CORE COMPETENCES AND CAPABILITIES OF LOCAL AND FOREIGN BRAND CHAIN HOTEL MANAGERS IN MAINTAINING COMPETITION IN ISTANBUL
İSTANBUL’DAKİ YERLİ VE YABANCI MARKA ZİNCİR OTEL YÖNETİCİLERİN REKABETİ SÜRDÜRMEDE ÖNCELİKLENDİRDİKLERİ TEMEL YETENEKLER
Abstract
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.
Keywords
Resource-Based Approach, Competition Strategy, Core Competences, Capabilities, Local and Foreign Brand Chain Hotels.
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