The effect of indirect distribution channel usage rate in hotels on business performance: The case of Antalya

The aim of this study is to identify the relationship between the levels of dependency to the distribution channel and firm performance at the hotels and to determine optimum levels of dependency to the distribution channel for hotels in order to maximize the performance. To this aim, the population of the research has been determined four and five star hotels in Antalya. Because of the population of the research is reachable it hasn't been used any sampling method and every unit of the research have wanted to include to the research. Online survey technique has been used to generate the research data. Firstly, the principle of the sales and marketing deparments of the hotels had been instruct about the research and after that online survay has been sent to their email adreses. At the end of the process of the data generating processs that is about a half and a month, that data has been generated from 123 hotel firm. The generated data is analyzed by using SPSS which is a stastical packet program for the social sciences. As a result, it has been found that there has been no relation between the level of dependency to distribution channel and firm performans and the hotels, the level of dependency to the distribution channel is from 61% to 80%, have had better finacial performans than others. In this context, hotels with four and five star in Antalya have been recommended to keep their level of dependancy to distrubituon channel between %61 and %80. Keywords: Distrubition of the Service Firm, Distribution Channel, Performance, Hotel, Travel Acency, Tour Operator, Antalya.