ABSTRACT
Tourism has been one of the biggest service industries
in the world. It is one of the biggest contributors of the GDP of the world.
The industry suffered a jolt because of the economic recession in 2008.
However, since then the economy has recovered and so has the tourism industry.
The future looks bright for the tourism industry with the number of visitors
increasing. The same is true for the Turkish tourism industry too. The Turkish
tourism industry has been growing over the years. The Government has played a
huge role in the development of the tourism industry. The history and culture
as well as the geography of the place have been an added advantage to the
Turkish tourism industry. The country lies in the crossroads of civilizations
of Asia and Europe and thus the culture is a mix of both the traditions. People
coming here can sense the features of both the cultures. The components of the
tourism industry like hotels, travel agencies etc have increased in Turkey to
assist the tourists in their travel. A new addition has been the medical
tourism in the country with world class medical facilities available at cheaper
prices than that in the other countries. However, the country has not been able
to attract tourists at t frantic pace that was expected of it. This is because
of the lack of marketing promotional strategies by the tourism industry of the
country. Though the Government and the tourism industry of Turkey have worked a
lot in the promotional arena to attract tourists, the effort has not resulted
in huge influx of tourists. The paper deals with the case study of Onura Hotel
in Kusadasi region. The hotel has been facing certain problems with the
operations. A mixture of qualitative and quantitative technique of research has
been applied in the paper to find out better ways to improve the operations.
From the research it has been found out that the management has been
inefficient in dealing with the operation of the hotel. The main objective
should be to form an identity of the hotel. The management has not been able to
construct the brand identity of the hotel and has not marketed well the image
of the hotel to the global customers. The hotel at present is dependent on the
travel agencies and tourism agencies for the influx of tourists. This is
detrimental to the performance of the hotel as the influx of tourists is
dependent on the whims of these agencies. The management has to employ various
marketing techniques to make the customers aware of the hotel. This will make
the hotel less dependent on the travel agencies. The case study of the Onura
Hotel has been taken as this gives a fair representation of the hotels of
Turkey in general and will form a good reference for the analysis.
CHAPTER ONE
Introduction
Globalization has increased the pace of the services
tremendously in the world. The technological revolution that began with
Internet has brought the people in various parts of the world closer to each
other. Borders are fading away. Trade blocks and continental economic unions
are developing. Shortly, the world is going through a process of
interconnectedness. With the help of globalization, the trade between the
countries has increased and people can move from one country to the other more
freely. The globalization has also increased the sharing of information easier.
Thus people can go to the other countries with sufficient information. People
can choose the destinations more carefully and can go to their destined places.
The financial integration of the different parts of the world has made it
easier to transact between the countries of the world. (Advantages of
Globalization, n.d.; Advantages and Disadvantages of globalization, n.d.).
Tourism industry is positively affected from this process. Tourism industry
is a rapidly developing industry in the world.
The Global tourism industry suffered due to the
terrorist attacks in USA on 9/11. The influx of the tourists in and out of the
US decreased to a huge extent in the latter years. The trend was visible all
over the world. The European tourism industry also suffered with decreasing
trends in the inbound and the outbound tourists. There are two important
components of the tourism industry – destination and the supporting industry.
The European tourism industry benefits from having a great range of
destinations. However, the supporting industry suffered. The tourists were
susceptible to move out to destinations by the airlines. The airline companies
suffered due to the unavailability of the travellers. This trend was visible
also in the case of the business class travellers. The travellers were
unwilling to stay for a long time. (Porras, 2003). After the lull period of the
start of the new millennium, the tourism industry went upwards. The growth of
the industry was positive. The industry created 27 million jobs. However, the
recession of 2008 took a toll on the industry. The growth rate dipped to
negative in 2008 in terms of GDP. (Coward, 12th March, 2009). At the aftermath
of the recession, the global tourism industry showed signs of recovering from
the slump. In the latter part of 2009, there was an increase in the
transportation of tourists. (Chu, April, 2010). The Tourism industry is the
largest service industry of the world. It accounts for about 9.7% of the total
GDP of the world. (Cooray, n.d.).
Turkey is a unique country in the world which is
situated at the crossroads of civilization. The country is situated between the
continents of Europe and Asia and serves as a connector between the two
continents. The country is between the Black Sea and the Mediterranean Sea. The
country was formed after the abolition of the Ottoman Empire under the
leadership of Mustafa Kemal. The history and the geography of the country
attract a number of tourists from the world over. The infrastructure of the
country has been developed which has attracted a lot of foreign investments.
With the development of the infrastructure, the tourism industry also
developed. The components of the industry like the hotels, tour operators etc.
have increased in numbers to make travelling a beautiful experience. (Turkey,
n.d.). Tourism has become one of the prime earners of the GDP of the country.
The paper will look into the state of the tourism industry in general in
Turkey. After analyzing the tourism industry of the country, the paper will
look into the case of the Onura Hotel. The analysis will be directed to make
the hotel a more effective and profitable one. The hotel should be at par with
the international ones.
The paper will be divided into the following sections:
Literature review, Research Methodology, Recommendations and Conclusions. The
analysis will be done step by step. This will help to make the project a viable
one.
AIMS AND OBJECTIVES OF THE STUDY
The aim of this project is to analyse the hotel
management of Onura Hotel in Kuşadası within the context of the Turkish tourism
and hotel industry, to reveal out the major issues including opportunities and
threats facing the Onura Hotel. Thus the aims and objectives of the study can
be listed as follows:
•To analyse the tourism industry as a whole in Turkey.
•To analyse the threats and opportunities of the
Turkish tourism industry.
•To analyse the hotel management of the Onura Hotel in
Turkey.
•To analyze the opportunities and threats of the Onura
Hotel in Turkey,
•To find out the chances of making the hotel a truly
developed one.
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