Abstract:

Many studies have been conducted in tourism literature on market focus. These studies have emphasized the need for customers to be at the center of the business. However, the fragile structure of the tourism sector and the compound structure of the package product offered make cooperation between stakeholders compulsory. The main objective of this study aimed at determining the impact of stakeholders focus on business performance in hotel enterprises is to show that many stakeholders should be at the focus of marketing. The research universe constitutes five-star accommodation companies operating in the province of Antalya. The examples of the research are the managers who work in the various stages of management of these enterprises. The research technique has been used. The data obtained was evaluated by statistical analysis techniques. According to the results of the regression analysis, which is designed to test the accuracy of the hypotheses, stakeholders’ focus has a positive and meaningful impact on both the performance of the business and the lower dimensions of the performance of the business. It is also found that customer, supplier and shareholder focus from the lower dimensions of stakeholders’ focus has a positive and meaningful impact on the business performance, while local management focus has not a meaningful impact on the business performance. * This study is derived from the doctoral thesis "Effects of Partner and Innovation Focus on Business Performance in Co-working Businesses" adopted by the University of Çanakkale on the eighth of March Institute of Social Sciences.

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