Özet:

One of the approaches to how can competitive superiority in the environment they are within is the resource-based (based) approach. The objective of this study is to explore which of the basic skills they prioritize when determining competitive superiority and strategies of local and foreign brand chain hotel enterprises in Istanbul within the framework of the strategic management perspective. In this study, the understanding of providing andining competitive superiority of domestic and foreign brand chain hotels in Istanbul, the answer to the question of what are the factors affecting the competitive strategies, the brand and image of the institution with the top management perspective of domestic and foreign brand chain hotels. As a sub-objective of the study, the approaches to the basic abilities of the domestic and foreign brand chain hotels were studied according to franchise, management agreement and ownership status. The research universe consists of domestic and foreign brand chain hotel companies in Istanbul. The total number of local and foreign brand chain hotels in Istanbul is 239 units. The data obtained by survey technique from top managers of 152 facilities selected as sample from these hotels were analyzed using the statistical data analysis program. According to the data obtained from the factor analysis, the core skills that domestic and foreign brand chain hotels prioritize in competition are: brand management skills, management and service skills, marketing and sales management skills, human resource management skills, and learning organizations skills are the size. In this framework, it can be said that to compete with global competitors, chain hotel companies should focus on human resource management, learning organizations, marketing and sales management, management and service, brand management skills.

Özet:

One of the approaches on how businesses can gain competitive advantage in their environment is a resource-based approach. The aim of this study is to determine which of the main competencies of local and foreign brand chain hotels in Istanbul within the framework of strategic management point of view in determining competitive advantage and strategies. In this study, the answer to the question of the factors affecting the brand and image of the corporation and the competitiveness of the domestic and foreign brand chain hotels in Istanbul, the competitive strategies, the brand and the image of the enterprises are examined from the managerial perspective of the local and foreign brand chain hotels. As a sub-objective of the study, the approaches of the local and foreign brand chain hotels to the main talents according to ownership status were investigated. The research population consists of local and foreign brand hotel chain hotels in Istanbul. The total number of local and foreign brand chain hotels in Istanbul is 239. The data obtained from the top managers of 152 facilities selected as a sample from these hotels by survey technique were analyzed using statistical data analysis program. According to the data obtained from the factor analysis, the core competences that they prioritize in local and foreign brand chain hotels competition are: brand management capabilities, management and service capabilities, marketing and sales management capabilities, human resource management capabilities and learning organizations capabilities dimension. In this framework, chain hotel businesses to compete with global competitors; the managers need to focus on human resource management, learning organizations, marketing and sales management, management and service, and brand management skills.

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