International Competitive Advantage of Turkish Tourism Industry: A Comperative Analyse of Turkey and Spain By Using The Diamond Model of M. Porter

Abstract

In this study it is aimed to identify the differences of Turkish and Spanish Tourism Industries by using the Diamond Model of M. Porter to explain the indicators of different performance of two countries, in the competition of world tourism market. To get answers for the research question, a questionnaire was conducted under the guidance of diamond model and the conclusions of academicians. The questionnaire has two types of questions; 3 scale Likert method (to evaluate the situation of parameter) and open ended questions to get the reasons of the answers for each parameter.The interview of this study were conducted on senior managers of 16 tour operators and 11 “5” star hotels in Turkey and 13 tour operators and 8 “5” star hotels in Turkey and Spain to get the answers deeply. Also the interviews have been done with the presidents of Turkish Hotel Association and Turkish Travel Agencies Association. Istanbul and Madrid were chosen as the sample research areas as being most popular tourism cities and having tourism demand for 12 months of year and also the number of active alternative tourism types. Data obtained from questionnaires were analyzed and the results of the analyses were discussed and recommendations were provided for managers and academicians.