A Competitive Analysis of E-Distribution Systems in the Hospitality Industry

Year 2023, Volume: 25 Issue: 1, 387 - 402, 28.03.2023

Gökçe Özdemir , Duygu Türker

https://doi.org/10.32709/akusosbil.1054337

Abstract

The goal of this study was a competitive analysis of global e-distributors in the hospitality industry. It specifically on Airbnb a peer-to-peer booking model, Booking.com an online travel agent retail booking model, and hotel websites, a customer direct booking model. Hospitality e-distribution systems were assessed using the Five Forces Model, a tool for analyzing the competition of a business, to determine the current dynamics and predict the future implications. In this regard, a focus group study was conducted with a group of tourism scholars and experts working in the tourism industry. Based on the findings of this qualitative research, the paper discusses how each system fills the demand in the changing competitive landscape. The study contributes to the literature by producing a detailed analysis of the dynamic nature of distribution in the hospitality industry from a strategic perspective.

Keywords

Digitalization, hospitality industry, e-distribution, competitiveness, five forces model

Konaklama Sektöründe E-Dağıtım Sistemlerinin Rekabet Analizi

Abstract

Bu çalışma, ağırlama sektöründe global elektronik dağıtım kanallarının rekabet analizini yapmayı amaçlamaktadır. Özellikle konutları içeren bir rezervasyon modeli olan Airbnb, bir perakende rezervasyon modeli olan Booking.com ve doğrudan müşteri rezervasyon modeli olan otel web siteleri çalışma kapsamında değerlendirilmiştir. Konaklama e-dağıtım sistemleri, bir işletmenin rekabet analizini yapmak, mevcut dinamikleri belirlemek ve gelecekteki uygulamaları öngörmek amacıyla kullanılan Porter’ın 5 Güç Modeli ile analiz edilmiştir. Bu bağlamda, bir grup turizm akademisyeni ve turizm sektöründe çalışan uzman ile odak grup görüşmesi gerçekleştirilmiştir. Bu çalışma, nitel araştırma bulgularına dayanarak her bir sistemin değişen rekabet çevresinde talebi nasıl karşıladığını tartışmaktadır. Çalışma, konaklama sektöründe dağıtım sisteminin dinamik yapısı üzerinde stratejik bakış açısıyla detaylı bir analiz yaparak literature katkı sağlamaktadır.

Keywords

Konaklama sektörü, e-dağıtım, rekabet gücü, dijitalleşme, 5 güç modeli

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