A study on understanding the dependency relationships between tour operators and hotels

The primary aim of this thesis is to analyze the dependency relationships between two key actors in the tourism sector—tour operators and hotels—within the framework of Resource Dependence Theory (RDT). The relationship between tour operators and hotels is regarded as one of the core dynamics shaping the functioning of the tourism industry. Accordingly, this study focuses on the historical development of this relationship, its underlying causes, and the ways in which it is influenced by various environmental factors. The research employs a qualitative methodology and is based on in-depth interviews conducted with senior executives from tour operators and hotel enterprises operating in the Antalya destination. The data were analyzed using content analysis, and data triangulation techniques were employed to enhance validity. The findings indicate that the dependency relationship between tour operators and hotels manifests in four main dimensions: financial, operational, marketing and distribution channels, and strategic dependence. Each of these dependency types plays a distinct role in shaping the market positioning, competitive strategies, and dependency management practices of the involved actors. Financial dependence is primarily driven by the structure of guarantee contracts and advance payment systems provided by tour operators, which significantly influence the revenue models of hotels. Operational dependence stems from the complementary roles these two actors play within the tourism value chain. Marketing and distribution channel dependence is shaped by tour operators' extensive customer reach and their dominance in digital sales platforms. Strategic dependence is characterized by long-term contracts, crisis-specific solidarity mechanisms, and trust-based partnerships. Furthermore, the findings reveal that digitalization, the widespread adoption of online booking systems, and external environmental factors have significantly transformed and redefined these dependency structures.