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Türkiye’de kıyı turizm destinasyonlarının yaşadığı fiyat seviyesindeki aşırı düşüklükler turizmin gelişmesinin önünde ciddi engeller oluşturmaktadır. Dolayısıyla konunun açıklığa kavuşturabilmesi için fiyatı etkileyen faktörlerin sadece talep değil arz yönüyle incelenmesi önem arz etmektedir. Bu bağlamda araştırmanın amacı kıyı turizminde uygulanan fiyat politikalarını ve rekabeti etkileyen unsurları paydaşların bakış açısıyla belirlemektir. Karma araştırma yönteminin kullanılarak 43 üst düzey özel ve kamu sektörü yöneticisinden yapılandırılmış form aracılığıyla veriler elde edilmiştir. Araştırmanın nicel kısmında fiyatı ve rekabeti etkileyen unsurlar ayrı ölçeklerle belirlenmeye çalışılmış ve nitel kısımda ise betimsel analiz kullanılarak elde edilen bilgiler yorumlanmaya çalışılmıştır. Sonuç olarak bölgede terörist girişimler ve ikili ülke ilişkilerinde krizler, tur operatörleri baskıları, hükümet politikaları, yüksek turistik arz kapasitesi, seyahat acentaları baskıları, işbirliği olmayışı ve turistik hizmet kalitesi unsurlarının fiyat düşüklüğünü yüksek oranda etkilediği belirlenmiştir. Ayrıca destinasyon markalaşması, turistik hizmetlerin kalitesi, ürün geliştirme ve turizm yönetimi de destinasyon rekabetini etkileyen başlıca unsurlar olarak belirlenmiştir. Büyük ölçekli otellerin fiyat düzeyleri üzerinde gücü olması ve otellerin yabancı tur operatörlerine aşırı bağlılık sonucu oluşan oteller arası işbirliğindeki eksiklikler yıkıcı rekabet ortamı oluşturmakta sonuç olarak bu, fiyat istikrarını olumsuz etkilemektedir. Araştırmanın sonuçları ışığında özel sektöre ve kamu kurumlarına yönetimsel öneriler sunulmuştur.
In Turkey, excessive low prices in which coastal tourist destinations live are serious obstacles to the development of tourism. Therefore, it is important to consider the factors that affect the price in order to clarify the issue, not only in demand, but in supply. In this context, the purpose of the research is to determine the price policies and the elements that affect competition in coastal tourism from the point of view of stakeholders. Data was obtained through forms structured from 43 senior private and public sector managers using the mixed research method. In the quantitative part of the study, the elements that influence the price and competition were tried to be determined by separate scales, and in the qualitative part, the information obtained using visual analysis was tried to be interpreted. As a result, terrorist initiatives in the region and bilateral relations have found that crises, tour operators' pressures, government policies, high tourist supply capacity, travel agencies' pressures, lack of cooperation and the quality of tourist services elements have greatly affected the low price. Destination branding, the quality of tourist services, product development and tourism management are also identified as the main elements that influence the destination competition. The power of large-scale hotels over the price levels and the lack of hotel cooperation resulting from excessive commitment to foreign tour operators, resulting in a devastating competitive environment, which has a negative impact on the price stability. In light of the results of the research, administrative recommendations were presented to the private sector and public institutions.
Excessive drops in the level of prices which coastal tourism destinations encounter in Turkey constitute serious obstacles for the development of tourism itself. Therefore, in order to clarify the issue, it is important to examine the factors affecting the price not only in terms of demand but also in terms of supply. In this context, the aim of this study is to determine the price policies in coastal tourism and the factors affecting the competition from the perspective of the stakeholders. Using mixed research method, data were obtained from 43 senior private and public sector managers through a structured form. In the quantitative part of the study, factors affecting the price and competition were determined with different scales and in the qualitative part information obtained was interpreted by using descriptive analysis. As a result, we observed that terrorist initiatives and crisis in international relations, tour operators pressures, government policies, high tourist supply capacity, travel agents pressures, lack of cooperation and low tourist service quality effects price drops highly. In addition, destination branding, quality of touristic services, product development and tourism management were determined as the main factors affecting competition of destination. The lack of inter-hotel cooperation, which is the result of large-scale hotels power on handling the destination price levels and excessive loyalty of hotels to foreign tour operators, create a destructive competitive environment, which negatively affects the price stability in destination. In the light of the results of the research, administrative recommendations were presented to the private sector and public institutions.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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