Konaklama İşletmelerinde Pazar Yönlülük ve İnovasyonun Finansal Performans Üzerindeki Etkisi
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Dosyalar
Tarih
2023 Kasım
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Müşterilerin istek ve ihtiyaçlarındaki değişimler, hali hazırda bulunan ürün veya hizmetleri tehdit altına alabilir ya da
yeni ürün ve hizmetlerin oluşması için fırsat oluşturabilir. Bu açıdan bakıldığında işletmeler, değişen müşteri talep ve
ihtiyaçlarını karşılayan yenilikleri pazara sunmanın yanı sıra potansiyellerini artırmak için kaynaklarını ve becerilerini
de geliştirmelidir. Diğer taraftan piyasada rekabet üstünlüğünün sağlanması birtakım zorlukları beraberinde
getirmektedir. Ancak, pazar yönlülük ve inovasyon ile birlikte, söz konusu zorluklar avantaja çevrilebilir. Bu bağlamda
bu araştırmanın amacı konaklama işletmelerinde pazar yönlülüğün ve inovasyonun finansal performans üzerindeki
etkisini araştırmaktır. Araştırmanın evrenini Konya ilinde bulunan T.C. Kültür ve Turizm Bakanlığı Belgeli 4 ve 5 yıldızlı
16 konaklama işletmesi oluşturmakla beraber amaca göre örnekleme yöntemi kullanılarak örnekleme gidilmiştir. Amaca
göre örnekleme yönteminde amaca en uygun katılımcılar seçilmeye çalışılır. Dolayısıyla, Konya ilinde bulunan T.C.
Kültür ve Turizm Bakanlığı Belgeli 4 ve 5 yıldızlı 10 konaklama işletmesi kapsamında genel müdür, muhasebe ve
pazarlama departmanları ve diğer çalışanlar olmak üzere yüz yüze anket çalışılması yürütülmüştür. Toplamda 70 anket
elde edilmiştir. Analizler sonucunda pazar yönlülük ve inovasyonun finansal performans üzerinde anlamlı ve pozitif
etkilerin olduğu görülmektedir. Anket yönteminin ortaya koyduğu veriler ışığında 7 ana hipotez ve demografik
değişkenlere ait 15 alt hipotez test edilmiş; 7 ana hipotez ve 4 alt hipotez desteklenirken 11 alt hipotez desteklenmemiştir.
Changes in customers' demands and needs may threaten existing products or services or create opportunities for new products and services to emerge. From this point of view, businesses should develop their resources and skills to increase their potential as well as introducing innovations that meet changing customer demands and needs. On the other hand, achieving competitive advantage in the market brings some difficulties. However, with market orientation and innovation, these challenges can be turned into advantages. In this context, the aim of this research is to investigate the effect of market orientation and innovation on financial performance in accommodation businesses. The universe of the research is located in the province of Konya, TC. Although 16 accommodation establishments with 4 and 5 stars certificates were created by the Ministry of Culture and Tourism, sampling was carried out using the sampling method according to the purpose. In the sampling method according to the purpose, the most suitable participants are tried to be selected. Therefore, a face-to-face survey study was carried out for the general manager, accounting and marketing departments and other employees within the scope of 10 4 and 5 star accommodation establishments certified by the TR Ministry of Culture and Tourism in Konya. A total of 70 questionnaires were obtained. As a result of the analysis, it is seen that market orientation and innovation have significant and positive effects on financial performance. In the light of the data revealed by the survey method, 7 main hypotheses and 15 sub-hypotheses belonging to demographic variables were tested; While 7 main hypotheses and 4 sub-hypotheses were supported, 11 sub-hypotheses were not.
Changes in customers' demands and needs may threaten existing products or services or create opportunities for new products and services to emerge. From this point of view, businesses should develop their resources and skills to increase their potential as well as introducing innovations that meet changing customer demands and needs. On the other hand, achieving competitive advantage in the market brings some difficulties. However, with market orientation and innovation, these challenges can be turned into advantages. In this context, the aim of this research is to investigate the effect of market orientation and innovation on financial performance in accommodation businesses. The universe of the research is located in the province of Konya, TC. Although 16 accommodation establishments with 4 and 5 stars certificates were created by the Ministry of Culture and Tourism, sampling was carried out using the sampling method according to the purpose. In the sampling method according to the purpose, the most suitable participants are tried to be selected. Therefore, a face-to-face survey study was carried out for the general manager, accounting and marketing departments and other employees within the scope of 10 4 and 5 star accommodation establishments certified by the TR Ministry of Culture and Tourism in Konya. A total of 70 questionnaires were obtained. As a result of the analysis, it is seen that market orientation and innovation have significant and positive effects on financial performance. In the light of the data revealed by the survey method, 7 main hypotheses and 15 sub-hypotheses belonging to demographic variables were tested; While 7 main hypotheses and 4 sub-hypotheses were supported, 11 sub-hypotheses were not.
Açıklama
Anahtar Kelimeler
Pazar Yönlülük, İnovasyon, Finansal Performans, Market Orientation, Innovation, Financial Performance
Kaynak
Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
26
Sayı
2
Künye
Büyükipekci, S., Öztürk, G., (2023). Konaklama İşletmelerinde Pazar Yönlülük ve İnovasyonun
Finansal Performans Üzerindeki Etkisi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 26 (2), 370-389.
