The role of information technology in the impact of competitive strategies applied by tourism enterprises on performance: A study in the accommodation sector

Driven by technological innovations, enterprises have embraced information technologies to maximize efficiency and gain a competitive edge in their operational processes. All business models are undergoing significant transformations within this scope. These innovations, as in all other areas, are creating new needs and services in the tourism industry and strengthening competition among businesses. In order to gain a competitive advantage in inter-firm competition, it is necessary to have an integrated management of competitive strategies and technology strategies. Modern strategy research has begun to focus on a resource-based perspective and the simultaneous implementation of industry-based and resource-based perspectives in order for businesses to gain a competitive advantage. Although there are various studies in the tourism literature on the use of information technologies, there are limited studies that examine the relationship between competitive strategies (industry-based view) and information technology capabilities (resource-based view) in terms of their impact on business performance. Based on this, the study aimed to determine the mediating role of information technologies in the effect of competitive strategies applied by accommodation businesses operating in tourism on business performance. Within the scope of this aim, a model consisting of Porter's competitive strategies (cost leadership, differentiation, and focus), information technology capabilities, and performance variables was created in businesses. The research sample, from which the data needed for hypothesis testing were collected, consisted of 504 managers working in accommodation businesses operating in Antalya. In the study, which utilized quantitative research approaches and the survey technique, Cronbach's Alpha reliability analysis, exploratory and confirmatory factor analyses were performed to determine the validity and reliability of the scales, and the confirmed structure was tested with the structural equation modeling procedure. As a result of the analyses conducted, it was verified that information technologies had a partial mediating role in the effect of competitive strategies applied by businesses on business performance. In conclusion, based on the literature review conducted within the scope of the research and the analyses of the data obtained, suggestions that are considered to contribute to tourism businesses and academia have been presented.