James L. ve Thomas, O. (2000). “Putting the Services –Profit Chain to Work”. Harward Business Review, 164-174.
  • Jaworski, B. J. ve Kohli, A. K. (1993). “Market Orientation: Antecedents and Consequences”, Journal of Marketing, Vol. 57 No. 3, pp. 53-70.
  • Kara, A., Spillan, J. E. ve Deshields, O.W. (2005). “The Effect Of A Market Orientation On Business Performance: A Study Of Small-Sized Service Retailers Using MARKOR Scale”, Journal of Small Business Management, Vol. 43No. 2, pp. 105-118.
  • Kohli, A. ve Jaworski, B. (1990). “Market Orientation: The Construct, Research Propositions and Managerial Implications”, Journal of Marketing, Vol 54 No 2, pp. 35-58.
  • Kohli, A .K., Jaworski, B. J. ve Kumar, A. (1993). “MARKOR: A Measure of Market Orientation”. Journal of Marketing Research, 30, 467-477.
  • Langerak, F. (2001). “Effects of Market Orientation On The Behaviors Of Salespersons And Purchasers, Channel Relationships, And Performance Of Manufacturers”. International Journal of Research in Marketing, 18(3), 221-234.
  • Lewis, R. C., Chambers, R. E. ve Chacko, H. E. (1995). Marketing Leadership in Hospitality: Foundations and Practices (2nd ed), Van Nostrand Reinhold, United States of America.
  • Li, Y., Zhao, Y., Tan, J. ve Liu, Y. (2008). “Moderating Effects of Entrepreneurial Orientation on Market Orientation-Performance Linkage: Evidence from Chinese Small Firms”. Journal of Small Business Management, 46 (1), 113–133.
  • Miles, M. B. ve Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook, SAGE Publications, inc., London. Mokhtar, S. S. M., Yusoff, R. Z. ve Ahmad, A. (2014). “Key Elements of Market Orientation on Malaysian SMEs Performance”. International Journal of Business and Society, 15, 49-64.
  • Narver, J. ve Slater, S. (1990). “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol 54 No 5, pp. 20-35.
  • Okumuş, F. (2003). “A Framework to Implement Strategies in Organizations”. Management Decision, 41, 871-882.
  • Pulendran, S., Speed, R. ve Widing II, R. (2000). “The Antecedents and Consequences of Market Orientation in Australia”, Australian Journal of Management, Vol 25 No 2, pp. 119-144. Ramayah, T., Samat, N. ve Lo, M. C. (2011). “Market Orientation, Service Quality and Organizational Performance in Service Organizations in Malaysia”. Asia-Pacific Journal of Business Administration, 3, 8-27.
  • Sampaio, C. A., Hernández-Mogollón, J. M. ve Rodrigues, R. G. (2019). “Assessing the Relationship between Market Orientation and Business Performance in the Hotel Industry–The Mediating Role of Service Quality”. Journal of Knowledge Management. Vol. 23 No. 4, pp. 644-663.
  • Sin, L. Y., Alan, C. B., Heung, V. C. ve Yim, F. H. (2005). “An Analysis of the Relationship Between Market Orientation and Business Performance in the Hotel Industry”. International Journal of Hospitality Management, 24(4), 555-577.
  • Upadhyay, Y. ve Baber, R. (2013). “Market Orientation and Organizational Performance in Tourism and Travel Industry”. Journal of Business and Management, 10(2), 17-27.
  • Varey, R. (1995). “Internal Marketing: A Review and Some Interdisciplinary Research”, International Journal Of Service Industry Management, Vol 6 No 1, pp. 40.
  • Vieira, V. A. (2010), “Antecedents and Consequences of Market Orientation: A Brazilian Meta-Analysis and an International Mega-Analysis”, BAR - Brazilian Administration Review, Vol. 7 No. 1, pp. 40-58.
  • Vincent, L. (2000). “The Brand That Binds”, Bank Marketing Washington, Vol 32 No 11,pp. 24 –29.
  • Webb, D., Webster, C. ve Krepapa, A. (2000). “An Exploration of the Meaning and Outcomes of A Customer Defined Market Orientation”, Journal of Business Research, Vol 48,pp. 101-112.
  • Wood, V. R., Bhuian, S. ve Kiecker, P. (2000). “Market Orientation and Organizational Performance in Not-For-Profit Hospitals”. Journal of Business Research, 48(3), 213-226.
  • Zhou, K. Z., Yim, C. K. ve Tse, D. K. (2005). “The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations”. Journal of Marketing, 69 (2), 42–60.
There are 37 citations in total.

Details

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

Simge Şalvarcı 0000-0003-0703-4126

Early Pub Date December 31, 2021
Publication Date January 1, 2022
Acceptance Date September 16, 2021
Published in Issue Year 2022 Issue: 48

Cite

APA Şalvarcı, S. (2022). YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(48), 325-339. https://doi.org/10.30794/pausbed.953054
AMA Şalvarcı S. YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK. PAUSBED. January 2022;(48):325-339. doi:10.30794/pausbed.953054
Chicago Şalvarcı, Simge. “YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 48 (January 2022): 325-39. https://doi.org/10.30794/pausbed.953054.
EndNote Şalvarcı S (January 1, 2022) YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 48 325–339.
IEEE S. Şalvarcı, “YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK”, PAUSBED, no. 48, pp. 325–339, January 2022, doi: 10.30794/pausbed.953054.
ISNAD Şalvarcı, Simge. “YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 48 (January 2022), 325-339. https://doi.org/10.30794/pausbed.953054.
JAMA Şalvarcı S. YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK. PAUSBED. 2022;:325–339.
MLA Şalvarcı, Simge. “YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 48, 2022, pp. 325-39, doi:10.30794/pausbed.953054.
Vancouver Şalvarcı S. YÖNETİCİ BAKIŞ AÇISI İLE OTEL İŞLETMELERİNDE PAZAR ODAKLILIK. PAUSBED. 2022(48):325-39.