The internet usage in the accommodation enterprises as the distribution channel tool: A survey in Antalya region

The constant increase in accommodation investment and condensation in competition in the tourism industry force rest areas always to be dynamic. It is seen that the demand-orientedness comes into prominence parallel to the increase in supply. Due to the increase in supply and competition, it is observed that tourism contributors primarily interest in the demand of more qualified product with reasonable prices from accommodation enterprises. Accommodation enterprises should appeal different ways to access potential consumer mass efficiently and to attract demand in order to be able to compete and receive demands. One of those differences and the most significant ones are the information technologies.As in the other sectors, the reflection of technological improvements is indispensable also in the tourism industry. Information technologies come into prominence as an indispensable communication and marketing strategy for accommodation enterprises. Internet weighted information technologies which provide direct and comfortable access to individuals are started to be intensively used in tourism marketing. Particularly, Global Distribution Channels (GDS) and Central Reservation Systems (CRS), the internet usage becomes widespread in accommodation enterprises in order to access to new markets, to increase variety and continuity in demand, provide competitive advantage and to increase the profitability of the enterprise. In the time of globalization, accommodation enterprises should benefit from maximum levels of global tools.This study is conducted in order to determine the usage level and the significance of global distribution channels and central reservation systems in terms of enterprises. This study is designed as three sections and supported with a field research. In the first section of this study, marketing concept is emphasized, the difference of tourism marketing from other marketing types is presented, marketing elements in tourism are examined and the structure of distribution channels is explained. Changes in tourism marketing which occur through information systems and the internet usage are emphasized.In the second section of the study, the internet usage in the distribution of tourist products, the use of virtual trade in tourism enterprises, global distribution systems and central reservation systems are examined. The accommodation enterprises which are not able to fall in step with changes and do not use online marketing tools are questioned if they can maintain their existence under global competitive conditions.A field research is conducted in the third section of the study which is the last part of the study. First, a literature review is performed and questionnaires are sent to sales and marketing departments of four stars and five stars hotels with the first class holiday villages in Antalya region. Research data is obtained from acceptable questionnaires that come from 142 accommodation enterprise managers. Data is transferred to the computer and descriptive statistical analysis is performed. The significance of data is tested through the (Cronbach alpha) test and the significance of scale that is used in the research questionnaire is found as 0.79. In this study, the usage level of global distribution channels and central reservation systems by accommodation enterprises is tried to be determined.According to the research findings, it is determined that the structural features of the Antalya region are effective on distribution channel of accommodation enterprises. It is observed that the enterprises in the region perceive Tour operators and travel agencies as the most efficient distribution channels with the ratio of 90.8 percent and 81 percent, respectively. It is stated that accommodation enterprises that receive reservation on the Internet has a ratio of 81.7 while accommodation enterprises that receive reservation through GDS or CRS has a ratio of 45.8. It is seen that since the number of accommodation enterprises increases day by day and since the demand is insufficient except certain periods, occupancy rates are affected negatively and force the enterprises to use GDS, CRS and Web sites with information technologies more instead of using classical distribution channels.