Analysis of Competitive Strategies: A Research on Accommodation Enterprises in Çanakkale

Abstract

The implementation of competitive strategies within the enterprise will cause them to gain a distinctive identity from their competitors and to be preferred by customers more particularly. In the study, accommodation enterprises, which are one of the important sectors of Turkey's economy, are examined. The study population consists of two-star, three-star, four-star and five-star hotel enterprises operating in the province of Canakkale and operating under the Ministry of Tourism with special certification. In this context, semi-structured interview method which is among qualitative research methods has been applied and the study has been conducted with 15 accommodation enterprises. Research findings indicate that hotel enterprises often implement cost leadership strategy. In addition, it has been observed that the strategy of unrelated diversification, which is among basic level strategies, has been frequently implemented in accommodation industry. In the study, no differentiation has been found between the competitive and basic level strategies applied by hotel enterprises and types and classes of enterprises. The fact that hotels remain idle during winter season in Canakkale province, while, there is a frequent customer concentration during the summer season has caused the hotel managements to often prefer the cost leadership strategy and unrelated diversification strategy.