What Are The Competitive Environmental Strategies And Their Implications For Five-Star Hotels’ Performance?
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Abstract
Bu çalışmanın amacı, Antalya'da faaliyet gösteren beş yıldızlı otellerin ekolojik rekabet stratejilerinin performansa yansıyan etkilerini araştırmaktır. Bu araştırma için belirlenen soru beş yıldızlı otellerin performansı ile ilişkili ekolojik rekabet strateji boyutları hakkındadır. Araştırma sorusu 9 adet beş yıldızlı otelin kalite yöneticileri ile derinlemesine görüşmeler yapılarak sorgulanmıştır. Görüşme, gözlem ve dokümanlardan elde edilen veriler NVIVO programı kullanılarak analiz edilmiştir. Bulgular hem ekolojik maliyet stratejisi hem de ekolojik farklılaşma stratejisinin beş yıldızlı otellerin performansını etkilediğini göstermiştir. Bir başka ifade ile beş yıldızlı otellerin su ve enerji yönetimi, ekolojik-markalaşma ve ekolojik eğitim uygulamaları ile ortalama üzerinde bir performansa ulaştığı tespit edilmiştir.
Keywords
Abstract
The aim of this study is to explore the impact of competitive environmental strategies on five-star hotels’ performance in the Turkish hospitality sector from Antalya. The question defined for this research considers which dimensions of competitive environmental strategies are related to the five-star hotel's performance. The research question was pursued through in depth interviews with 9 quality managers of green star certified hotels. Data obtained from the interviews, observations and documents were analysed using NV software. The findings show that both cost and differentiation environmental strategies influence five-star hotels’ performance, namely water and energy management, eco-branding and environmental education implications are conductive in achieving a performance above average.
Keywords
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