Otel İşletmelerinde Paydaş Odaklılığın İşletme Performansı Üzerine Etkisi
The Effect of Stakeholder Orientation on Business Performance in Hotel Businesses

Summary/Abstract: In the tourism literature, many studies on market orientation have been conducted. These studies emphasized the necessity of customers to be the focus of businesses. However, the fragile structure of the tourism industry and the composite structure of the package product make cooperation among stakeholder’s mandatory. The main purpose of this study, which was carried out to determine the effects of stakeholder orientation on business performance in hotel businesses, is to demonstrate that many stakeholders should be at the center of marketing. As the research universe, five-star accommodation establishments operating in Antalya province. The sample of the research consists of managers working in various management levels of these enterprises. Questionnaire technique was used in the study. The data obtained were evaluated by statistical analysis techniques. Stakeholder orientation positively and significantly affects both business performance and the sub-dimensions of business performance, according to the results of the regression analysis that formed to test the accuracy of hypotheses. In addition, it was determined that customer, supplier and shareholder orientation on the sub-dimensions of stakeholder orientation positively and significantly affects business performance, but local government orientation did not have a significant effect on business performance.

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