THE RELATIONSHIP BETWEEN COMPETITIVE STRATEGIES AND CORPORATE REPUTATION: A RESEARCH ON FIVE STAR HOTEL OPERATIONS
REKABET STRATEJİLERİ İLE KURUMSAL İTİBAR ARASINDAKİ İLİŞKİ: BEŞ YILDIZLI OTEL İŞLETMELERİ ÜZERİNE BİR ARAŞTIRMA

Author : Emrah ÖZTÜRK - - Orhan BATMAN - Muammer MESCİ
Number of pages : 568-587

Abstract

The purpose of this study is to examine the relationship between corporate reputation possessed by hotel operators and applied competition strategies. For this purpose, quantitative research method has been applied in the study. The research is made up of five star hotels in Turkey. Survey data were obtained by questionnaire technique applied to senior managers of five star hotel enterprises. A total of 303 surveys were conducted and analyzed. Percent, frequency, correlations and factor analysis were included in the analysis of the obtained data. Path analysis was applied to the model created within the structural equality model in the study. In the analysis of the data, SPSS 22.00 and LISREL 8.72 package programs were used. As a result of the research, it has been found that there is a statistically significant positive correlation between the competition strategies and the corporate reputation of the five star hotels in Turkey.

Keywords

Corporate Reputation, Competition Strategies, Hotel Management, Tourism

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