Abstract:

In today’s world where competition is extremely increasing, need to gain sustainable competitive superiority in order to live their lives. Companies need to take the necessary steps not only by looking at their own processes, but also by taking into account the external environment and in particular the movements of their competitors. In particular, due to the numerous characteristics of the tourism industry, the excessive flexibility of demand increases the factors that tourism companies need to take into account when taking a future-related step, and these factors are critical. The aim of the study is to identify the factors that hotel companies in the province of Trabzon need to focus on to ensure success and competitive advantage. Some of the research data were collected in quantity, some in quality methods. 19 hotel managers survey with quantum data, 10 hotel managers unstructured interview with quality data collected. In the analysis of quantity data, the average and standard deviation analysis, while in the analysis of quality data, one case model, two case model and word cloud were used. According to the research, some of the most important Critical Success Factors (KBFs) that hotel managers see can be classified as follows: additional services (except accommodation revenues, services that can also increase the attractiveness of the business but can also be used except the guests who stay in the facilities), the excess rate of repeated guests among the guests, communication with the guests, the design and quality of the hotel rooms, guest advice, the creation of international brand and the activity of the business on social media.

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