Publication: Measuring efficiency of hotel industry in Turkey using data envelopment analysis
Abstract
Bu tezin amaci, Türkiye’deki turizm sektörünün mevcut durumunu dünya turizmi ve özellikle de AB üyesi Akdeniz ülkeleri ile karsilastirarak incelemek ve Türkiye’deki tatil otellerinin teknik etkinligini ölçerek sözü edilen otellerin performanslari hakkinda bilgi sunmaktir. Dünya turizmi incelendiginde büyümenin takip eden yillarda da sürecegi belirlenmistir. Avrupa Birligi’nde ise cografi genisleme ve Schengen Anlasma si, turizm sektörünün büyümesine önemli katki saglamaktadir. Ancak gelecekte, turizm sektöründeki büyümenin, Bati Avrupa’daki büyümeden ziyade az gelismis turizm merkezleri odakli olacagi görülmektedir. Avrupa Birligi üyeliginin Türkiye turizmine özellikle yapisal fonlar ve ülke imaji açisindan faydasi olacaktir. Bununla beraber, Türkiye’nin turizm sektöründeki sürdürülebilir büyümesinde; planli yatirim kararlarinin ve uygun pazarlama stratejilerinin, Avrupa Birligi üyeliginden daha faydali olacagi düsünülmektedir. Turizm sektörünün dinamiklerinin detayli incelenmesinin yani sira, bu tez çalismasi Türkiye’deki tatil otellerinin performanslarini ölçmeyi de amaçlamistir. Bu amaçla, Türkiye’de bulunan 28 tatil otelinin teknik etkinligi, 2004 ve 2005 yillari için, veri zarflama yöntemi ile ölçülmüstür. 2004 ve 2005 yillarina ait ortalama teknik etkinlik dereceleri sirasiyla yüzde 72,7 ve yüzde 71,4 olarak hesaplanmistir. Bu arastirmanin bir baska sonucu da verisetinde bulunan oteller arasinda daha küçük olanlarin daha etkin çikmis olmasidir. Bir diger dikkat çekici sonuç ise etkin otellerin ne en yüksek ne de en düsük oda basi personel maliyetine sahip otellerden olusmamasidir. Ayrica satilan oda basina düsük yiyecek ve içecek maliyetine sahip otellerin digerlerine kiyasla daha etkin oldugu teyit edilmektedir. Arastirma sonuçlari ortaya koymustur ki 4 yildizli ve/ veya münferit isletilen oteller, 5 yildizli ve / veya otel zincirleri altinda isletilen otellere kiyasla daha yüksek etkinlik derecelerine sahiptir. Söz konusu sonuçlarin, Türkiye’deki tatil otellerinin planlanma si asamasinda yatirimcilara faydali olacagi düsünülmektedir.
The aim of this thesis was to compare the current situation of the Turkis h tourism industry to global industry with particular emphasis on Mediterranean countries of the European Union (EU) and to analyze the technical efficiency of resort hotels in Turkey in order to provide some insight about the performance of Turkish resort hotel industry. The review of world tourism indicates that tourism will continue its growth in the coming years. As for the EU, the geographical enlargement and Schengen Agreement contributed the tourism growth. However, in the future, the growth will be dominated by the less developed tourism destinations rather than Western Europe. Turkish tourism, on the other hand, will benefit from EU membership in terms of structural funds and country perception. Nevertheless, the role of planned investment decisions and appropriate marketing strategies is more important for the sustainable growth of Turkish tourism. Besides, analyzing industry dynamics in detail, this thesis further attempts to examine the performance of Turkish resort hotel industry. For this purpose, it uses data envelopment analysis (DEA) to measure the technical efficiency of 28 resort hotels in Turkey for the years 2004 and 2005. The average technical efficiency scores were found to be 72.7 percent and 71.4 percent in 2004 and 2005 respectively. As another result of this study, it was found out that the smaller hotels were more efficient than larger ones within the dataset. It is also remarkable that the efficient hotels have neither the highest not the lowest personnel cost per available room. The study also verifies that hotels with low F&B cost per room have higher level of efficiency scores. Based on the findings, it is notable that average efficiency scores of 4 star and/ or individual hotels are higher than the efficiency scores of 5 star and/ or local chain hotels respectively. It is believed that these results might have important implications for investors at the planning stage of their hotel.
The aim of this thesis was to compare the current situation of the Turkis h tourism industry to global industry with particular emphasis on Mediterranean countries of the European Union (EU) and to analyze the technical efficiency of resort hotels in Turkey in order to provide some insight about the performance of Turkish resort hotel industry. The review of world tourism indicates that tourism will continue its growth in the coming years. As for the EU, the geographical enlargement and Schengen Agreement contributed the tourism growth. However, in the future, the growth will be dominated by the less developed tourism destinations rather than Western Europe. Turkish tourism, on the other hand, will benefit from EU membership in terms of structural funds and country perception. Nevertheless, the role of planned investment decisions and appropriate marketing strategies is more important for the sustainable growth of Turkish tourism. Besides, analyzing industry dynamics in detail, this thesis further attempts to examine the performance of Turkish resort hotel industry. For this purpose, it uses data envelopment analysis (DEA) to measure the technical efficiency of 28 resort hotels in Turkey for the years 2004 and 2005. The average technical efficiency scores were found to be 72.7 percent and 71.4 percent in 2004 and 2005 respectively. As another result of this study, it was found out that the smaller hotels were more efficient than larger ones within the dataset. It is also remarkable that the efficient hotels have neither the highest not the lowest personnel cost per available room. The study also verifies that hotels with low F&B cost per room have higher level of efficiency scores. Based on the findings, it is notable that average efficiency scores of 4 star and/ or individual hotels are higher than the efficiency scores of 5 star and/ or local chain hotels respectively. It is believed that these results might have important implications for investors at the planning stage of their hotel.