Market Orientation, Strategy and Revenue Growth in the Turkish Hotel Industry

Mehmet Ali Koseoglu, John A. Parnell, James D. Doyle

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)

Abstract

This empirical analysis of hotel properties in south-western Turkey draws on the market orientation, strategy, and capabilities literature to highlight the benefits of a differentiation strategy and customer-value focus for competitors in this industry. Relationship management and organizational resource management are key drivers of sales growth in this industry, and hotel operators facing high competitive intensity are particularly encouraged to develop these capabilities and to adopt a differentiation strategy instead of resorting to price cutting and other pricing and promotional tactics to grow revenues. Notable opportunities for future research include examining relationships between market orientation, customer satisfaction, and employee satisfaction in the Turkish hotel industry.
Original languageEnglish
Pages (from-to)1099-1116
Number of pages18
JournalJournal of Travel and Tourism Marketing
Volume32
Issue number8
DOIs
Publication statusPublished - 1 Jan 2015
Externally publishedYes

Keywords

  • capability
  • competitive intensity
  • hospitality
  • hotel
  • market orientation
  • performance
  • strategy
  • Turkey

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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