Turizm işletmelerinde stratejik pazarlama planlaması: Dört ve beş yıldızlı otel işletmelerinde bir uygulama
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Date
2009
Authors
Tengilimoğlu, Dilaver
Karakoç, Gülçin
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Open Access Color
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Abstract
Dünya ekonomisinde günden güne yerini sağlamlaştıran, ülkelerin ve bireylerin krizlerden çıkış yolu olarak nitelendirdiği turizm endüstrisi, aslında krizlerle ve belirsizliklerle sık sık karşı karşıya kalan bir endüstridir. Hali hazırda gelişmekte olan bir ülke olarak, krizlerle ve belirsizliklerle de sıklıkla karşılaşan Türkiye de, turizm endüstrisi içindeki yerini alarak, en çok tercih edilen varış noktaları arasına girebilmiştir. Günümüzde sürekli değişen çevre koşulları ve belirsizlikler, işletmeleri daha stratejik kararlar almaları konusunda teşvik etmektedir. Stratejik planlama öz olarak, tüm işletmeyi kapsayan, işletme kaynakları, pazar fırsatları ve tehlikeleri çerçevesinde işletmenin gelişip büyüme imkanlarını temel alan kapsamlı ve uzun vadeli bir plan olarak tanımlanabilmektedir. Pazarlama planlaması ise, pazarlama hedeflerini belirlemeye ve bu hedefleri karşılamak üzere programları işler duruma getirmeye izin verecek şekilde mantıksal bir dizi şeklinde birbirine eklenmiş aktiviteler bütünüdür. Stratejik pazarlama planı, aslında, stratejik planlamanın pazarlama planlaması fonksiyonları ile iç içe geçmesi durumudur. Bu çalışma, Türkiye'nin 4 büyük ilindeki dört ve beş yıldızlı zincir otellerin stratejik pazarlama planını algılayışlarını ve söz konusu planın uygulama düzeylerini belirleyebilmek üzere yapılmıştır. 49 adet dört ve beş yıldızlı otel işletmesinin üst düzey yöneticisine uygulanan anket sonucunda, otel işletmelerinin stratejik pazarlama planını yüksek oranda uyguladıkları fakat bu konuyla ilgili gelişmeye ve kapasite arttırımına ihtiyaç duyulduğu belirlenmiştir.Anahtar kelimeler: Stratejik plan, stratejik pazarlama planı, turizm işletmeleri, otel işletmeleri, varış noktası.
Tourism industry that consolidates its position in world?s economy day by day, and that is defined as an exit from crisis by countries and individuals, actually faces with crisis and uncertainities very often. Turkey which is a developing country, takes its own share in the tourism industry and becomes one of the most preferred destinations. In today?s world, changing environmental conditions and uncertainities encourage businesses to make more strategic decisions. Strategic planning, in essence, can be defined as an extensive and long range plan that is based on the development and growing opportunities of the business in the frame of resources of the business, market opportunities and threats that comprise all business. Marketing planning is the sum of activities that enclosed each other in a logical serie that allows to determine marketing objectives and making programmes active in order to meet these objectives. Strategic marketing planning is, in fact, the engagement of strategic planning and marketing planning functions. In this study, strategic marketing planning perceptions and strategic marketing planning implementation levels of four and five-star chain hotels in 4 big cities in Turkey are analyzed and determined. According to the survey results which was implemented to top management of 49 four and five-star hotel top management, it is determined that hotel businesses highly implement strategic marketing planning but they need to improve it and some advance education related with it.Key words: Strategic plan, strategic marketing planning, tourism industry, hotel businesses, destinations.
Tourism industry that consolidates its position in world?s economy day by day, and that is defined as an exit from crisis by countries and individuals, actually faces with crisis and uncertainities very often. Turkey which is a developing country, takes its own share in the tourism industry and becomes one of the most preferred destinations. In today?s world, changing environmental conditions and uncertainities encourage businesses to make more strategic decisions. Strategic planning, in essence, can be defined as an extensive and long range plan that is based on the development and growing opportunities of the business in the frame of resources of the business, market opportunities and threats that comprise all business. Marketing planning is the sum of activities that enclosed each other in a logical serie that allows to determine marketing objectives and making programmes active in order to meet these objectives. Strategic marketing planning is, in fact, the engagement of strategic planning and marketing planning functions. In this study, strategic marketing planning perceptions and strategic marketing planning implementation levels of four and five-star chain hotels in 4 big cities in Turkey are analyzed and determined. According to the survey results which was implemented to top management of 49 four and five-star hotel top management, it is determined that hotel businesses highly implement strategic marketing planning but they need to improve it and some advance education related with it.Key words: Strategic plan, strategic marketing planning, tourism industry, hotel businesses, destinations.
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Keywords
İşletme, Oteller, Pazarlama stratejileri, Business Administration, Accomodations for travelers and tourists, Strateji, Marketing strategies, Stratejik yönetim, Strategy, Strategic management, Turizm işletmeleri, Tourism businesses
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147