Otel Yöneticilerinin 2016 Türkiye Turizm Krizine İlişkin Öngörüleri ve Kriz Yönetim Uygulamaları

Yıl 2019, Cilt: 14 Sayı: 56, 468 - 488, 31.10.2019

Yildirim Yılmaz , Caner Ünal , Aslihan Dursun

Öz

2016 yılında Türkiye’de yaşanan turizm krizi özellikle
Rusya pazarı odaklı hizmet sunan otel işletmelerini etkilemiş ve otel
yöneticilerini krizden sağ kurtulmaya yönelik çözüm yolları aramaya itmiştir. Otel
yöneticileri düşen doluluk oranlarını makul düzeylere taşıyabilmek ve işletme
faaliyetlerini olağan şekilde sürdürebilmek adına bir takım önlemler almışlardır.
Bu çalışmada, son yıllarda Türkiye’nin karşılaştığı en şiddetli turizm krizi
süresince otel işletmelerinin uyguladığı kriz yönetimi uygulamalarını ortaya
koymak amaçlanmıştır. Bu amaçla Antalya’da faaliyet gösteren 112 otel
yöneticisine ulaşılarak yöneticilerin kriz ortamında işletmelerinin kriz
durumundan etkilenmesini önlemek amacıyla uyguladıkları kriz yönetimi uygulamaları
içerik analizi metoduyla incelenmiştir. Çalışmanın bulgularına göre krize
hazırlık olarak otel işletmeleri tarafından alınan önlemlerde en çok
“Pazarlama” çalışmaları (%54,8) yapılmakta, bunu sırasıyla “İnsan Kaynakları”
(%18,9), “Maliyet” (%14,2), “Kalite” (%7,4) ve “Müşteri”ye (%4,7) yönelik
uygulamalar takip etmektedir.

Anahtar Kelimeler

2016 Türkiye Turizm Krizi, Krize Hazırlık Önlemleri, Kriz Yönetimi, İçerik Analizi

Crisis Management Practices and Predictions of Hotel Managers Concerning the 2016 Tourism Crisis in Turkey

Öz

In 2016, the tourism crisis realized in Turkey has had
an impact upon hotel businesses, rendering notably Russian market-oriented
service and obliged managers of the hotels to seek solutions to survive in the
crisis. Hotel managers have taken a number of measures in an effort to increase
the occupancy rates to reasonable levels and maintain their operating
activities in the usual way. The aim of this study
is to reveal the crisis management implementations of hotel managers during the
most severe tourism crisis that Turkey faced for the last two decades. To that
end, crisis management implementations of 112 hotel managers in Antalya, which
were supposed to prevent hotels from adverse impacts of crisis, were examined
by content analysis method. According to the findings of the study, implementations
of “Marketing” (54.8%) are the most extensive measures taken by hotel
enterprises in preparation for crisis followed by “Human Resource” (18.9%), “Cost”
(14.2%), “Quality”, (7.4%), and “Customer” (4.7%).

Anahtar Kelimeler

2016 Tourism Crisis in Turkey, Crisis Readiness Precautions, Crisis Management, Content Analysis

Kaynakça

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