Otel İşletmelerinde Stratejik Bir Yaklaşım Olarak İş Modeli İnovasyonu: Zincir Otel Örnek Olay Çalışması

Abstract

Businesses need to be able to keep up with the age and constantly renew their in business processes in order to maintain continuity and maintain their competitiveness without losing their competitiveness. In this context, businesses should change and develop business models. This research is carried out to demonstrate how innovation in existing business models takes place in order to ensure continuity of hotel businesses and to gain superiority against their competitors and to maintain this supremacy. For this purpose, a sample event study was carried out using the innovation radar scale. The relevant model; innovationoriented, marketing-oriented, operational-oriented and partnership-oriented, consists of four main factors and 12 sub-factors (product, platform, solution, acquisition, management, process, customer, communication, customer experience, supply chain, distribution channel and eco system). In the research, the information about the case study group was obtained by using the notifications published on the website, and as a result of the research, it is seen that the case study company has realized a successful business model innovation. It can be said that the case study has always adopted a business model innovation system with practices that will create value for the business and the brand with a constitution determined by them with quality and environmental policies within the framework of a customer-oriented management approach open to change and innovation.